Jayanthi Sethuraman
Head, Marketing & Alliance
Fujitsu India
In my view, true branding is inside-out. It reflects the personality of the company or a product consistently and over an extended period of time. However, for a brand to make a true impact, it is also internalized by the various stakeholders of the brand and experienced and expressed similarly. Complete 360 degree branding can happen only when the qualities of the brand reflect the values of the company. These values are not static but grow and evolve over a period of time while the core of the brand itself remains intact. Increasingly, marketers and brand managers are focusing on creating impact that is both measurable and sustainable. When it comes to differentiation and standing out in a cluttered market or landscape, the most successful brands are the ones that have been built with consistency and consonance.
