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Ways to make your brand successful-Book review

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Editor: Anisha Motwani; Publisher: Rupa; Pages: 283;

In today’s age branding is one of the most important questions that are asked of a product. Even just to thrive in a competitive market, one needs a successful brand.

For Anisha Motwani, the idea for the book began with a simple question: How is it that in a diverse, challenging and often predictable market like India, a handful of companies are doing an excellent job of attracting consumers and creating business value for themselves?

To answer this, she began digging deeper. “I realised that most of the (successful) companies have done something out of the ordinary and, in the process, they have stormed and shaken up the market, transforming stale categories into vibrant ones.”

Motwani, a business strategist, speaker and columnist, developed that simple question into a book from which people could benefit. As she put it: “This book create(s) a reservoir of success stories that can benefit others who are equally hungry for knowledge.”

The book has categorised companies into three parts — entrepreneur, challenger and legacy.

It has included brands like PVR, MakeMyTrip, Radio Mirchi, Real, Tata Tea, Sprite, Axis Bank, XUV500, Kurkure, Honda Motors, Sensodyne, Idea Cellular, Ford EcoSport, Fiama Di Wills, Cadbury, Kissan, MTR, Raymond, Saffola and The Times of India.

The book, however, does not mention any technology brand.

It also talks about the whole gamut of challenges the companies face, both internal and external which often become stumbling blocks to growth.

“I felt that if the wisdom of this handful of companies could be made available to a wider public, it would help many more people, in turn, become winners in their own spheres,” she said.

While going through the chosen companies, she discovered that it was possible to put a method on how to learn from these brands, how, as she puts it, one can storm the norm.

“I was clear that each brand story had to be authored by the people who were behind the wheels of the business, the people who conceptualised and executed game-changing strategies.”

The examples given in the book are business stories which were tried and tested. The narrative is not templated and typecast in a rigid format. “Since the individual stories have been crafted by different people, it was felt that the flavour needed to be retained in the final output.”

(Aparajita Gupta can be contacted at aparajita.g@ians.in)(IANS)(Image-studioabd.com)

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Death Knell For The Rape Culture

The death penalty for the child rapist is going to see the light of the day

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Death knell for the rape culture
Death knell for the rape culture. Pixabay

By Salil Gewali

The death penalty for the child rapist is going to see the light of the day. Hearty thanks to the countless candle marchers. The credit also goes to those conscious media and columnists who all fueled the agitation and energized the activists. Here PM Modi’s dynamism can’t be overlooked either, because this ordinance, which was long overdue, has happened now.

Let’s all pray that the ‘fear of death’ will be an effective deterrent.  Hope, this will “frighten away” the real vices. In the meanwhile, it would also be very wise on the part of the government to look for other preventive measures since we have lot many “vices” in lot many avatars and assortments which only encourage the sex related crimes. There are also very dangerous “vices” which, when start to infect one’s thought-process, might give birth to the countless Trojan horses, Malwares, even virulent I-love-You. The virus infecting tragedy usually strikes ones very fast who are with weak inborn “antivirus”. This, in fact, turns “sane men into perverts” if one objectively analyses. But what is too bizarre is that some of such virus generating vices are let to flourish under the cover of silence while some are made to believe through media as “virtues” and while others as “talent” — with a whole lot of modish adornment and poetic adulation. Do you want to acknowledge that ones who cried hard against the despicable rape culture are the premier dealers of these vices? Some are producers too. I cut short here.  Because these days I fear the “thunder of hypocrisy” then the roars of the tiger in a jungle!

Candle March for death penalty of rapists.
Candle March. Pixabay

Yes, remaining complacent by mere hanging the perverts will be thus a downright immaturity. The identifying the causes of those vices that are hurting the society at large are equally important.  Of course, many try to overlook those vices as if they never make a bad impact upon the mindset an individual. Here I’ve an argument — has the heat of the hearth stopped boiling the water or burn your pack of currency notes to ash? As mentioned above, we can draw a perfect “analogy” between the virus infecting a computer leading to its inevitable “malfunction” with the people’s behavioral degeneration and wrong indulgences due to the continuous exposure and acceptance of vices.

Also Read: Rape Survivors in India Still Face Humiliation with Two-Finger tests and Barriers to Justice says Human Rights Watch

However, it would surely be good if the Government and awakened women organizations boldly pinpoint those forces as well which are culpable for presenting women as no less than commodities, and the dealers of the vices. In this, one is skeptical whether we can turn to the media with hope, or with doubt! Because, very absurdly, the definition of “good life” and its values have now been willfully distorted and redefined to suit the situation, plans and programs such that they would help further the agendas of that forces which rule the roost.

Stop the Terror of Rape.
Stop the Terror of Rape.

Anyway, whether one agrees or disagree, disinfecting/detoxing the “mindset” of the society is the only pathway to the sane society which we are now crying for. The healthy thought, healthy attitude, healthy acts can only toll the death knell for any kind of rapes or any kind of depravity.

Salil Gewali is a well-known writer and author of ‘Great minds on India’. Twitter: @SGewali