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How
to kill a Brand ?
Katya Naidu explores the process of branding in the reverse,
and chalks out ways to transform a perfectly good product
into a perfectly bad brand.
World
Wide Healthcare
Last month I got the opportunity to attend two extremely contradictory
events. The first was an international seminar on using internet
as a medium to deliver healthcare messages, both to physicians
and patients, and the second was an award ceremony—the
Media Effectiveness Awards, conducted by the Advertising Club,
Bombay.
En
route to acquire…
Wanbury has achieved significant progress over the years and
has several initiatives lined up. Ashok Shinkar, Director,
Corporate Finance, Wanbury talks to Garima Arora on the company's
inorganic route to development.
Never
stopped licensing
Licensing deals have become a mainstay of the Indian pharma
scenario. Companies have been licensing molecules and brands
for quite sometime now. What is it that makes this alliance
popular in the pharma fraternity in India and across the globe?
Sachin Jagdale finds out
'Indian
players like the taste of Euros and Dollars'
Jean-Luc Bukard, Chairman, Clestra Cleanroom shares his views
on the market for cleanroom technology in India and company
strategies, with Arshiya Khan.
Balancing
on slippery slope
Al Ries and Jack Trout would believe that the secret of a
successful brand lies in the 'one word' that it has constantly
been associated with. However, there have been brands, like
Burnol, that have been caged in one image because of their
'one word equity', as consumers refuse to acknowledge any
deviation from the usual. Aashruti Kak traces the rocky journey
of Burnol through its seven decades of hand-me-down existence.
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