Brand identity is what a brand intends to stand for and brand image is what its customers see it as. Problems arise when these two do not align or converge. ...

Everyone knows that despite sliding into slow lane, Britannia has bucked during the Covid time. Berry says that the story of present day Brittania begun in the third week of March. With subsequent extensions till end-May, for the foods company that derived roughly 95 % of its sales from biscuits, bakery and dairy had no option but to do a ...

Drink because you are happy. Drink because it feels out of the world.  India’s craft beer and mead brands are brewing up a storm in the Indian market and showing the potential of being a hit globally. With local being the new norm set by the government of India, and multiple restrictions being imposed on the imported liquor brands including ...

The secret formula of a brand to stand out in the market is to offer a solution to address its consumers’ pain points. Atleast, that’s what most successful  brands seem to do. But do you think brands have infinite resources or a perfect product or a sales strategy to grow in a market filled with competition?  Even if brands do ...

If you are trying to disrupt the status quo in a market with large companies you can’t be doing the same things that they have been doing. Jeff Bezos, the CEO of Amazon, once emphasised that any business could disrupt the market either by use of innovation or through process improvements. While big companies like Amazon work towards constant improvement, many ...

Empowered with freedom and opportunity while aiming to make a difference in the lives of the consumers, Marico personifies India’s story of change. Not only do they claim to add value in the lives of 1 out of every 3 Indians, but are also confident about their values and practices which make them stand out from a million companies. In ...

What is it about nostalgia that makes us revisit old songs, flip through damp photos or visit places where we have created everlasting memories. It is that element of happy recall that makes nostalgic events make an instant connect. The iconic jingle Ting-ting ti-ting’ from the makers of goodness, Britannia, makes us go down our memory lanes as we associate ...

Though there are various reasons people love certain foods, health is increasingly becoming the number one reason. In today’s time, the pursuit of a healthier lifestyle has become a nationwide obsession in India as healthy living tops the list of consumer goals followed by better time management, improving relationships with family and friends, reveals research by Mintel. The study also ...