Rajesh Tripathi

Brands, in general, contour functional ‘superiority over each other. This functional superiority has short life cycle as everyone is trying for incremental changes in their products and therefore in brand displays. As a matter of fact, shorter life cycle gives rise to tremendous pressure to succeed and complete every stage of life cycle- birth, growth, decline and death. Eventually, even before the stage of birth is complete, people start giving booster doses for growth. Booster doses do not give time to a product or brand thereon, to stand on its feet and therefore, collapses due to not able to give economic benefits leading to withdrawal of support in the form of budget for advertising further. We here can make inferences that is it the failure of brand to establish itself in the market or wrong strategy and conceptual interpretations that lead to death of a brand. Iconic branding is the panacea for it. Iconic branding is based on cultural expression which are out worldly depic...

While deliberating on Brand creation strategy & process, a group of people innocuously asked the question, is Brand creation an art or science and more importantly, Iconic Brand creation? Still a student of Brand Creation and Marketing, it was not easy for me to deal with it by crass talking & giving an upbeat answer but a moment to think and ponder upon. My interest in other subjects however, could give me some insight. Systematic adoption of changes is what science teaches us, art on the other hand recognises that change need to be soothing. Brand Creation is a science, deeply immersed in artistic expression of facts about society. Let’s look at what goes in brand creation.  Brands are primarily created based on certain features of a product with rhetoric communication so that there is an influence on the purchasing decision of the customers. These are very sequential in nature. However, success coming out of these sequential activities do lose their intended re...