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Decoding branding: brand-comm completes 10 years in the field

23-December-2008
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Decoding branding: brand-comm completes 10 years in the field

While today branding has come up in a big way, it wasn’t the case a decade back. In that sense, brand-comm, which launched a decade back as brand.comm, can be said to be ahead of its time. So, it’s only befitting to find out from one of the pioneers in branding, Ramanujam Sridhar, CEO and founder of brand-comm, to speak about what lies ahead in this field, especially keeping in mind the global recession, which is making clients watchful of their monies spent on branding and communication.

Sridhar said, “I find that the biggest change that has happened in the field of branding and communication over the last 10 years is the realisation that brands can be built quicker and one does not need to carry the pedigree of being 100 years old to become a household name in today’s time.”

He further explained that this change began with the dotcom boom, when the players wanted to go to the market as fast as possible and connect with the masses. He said, “Also, one of the most successful brand building exercise I would say was ‘India at 60’, which happened at New York and brought into limelight the fact that a country can be a brand too.”

So, what would Sridhar recommend for clients in difficult times such as now when the global economy is sliding? He said, “Tough times offer major scope for communication, which can be done through PR in a positive way to connect with consumers.”

He added, “I see next opportunity coming from re-branding, which we have seen being undertaken in the past. I believe that there is an immense scope of companies repositioning themselves and coming out with refreshing new branding. As far as we are concerned, at brand-comm, we are looking at the social networking space and online media, which is largely untapped and hold immense opportunity for our clients. We now enter a new decade with richer experience and a stronger resolve to increase our clients’ brandwidth.”

He informed that the agency worked on the simple formula of being someone in the business of expanding their clients’ brandwidth using consumer insight. This is the guiding principle for the agency’s movement ahead. The agency is celebrating its 10th anniversary in a special way by pledging its support to Aikyata – a Bangalore-based trust working for the rights of poor senior citizens. Brand-comm will offer its expertise in PR and communications to highlight the cause of senior citizens who are destitute and deprived of basic human rights.

Sridhar rues the fact that many a time branding was confused with media relations and getting a mention in the pink pages as such. Though, this was happening less now with clients and consumers getting more brand conscious, he added.

Some of brand-comm’s clients across all regions include Future Group, APC-MGE, NR Group, Omega Heathcare Management Services, Webex, Perot Systems, GFA, Manipal Education, SDM-IMD, Metlife Insurance, Archidply, Philips Innovation Campus, Titan, Rinac, AMCO, Pavers, and Salarpuria, among others.

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