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| Whether you are a loyal customer sticking to the same brand of toothpaste for over two decades, or a curious window shopper checking out the latest products on the shelf, or even a committed couch potato following the hippest ads on television - you would agree that branding is perhaps one of the ultimate testing grounds for creativity.
But if you believe that these great branding ideas are the product of a sudden blinding flash in an aha moment, get ready for the anti-climax. Great ideas come to people with a patient ear, long attention span and good memory. An ear patient enough to listen to what customers want; an attention span long enough to understand their customers' needs; and a memory good enough to remember that their customers are their most powerful partners.
Rupin Jayal shares his views on what makes a successful joint venture brand partnership.
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