Posted on August, 8, 2016 by Celeste Solutions.

Corporate Social Responsibility and branding

Corporate Social Responsibility (CSR) is no longer an initiative exclusive to a department located in a remote corner of the organization. It has company-wide ramifications with key branding implications. CRS is no longer about spending a part of profit to get favours in the annual account […]

Posted on June, 28, 2016 by Sandeep S. Sandhu.

7 Up ‘Uncola’ positioning.

Positioning is all about creating a space in the mind of the customer.  It is generally made possible by achieving a differentiating factor from the competitive clutter.  But 7 Up drink found its competitive space by unsettling the ‘Cola’ positioning of the popular Coca Cola […]

Posted on June, 17, 2016 by Sandeep S. Sandhu.

Brand with big ‘B’ and small ‘b’.

One is often confused what is brand—and more so brand with big ‘B’ or small ‘b’. For example what is Brand Microsoft of Microsoft’s brand? Keller in Strategic Brand Management gives an interesting explanation. Brand Microsoft is the brand identity of the company, […]

Posted on May, 31, 2016 by Jaspreet Kaur.

Serif v/s sans serif

Serif is a small decorative line attached to the end of every letter or symbol. It makes each letter complete in itself and distinct from the rest, hence boosting our letter recognition which gives the reading a desired smoothness. It has a flowing feature, which makes it less tiring for the eye to […]

Posted on May, 10, 2016 by Jaspreet Kaur .

Branding and marketing – What’s the difference?

How often do terms ‘branding’ and ‘marketing’ induce a state of confusion regarding their usage in right context? Well, the most prominent reason for this could be that both reach similar end results i.e. retain loyal customers and increase sales through effective […]

Posted on April, 15, 2016 by Jaspreet Kaur.

Social Media – A Quick and effective promotion strategy.

Social media is a rapidly growing platform that helps its users to generate and share content and indulge in collective networking. It is a process which makes online communication and global interaction convenient, fast and impactful. Facebook, Twitter, LinkedIn, Pinterest are a few most popular […]

Posted on March, 15, 2016 by Jaspreet Kaur.

Think Logo

The first thing that comes to mind when one thinks about a brand is their ‘logotype’, prominently known as a ‘logo’. ‘Logos’ and ‘typos’ are two Greek words meaning ‘word’ and ‘imprint’ which forms the word Logotype. In use […]

Posted on February, 1, 2016 by Sandeep S. Sandhu.

Thought leadership—a perspective

Thought leadership is the ability to generate innovative, insightful and compelling content on different platforms to build company’s reputation and differentiate it from peers. Thought leadership content is valuable and highly focused. It is targeted at a particular group of stakeholders be […]

Posted on January, 11, 2016 by Sandeep S. Sandhu.

The “One Voice Program”

Integrated Marketing Communications (IMC) is a strategic business process used to plan, develop, execute and evaluate coordinated, persuasive, brand communications programs over time with consumers, prospects, employees, associates and other targeted relevant and internal audiences. The goal is to […]

Posted on December, 22, 2015 by Sandeep S. Sandhu.

Three layers of brand communication process

Brand communications is an important tool by which organizations inform, teach, persuade and remind consumers about their products and brands that they sell. It represents the “voice” of the brand and are one way to establish a dialogue and build relationships with consumers.  […]

Posted on November, 7, 2015 by Sandeep S. Sandhu.

3 Cs of Brand communications

Let us discover the importance of Consistency, Clarity and Continuity (3Cs) of branding.  Consistency: Brand messaging has to be consistent over time. In other words, it has to talk of the salient features of the brand regularly in the same tone and tenor. Inconsistent messaging sends wrong […]

Posted on September, 26, 2015 by Sandeep S Sandhu.

Brand identity and corporate identity

They may sound similar but they definitely don’t mean the same. Rather corporate identity is a subset of brand identity albeit a small part though not an insignificant one. Corporate identity includes the logo, the tagline, the look and feel of the advertising and brand communications. It is […]