Does a brand overhaul in India also mean an overhaul of the corporate image?
I think for tomorrow’s world, corporates should think like a brand. Thinking like a corporation, in an institutional way, is old-fashioned. Corporate thinking as a brand will give you an edge. As a brand, you are not talking with the wind, the sky, or the wood; you are talking with somebody who thinks. That way a human attitude in the corporation will always be there. If you cannot talk to the consumer, you will have to explain all the time. In our work in the European style, within a second the consumer understands what the brand stand for. You begin by explaining to the consumers and then you become friends. Consumers take time to buy their products: for some products they will take two seconds to buy, for some they will take one minute. Within this time, a silent picture will talk to the consumer. How different is it to work for foreign companies and Indian companies? More or less, it is the same. The only difference is that in India we work from the beginning of the stage. With the
