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Brand Positioning and Communication

Can Creativity be measured?

Marketers understand the importance of advertising to deliver on key metrics but sometimes get caught-up in the creative execution. Some even question whether one can judge advertising, after all it’s a creative process…..We believe that creativity in advertising is goal oriented and it can be measured. We present a simple 3 point framework to evaluating advertising. Its always easier to sieve the rotten tomatoes vs. differentiating between good vs truly memorable advertising. In the cluttered environment of today, many marketers are happy with advertising that is able to garner attention. Could we be greedy and ask for more?

To know more, read article here:

Selling dreams or cans?
Fueling innovation via Brand Codes

Many a times we limit or restrict our brands into manufacturer led category definitions. However, brands connect with consumers at a deeper emotional level and transcend categories. Entrepreneurs and businesses which are able to leverage brand semiotic codes can always find new growth avenues leveraging their current brand assets, without getting restricted into current technology or formats.


In this article we study the soft drink category and talk of the opportunity Brand Pepsi has to redefine youth cool and keep growing its franchise!



Can premium propositions find scale?
Brand Equity & Pricing Power
Vocal for Local

Identifying the key codes of premium brands which have been able to scale-up successfully


Does your brand have a potential to price up? - An analysis between brand equity and pricing.


Vocal for Local is not a marketing strategy.

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