Brand Properties
Brand Properties are valuable: Visual Verbal Sonic assets that must be carefully managed: Over time and Across the Mix, to maximise their contribution to Brand recognition and Brand Promise Amplification. When consistently executed across 2-3 years, they create: Memory structure and Drive Brand Promise amplification. Types of- Brand Properties. Back
Read MoreBrand Naming
How do Challenger brands disrupt? Challenger brands have scale, resources, trust, legacy all stacked against them. So what do they do against such odds? The answer lies in Disruptive Innovation, Thought Leadership and lack of greed. They could take the Leader head on or– Be content with carving out a niche and expanding it. – […]
Read MoreBrand- What are its Markers?
What are the Markers of a True Brand? – Brand Name and Symbol: Has a DISTINCTIVE name, typeface, colour and logo.– Familiarity: Has high level of AWARENESS, over 60-70% on an aided basis.– Trusted Expertise: Has earned competitive scores on key attributes driving CONSIDERATION & PREFERENCE.– Head and heart: Has EMOTIONAL connection, not just FUNCTIONAL […]
Read MoreArchetypes
THE 4Cs OF BRAND STRATEGY. I apply this framework extensively to the Brands I consult with. Let me share a crisp rendition of this framework. Brand Strategy- Shaped by 4 Vectors: 1. CONSUMER. Map your SOURCE OF BUSINESS. Where are your TRIALISTS coming from? What is driving this SHIFT? IMRB GAIN LOSS & DIPSTICK researches, […]
Read MoreBrand Architecture
HOW DO YOU GROW THROUGH LAUNCHING LINE EXTENSIONS TO A CORE PRODUCT? So you have a core product, a source of authority and profit for your brand. And there are NEED STATES and CONSUMPTION OCCASIONS that need new products to tap into. A good start point is to map BARRIERS TO TRIAL among ‘Aware Non […]
Read MoreSource of Business
HOW DO LEADER BRANDS GROW THEIR CORE PRODUCT? A mature leader legacy brand with a historical growth trajectory. Yet there have to be unmet needs, underserved segments, untapped consumption occasions. It’s about looking hard and long enough for INSIGHTS to unlock higher growth. An example. In 2007, Dabur amla hair oil, a premium priced Legacy […]
Read MoreTarget Consumer
HOW DO LEADER BRANDS GROW THEIR CORE PRODUCT? A mature leader legacy brand with a historical growth trajectory. Yet there have to be unmet needs, underserved segments, untapped consumption occasions. It’s about looking hard and long enough for INSIGHTS to unlock higher growth. An example. In 2007, Dabur amla hair oil, a premium priced Legacy […]
Read MoreNew product innovation
HOW DO YOU GROW THROUGH LAUNCHING LINE EXTENSIONS TO A CORE PRODUCT? So you have a core product, a source of authority and profit for your brand. And there are NEED STATES and CONSUMPTION OCCASIONS that need new products to tap into. A good start point is to map BARRIERS TO TRIAL among ‘Aware Non […]
Read MoreNew News
10 Boxes that your Communication must tick. 1. Does your Ad DRAMATISE your PRODUCT STORY in an EMOTIONALLY COMPELLING way?Focus on your BRAND PROPOSITION. And DRAMATISE it To illustrate through an example, sharing a short and sweet 10s promo ad for BISK FARM RICH MARIE biscuits, with 20% extra The PLAYFUL TUG DEVICE between a […]
Read MoreMemory structure
10 Boxes that your Communication must tick. 1. Does your Ad DRAMATISE your PRODUCT STORY in an EMOTIONALLY COMPELLING way?Focus on your BRAND PROPOSITION. And DRAMATISE it To illustrate through an example, sharing a short and sweet 10s promo ad for BISK FARM RICH MARIE biscuits, with 20% extra The PLAYFUL TUG DEVICE between a […]
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