Brand Building

With some smart thinking and honest hard work that’s mindful and on point, great content can create meaningful conversations with stakeholders

How SMEs can create holistic brand experience

Harnessing qualitative data from internal stakeholders can be critical to the reinvention or repositioning of the brand, irrespective of the methodology deployed

Book Excerpt | 'Pitch Perfect': "For anyone to communicate on behalf of the brand, they have to understand its soul"

From Peepul Consulting founder Srimoyi Bhattacharya's book 'Pitch Perfect: How to Create a Brand That People Can't Stop Talking About', inputs from Shagun Singh, head of marketing and communications, Good Earth, which completed 25 years this year.

Storyboard18 | What’s in the packaging? How design makes a difference

Fast-growing direct to customer (D2C) brands in India have discovered the power of packaging, to create a distinct brand image and drive differentiation in crowded categories.

Storyboard18 | Marketers believe they write good briefs. Ad agency execs disagree

Decoding modern-day advertising briefs - what works and what doesn’t.

Storyboard18 | Wait, how did we get here? Musings of an adman

As we enter the last month of another pandemic year, an adman ponders the plight of small agencies, the state of creativity and the agency of the future.

Storyboard18 | 'We don’t think of performance and branding as two different channels': Meesho's Vidit Aatrey

Raja Rajamannar, global chief marketing and communications officer and president - health care business, Mastercard, talks to Meesho's founder and CEO, Vidit Aatrey, about building an enduring and endearing brand. 

Storyboard18 | Build to Last: Mastercard’s global CMO Raja Rajamannar in conversation with Meesho’s Vidit Aatrey

What does it take to build enduring brands? Storyboard18’s special series featuring Mastercard’s Raja Rajamannar unpacks new realities and the power of Brand in building lasting companies.

Storyboard | Gaming & esports brands hooked to ads, spend upwards of Rs1,000 crore in 2021

With a surge in gaming and esports in India, brands have dialed up advertising to boost reach and popularise new offerings.

‘Friends Reunion’: The one with all the lessons for brand marketers

The iconic American TV show's reunion episode was a global event. Here are four marketing lessons to take away from the episode that featured guests like BTS, Lady Gaga and Malala Yousafzai.

Neglect of creativity is the data-driven marketer's biggest mistake

Put ideas at the heart of the marketing profession or a robot will generate your ‘acceptably creative’ obituary

Brands need superpower to balance consumer and advertising sentiment in post-lockdown world

Much like the terror of Thanos, COVID-19 has caused rampant pessimism in both the consumer and advertiser sentiment.

Storyboard talks to Nestle about new realities of brand building

Storyboard Editor Anant Rangaswami spoke to Chandrasekar Radhakrishnan, Senior Vice President & Head of Communications and E-Commerce at Nestle India about the new realities of brand building, the Maggie crises and building brands with purpose.

Modi has to rediscover his mojo, refocus on brand building

If Brand Modi is fraying at the edges, it's because he has lost sight the fundamentals of brand building and strengthening. Time he read the old branding texts once more.

Brand building: Impetus for SMEs to gain competitive edge

There is a growing realization among Indian SMEs exhibiting a robust entrepreneurial spirit, that marketing and an effective brand strategy can rev up the revenue cycle and increase sales.

Higher ad spends impacted Q3 margins: VIP Industries

VIP Industries' third quarter net profit fell 15.3 percent year-on-year to Rs 8.5 crore, impacted by weak operational performance. However, the fall in bottomline was restricted by exceptional gain of Rs 6 crore.

Confident of achieving 15-20% growth in FY15: Havells

Anil Rai Gupta, joint managing director of Havells India says the company is witnessing increased uptick in all product categories. He is confident of achieving 15-20 percent growth in FY15.

How Rajinikanth became a brand for all seasons

"Rajini‘s motto was 'differentiate and dominate'. Establishing individuality was the nucleus of his work," write PC Balasubramanian, founder of Matrix Business Services, and Ram N Ramkrishnan, a management consultant, in their book Grand Brand Rajini.