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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 Surface Pro Now Available In India

There is a full-size glass trackpad with five-finger multi-touch capabilities that allows for ultimate precision and the keyboard is wrapped in soft Alcantara material

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Global chip-maker Qualcomm Technologies and Microsoft have collaborated with leading retailers from across the world to offer new "always connected" Windows 10 PCs powered by the Qualcomm Snapdragon Mobile PC Platform. Wikimedia Commons
  • Microsoft released its Surface Pro in India
  • It is a high-resolution tablet with 12.3-inch touch-display
  • Customers can buy the Surface Pro from a number of retailers in India

Microsoft on Thursday announced its Surface Pro notebook and accessories are available in India. Surface Pro features a high-resolution 12.3-inch “PixelSense” touch display that supports the new Surface Pen 4.

The first generation, 2-in-1 detachable of the Microsoft Surface series — with a configuration of Intel Core m3, 128 GB SSD, 4GB RAM and Intel HD Graphics 615 — will cost Rs 64,999.

Microsoft introduces its Surface Pro Indian markets. Wikimedia Commons
Microsoft introduces its Surface Pro Indian markets. Wikimedia Commons

Customers can buy the device through more than 130 commercial resellers, the company said in a statement.

“We are delighted to announce the launch of Surface Pro in India and offer our consumers another superior device that will enable them create, study, work and play virtually anywhere,” said Vineet Durani, Director, Windows and Devices, Microsoft India.

Also Read: Microsoft Announces Indian Languages Support For e-mail Addresses

With a new hinge that adjusts to 165 degrees, users can now put the device into “Studio Mode”, thus, creating the optimal position to write or sketch.

It also has a tilt functionality that detects the angle of the Surface Pen to enable more natural shading.

At 8.5-mm thickness and weighing 767 grams, the notebook packs the in 7th-generation Intel Core processor with a fanless design.

Surface Pro has a battery life of 13.5 hours. Wikimedia Commons
Surface Pro has a battery life of 13.5 hours. Wikimedia Commons

 

Its battery supports up to 13.5 hours of life.

There is a full-size glass trackpad with five-finger multi-touch capabilities that allows for ultimate precision and the keyboard is wrapped in soft Alcantara material. IANS

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