AAP against the wall

What the challenger brand should do to stay relevant

In its political career of just over four years, the Aam Aadmi Party (AAP) has hit spectacular highs and lows, projected a squeaky clean image despite intermittent rifts within, and never been away from media glare thanks to its brand of attention-grabbing politics. While much of it may have acted as reinforcements so far, recent events have raised serious question marks over the shelf life of its political branding.

The party is bullish about maintaining its style, akin to pressure group tactics. AAP spokesperson Ashutosh says any exercise to reposition the party is always on, not as a conscious choice but