Browsing Tag


Culture Thinking

It Is Time for Brand You

December 15, 2014

By Lulu Raghavan

A prominent publication recently featured the 20 most influential people in Indian advertising. Only three of these were women. That’s a scary statistic, considering that I’m constantly meeting and interacting with people in leading positions across industries, a significant number of whom are women.

So, Sheryl Sandberg is indeed right. Compared to the total number of in the workforce, only a negligible percentage make it to the top.

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From Domino’s Pizza to AAP: A Look at Branding in the Age of Social Media

February 19, 2014

By Lulu Raghavan

Branding has not fundamentally changed in the age of social networks. Social media is just another channel, although a critical one now, that has to be mastered and perfected as a medium if brands are to thrive in this uber connected world that we live in.

A brand still needs to stand for a singular compelling idea that is both meaningful to its target audience and different from its competitors. A brand still needs to have consistency in presentation and experience across different touch points of the brand. And it still takes years to build a brand’s reputation but just one mistake to tarnish it. These basic tenets of what a brand stands for and how they work have not changed.

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