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For a change, here is a book that s what it promises and proposes to be. Brand Cliches is all about ‘Conventional Thinking in building extraordinary brands’. All the clichés you could think of and some more introduced by Raman Kalia within the scope of the book.
It is a book of directional questions. You are expected to raise the questions as per your own model of the brand world or the Brand model of your world.
Is that a bit confusing. Surely it is and is meant to be.
You need to be willing to read between the lines. Pause between the pages. Stare at the circles. Follow that outsider along the tempting dotted path that swings around the circle of subject. It is created for the very same purpose.
Read the book and if you could reflect on the brand that you own, respect, service, use or abuse. Maybe and I do not stand guarantor to this promise, maybe it would help enhance your chances of creating a successful brand. That too honestly and earnestly operating within the brand clichés.
Oh there will be times that you will close the book, look up and sigh- your expression with the rolled up eyes will be searching for the expression that says ‘tell me something new’. Trust the book is just about that. Old brand clichés and conventional wisdom, the lost art of brand interrogation and integrations. It’s all within reach to sharpen your dulled edges.
How good is your brand? How good can you really make it? It depends on you and your set of questions and your model world of the brand. If you feel lack of directional hints or you have already answered all the clichés for your brand, maybe this book will serve as a refresher course.
I took some 90 minutes to read it through. And Raman was bang on – on the time I would most probably take to read it. This includes the mandatory pauses that happen when you start looking at some interesting two-dimensional segmentation across attributes. But, trust me you need to give it a lot more attention. Give it respect. Dive into conventional wisdom that is much more proven than the emerging wisdom. Take your time to run though it.
The only drawback, I would have really enjoyed a lot more real brand examples and not just the wisdom- but even for that now to be available at a single place. Thank you Raman
BRAND CLICHÉS. By Raman Kalia. To be released on 15th August 2015.
Leadstart Publishers. INR 399, 186 A5 size pages. It does seem a bit high priced. Currently you can pre-order here INFIBEAM at INR 279. But think of the impression you would make, when you use one of those circle and dotted path in some presentation.
