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Corporate brand : Murugappa Group Brand Analysis : # 536 Murugappa group is one of the oldest Indian conglomerate.The group founded in 1900 has grown to become a Rs 23000 crore business empire with 28 businesses including 11 listed companies. The group has interest over industries such as cycles , abrasives, autocomponents,sugar, farm equipments,fertilizers etc.  Murugappa group owns some of the very famous consumer brands like BSA, Hercules , Parrys, Cholamandalam etc. But the group as such does not have much recall with the general public. It is in this context that Murugappa Group undertook a massive corporate branding exercise themed " Bet we have met ". In 2008, the company undertook a brand study to understand the brand connect with the key stakeholders. The study revealed that though the individual brands were well known and respected, there was no connect between the individual brands and the group's identity. Even at the employee level, an understanding of the Mu...

Studies have shown the positive benefits of implementing corporate wellness programs, and Pacific Power Renewables in Auburn California has jumped on the band wagon of health for their employees in a BIG way! When CEO, Dan Powell contacted me to run the kick-off fitness challenge for Pacific Power, I was more than happy to oblige and over-the-top excited to be a part of bringing health into their work place in a fun, interactive way.   This was not going to be about anything generic, but I wanted to reach out to each individual employee and provide realistic goals and ideas on how to adapt a healthy lifestyle.   The PPR Ten-Week Fitness Challenge was going to run right through the holiday season…now talk about being serious…I was all in and motivated to MOTIVATE them!   Check out what Dan Powell, CEO Pacific Power Renewables had to say:   “When we first considered this fitness challenge, it was meant to be a general health improvement program.   It wasn’t ab...

Colgate, the market leader in the toothpaste segment in India has made a subtle but significant change to the brand's pitch. All through these years, the brand has been pitching itself as the No.1 brand endorsed by dentists. In its latest campaign, the brand has included mother's endorsement to its tagline. The new tagline is " No.1 brand endorsed by mothers and dentists. This move was warranted by the fact that dentist's endorsement has become commoditized. Every toothpaste brand has now taken up the endorsement of dentists, either explicitly or by showing the main character as a dentist.  With the main proposition of the brand under threat, Colgate had to move fast to protect its position. And it did that in a smart way by including endorsement by mothers.  Another major brand development is the plethora of celebrity endorsement that was initiated by the brand in recent times. Now Kareena Kapoor endorses Colgate Activ Salt, Sonam Kapoor for Colgate Whitening, Virdas ...

    "This really appealed to me in such a POSITIVE way. Life is about our journey, and the CHOICES that we make to become better people in ways that make sense to us. I think about the word "health" and what that really encompasses and it is not just a number on a scale but a combination of emotional, spiritual, physical and nutritional. I live my life the way I want to and some may like it and some may not, but it is MY LIFE, just as YOUR life belongs to YOU. We all have differing issues, possible medical problems and limitations, overwhelming life stresses, and those behind closed doors secrets that may greatly impact our life, and that we simply choose not to share with others. Those things belong to us, and sifting through and creating answers to our individual stories is what matters and doing so to become a healthier happier person in all areas of "health" is what counts. There is never a "one size fits all" answer to our fitness and nutrition...

Finally  Estilo is dead. From a sub-brand ( Zen Estilo) to an independent brand and finally to a dead brand, Estilo never had a good run in the Indian market primarily because it tried to step into the iconic place of its predecessor- Maruti Zen. The fault was not  with the product but with the messy brand experiments and the lack of giving proper positioning of Estilo. The primary error was made when Maruti decided to brand the new car  which replaced Zen as Zen Estilo. While the intention was to keep the Zen brand alive, the main issue was that the new product did not share any commonalities with the outgoing Zen. That created unwanted dissonance in those who expected the same peppy personality of the original Zen. To be fair to Estilo, the car was spacious and good. But Maruti never was able to give a space for Estilo in its crowded product portfolio. It was to fill the gap between Alto and Wagon- R but was not able to quite do it effectively. Consumers viewed it as a ...