Sridhar Ramanujam, CEO and Founder of brand-comm, launched his third book on branding, called ‘En Vazhi Thani Vazhi’ [roughly translated ‘My way is the original (a unique) way’], one of the cult punch dialogues from 1999 Rajnikanth-starrer ‘Padayappa’. The book on branding is targeted at small and medium enterprises and is in Tamil language.
The book, launched in Chennai on October 4, 2010, is a compilation of Ramanujam’s articles on branding that appeared in the bi-monthly from the house of Vikatan – ‘Nanayam Vikatan’. The book aims to help the enterprises in building a brand for themselves.
Like his earlier books, ‘One land, one billion minds’ and ‘Googly – Branding on Indian Turf’, this book too delves into the nuances of branding for the small and medium scale industries. Through this book, Ramanujam seeks to emphasise that branding need not necessarily be for the organisation or the product, but for individuals as well. To substantiate this, he takes the example of the greatest cricketer that India has known, Sachin Tendulkar.
Speaking on the occasion of the launch, Ramanujam said, “Keeping in mind the time constraints that people have, this book has been tactically kept at 128 pages to make a quick read on branding, while at the same time giving the reader a good insight and understanding on the nuances of branding.”
Chief Guest, K Pandia Rajan, MD & CEO, Ma Foi Randstad, said, “Sridhar has come up with a book on branding for the small and medium scale industries at the right time. With the industry creating more opportunities and a greater share of output coming from this sector, it indeed is the right time for them to explore branding themselves and this book will give them the right guidance and insight.”
Guest of Honour, Dr P Mannar Jawahar, Vice Chancellor, Anna University, added here, “Branding in itself is a vast subject. By publishing a book on branding that is quite understandable, covering the essentials and nuances on branding, targetted at the small and medium scale industries and still restricting it to a minimal number of pages to make it a quick read is, in fact, a great achievement. There have been a few books that have been more insightful, and that makes this book all the more interesting to me personally.”
The book is published by Vikatan Group and will be available at all leading stores across the country in paperback. The book is affordably priced at Rs 65.
Sridhar is considered the third umpire for branding. In over 25 years of his career in advertising and branding, he has had his head firmly burrowed in the phenomena that separates great brands from the mediocre.