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November - 2016 - issue > 20 Most Promising Management & Strategy Consultant Companies - 2016

Vertebrand: Scientifically Leveraging Brand Value of Businesses Since 2000

si Team
Thursday, November 17, 2016
si Team
Contrary to popular understanding, a brand is much more than a name, logo or tagline. A brand is as much a ‘number’ as it is a ‘picture’! It is hence a weapon that can power a business to profitable growth-if developed and nurtured efficiently. Brand-building in today’s world is hence a complex science which needs to be mastered and practised diligently.

While scientific brand-building has been a norm for large-cap, well-established organizations in the Indian consumer/retail space, majority of players in India’s B2B market (including companies in the IT/ITES sector) have traditionally paid scant regard to this important aspect of their business.

As far as mid-cap companies are concerned, the problem has been further compounded due to lack of sufficient investments or often ‘insufficient risk appetite’ for marketing spends. The last decade has seen the spawning of a whole new breed of VC-funded start-ups in the tech space. Yet, only a handful of these startups realize that lack of investment in marketing or even customer understanding is in fact counter-productive to disproportionate investments in technology development! Sporadic efforts to grow business through a knee-jerk understanding of market realities and mere focus on ‘external visbility’ of the corporate brand is not a sustainable proposition for long-term business success.

A company needs to scientifically evaluate its position vis-à-vis competition on a continuous basis and do everything it can to continuously engage with its customers in a dynamic VUCA world. This is where Vertebrand steps in. Not only does it help recommend the right way for businesses to differentiate their brand(s) from competition, but the company also helps build a quantitatively measurable relationship with customers, based on empathy and experience. It also provides a set of guidelines for brand culture and ‘at-work behaviour’ for the company’s internal employees.

Unique Scientific Approach


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