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The 22 Immutable Laws of Branding –

“The 22 Immutable Laws of Branding” provides a comprehensive guide to building and maintaining strong brands. It outlines 22 principles that are critical for creating and sustaining a successful brand. Here’s a summary of some key points covered:

  1. Law of Expansion: The more you expand your brand, the weaker it becomes. Focus on a narrow target market to build a strong brand.
  2. Law of Contraction: A brand becomes stronger when you narrow its focus. Specializing in a specific area makes your brand more powerful.
  3. Law of Publicity: A brand’s birth is achieved through publicity, not advertising. Effective publicity can create a strong brand image.
  4. Law of Advertising: Once born, a brand needs advertising to stay alive. Advertising reinforces the brand message and keeps it in the public eye.
  5. Law of the Word: A brand should strive to own a word in the mind of the consumer. This word should be associated with the brand and its unique value proposition.
  6. Law of Credentials: The crucial ingredient in the success of any brand is its claim to authenticity. A brand must be seen as the genuine article to be trusted by consumers.
  7. Law of Quality: Quality is important, but it is not the most crucial factor in branding. Perception is more critical than reality.
  8. Law of the Category: A leading brand should promote the category, not the brand itself. This helps to build the market and benefits the leading brand the most.
  9. Law of the Name: The name is the hook that connects the brand to the consumer’s mind. A strong, memorable name is a key asset for a brand.
  10. Law of Extensions: Resist the urge to extend the brand name to new products. Brand extensions can dilute the brand’s meaning and value.
  11. Law of Fellowship: To build a category, you often need a competitor. Brands benefit from having rivals as it creates more consumer interest in the category.
  12. Law of the Generic: One of the fastest routes to failure is giving a brand a generic name. Unique and distinctive names help a brand to stand out.
  13. Law of the Company: Brands are brands; companies are companies. Consumers buy brands, not companies.
  14. Law of Subbrands: Subbrands can often help to clarify the main brand’s positioning but can also create confusion if not managed carefully.
  15. Law of Siblings: There is a time and place to launch a second brand, but it should be handled carefully to avoid conflict with the main brand.
  16. Law of Shape: A brand’s logo should be designed to fit the eyes. A horizontal logo is more readable than a vertical one.
  17. Law of Color: A brand should use a color that is the opposite of its major competitors. Color differentiation is crucial for brand recognition.
  18. Law of Borders: There are no barriers to global branding. Brands can cross borders more easily than products.
  19. Law of Consistency: A brand is not built overnight. Consistent performance and messaging over time build a strong brand.
  20. Law of Change: Brands can be changed, but only infrequently and carefully. Sudden changes can confuse and alienate consumers.
  21. Law of Mortality: No brand will live forever. When a brand’s time is up, it should be gracefully retired.
  22. Law of Singularity: The most important aspect of a brand is its single-minded focus. A brand should always stand for one thing.

Gap Analysis – Building right products/services

What you want to do (in terms of products/services) and what market want you to do – is difficult for many founders/business managers to accept the change and move on than perseverance. What do you choose as pivoting or persevering decides your future of organization but there is no definite answer? It varies case to case basis…..

📊 Navigating Ad Frequency: An Ongoing Discussion 📈

📊 Navigating Ad Frequency: An Ongoing Discussion 📈

When it comes to ad frequency, the question arises: how often should marketers air their brand’s video ads during a campaign? Drawing from years of personal experimentation, I’ve found this topic to be both intriguing and multifaceted.

🔍 It’s disheartening to witness brands showcase their ads without a coherent sequence to elucidate their products and services on digital platforms. Rather than bombarding the same audience with ads countless times over several days, let’s ponder whether a more sequential and purposeful approach could yield better results.

🤔 Some might argue that this approach is fitting for branding campaigns. Yet, in today’s world, isn’t it more effective to present brand communication when the audience is receptive, rather than forcing it upon them? As the landscape shifts from TV to OTT, a key difference emerges: the freedom to consume content at will. Unlike traditional TV, where you wait for the content to air, OTT platforms allow viewers to access content on demand, marking a pivotal departure from the past.

📺 So, what’s on the horizon for advertising? Could we, perhaps, engage users with ads precisely when they’re open to viewing, enhancing relevance, and resonance? The concept of programmatic advertising has existed for a while, yet it’s been sparingly employed by marketers, often overshadowed by broader budgets. Ad costs remain higher, but so does the potential for true engagement and relevancy—far more than saturating platforms with content lacking alignment.

🌐 As the advertising landscape evolves, a pivotal question emerges: Can the integration of AI solve these challenges without compromising privacy? The debate rages on, an open forum for all marketers.

#AdFrequency #MarketingInsights #AIInAdvertising #DigitalMarketing

‘HealthMemo’ a smart solution to maintain health records

healthmemo press meet

The Chennai based Mooneye Group, has after thorough study and research developed an app that helps everyone to preserve health records efficiently and more importantly retrieve them when required. One can just log onto to download the application.

Addressing media, Mr. Pradeep Dadha, Chairman said “In the technology driven world, where life without mobile phones is unthinkable, theneed for such an application, where health records and information can be stored and retrieved quickly is an absolute necessity. All of us agree that health care in India is generally neglected and people do not care unless there is an emergency in their family. It is here, that our app called “HealthMemo” is a boon to all, particularly to patients who need immediate medical attention and also to the Doctors treating them”.

“HealthMemo” is available as a Free App and can be quickly downloaded from any Android or IOS mobile or from any Windows or Mac desktop. The application will store and manage all paper records, charts, X-rays, MRI’s, etc. They can be accessed from anywhere, anytime, and can even be used in emergency situations to give medical personnel immediate access to vital medical history thereby saving lives.

According to Mr. Bruce Schwack, Communications Head, the idea for a health related app emanated from the group’s involvement with another of its holdings known as “We were already well established in the wellness and fitness sector with Stepathlon, which provides access to a fun, engaging and interactive online race that encourages participants to be more active every day. This is driven by Ravi Krishnan formerly head of IMG who calls it the “movement for movement”. His reputation and connectivity have been key drivers in enrolling more than 60,000 people, representing India’s biggest companies.”

When we were discussing fitness and health, the think-tank threw up an idea on how to maintain records using technology. There were many challenges and as we crossed each one of them, we realized that our latest offering the “Health Memo” would be a runaway success. This is because of its simplicity, user friendliness and efficiency added Mr. Dadha.

Mr. Anand Pathak, the IT expert, concurs that it was the fitness movement that got him thinking about the need for the new application, HealthMemo. “Everyone is generally interested in taking care of themselves and their family. However, the problem arises when the physical reports, scans etc. are needed urgently and they are not available immediately resulting in delay and frustration. This application solves all these issues, which may seem trivial but have a striking impact on the person concerned.

It took us about 6 months to prepare the beta launch and perfect both, the mobile app and the desktop version.

Flipkart Apologise for BigBillionDay server/service/product/discount outage

flipkart service outageCertainly it was a Big Billion Day for Flipkart but not for users. Site was throwing error like “500 Internal Server Error”, product were running out of stock soon it becomes available and so on….

Flipkart claims 1.5M customer purchased form their store worth 600 crore/$1B US in a 10 hrs time. That’s pretty impressive number, isn’t it? So Flipkart roll out emails to their unsatisfied customer as below. Please read them here.

Dear Customer,

Yesterday was a big day for us. And we really wanted it to be a great day for you. But at the end of the day, we know that your experience was less than pleasant. We did not live up to the promises we made and for that we are really and truly sorry.

It took enormous effort from everyone at Flipkart, many months of preparation and pushing our capabilities and systems to the limit to be able to create this day. We were looking at fulfilling the dreams of millions of Indian consumers through deals and offers we had painstakingly put together for months.

And though we saw unprecedented interest in our products and traffic like never before, we also realized that we were not adequately prepared for the sheer scale of the event. We didn’t source enough products and deals in advance to cater to your requirements. To add to this, the load on our server led to intermittent outages, further impacting your shopping experience on our site.

An unprecedented 1.5 million people shopped at Flipkart yesterday. While we stand humbled by the sheer faith that such a large number of customers have shown in us, we are unhappy that we were unable to live up to the expectations of millions more who wanted to buy from us yesterday.

And this is not acceptable to us.

Delighting you, and every single one of our customers, is absolutely the top most priority for Flipkart and we have worked very hard over the last seven years to earn your trust. Yesterday, we failed that trust. We have learnt some valuable lessons from this and have started working doubly hard to address all the issues that cropped up during this sale.

Price Changes As we were preparing various deals and promotional pricing in the lead up to the sale, the pricing of several products got ?changed to their non-discounted rates for a few hours?. We realise that this breaks the trust our customers have put in us. We are truly sorry for this and will ensure that this never happens again.

Out-of-stock Issues We ran out of the stock for many products within a few minutes (and in some cases, seconds) of the sale going live. For example, most of our special deals were sold out as soon as they went live. We had ensured availability, anywhere from hundreds to a few lakh units for various products, but it was nowhere near the actual demand. We promise to plan much better for future promotions and ensure that we minimise the out-of-stock issues.

Cancellations We had large number of people buying specific products simultaneously. This led to some instances of an order getting over-booked for a product that was sold out just a few seconds ago. We are working round-the-clock to ensure availability of additional units for these products and will do our level best to ensure that we minimise any cancellations.

Website Issues ?We realise that the shopping experience for many of you was frustrating due to errors and unavailability of the website at times. We had deployed nearly 5000 servers and had prepared for 20 times the traffic growth – but the volume of traffic at different times of the day was much higher than this. We are continuing to significantly scale up all our back end systems so that we do a much, much better job next time.

Everything that we have achieved at Flipkart is purely on the basis of our customer’s trust and faith. This is why we come to work each day and continue to remain extremely passionate about building the best possible customer experience for Indian consumers. We failed to live up to this promise yesterday and would like to apologise once again to every single customer for our failure.

Thank you.
Sachin and Binny


HealthMemo – Your Own Electronic Health Care App

Med-Memo--logo-7HealthMemo is a smart solution that you can use to upload and maintain your health records electronically. Visiting a doctor for any illness, undergoing surgeries, and buying a new insurance plan brings with it many documents in all shapes and sizes like prescription slips, medical bills, lab reports, x-rays, insurance documents and more. Maintaining all these documents is tedious and it is not possible to carry them around at all times. Digital copies (soft copies) of these documents are rarely provided by the hospitals/clinics. The app is designed to bridge this gap with the help of the ubiquitous mobile phone.


– Maintain health records as images in a secure server repository with advance encryption technology.
– Access them during any hospital visit or in case of an emergency.
– Capture and Upload the health records using the phone’s camera from within the app or choose from the phones gallery.
– Also upload insurance records, mentioning details like the plan name, policy number, maturity date and other related notes.
– Access the Medical records, modify them, add/delete more records.
– Mail the documents to yourself, or download it to your mobile phone.
– HealthMemo uses your Mobile Data or WiFi (when available).

Please install, use and write reviews. Currently this App is available only for Android phones. Soon it will be available for iPhone users. Here is promo video of Healthmemo.

Download from Google Play Healthmemo or Appstore




Facebook Security Flaw – Password is not case sensitive even you choose that way

‪#‎Facebook‬ security Flaw Captured, reported to facebook. We got reply from Facebook as below.

Case Registered was: It really doesn’t matter if your facebook password has upper or lower case, you can login in without worrying about case sensitivity. Please read reply from Facebook. Do you agree with this? Try with your password?

You’re right, we accept three forms of the user’s password to help overcome the most common reasons that authentic logins are rejected. In addition to the original password, we also accept the password if a user inadvertently has caps lock enabled or their mobile device automatically capitalizes the first character of the password. We feel this does not significantly impact the security of the user’s password or their account.



Facebook login page

Facebook login page




Ancient India lived on the principal of “INCLUSIVENESS” theory where people lived happily based on others happiness or others problem were their problem but now we live on “EXCLUSIVE” model where basic principal is “I”, “me”, “mine”.

So called advancement of modern society has made people live more unhappy and miserable.



Spicejet flight delay caused spicey clash between passengers, CISF, Spicey staffs

Running behind schedule is a common practice by Spicejet in recent days. This incident where Spicejet flight was delayed for 6 hrs hence you can see anger/frustrations of customer in this video. Delay is not only the reason but they were so unprofessional in setting timings, they change schedule departure timings 5 times within the frequency of 30-45 minutes interval they were keep sending SMS, email about reschedules flight timings which made situation bad to worst.

Most amazingly I found currently aviation industry (DGCA) has no policy to ask these airlines companies to keep at least one backup aircraft in each station for any emergency purpose like this one. I keep reading about their flight timings getting worst day by day. I got nothing as sympathy from Spicejet for the convenience caused by them. Next day, I received a SMS saying we have sent you 1,000 Rs coupon to your email which I never received. Watch this video now and see the frustration, anger of these passengers.