The Goobe Guide To Branding: How To Find Your Brand?S Story And Tell It To The World

What is a brand? What is branding? Does the brand come before the product or service, or right after? What about all those companies that breeze right by branding dictums and hit it big in the market? With deep roots in consumer psychology and Jungian archetypes, and a history dating back to ancient times, branding has come to denote ownership and quality. Billions of dollars are spent worldwide on branding new products and services, and billions more when brands pivot. Branding is big business. With the advent of digital marketing, the term ‘on-brand’ has taken on a whole new meaning these days. Personal branding for individuals is on a high, thanks to the power of online media and influencer marketing. In this quirky ‘book within a book’ told through the eyes of brand gurus at the fictitious Goobe agency, the authors take readers through the length and breadth of India on branding adventures with various founders, CEOs and pioneers. In each adventure, Goobe’s brand experts explore existential branding questions, while sharing tried and tested techniques to start the branding journey. From the introductory branding exercises to brand archetypes, moodboards, logos and beyond, the book takes a fresh approach to imparting branding lessons. Whether you’re an innovator, marketing leader, start-up CEO or just someone just interested in learning about the world of branding, you’ll find much to take away from this book for your product or service, and much to chuckle over.