Posted on August, 19, 2017 by Navreen Pannu.

The Narrative of Branding

Storytelling is a part of the collective human unconscious. In almost all the ancient civilizations of the world— songs, dancing and dramatics were an imperative part of the culture, this is how the stories of battles, hunting, customs and traditions were perpetuated through the generations. […]

Posted on August, 5, 2017 by Navreen Pannu.

Branding Without Advertising

Social media advertising has taken the world by a storm. Open Facebook, you're greeted by a sponsored ad of an online clothing site, offering mid-season sale. Open Instagram and you see a myriad of advertisements,  from make-up to shoes to food delivery apps. Digital marketing has […]

Posted on July, 4, 2017 by Navreen Pannu.

Luxury Branding

Open Facebook account, scroll down, "Gigi Hadid and Kendall Jenner walk the ramp for Chanel at Paris Fashion Week."  The opulent ramp at the Grand Palais des Champs-Élysées, with slender models balanced on steep heels -  an art in itself. The world of Luxury, […]

Posted on June, 21, 2017 by Navreen Pannu.

Beauty Branding

What comes to your mind when you hear the phrase , "a beautiful woman" ? Do you think of the woman working in the fields ,with silver strands of hair caressing her face indented with wrinkles. Do you think of a timid damsel, walking down the library, with Focault clutched in her arms. Or […]

Posted on June, 7, 2017 by Navreen Pannu.

The Tagline says it all

If a logo is the face of a brand, a tagline is its soul. If you sit and ponder about the brands that have left their mark on your mind with their advertising; chances are it's because of their catchy taglines. Taglines, closely connected to brand slogans, are designed to incorporate the entire […]

Posted on April, 18, 2017 by Celeste Solutions.

A picture is worth a million words

Needless to say that content is increasingly getting in the centerstage of digital branding exercise. Content marketing is in and a blogger is a much sought-after person. ‘Content is the king’ reverberates on the net. However, it begs the question, who then is the queen? Definitely it […]

Posted on March, 2, 2017 by Sandeep S. Sandhu.

Brand slogans—the basic of storytelling

Brand is a tale told a million times over every day. Myths and narratives are created and then made to relate to the human thinking from psychological and sociological points of view. Consumers and customers are made a part of these stories that are told in print, television, online media, […]

Posted on January, 31, 2017 by Sandeep S. Sandhu.

Relationships in brand systems

Brand systems are based on observable relationships. All brands have three kind of relationships—brand to brand, brand to customer and customer to customer. All three exist simultaneously impacting the overall performance of the brand. Brand to brand relationship define the competitive […]

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

Use content marketing for branding

A brand relates the story. The story is told at all customer touch points including advertising, brochures, newsletters, blogs, outdoors, website or social media. However, care should taken to ensure that narrative is the same at all customer touch points.  The brand story always has a certain […]

Posted on October, 22, 2016 by Celeste Solutions.

Brand communities—“the in thing”

Companies are adopting new approaches to enhance the brand power of their product. One such approach is that of developing brand communities. It owes its success to deeper sociological and anthropological roots of human behavior. We live together; we form communities of those thinking alike, of […]

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 […]