This truism is fundamental to branding—names elicit emotions such as trust, affection or happiness (Coca-Cola) and awe (Apple). Names like Apple and Pepsi may seem arbitrary, but they are pregnant with suggestion. A name greets the customer before he meets the product, and in the end it is the name that rides off alone into the sunset. So…
First published in a slightly modified form ‘Branding, to a degree’ in Business Standard, 10 September, in Deep Design, a fortnightly column by Itu Chaudhuri.
In India, the notion of the brand is both nascent and spreading at a gallop. States, NGOs, government bodies, spiritual leaders, cricket teams, and other once-unlikely entities are starting to receive marketing attention, so the brand is never far behind. It’s the new orthodoxy.
First published in a slightly modified form in Business Standard, 13 August, in Deep Design, a fortnightly column by Itu Chaudhuri.
Everyone loves a new, public logo. It’s a polarising icon, and comments are free. So it is with Olympic logos. Deep Design seeks not to praise or bury them, but to discover the meaning interred into their bones.