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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 >

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 >

An Article on Brand Strategies – Growth Champions Tata & Airtel

A chapter on Tata & Airtel as Growth Champions, featured in the recently published book, Growth Champions by Innovation Guru Dr. Tim Jones. Today a good proportion of the world ’ s disruptive innovation is coming from  emerging markets where many companies are focused on exploiting the opportunities in high – growth markets and applying… more >

Leapfrog Case Study on Branding Strategies | White Space Identification For a Personal Care Brand

A leading FMCG company was looking to identify an opportunity to successfully compete in a highly crowded, over claimed and advertised category. They needed to identify potential ‘white spaces’ into which they could launch perceptibly different products with a strong positioning. Taking a non traditional approach to the issue, we used the Jobs-to-do methodology to… more >

Brand Growth Strategy and Building Your Brand

Brand growth can come from the kind of inside-out thinking that focuses on incremental improvements to products and services. More often, though, breakthrough brand growth is achieved with outside-in thinking: fresh perspectives that lead to breakthrough opportunities. Great opportunities for incredible growth don’t present themselves everyday. For them to present themselves at all, though, you… more >