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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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Microsoft Claims Spurt Adoption of Artificial Intelligence In India

According to Microsoft, the company is busy democratising AI and is making the technology available on Azure Cloud to empower developers and institutions in solving difficult problems.

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AI
India is digitally ready for a comprehensive AI framework aligned to industries' long-term strategy. Pixabay

There has been a spurt in the adoption of Artificial Intelligence (AI) across industries in India and cloud infrastructure and rapid deployment of intelligent Cloud services will further drive AI adoption in the country, Microsoft India said on Wednesday.

In a white paper titled “Age of Intelligence,” Microsoft said the focus is to create modern mobile infrastructure, skill up the workforce and reduce data costs and cross-industry collaboration, thus extending information connectivity and digital services to the underserved segments of the population.

“Our ambition is to enable a human-centered approach to AI. India is currently at an inflection point in the adoption of AI,” said Anant Maheshwari, President, Microsoft India as the company unveiled the white paper at the Nasscom Technology and Leadership Forum (NTLF) 2019 here.

AI
In a white paper titled “Age of Intelligence,” Microsoft said the focus is to create modern mobile infrastructure, skill up the workforce and reduce data costs and cross-industry collaboration, thus extending information connectivity and digital services to the underserved segments of the population. Pixabay

“Building on the four foundational pillars — enabling digital transformation across industries, forging coalitions for innovation, building a future-ready workforce and creating sustained societal impact — will unlock and accelerate the potential of AI,” Maheshwari added.

The white paper outlines challenges and opportunities with respect to AI and how balanced and forward looking government policies, technological advancements including growing Internet penetration and connectivity will help reap benefits of digital transformation in the years to come.

According to Microsoft, the company is busy democratising AI and is making the technology available on Azure Cloud to empower developers and institutions in solving difficult problems.

AI
There has been a spurt in the adoption of Artificial Intelligence (AI) across industries in India and cloud infrastructure and rapid deployment of intelligent Cloud services will further drive AI adoption in the country, Microsoft India said on Wednesday.
Pixabay

“AI enables organizations to make better informed decisions by making it easy to derive insights from data, helping them expand and improve customer engagement and experiences, optimize operations and improve offerings,” read the white paper.

Also Read: Network Service Providers Pledge To Reduce The Gender Gap Between Mobile Phone Users In India By 2020
India is digitally ready for a comprehensive AI framework aligned to industries’ long-term strategy.

“With the size of the market and opportunity for growth, it’s imperative to implement AI for India that brings economic, societal and inclusive growth,” Microsoft noted. (IANS)