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

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 >

Leapfrog Strategy Consulting on Brand Image – Classifying Service Excellence ‚ Is it just one thing or many things?

I spent all day yesterday in the company of three other fellow judges as a jury member for the TRRAIN awards for service excellence.  TRRAIN ( is a non-profit set up a few years ago and one of its missions is to recognize and reward customer facing sales and service staff in the retail sector… more >

A Leapfrog Strategy Consulting blog post about brand identity & equity: “The Brand as a Tool in Business Transformations.”

Many large corporate houses in India are engaged in a process of re-engineering themselves to grow to the next level.  Ambitious growth rates are seen as an imperative and businesses are being re-imagined and re-designed.  Geographic expansion into new territories is actively pursued. Click to read more: The Brand as a Tool in Business Transformation (Blog… more >

Leapfrog Strategy Consulting on Brand Repositioning – How to Make Your Brand Stand Out Amidst Clutter!

There is no escaping the reality that the brand and messaging environment is crowded and cluttered. In today’s era of choice and aggressive marketing, the consumer’s attention and mind space are difficult to attract and retain. It’s a simple fact that the consumer’s attention span and memory are far more limited when compared to the… more >

A Leapfrog Strategy Consulting Blog on Brand Repositioning & India Entry Strategy: Want to Market Valentine’s Day? Here’s How

Valentine’s Day is becoming established in India as a day of celebration in the calendar represents a triumph of marketing.  It all began almost two decades ago, when a couple of youth brands such as Archies decided to promote gifting on Valentine’s Day as a ‘must do’ activity for young couples in love and the… more >

Leapfrog on Brand Strategy- “Reader’s Digest & Lego: Legendary Brands in Search of New Customers”

Recently, newspapers screamed the fact that the Reader’s Digest’s USA operations had filed for bankruptcy.  At the same time, its Indian operations were continuing to grow in circulation and readership, both in the print and online versions. Click to read more: Reader’s Digest & Lego: Legendary Brands in Search of New Customers (Blog post will open… more >

Leapfrog Strategy Consulting on Cultural Semiotics – Engage with Women as Women First and Then as Consumers

We live in a media dominated environment that is a strong force shaping society and culture. Advertisers/marketers need to keep their brands relevant and that means they need to engage with popular culture as being shaped by the larger media environment. They need to use contemporary language, concepts, meanings and symbolism  to structure their brand… more >