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Leapfrog Articles | Aligning Brand, Cultural Semiotics and Brand Repositioning

Why should you care about Semiotics? Pt. 2

Ever played the game ‘two truths and one lie’? All you need to do is figure out which one of the three given statements doesn’t hold true. For instance, when presented with the following three statements— Marketing gets you quick results Marketing is a numbers game Marketing takes a deliberate approach to projects —you pick… more >

When marketing common sense has reached its limits, call a Semiotician! | Classification Confusion

There was a time in Indian marketing, 30 years ago, when product launches were few, choices were limited, there were a handful of channels and media to advertise in, and distribution was the main driver of sales. Life was pretty simple and the average product manager could do a 9 to 5 job and go… more >

Why should you care about Semiotics? Pt.1

Imagine it’s your birthday today. Your phone hasn’t rung even once since you woke up. Nor has its screen flashed with notifications of calls missed around midnight. And isn’t that the most obvious way to make a close one feel important? Let’s go a step deeper. Say, you have been able to tick off calls… more >

When marketing common sense has reached its limits, call a Semiotician! | The Identity Debate

So, what are we all about?  Health or Taste?  Fuel efficiency or Riding pleasure?  Machismo or Smartness?  Men’s product, women’s product or unisex? One of the many things that are debated fiercely in the corridors and conference rooms of a large corporate marketing team are questions of identity and representation, viz what your product or… more >

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)