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Leapfrog Articles | Aligning Brand, Cultural Semiotics and Brand Repositioning

A Series of Semiotics Articles on Brand Positioning and Equity

Hamsini Shivakumar, Leapfrog Strategy prinicpal, has written a number of articles for Semionaut. This PDF document collects some of the more notable pieces. Click to view/download the PDF.

A Leapfrog article about market culture & corporate branding: “The Future of Personal Security.”

Here are some possible headlines and cover stories from the next decade: The Future of Personal Security (PDF)

A Leapfrog article about Business Opportunities in India & Brandind Strategy: “Wine Marketing: The Journey to 2017, Part 2”

The previous postcard pointed to the distance that wine has to traverse to enter the mainstream and the need for wine marketers to be intuitive and imaginative in marketing for India. This piece will explore the enabling forces, the critical uncertainties and the potential speed breakers along the journey that wine marketers need to take… more >

A Leapfrog article about Business Opportunities in India & Brandind Strategy: “Wine Marketing: The Journey to 2017, Part 1.”

Recently, Rajeev Samant, the CEO of Sula Wineyards wrote a piece on wine drinking, which he concluded by saying that for an Indian wine producer, these are the best of times. There is a sense shared by all Indian wine makers that wine drinking in urban India has crossed the tipping point to move on an upward trajectory. Wine… more >

An Article on Market Culture – Individualism in the Future: American Style or Indian Ishtyle?

Individualism in the Future: American Style or Indian Ishtyle? (PDF)

A Leapfrog article about market culture & corporate branding: “The Future of Employer-Employee Relations: A Tough Balancing Act.”

Today it is not shocking that a five-year-old Delhi child asks her mom to “give me my space” and city teenagers routinely ask their parents to “take the chill pill.” The Future of Employer-Employee Relations: A Tough Balancing Act (PDF)

An Article on Brand Image – It’s a Man’s (Dog’s) Life: Work/Life Balance in the Next Decade

As men (and career women) grapple with the 24x7x365 nature of working life today, the seventies and eighties are filled with the glow of nostalgia as the kinder, gentler era of work life. It’s a Man’s (Dog’s) Life: Work/Life Balance in the Next Decade (PDF)

A Leapfrog article about Cultural Semiotics & Brand Positioning: “Working Women in 2016: The Shape of Things to Come .”

The possibilities of women entering the work force in ever greater numbers is a future that is of interest not just to policy makers but also to CEOs, HR heads and to marketers. Working women represent a source of talent in resource scarce times and a source of greater discretionary spending power, both personal and… more >

An Article on Market Culture – How many Women CEOs will there be in Corporate India, circa 2016 or in 2026?

To go beyond the hype and positive thinking, it seemed to me that a good question to start with would be a simple one, how many women CEO’s would be there in Corporate India in ten, and even twenty year’s time? If we look ahead to the next ten and twenty years, which of these… more >

An Article on Brand Repositioning and Equity – The 10 Rules for Brand Building in India

Rule 1: Adapt to Indian culture Rule 2: Innovate for India Rule 3: Offer value – substance + style Rule 4: Offer a range of affordable price points Rule 5: Celebrities work Rule 6: Project a Youthful attitude Rule 7: Be consistent – stay up-to-date Rule 8: Use TV+ print, supplement with digital Rule 9:… more >