The Asian Age, Sunday, May 5, 2013
When Rekha Pamani Gulati was named COO of Mumbai-based brand strategy firm DY Works last week, it was yet another high point in an 18-year career. Speaking to us days after the announcement, Rekha was clear on what her priority would be — facilitating employee growth. “Employees are our greatest asset and if they are happy, then business will be good,” said Rekha, who lives in Mumbai with her husband, filmmaker Vikas Gulati, and their children: Gia, eight, and Ahaan, five.
After 18 years in the industry, what do you find exciting — and challenging — about the business of branding?
People! The way they behave, the constant change in their needs and expectations are the most exciting aspects of branding. They are the very reason brands are built. Never a boring day when you’re dealing with the lives of different people or consumers!
What is the one misconception consumers have about branding?
People consider branding to be just a mere logo designing and tagline creating exercise. Many people get confused with advertising and branding. Both are required by brands but the former cannot precede the latter.
What are the top-five insights about branding that you’ve gleaned over the years?
Commanding a premium for the product becomes much easier with branding. The resultant outcome is the increase in brand equity and valuation of companies. Branding also reduces the risk for consumers while they make purchase decisions. Claims become credible when they are made by a brand rather than by any generic local manufacturer. Companies/products humanise themselves by becoming brands and add a definitive meaning to their products and services. Branding exercises help companies create legacies rather than short-lived entities.
When Rekha Pamani Gulati was named COO of Mumbai-based brand strategy firm DY Works last week, it was yet another high point in an 18-year career. Speaking to us days after the announcement, Rekha was clear on what her priority would be — facilitating employee growth. “Employees are our greatest asset and if they are happy, then business will be good,” said Rekha, who lives in Mumbai with her husband, filmmaker Vikas Gulati, and their children: Gia, eight, and Ahaan, five.
After 18 years in the industry, what do you find exciting — and challenging — about the business of branding?
People! The way they behave, the constant change in their needs and expectations are the most exciting aspects of branding. They are the very reason brands are built. Never a boring day when you’re dealing with the lives of different people or consumers!
What is the one misconception consumers have about branding?
People consider branding to be just a mere logo designing and tagline creating exercise. Many people get confused with advertising and branding. Both are required by brands but the former cannot precede the latter.
What are the top-five insights about branding that you’ve gleaned over the years?
Commanding a premium for the product becomes much easier with branding. The resultant outcome is the increase in brand equity and valuation of companies. Branding also reduces the risk for consumers while they make purchase decisions. Claims become credible when they are made by a brand rather than by any generic local manufacturer. Companies/products humanise themselves by becoming brands and add a definitive meaning to their products and services. Branding exercises help companies create legacies rather than short-lived entities.
