Keys to Create an Effective Branding by Itu Chaudhuri
The founder of ICD, Itu Chaudhuri, lets out his experience and insight in the field of branding. He expresses what goes into creating effective brands, and the various aspects or elements that play a role in the process.
CG. What is the relationship between the product and the branding? How does the former shape or inspire the latter?
ICD. For some brands, the product's properties are the heart of the brand. For example, we know Mercedes by their cars, which are a model of stability and Germanic engineered perfection; not by their advertising or showrooms or their F1 Cars (which they do very well). For those brands, branding needs to reflect what's special about the product, but rarely reflects the product itself. The 'what's special' part, in turn, depends on the category. For more functional products, it's about a clear benefit from using it (e.g. relieving pain).