Brand Modi : Micro Modi makes a Macro India campaign.
Modi made the India campaign look
aspirational. The Chinese and the Japanese compete to invest. He dashed from
Melbourne to London to Silcon Valley
trying to sell 'Product India', repackaging a hitherto sloth brand. He made
IMF sit up and take notice of India being a ray of hope in a declining global
scenario. He
built bridges with all leading economies and Africa. He had FDI come in.
He brought need for modernism to
the fore with ideas like digital India and bullet trains. He established a
direct contact with the youth and old alike through his social media and radio
communication. He borrowed tried
concepts and reworked them successfully(radio
, forays to neighborhood). He made the
average Indian feel that development is more important than caste and religion and
that it should be above partisan politics. He managed to get the focus shift from narrow sectarianism to one on
development. He emphasized on revitalizing gestation lagged projects,
harnessing skills and digitalizing India. He blended the old and the new in his
Clean India Campaign. His make in India harped on quality and attempted to veer
consumers away from a distrust of local manufacturers. His financial inclusion
campaign earned quite a bit of low cost deposits for banks. He did the unconventional marketing tactic in diplomacy by having breakfast in Kabul, lunch in Lahore and dinner in Delhi . Scandals
galore but none seemed to inhibit him.
Only time will tell whether his efforts
succeed but he has captured some minds at home and abroad and carved out a niche brand for hitherto sluggish India.
Brand Yellen:Subtly assertive: Why Yellen is
the best Central Banker
She displayed she was in command
yet she was market oriented. The Fed chief ascribed market research to the
heart of her policy deliverables. There was market evidence in everything she
did. She evened out volatility over the year and was successful in a quiet year end hike. She raised
expectations of her Fed brand; then displayed rare risk mitigation skills.
There was no tumult in the market, and there was all round relief to the customer. She made us feel at home.She made emerging economies feel guilty that she had given such a long lead time. She reinforced the Fed brand. There was repeated recall.
Model for quiet efficiency.
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