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Leapfrog Strategy Blog | Brand Identity and Equity, Market Entry Strategy

What’s the “Cool” Design Code in Beer?

By Hamsini Shivakumar Craft beers in India, apart from setting up microbreweries and focusing on making great tasting beer for the beer lovers of India, have also defined their own design code for getting the “cool” tag from their users. This has helped them define their own sub-segment among beers and a ‘hip’ sub-culture of… more >

When Packs Speak

By Rasika Batra Image source: Our eyes linger on these packs for a moment before we fully comprehend what they stand for. The various elements don’t add up that easily. An ice cream called ‘Sisters’ that has faces and coloured hair! However, on looking again we might feel that even though ice cream and hair… more >


“Villagers Visiting Jodhpur Enjoy Ice Sweets, Rajasthan” (1978) forms part of the body of work by Raghubir Singh that is believed to hold up a mirror to India. This particular image stands out for having captured the introduction of the ice lolly, a cultural artefact typically associated with the West, into an unmistakably Indian setting… more >

Through its two-way rating system, Uber creates signs for both passengers and drivers.

By Rasika Batra In “The Circle”, protagonist Mae Holland says “I am better behaved when people are watching me”. This made me think of the possible ways in which our everyday behaviour is influenced by the people watching and evaluating us, so to speak. And also, how this evaluation manifests as audio and visual signs…. more >


Words and images must work in tandem to deliver the message in an ad. Theprogressive proposition in the ad being discussed here puts women in the driver’s seat by empowering them to build and own their social network. The carefully selected signs work silently to establish the context in which meaning is meant to be… more >


By giving a platform to anyone with a data connection and adequate know-how, social media has democratised the process by which points of view can find amplification. But unlike newspapers and news channels whose work must pass through fact checks and an editorial process, content on social media often comes up against doubts about authenticity;… more >

Paper Boat:  When do you drink nostalgia and innocence? Why the Path to Purchase Matters

  The Paper Boat brand is a darling of the business press, with business journalists writing lots of positive stories about the modern, cool brand which has shown a way to take the traditional drinks of India and make them relevant to today’s consumers.  It is also a favorite of brand and marketing strategists who… more >

Will Starbucks Win in India?

Starbucks has now been in India about 18 months, with 36 stores across 4 cities, including Bangalore, the home ground of the category leader, Coffee Café Day. By most reports on the Starbucks entry, it seems to have got off to a good start. Tata Starbucks CEO, Ms. Avani Davda has stated that they have… more >

Leapfrog Strategy Consulting’s Blog on India Entry Strategy: US based SME’s planning an India Entry: Top 3 watch-outs

India remains a prime business destination and companies big and small want to have a piece of the pie. It is well known that entering the India market is not easy. Most US based companies would know that an India entry necessitates “ doing things differently “ but what must be done differently and would… more >

Leapfrog Strategy Consulting on Brand Identity – Can “Brand” Tehelka survive the public falling from grace of Tarun Tejpal?

An often asked question in these days of celebrity brands and sponsorships is whether scandals attached to celebrities will destroy their sheen of glamour and whether this will damage the brands that they endorse or are associated with.  If their personalities are more strongly associated by the public with negative traits than positive traits, then… more >