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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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Developers Can Now Start Building Hindi Skills for Alexa in India

Right now, Alexa can understand some Hinglish commands but these are few and far between

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Alexa, Amazon, Virtual Assistant
Amazon Echo led the Indian smart speakers market with 59 per cent share in 2018 (Representational image). Pixabay

Amazon on Tuesday announced that developers can now start building Alexa skills for customers in India with the new Hindi voice model available in Alexa Skills Kit (ASK).

Developers would get a headstart and submit skills for certification as the company prepare to offer engaging experiences for Alexa users in one of the most spoken languages in the country, the company said in a statement.

Commercial hardware manufacturers who want to develop Alexa Built-in products for Hindi-speaking customers in India can request early access to the invite-only Alexa Voice Service (AVS) developer preview.

The Alexa Skills Kit (ASK) is a collection of free, self-service APIs and tools that make it fast and easy for developers to create skills, or capabilities, for Alexa.

Amazon last year launched a new category of skill called “Cleo” that enables customers in India help Alexa learn Hindi and other languages. The idea was to improve Alexa’s language model and help her gradually speak in local languages.

Lawsuit, Amazon, Alexa
The lawsuit alleges Amazon of saving ‘voice prints’ of millions of children by unlawfully recording their conversations around Alexa-enabled smart devices. Pixabay

Apart from Hindi, users can respond to Alexa’s English statements in Tamil, Marathi, Kannada, Bengali, Telugu, Gujarati and other regional languages.

Alexa is currently available in over 80 countries and speaks more than 14 language variants.

One can sign up for the first webinar on Hindi skill building scheduled on July 24. Developers in India who have their Hindi-language skill certified for publication in India before July 31 would receive exclusive early bird Alexa merchandise.

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Rohit Prasad, Vice President and Head Scientist for Alexa, told IANS recently that the company is working on infusing regional languages capabilities in Alexa for the Indian market but these are early days.

Right now, Alexa can understand some Hinglish commands but these are few and far between. (IANS)