The positioning is not just a fancy line.

Recently, a Retail Chain invited me to participate in the re-designing exercise of their stores. I was quite impressed with the presentation they gave me in their office describing their own in-house research, their experimentation with design till date and their expectations. Then, they took me to one of their stores. I noticed that their existing store layout was quite haphazard and cluttered. There was no continuity in the various signages and design elements. Although some sections were done up well, the store did not present one single brand image. I discussed this with the client to which they replied that a lot of CEOs have come and gone in the company and every CEO has tried to add his own touch to the design of the store layout. The result was a collage, in stark contrast to something like Hypercity which presents one continuing brand image, be it through different sections, signages, shopping bags, different stores and over a period of time. Maintaining this kind of simplicity is a complex, tedious process and requires discipline. It is the mark of a company committed to doing business for a long time. Otherwise, one doesn’t invest in brand building.

Building a favorable brand image across media is key to long-term survival. Ever so in today’s competitive and over exposed market. My product has to match what my TVC professes. I happened to read the comments of a reader in the Times Of India, complaining about the experience he had with the service staff of a popular electronics store chain. In his own words, the positioning of this brand is ‘We help you buy’ which was quite contrary to what this gentleman experienced. Brand building is not just about allocating a budget and designing fancy ads. It filters down to the lowest points of customer contact. Be it the web portal or the newspaper ad or the customer experience, He is constantly judging you. One negative experience and His loyalty shifts. After all, today’s consumer is spoilt for choices.
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Posted by Namrata Dhanak | 0 comments                                                                         Submit Your Post
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That's all that matters

I don’t remember the first time I wrote something. People used to say they liked my scribbles. They would encourage me. I tell you, it feels good to be encouraged when you are a novice. There is a fear of ridicule you know, what if people think its rubbish? That would break my heart; I might not even have the courage to pick up the pen again! I have bad ideas, I would think. Sometimes my sister had to write an essay for school, I would help her out with it. Or if there was a recitation contest, my friends would quote Coleridge or 'Niraj', I would make up something of my own. It didn’t matter if I won, but it would atleast say ‘self composed’, and I loved it.

Today I write pretty often. Sometimes they love it, sometimes they don’t, so I guess they no longer matter. Believe me when I say this, but it is demanding. Ideas don’t come everyday. Sometimes they elude me for long, as if they are teasing me. It can be frustrating, the mind seems to have blocked, and days go passing by, sheets of paper, cups of coffee. I don’t want to be part of the rut; I want to create something new, something I would be proud of. It’s not easy, sometimes I have to literally drag myself to pick up the pen, force myself to think, think hard. Random thoughts would keep hitting the head, a chaos, disoriented, mystifying. Suddenly, somewhere in that chaos a pattern begins to emerge; maybe on the desk, maybe walking on the street, maybe in the loo or maybe while eating lunch. And then an adrenaline rush, like a dam has been let open with water gushing on all sides, leapfrogging into the senses. The mind goes numb; it’s in a state of matter unknown to man, as that hour of creation arrives. Its getting shape, the artist works on, diligently, passionately, unaware of the world around him.

And finally, after a single stroke or countless emendations, he simply steps back, takes another look, smiles and says: WOW, this is my work, and that’s all that matters.
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Posted by Sanchit Gupta | 0 comments                                                                              Submit Your Post
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Every artist longs for creating work that is immortal. And what makes a creation forever? Its ability to communicate an idea, in a way that is lucid yet appealing. We present here a collection of such forever creations we love. Don't they strike a chord with you?

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