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


“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 >

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 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 >