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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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IBM Offers Agritech Start-Ups To Boost Up Agricultural Production in India

All the agritech companies in India, whose supply chain operations are getting impacted in the current lockdown period can avail the service

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Agriculture
Farmers in India are getting ready to harvest Rabi Crops like wheat, barley, mustard, sesame and peas, but many agritech companies who manage supply chains are facing complex challenges due to the lockdown. Wikimedia Commons

With the COVID-19 lockdown bringing new challenges to the agricultural sector in India, IBM is offering the agritech start-ups a 30-day free trial of its Operations Dashboard from The Weather Company (TWC) to help these firms with supply chain operations.

Farmers in India are getting ready to harvest Rabi Crops like wheat, barley, mustard, sesame and peas, but many agritech companies who manage supply chains are facing complex challenges due to the lockdown.

“The Dashboard can help supply chain managers make faster, more-informed decisions by combining our accurate weather forecasts with their unique business insights,” Sandip Patel, Managing Director, IBM India Pvt Ltd and General Manager IBM India/South Asia wrote in a LinkedIn post on Tuesday.

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All the agritech companies in India, whose supply chain operations are getting impacted in the current lockdown period can avail the service, Patel said. The Operations Dashboard is designed to send automatic alerts when weather conditions that could impact businesses are detected.

It can contextualie what upcoming weather might mean for businesses and provide recommended actions, besides improving operations by deliveringnear real-time and forecasted location-specific weather notifications.

IBM
With the COVID-19 lockdown bringing new challenges to the agricultural sector in India, IBM is offering the agritech start-ups a 30-day free trial of its Operations Dashboard from The Weather Company (TWC) to help these firms with supply chain operations. Wikimedia Commons

“Powered by the IBM Global High-Resolution Atmospheric Forecasting System (IBMGRAF) — the world’s highest-resolution global weather forecasting model — this highly customizable solution is designed to function like a ‘meteorologist-in-a-box’ which actively monitors weather forecasts for conditions that may affect your location, operations and customers,” Patel said.

With access to current weather and 15 day forecast with user-friendly visual effects, the tool can allow companies to take decisions ontransportation of their produce in the face of weather.

ALSO READ: Indians Spend More Time on OTT Media, Education and Fitness Apps During Coronavirus Lockdown

“This means produce will reach consumers faster, less food will be spoilt,and farmers’ efforts don’t go to waste,” Patel said. (IANS)