Eminence

Perspectives

Lessons from ONGC Fire: Build and engage brand advocates

Lessons from ONGC Fire: Build and engage brand advocates The layers of fire at ONGC’s oil and gas processing complex at Uran near Navi Mumbai on September 3, 2019, needs to be unfolded more to look at the significance of crisis management from communications perspective. …

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Lessons from ONGC Fire – Empathy brings credibility

Lessons from ONGC Fire – Empathy brings credibility While scrolling through my twitter timeline a few days back, I happened to read about this tragic incident that occurred at the ONGC plant in Navi Mumbai. Since crisis communication is one of the areas of my work, I started following the …

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What keeps brands alive?

What keeps brands alive? How many of you know about this salt brand that went by the name ‘Captain Cook’? It used to be famous in the early ’90s and was a strong competitor of ‘Tata salt – Desh ka namak’. Today, the brand doesn’t appear in any of the markets and is said to be long lost in the …

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Time to up your Reputation quotient?

Time to up your Reputation quotient? Oh yes! It’s a small world, as the most pertinent conversations can happen in unexpected situations. Recently, I met the CEO of a reasonably well-known company in an elevator and as most conversations begin, he happened to ask me …

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Lessons from the ‘Being’ Franchise on reputational wealth

Lessons from the ‘Being’ Franchise on reputational wealth After a regular day at work, I received a call from an old friend on my way back home. Since it had been long that we got a chance to connect, we …

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Are you practicing Picasso’s way?

Are you practicing Picasso’s way? Picasso lived to be 91 years old i.e. approximately a total of 33,035 days. He created his first artwork at the age of 8, but it took him close to 20 years to showcase his passion to the world. With 26,075 published works, that means he averaged 1 new piece...
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Flawed hero worship

Flawed hero worship Ranbaxy – A brand that caught my attention when one of my relatives, closely associated with the pharma industry, spoke highly of it. He went on to highlight its growing significance globally and how it is gaining popularity in countries like the US, Europe, Russia, China and more. Founded in 1961, it...
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What’s your CVV Code?

What’s your CVV Code? Recently I was speaking at a forum with a room full of women aspiring to join boards as independent directors. The forum objective was to discuss the nuances around being an independent director and what it takes to be one. I was observing worried aspirants asking multiple questions on the functioning...
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Covering the lost ground

Covering the lost ground The recent lawsuit filed against Boeing, one of the largest aircraft manufacturers has once again revived conversations around how organisations should respond during crisis. For those who are uninitiated with the case, on 28th October 2018, the ill-fated Lion Air Flight 610 crashed into the Java Sea minutes after the take-off,...
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Leverage your employee as your brand ambassador

Leverage your employee as your brand ambassador Source: GO asset Digital Observing the whistle-blower complaint and reputational challenges thereof for Infosys, I recently wrote an article in Mint on how Infosys could leverage its employees to come to the brand’s rescue. The overwhelming response that the article received and the connect it found amongst believers in brand reputation,...
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Art of Subtle Messaging – The Bajaj Chetak Campaign

Art of Subtle Messaging – The Bajaj Chetak Campaign Bajaj recently unveiled a new electric scooter model, the “Chetak.” The launch was covered across top auto magazines and newspapers – an environment-friendly, less expensive model built by an all-women team. When I read the articles, I noted that the messaging and overall approach was subtle...
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