Dear Friends:
As I sit down to write this, news filters in about
Microsoft buying out Nokia’s handset business
and its associated patents for a hefty 7 Billion
US$ Plus. Verizon Wireless buys out Vodafone’s
stake in the US business in a 130 Billion US$
deal. Coming close on the heels of Gareth Bale
being bought by Real Madrid from Tottenham
for an insane 85 Million Pounds Sterling. What
is causing brands to spend obscene amounts
of money to augment status, protect turf, stay
relevant or go for the jugular? The jury is out.
As you go through this issue, you will read the
feature on how Nokia is now seeing itself as
a challenger brand (a tectonic shift from the
monster brand status it enjoyed till about a
couple of years back). There is a very interesting
story on how purpose driven marketing is the
way forward for brands. Steve McKee’s piece
on how brands go from hero to zero gives a
different spin on how brands fall from grace and
favor and the perfect antidote to that is served
through the article on how customers can be
turned into brand evangelists. Mark Twain’s 10
sentence course on branding & marketing will
be an eye opener for brand marketers. Al Ries
shares his concern on how the celebrity obsessed
culture has overtaken marketing. Brand identity
specialists will really savour the feature on logo
re designing (news just comes in that Yahoo has
unveiled its new logo, ending an 18-year run
for its previous logo with a design not among
the 30 teased during a month long rebranding
campaign). All this and more to feed on. Till
next time, happy branding!
Best.
Suresh Dinakaran
Managing Editor: Suresh Dinakaran
Creative Head/Director Operations: Pravin Ahir
Magazine Concept & Design/ New Media Specialist: Mufaddal Joher
Country Head, UK: Sagar Patil
Country Head, India: Rohit Unni
Digital Marketing Strategist: Mark Cijo
Associate: Brand Success: Andre Van Helsdingen
Web Specialist: Prasanta Kumar Sahu
Online Support: Mahendra Kumar Behera
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