Brand Tantra

Facebook Messenger Designer Launched Limeroad

Prashant Malik is the person behind Facebook Messenger has ventured out and created an E Commerce platform for fairer sex.Created almost a year back, Malik has integrated social media into E Commerce portal to win a woman consumer hook, line and sinker. The time is just right for him because Flipkart and Myntra have already created a market for online business.

Prashant's company Limeroad has won it's first one million unique visitors, due to the fact that they are more of a social platform on the top of an E Commerceportal with a social network of it's own, apart from syndication like following fellow users or creating a social graph via popular social media sites like Facebook, Twitter, Pinterest.

So, Limeroad sells women's lifestyle and home products as well as allows visitors to talk to each other on their own network. They also get notifications, instant messages, alerts and also directly connects with the customer allowing them a share in the company's profits through a unique revenue model called 'look'.

On Limeroad platform, there are user generated content called 'looks' , which are an aggregation of a number of products put together-like scrapbook-so users can actually buy from these scrap books and the portal has affiliate model in place that ensure a 'looks' creator gets a percentage of the sale. There are also various other kind of revenue models that can be built on the top of this platform, an E Commerce is just one of them.

In a cluttered online shopping space what makes Limeroad unique ? This is probably the only true marketing place from day one. the basic idea was to have a managed and controlled marketplace so that quality control of product images on the platform be maintained. So far there is a tight control of the orders and tracking on the platform so that when somebody buys something they actually buy from Limeroad, and it is their brand-name at stake from the time the order is placed till it reaches the customer.

As Limeroad is a Market Place so it does not have a warehouse or have to pay any thing for keeping their inventory. This means more value to the consumer in terms of better pricing, as well as better profit margins. In fact the portal has negative margin as it pays only after delivery of orders. Limeroad has almost 450 vendors from all over the country-half of them are exclusively on this portal. Now Prashant is also looking vendors beyond the geographical boundaries of India, from Singapore, Thailand, Bangladesh. The next big thing on Limeroad will be embracing mobile phone users as client. The trick will be integrating with WhatsApp or phone Numbers of users Via message/ SMS.

Search Engine Optimization - Made Easy


Everybody who run a website longs for making his site and the site's individual pages visible and relevant to both search engines and search engine users. Let us see how it can be accomplished.


The Basics of Good Search Engine Optimization


Good search engine optimization is very basic. A successful search engine optimization campaign will contain these essential components:


  • Content. Content is what drives search engine rankings, content is what brings users to your site, and content, when sprinkled appropriately with keyword phrases, will feed search engine spiders. Rinse, repeat. Content is key in search engine optimization.
  • Simple Site Design. Sites that are successful in the search engine results have this in common-they are all simply designed, with a minimum of bandwidth hogging graphics, slowly loading animations or other such frippery, and are easy to navigate. Simple, clean designs are what search engine spiders and search engine users like, because it enables them to get to what they're looking for; which is - you guessed it - content.
  • Well-written Meta tags. Meta tags-keyword, description, and title- are important, but they won't make or break your site. Meta tags are merely part of the overall success strategy. They need to be written with compelling, keyword phrase-heavy content that will make the user click through from the search results page.


Search Engine Optimization is not a  Rocket Science

Sure, you can get really complicated and technical with SEO, just like any other subject. However, search engine optimization at its heart is simple and clean. Don't worry so much about the scary technical stuff if you're just starting out. Start slow, read, learn, read some more. Don't be afraid to ask questions. Most of all, be patient with yourself. Learning search engine optimization takes time, just like any other subject. Here are more resources that can help you with search engine optimization:




 Steps to a Well Optimized Site


Step 1:

Understanding your audience is a huge part of a successful search engine optimization strategy. You need to pinpoint who it is you will be marketing your site to, and write your content accordingly. This might seem like a no-brainer, but it's worth a serious look.

Step 2:


What are keywords, and why should you learn about them? Keywords are simply targeted words that determine which category your site will be listed under in search engines and directories,as well as words that searchers input to search engines in order to find relevant sites. If you don't do your homework and select targeted key phrases, you are missing a significant portion of potential traffic.


Step 3:


You've got your hard-earned list of keywords, now you're going to have to actually put them somewhere. The more places you can reasonably put your keywords, the easier you will be found. That being said, don't go nuts and paste them in every nook and cranny. This is called "keyword stuffing" and search engines don't look kindly on this practice .


Step 4:


Compelling content on your website is the essential key to good search engine results. Obviously, there are many more factors that search engine spiders look at when indexing a website, but content is the vital foundation on which good rankings are built.


Step 5:

Although the title tag is kind of the redheaded stepchild of search engine optimization, its lack of notoriety does not make it any less important. Most search engines index the contents of the title tag, and actually make it one of the most important factors in the ranking process. So if you don't have an optimized title tag, you might be missing the boat as far as rankings are concerned.


Step 7:


These two tags are not very important in the grand scheme of things, but every little bit counts. Make your Meta tags optimized and help search engines to index your site better.


Step 8:


Learn how to optimize your site design for search engines and search engine users with my free search engine optimization site design step by step tutorial. And no, you may NOT use dancing singing kittens on your website (unless that's what your site is about).


Step 9:


Search engines have gotten so good at indexing websites that it's not really necessary to go through the saga of site submission-unless you have a brand new site, in which it's highly suggested that you submit to  a search directory.


Step 10: Wait for Results


You've done the work; now how long are you going to have to wait to see improvement in your ranking results? The answer is different for every site, however, if you keep plugging away using the suggestions in these Ten Steps and are patient, eventually you will see the results you're looking for.


Now What? Search Engine Optimization for the Long Haul


A well-optimized site doesn't get that way overnight; behind every successful website is a ton of hard work, patience, and more hard work. Use these Search Engine Optimization in Ten Easy Steps to make your site the absolute best site that it can be, and eventually all your hard work will pay off.





How to think different & Innovate

I ask you a basic question, in case you are a trouser manufacturer, very hap and creative in designs what you have to do to get good premium for your creativity and innovation ? If you do not have a name or brand for your trouser, you have no choice but to sell it cheap, but in case you have created a brand you may definitely earn a rich premium. Today, no Indian company, except software names Infosys and TCS, may claim to own a brand of international repute despite the fact that in readymade garment manufacturing, Thirur, Banglore and host of other centres are the outsourcing hub for the top international brands. But the premium an Indian should earn is encased by owner of a foreign brand, who is outsourcing here is India and selling our own innovation in your own country and earning a premium, you as a customer very happy and proud to wear that stuff ! So many of my friends in my native place Moradabad are in brass art ware manufacturing and export business, most of them are manufacturing and exporting to their US and European clients. They do not bother to know that their products are being sold in which brand name or at what price, they are more interested to claim subsidy on their export. In fact their whole emphasis and expertise is on manufacturing

As per the design and specification given by their client. Had they thought about adding their own creativity and innovation, probably their earning from their business would be many a times.


Famous writer Richard Florida feels that creativity involves distinct habits of mind and patterns of behaviour that needs to be cultivated.The converse of this is also true. In case you explicitly or subtly classify people, then they start behaving in-line with the classification. For example, institutions tend to subtly classify people for administrative convenience. The creative class - advertise -advertising, marketing and research departments are expected to work with imagination and originality. The other class-logistic, operations and finance- is expected to work with diligence and accuracy. In due course , those people start to behave according to their



I will like to give few examples to explain that there is nothing genetic about acting creatively. When famous scientist Einstein died, researchers opened up his brain, contrary to the expectation of humungous size or special brain bumps that might explain his genius, researchers found that his brain was actually smaller than that of ordinary people. Second example : in 1973, to establish the connection between genes and creativity. Marvin Reznikoff and his team studied all the twins born in American city Connecticut since 1987. The genetic composition of monozygotic (similar) and dizygotic (dissimilar) twins is different but Reznikoff found no difference in the rates of creativity between two type of twins. Third example : founder of an American firm W.L.gore quit a long career at DuPont to found a creative company in 1958. In the next fifty years, his company generated $3 billion in revenue from a diverse set of products. The founder organised the company so that every one could be creative. His one of the engineer David Myers, who was working on cardiac implants became curious about how to improve the performance of the cables on his mountain bike. His openness to experience resulted in his developing a polymer which was branded as Gore-Tex. This polymer was later used by the company to coat guitar strings for better tonal quality.


We need to capture creativity boosted moments, which we may find in every sphere and always arise out of behaviours :

1. An insatiable curiosity, leading the person from one unexpected discovery to another

2. Taking a break thus avoiding over fixation on the issue/problem

3. A determined journey through the five Mithlyi stages described of -

         * Preparation

         * Incubation

         * Insight

         * Evaluation

         * Elaboration

4. Resilience to cope with the periodic feeling of not getting anywhere.

These four behaviours apply to science and technology as much as to writing and performing arts.


So the crux of above discussion is, do not feel that you are inferior in creativity, an that only the westerners are creative or innovative. The point is try to experiment and tolerate to get failed. Idea is never big or small, what is more important how to implement it. In a shirt, the big idea is how we may do some value additions for better wearing experience. Arrow shirts are good example of so many value additions to make you feel more comfortable.


So think slightly different and RULE the business space.

Why Forbes Top 100 Most Valuable Brand List does not have an Indian Brand

Samsung is trying to dent Apple with its clone smart phones, making Apple's top executive's nights sleepless. But despite of the stiff Market competition, Apple is still no. One in terms of Brand Value a whopping $104 billion.


Now the Forbes list of top most valuable Brand list is out, and this year also nothing dramatic is in this list. Apple name is as strong as ever, it retained it's number one position for the third consecutive year also recorded 20% more comparing to last year. It is worth nearly twice as much as any other Brand on the earth. Microsoft occupies the number two position in the third consecutive year but the value is some what flat at $56.7 Billion. In fact Microsoft is juggling from PC to Mobile.




Coca Cola is number three with $54.9 Billion. Company's growth is slowed but it is still the most profitable brands in the world with operating margin of 34% in the current fiscal year. It is followed by IBM ($50.7 Bn) and Google ($47.3 Bn.) which make up the top five. Among the other top 10 brands :

 Rank                                               Company.               Brand Value 

                                                                                  (In Billion Dollars)

  6                                                  McDonald's.             39.4 

  7                                                  General Electric.     34.2 

  8                                                  Intel.                      30.9 

  9                                                  Samsung.                 29.5 

 10                                                 Louis Vuitton.          28.4 

This year there are certain real surprises also. Three years back Nokia was at 9th place with $27.3 Bn. This year it is ranked 71 with just $7Bn. Another fallen star is Blackberry which was $6.1 Bn last year now only $2.2 Bn and no more in the top 100 list.

If we talk about the Brands from USA, they occupy 50 ranks out of  top 100 of this years' list. Next one Germany (9 Brands) , France (8 Brands) and Japan (7 Brands). No Indian brand featured in this top 100 list. The only hope for India may be in the coming years a Software Brand like TCS or Infosys but for that the Brands have to invest a lot in image building besides booking much more business.

 There are many manufactures in India who has immense capabilities but they are happy to be global outsourcing supplier to iconic international names. Do not you feel that right time has come when we as a nation should come out of the outsourcing mode to building some real brands. To begin with we need to start testing our own products in Indian market  with product innovation, over all brand experience and dependability.

Are Indian Industry peers listening ?


Manage your Brand in Down Turn


What to do for your brand in the downturn

Some Guru Mantras from the Market Peers


*Don't do to kids what you wouldn't do to your own. By extension, don't do to

consumers what you wouldn't do to your friends and family.


* Secure an 'ethical' sign-off from your target group each time a campaign, a new

product or a service is about to be launched in the market. Develop your own

independent consumer panel (a representative target audience) and disclose the

perception of the product, as well as the reality. Let the consumers make the

final call.


* Align perception with reality. Your talents might very well lie in brilliantly

creating convincing perceptions, but how do they stack up against the reality? If

there's a mismatch, either one must be adjusted in order for them to be in sync.


* Be 100% transparent. Nothing less. The consumer needs to know what you

know about them. Furthermore, they must be told exactly how you intend to

use the information. If they don't like what they see, they need a fair and easy

way to opt out.


* Almost any product or service has a downside – don't hide the negatives. Tell itas it is. Be open and frank, and communicate it in a simple and straightforward way.


* All your endorsements and testimonials must be real - don't fake them.

Does your product have a built-in expiry date? If so, be open about it and

communicate it in a visible, clear and easily understood manner.


* Avoid fuelling peer pressure among kids. Bear in mind you'd hate for your kids

to come under such pressure.


*    Be open and transparent about the environmental impact of your brand

(including its carbon foot print and sustainability factors).


* Do not hide or over-complicate your legal obligations to be placed in your ads

or on your packs. These should be treated just like any other commercial

message on your pack, using a simple, easy-to-understand language.


Curtsey Lindstorm 

Make An Interesting Story Around Your Brand

Ms. Angela Ahrendts of Burberry  has shared her insight about Brands. She says that every brand should have some interesting story .

  What makes a great story? Why have some stood the test of centuries, while others are long forgotten? And why do I think stories are more relevant today, to more people, than ever before?

Great stories are relevant, compelling, emotive and authentic – allowing individuals and organizations to connect others with their ‘true north’. Fiction or non-fiction, they start with ideas, come to life through people and acquire meaning when shared.

I’ve loved watching the videos that preview the conference, showing how people from all walks of life are telling their stories in today’s digital age. Every story is distinct, every person unique, but there are some universal principles that shine through every story, and from which we can all learn as we write our own stories:

1. Know thyself. What’s your core, your passion, your reason for being? Young or old, all great brands and individuals stand for something – it’s the starting point for every story.

 2. Dream. Stories are where dreams can become realities. Be brave, audacious, take risks.

 3. Be authentic. Share a consistent, pure vision – write your next (or your first) chapter, not a new book every time.

 4. Trust – your instincts, each other. Trust engenders belief, the basis on which all stories live or die.

 5. Engage, entertain, excite. Emotion is at the heart of every story, in every age, in every context – round a campfire, on the printed page, in a movie theater, online. Today, digital is opening up a whole new era of opportunity, putting the power to create emotive content and share it widely in everyone’s hands. Use it smartly, and wisely.

 As the world becomes at once more complex and more connected, stories have incredible power to educate, unite and inspire. By following these evergreen principles, and leveraging the tools of the digital age, I believe the future of storytelling can be even richer and more compelling than its past.

Tumblr : Hot Item on Social Media Planning


“Post anything (from anywhere!), customize everything, and find and follow what you love.” It’s really no wonder articulating Tumblr’s platform is difficult. Described as “a blogging platform that doubles as a social network”, it is one of the fastest growing social media networks in the world. Yahoo saw enough promise in the website to pay $1.1 billion for its acquisition only a few weeks ago.

While advertised as a blogging site that allows the sharing of text, links, and quotes, Tumblr is becoming an increasingly visual medium for both media and businesses that are looking to enhance their brand presences and reach younger audiences. Magazines such as Elle, Glamour, and Lucky have all established a presence on the site, using their Tumblr pages as look-books of editors’ current fashion obsessions. Even mainstream outlets including Newsweek and Rolling Stone have cultivated a notable following by posting teasers or tidbits of information that drives traffic to their main sites.

Somebody’s Mother Chocolate Sauce, a small, Texas-based business specializing in chocolate and caramel sauce- has mastered the integration of its Tumblr and website. The company saw more publicity for their brand when a few of its recipes were reblogged by prominent food Tumblrs. One post received close to 200 notes on the site, representing a significant jump from the 5 to 20 notes posts typically received.

So where does Tumblr fit in amongst the likes of Facebook and Twitter, and which businesses should be investing their time and energy into establishing a presence on this platform? Both Facebook and Twitter are widely accepted as the giants of social media; according to a 2012 report on marketing trends, these two sites are the two most popular channels for directing potential clients to company websites (accounting for 54 and 32 percent of this traffic, respectively). Indeed, Facebook pages have sprung up for companies from Coca-Cola to JP Morgan. Because Facebook is so ubiquitous, marketers for every type of product reason that it is a practical platform from which to begin building a social media presence. Tumblr provides the same kind of opportunity in terms of advertising potential, but it is a distinctly more specialized platform. Not every brand works with Tumblr, and even when it can, marketers have to do their research to ensure they are creating content that aligns with the site’s demographics. Tumblr’s audience has been described by many as “edgier”: its demographic targets 18-34 year olds, unlike Facebook, which is growing among boomers and older internet users.

As of April 2012, 340 million tweets appear daily on Twitter; thus, content from individual companies is quickly buried. Tumblr’s dashboard organizes content its users subscribe to like an RSS feed, allowing it to live longer. Additionally, Twitter is somewhat restricted when it comes to media sharing: users can share pictures via Twitpic, but can only tweet links to videos. Tumblr is an open network; unlike Facebook, its content is accessible to anyone. The latter platform, despite thousands of business pages, is still primarily used for closed or semi-closed social networks.

This puts Tumblr in a unique position: its highly versatile interface allows for sites that can integrate images and text seamlessly, and this capability accounts for most of the platform’s growth thus far. While not an end-all for social media, Tumblr is an important channel for brands to connect with audiences and complement their other communications initiatives.

Ramp Up Social Media Engagement : Few Tips

Every one want to ramp up his social media engagement. Not surprising that many online businesses continually looking for new effective ways to enhance their social media marketing efforts.


Here comes top proven tips to make social media activities more enticing:


1. Quality content is the Key


Always keep this in mind: quality content is always king. Enhancing your social media presence depends on how you captivate your audience. And captivating your audience depends on the quality of your content. Give them the best possible Facebook status updates, tweets, Pinterest images, and blog posts.

Keep offering your readers with great content.


2. Show real interest.


Being interesting is a given. Showing interest to your followers on your social media accounts like Facebook and Twitter is equally important. Prove to your audience that you are genuinely interested about their lives. This includes the problems they deal with and the experiences they are willing to share.


3. Tell inspirational stories.


People love stories, especially those stories that inspire them. To entice them to your market, give them stories that will motivate or warm their hearts.


4. Share helpful and interesting links.


A study conducted by HubSpot shows that tweets with an associated link are more retweeted than others. That said, if you find an article or post that you think can really help your readers, then share it.


     5. Utilize call-to-action buttons on your web pages.


Call-to-action buttons like “share this”, “leave a comment”, or “click here to learn more” tell your readers what to do next after reading your social media updates or posts. These buttons encourages audience engagement.


      6. Ask an open-ended question.


Put a question at the end of your post. This sparks a conversation by inviting your readers to share their ideas and thoughts.


     7. Use beautiful images.


Pictures are more eye-catching than plain words and can highly capture the attention of your audience. Use great and creative images to go along with your social media strategies and tactics.


     8. Update social media pages regularly.


Always update your social media accounts. Don’t allow a dull, quiet period to dominate your pages. Be consistent with the updates on all your accounts. Constantly communicate with your readers and make your online community growing.



Are You Looking for higher Pitch for your Luxury Brand

The word “luxury” is used very loosely these days. We’all seen ads promoting a product as “an affordable luxury”, “your everyday luxury”, and so on.

We shall try to define the true luxury brand. What are the characteristics that make it “luxury”? Are expensive products automatically “luxury” products?

Marketing a luxury brand is not (only) about setting a price that makes it beyond the reach of most people. Here are some key ingredients, common to brands in the luxury market:

Desired by Many, Owned by Very Few

Luxury products are valued possessions of the selected few.

The CEO of Porsche once said “When I see two Porsche on the same street I begin to worry.”

Being exclusive does not mean targeting only the narrow customer base that can afford to own the brand. Marketing a luxury brand requires attracting brand enthusiasts that will never afford it, but are very passionate about it.

Exclusivity requires instant recognition.

Luxury brands have to make their story widely known. Their logos act as badges that establish social hierarchies and speak to the owner’s taste in the eyes of ordinary people.

In order to create the social distinction, the brand has to be known and appreciated by everybody, and owned only by few.

Timeless Masterpieces

Luxury brands evolve with the modern times, rather that drastically change. The “secret recipe”, distinctive design, and all symbolism associated with luxury brands transcend time, rather than follow the modern day trends.

Every BMW model, no matter the production year, has a specific, distinctive and consistent look. Not the same can be said about Lexus, a brand that chances the design of its vehicles every few years. This is one reason why Lexus is a premium, not a luxury brand.

The timeless character is what brings value to the luxury brand, and assures the owner that his possession will always be relevant. That also explains the high resale value of luxury products.

It’s All About Emotions

According to Jean-Noel Kapferer, the author of the excellent book  'The Luxury Strategy' , brand positioning concept does not apply to luxury brands:

“When it comes to luxury, being unique is what counts, not any comparison with a competitor. Luxury is the expression of a taste, of a creative identity, of the intrinsic passion of the creator; luxury makes the bold statement “this is what I am” not “that depends”-which is what positioning implies.”

There is nothing rational in the desire to own a luxury brand. In the rational, consumer goods market, immediate availability is key. When it comes to luxury, having to wait two years to have your Ferrari built only adds to the excitement of owning one.

A brand that uses rational arguments to build loyalty is not competing in the luxury segment. That’s what separates luxury from ordinary: high price tags, scarce availability, acknowledged design flaws,and other things that are red flags in any rational purchase decision.

In the world of luxury, these are ingredients that contribute the creation of exclusivity.

A Unique, Almost Mythical Brand Story

Luxury brands were built on a compelling story that cannot be reproduced or replicate. Often, it all started with the owner’s distinctive personality and skills.

Brands such as Porsche, Ferrari or Mercedes-Benz were built on the mechanical ingenuity of their founders. Rolls-Royce is a brand strongly associated with the royals.

This is the story of the famous Dom Pérignon champagne, as presented on their website:

“Dom Pérignon is a vibrant, living, perpetually renewed homage that evokes Dom Pierre Pérignon, the spiritual father of champagne”.

Price Greatly Exceeds the Functional Value of the Product

What functional attributes can justify the $400,000 USD price tag on the  Richard Mille  watch?

Price in the luxury market acts as a selection tool, that separate brand enthusiasts from the small group of owners. Its role is not to justify the functional features of the brands-another distinction between luxury and premium brands.

Premium brands provide the extra features that explains the price premium to be paid for it. In the luxury world, the higher the price tag, the more exclusive and valued the brand becomes.

Most of us know the Ferrari brand from the Formula 1 races that these cars are involved in. We love the brand for its unique, distinctive design, heritage, achievements, and technical performance. We all have the desire to own one in the future. There is only one obstacle that stands in our way: the high price tag.

The word “sale” is not part of the communication vocabulary of a luxury brand. Lowering the price will cheapen the luxury brand, bringing it from the stratosphere down to earth.

Highly Personalized Accompanying Services

In the luxury world, each member of the selective owners club benefits from royal services. A highly personalized product and service is a key ingredient that makes the client feel special and contributes to the hedonistic pleasure owning a luxury item generates.


Youtube's New Offering for Brands

 YouTube has recently launched a pilot programme for a small group of partners early last week, which offers paid channels with subscription fees starting at 99 cents per month. This has been introduced to keep up with the demand for more flexibility in monetising and distributing content.

It may be recalled that YouTube had started building a unique business model, called ‘YouTube partner program’, since 2007. With the introduction of this program, the video broadcasting platform started enabling content creators to earn revenue for their creativity. According to YouTube’s official blog, there are more than 1 million channels generating revenue on YouTube.

YouTube already has on board 30 partners. With this new offer, the video broadcasting website will allow creators to have a business model beyond advertising. Every channel has a 14-day free trial, and many offer discounted yearly rates. Once a user subscribes from a computer, they will be able to watch paid channels on their computer, phone, tablet and TV. The revenue split will be similar to advertising, with 55 per cent going to the creator and 45 per cent to YouTube.

Who gets the benefit here?

While it is obvious that small businesses related to music, movies, education and food will get an opportunity to earn some quick bucks, there are other large scale brands that can use this platform smartly. For instance, a brand that has a royal fan base and wants to engage its subscribers can come up with content that is watchable, clickable and shareable.

Can it be a good deal for the Indian market?

The game moved from text to image and then to video some time back, but digital players are still honing their ability to offer the kind of videos and original content to increase the consumption of online videos. While video search has been described as the future of this media, the year 2013 is expected lead to some consolidation on this front, where the right kind of video content is finding a place in digital platforms in India.


According to latest YouTube analytics by Socialbakers, Sony Music India Channel, Edewcate Kids, Shree Films, Nokia India and Audi India are the top five fastest growing channels. This is a clearly an indicator that today a platform like YouTube has a mix of brand categories using it as integral part of their communication plans. It also looks that with the increase in demand of video content, subscribers will not shy away from paying for it.

It will be essential for brands to thereby focus on creating tailored video communications if they are to use online media for creating multiplier effect.

It will be interesting to see how initiatives from video broadcasting platforms such YouTube change the game for video content and the business generated from it.

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