Never miss a story

Get subscribed to our newsletter


×

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)


Popular

Photo found on Pixabay

Books on Delhi

The city of Delhi has seen it all; from sultanate rule, to dynasties, and to colonial rule. From monarchy to democracy, Delhi has gone through its phases. But, in order to know and explore the nuances of Delhi, you must read these beautiful books.

1. City of Djinns: A Year in Delhi by William Dalrymple

Keep Reading Show less
Photo by Viator.

Ghats of Varanasi, one of the oldest cities of India

There are some of the Indian cities which are older than time. Therefore, we must know which cities are they, and what has been their history!

1. Varanasi (1200 BC–)

Keep Reading Show less

Human hair wigs have several advantages over synthetic wigs

By- Digital Hub

I prefer synthetic wigs as it isn't something that I would wear all the time - just when I look different. Additionally, their ease of use is an essential factor for me. However, suppose you're looking to wear a wig for a fashionable accessory or as a way for you to show your personality. In that case, I'd recommend buying multiple synthetic wigs of various styles and colors instead of only the one human hair wig at the same amount. However, be cautious - only purchase top-quality synthetic braids that are more expensive as you might be disappointed by the new style you've chosen.

Keep reading... Show less