Brand World

Finding the light: Schneider Electric reimagining the brand with a purpose

The 184-year-old global electrical energy company rewires the brand around environmental concerns, looks for a direct connection with consumers

Consulting to tech firms, brands are busy swatting away online crusaders

Rage and fulmination are the norm and brands are vulnerable as they define their online identities, said several experts

From soap to cure for skin infections, Medimix scripts a new brand story

The 50-year-old soap is repackaging the brand promise, using its medicinal tag to ride the growing demand for herbal and natural products

Ads with a cause: Brands work their way on Independence Day, Raksha Bandhan

From consumer goods to fashion and lifestyle as well as aircraft manufacturers, cause-led advertising rules the day

Hyundai, Castrol, others are pitching everyday heroism as their brand value

While Hyundai is talking about its product through the consumer, online food delivery service provider Swiggy have made technicians and delivery boys, respectively, the protagonists of their ads

Spencer's fashions a new line

RP-Sanjiv Goenka Group launches a mass-market apparel label, but getting customers is a big challenge

Titan goes the whole six yards

Company is extending its brand footprint deeper into its core category of consumers: Women

Fast-food brands ride the health wave

McDonald's, Subway, Wendy's, Domino's positioning as healthy food joints. Are consumers buying into it?

Two is company

Hospitality chains are looking for operational efficiencies without diluting their brands

Taking on the giants

A band of local brands is using traditional knowledge from private investors to guard their turf

Everyman's endorser

Will Thums Up change the endorsement game for Ranveer Singh?

Advertising industry needs to be nimble, no time to wait and watch

Ad agencies are not pre-empting the changes, nor are they adapting themselves fast enough

The disruptive forces of 2016

The year has forced an overhaul within the advertising, marketing and branding community

Local vs global brands: For India, from India

In China, local brands comprise 75%of shopper decisions followed by Indonesia (61%) and India (57%)

2016 shopping trends: Bulk buys, online purchases, private labels

Shoppers are increasingly visiting only one modern-trade store

Immersion of brand experience is the key in the digital age

At the core of brands success is the experience it creates for a fan

Tata Coffee looks for a premium slot

The company is leveraging its alliance with Starbucks as it takes the first steps towards crafting a premium brand of coffee from its estates

Indian Terrain flaunts the Madras connection

The sportswear brand wears its checks on its sleeve, looks to leverage its homegrown credentials and set itself apart from other labels in the market

Shooting the messenger

New rules on brand-endorser relationships could change the game; push up endorsement fees and get brands to rethink their options

How Shoppers Stop is reinventing itself at 25

The retail chain is leveraging its past relationships and using its repository of customer data to plot its future course