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Brand Spectacle

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A musician can find music in silence, an artist art in emptiness, and a brand enthusiast branding, anywhere.

Though I didn’t hear the word brand in my formative years, I still can’t help recollecting how branding was prevalent in all spheres of life, across the walks of life, and amongst people of different hues.

Diwali was a time of sightseeing the streets, the bazars, and certain locales. As teenagers, we could hide our excitement as we went for our annual rounds to feast the spectacle of festive decorations.

The bazaars were basked in brightness, shops dressed as brides, adorned with flowers and lights, each yearning for well-earned attention. The jewellery shops, in particular stole the show. While most were strikingly handsome, some were on our must-see list, as they always had a special touch about them.

Years later, I understood this as branding. They used every opportunity to express themselves. They didn’t go through the motions. They planned, toiled and assured that they used it as a brand building exercise.

Celebrations have different hues, and in the eighties crackers were a popular expression. Some establishments made their presence through crackers as eager spectators lined up for the fare they had come to expect over the years.

Many housing societies demonstrated branding unknowingly. Each society had its own theme, but a pleasing spectacle was that an identical kandeel of the same colour and size adorned at every house window. And an enlarged version of the same kandeelwelcomed the visitors at the entrance of the premises.

Looking back I wonder whether it is possible to bring back those ways. Quite unlikely. Not that it would have been easy in those days to make everyone agree on a uniform festival code. They would be the odd disgruntled types, or some who would have wanted their own way.

Great lessons of branding – of spirit, teamwork, and consistency.

Festivals change their colours, the festivities change their expressions, but branding will always find a way to express itself.

Posted in: Branding, Diwali, Festival, Festivals, India, Motivational, Visible and Invisible Branding

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Customer service is the new marketing. – Derek Sivers

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Marketers burn the midnight oil to boost their sales. They try every trick in the book, but don’t pay attention to the oldest trick – Customer Service.

In today’s competitive environment there’s little to choose between products and services, and Customer Service is what adds teeth to the marketing.

With over three decades of Brand Building behind us, we help brands across domains to add colour, life, and meaning to their brands, and stay ahead in competitive markets.

View our Profile here

Posted in: Brand News, Branding, Entrepreneur, Excellence, Personal Development, Visible and Invisible Branding, Work Culture

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Well done is better than well said.

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It is easy to lure customers with well-crafted words, and tall promises but eventually the customer remembers what is delivered.

Customer Service is an essential component of every product or service.

If you haven’t given the customer, the due service, you are always going to be short-changed in your business from your customers.

With over three decades of Brand Building behind us, we help brands across domains to add colour, life, and meaning to their brands, and stay ahead in competitive markets.

View our Profile here

Send your enquiry to response@parichay-india.in 

Posted in: Branding, Personal Development, Visible and Invisible Branding

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Differentiation

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They laugh at me because I’m different; I laugh at them because they’re all the same. – Kurt Cobain

People don’t spot similarities and ignore. They note something unique, and pay attention.

In this crowded world, bursting-at-the-seams markets, a unique product or service appears like a breath of fresh air in a dry dull and hot weather.

How to spot your differences? Which ones to back? That’s differentiation.

With over three decades of Brand Building behind us, we help brands across domains to add colour, life, and meaning to their brands, and stay ahead in competitive markets.

View our Profile here

Send your enquiry to response@parichay-india.in 

Posted in: Brand News, Visible and Invisible Branding

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Branding adds spirit and a soul….

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Branding adds spirit and a soul to what would otherwise be a robotic, automated, generic price-value proposition – David Aaker

Devoid of the colours of stories, experiences and anecdotes, products and services would be indistinguishable lumps begging for a roulette’s luck to be picked off the shelf, or waiting to be chosen amongst a mass of me-too’s.

Brands create exclusive images in minds of their consumers to enable them associate with them, and build bonds that win them their patronage.

Brand Building. The soul and the spirit.

With over three decades of Brand Building behind us, we help brands across domains to add colour, life, and meaning to their brands, and stay ahead in competitive markets.

View our Profile here

 

Posted in: Branding, Visible and Invisible Branding

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A brand is the set of expectations, memories, stories and relationships…

brand-expectation

A brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another. – Seth Godin

You cannot build a brand overnight. It is a set of mental dots that consumers join in their mind. These dots are the stories they have heard, their experiences, and the expectations they have built around the brand.

At the crucial juncture of making a choice, all these stand up, to be counted and either make or break your brand.

Brand Building: Castles in the sky, brick by brick.

With over three decades of Brand Building behind us, we help brands across domains to add colour, life, and meaning to their brands, and stay ahead in competitive markets.

Posted in: Brand News, Branding, Entrepreneur, Excellence, Visible and Invisible Branding, Work Culture

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Your brand is a promise to your clients…

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What if you went to your favourite restaurant and kept your fingers crossed hoping they serve you a good meal?

What if you had to say a prayer before you opened a product hoping it is as good as the last time?

What if you keep guessing each time before using a service as to how it will deliver?

These would defeat the very core of what branding is all about.

You may try a brand on the influence of its collaterals, someone’s recommendation, or just a hunch.

But you will continue to patronize the brand only if it consistently delivers a certain quality, or is dependable.

Every brand defines its standards. And attract people to whom those standards matter. But they don’t matter occasionally but consistently and they expect a certain set of deliverables that match their expectations.

Good brands therefore are not brilliant one day, and average the next. They are as good as they are. Consistently.

With over three decades of Brand Building behind us, we help brands across domains to define their brands, deliver consistently, and stay ahead in competitive markets.

Posted in: Brand News, Branding, Entrepreneur, Excellence, Focus on Solutions, Team Work, Visible and Invisible Branding, Work Culture

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“Unless you have absolute clarity of what your brand stands for, everything else is irrelevant” – Mark Baynes

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There are three types of people: Those who make things happen; those who watch things happen; and those who wonder what happened.

Everyone has understood that building a brand is imperative. And many have joined the brand wagon.

However only a few have defined their brand. What it is? What it stands for? What it delivers? To whom?

And without that clarity you are just playing a blind game hoping the cards are in your favour.

Good brands build with clarity. With conviction. And with consciousness.

Every plant needs different inputs, and maintenance to blossom. And brands need appropriate inputs and handling to flourish.

And the starting point is clarity.

With over three decades of Brand Building behind us, we help brands across domains to define their brands, bring clarity in their approach, and stay ahead in competitive markets.

Posted in: Brand News, Branding, Entrepreneur, Visible and Invisible Branding

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If you’re your authentic self, you have no competition – Scott Stratten

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The digital world has dissolved all boundaries. You now have access to the whole world, and the world to you.

Information is a click away, and so are ideas. You get live updates on anything you wish to track and people are keeping a tab on you as well.

Essentially everyone is living and operating in glass houses, with virtually no secrecy. You want to know, and be known, and the world thinks the way you do.

The challenge however is to stand out in this maze of sameness. There is so much to see, that you see nothing.

Unless it is worth seeing. It is worth your time and attention. It is not that crowd of sameness, but something that strikes as different.

Each brand has to define, implement, and pursue something so unique that it doesn’t beg, but commands attention.

And successful brands are those that search that uniqueness within them.

No wonder they are genuine, authentic, and have virtually no competition.

With over three decades of Brand Building behind us, we help brands across domains to discover their strengths, strategize their uniqueness, and stay ahead in competitive markets.

Posted in: Brand News, Branding, Entrepreneur, Excellence, Personal Development, Team Work, Visible and Invisible Branding, Work Culture

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Olympic Dreams

Olympic

Many events occur in our lives. Some come and pass by innocuously, some make their presence felt while they are around, and some leave an indelible imprint on our lives.

Once every four years comes an event which touches in many ways. It is not a symbol of competition, achievement, or even excellence. It embodies the spirit of human existence.

Yes, it’s Olympics time.

I must confess that in moments of introspection, I do sometimes think about the never-ending flurry of activity in the world, the madness so to say, of people seeking to achieve more, and wonder whether there’s any need for it.

Nature has devised a wonderful process of self-sufficiency. There’s enough for everybody. The flora and fauna has an unrushed pattern of growth. Birds live a contented life and sing happily. The animals have a cyclical journey and seem to enjoy their existence.

Then why do humans, who have an option to peacefully live their lives, choose to push themselves higher: towards bigger goals, towards greater heights and aspire better benchmarks.

Let’s face it: What material benefit will the world derive if someone betters the mark by a fraction of a second?; how will it affect the world if someone swims the laps a little faster than the others; how would the weightlifter add some weight to the purpose of the world?; how will a team’s win add to the victory cup of the world?

Events such as Olympics provide the answers.

Humans differ from other living organisms essentially in one area – the spirit of achievement.

Humans alone possess the indomitable spirit to challenge themselves to bigger goals. They have dreams and desires and can dedicate their lives towards this purpose.

In pursuit of their dreams and desires, these achievers experience a sense of fulfilment, and it is this contagious spirit that forms the edifice of human existence.

They manifest that human life is not about survival but conquering new heights.

Though events such as these come after long intervals, they serve only as a reminder to all of us to reach inside us.

Reach inside and dig into that spirit that will set our sights on higher goals and in turn inspire others to pursue their dreams.

Posted in: Celebrations, India, Uncategorized

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