In today’s era, more than ever, it is time to rethink or regularly evaluate the brand’s performance. This helps the CMOS, decision makers and strategists to take a call on the next move for improving the performance of the brand. A quick analysis ( no science )can be performed by answering few questions. Some can be as follows: You can rate yourself between 1-10. (This will help you to determine your brand strength.)

1) Are the purpose, vision, mission and brand values embedded in every team member’s thought process? Do they...

Colors of a brand are one of its most crucial elements. Comprehending the influence and importance of color is the key to good branding. Branding conveys meaning, but only when backed up with colors, does it produce a cohesive and strong identity.

There are many factors worth considering in choosing colors for a brand or a business product such as what is the nature of the product? Is it a service or product you are selling? Are the potential consumers old or young? Is your product prestigious or just something that...

Metaphors are words used for comparing one thing to another or expressing the characteristics of the object. The pairing of words creates a metaphor that shapes understanding and expectations. And this approach is equally effective in branding.

Every renowned brand owns its tone. It’s something to which brand is stuck for a long long time. whatever happens, this tone doesn’t change. This tone is nothing but a brand metaphor. This increases the intensity of retaining information in customers’ mind and enhances its recall value.

Metaphors are powerful communication tools in branding. They...

The Yin and Yang principle might be one of the oldest Chinese philosophies which found acceptance worldwide due to its rationale and practicality; and rightfully so. After all, opposites do attract and there is a little bit of good in every evil, right?When we try applying it in our lives, we see how it is not far from reality! But does it stay true to branding as well? It does become an interesting thought…

The Yin (or the black part) signifies the darker part of your branding. It may be a...

There was a time when people used to relate branding to designing. ‘The better your designs, the better your branding’ was the common notion amongst marketers. However, as branding evolved, they soon realized the importance of the words to compliment the designs. Today, words and content are equally, if not less, important in grabbing the attention of your customers. However, being a game of psychology, there are various tricks which a marketer can subtly use to attract clients; e.g., just using the right words. After all, isn’t it appealing to...

While young, I used to watch the popular show ‘Kaun Banega Crorepati’ (KBC). While seeing it, I used to wonder – are those questions really worth the price tag??

Most of the initial questions were so easy. They made me feel that winning the game was a child’s play. Also, I remember feeling SO frustrated when those sitting on the HOT seat gave stupid answers to silly questions. I so wanted to tell them (as if they could hear me) that they were completely off beat!

Keeping the frustration aside, let us...