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Darwin's Brands: Adapting for Success (Response Books), by Anand Halve
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Darwin's Brands traces the evolution of some of the most notable brands in the Indian marketplace by looking at the interplay of forces that created the environment in which they operated and the strategies they adopted. In a vibrant economy like India―where competition from novel and captivating launches is relentless; where customers' preferences change rapidly―these winning brands have shown resilience and the ability to identify and seize opportunities. Author Anand Halve proves the point that it is the capacity to adapt to changes and formulate effective strategies that determines who survives in the hyper-competitive marketplace of today.
- Sales Rank: #9851264 in Books
- Published on: 2012-02-06
- Original language: English
- Number of items: 1
- Dimensions: 9.40" h x .50" w x 7.20" l, 1.28 pounds
- Binding: Paperback
- 188 pages
Review
"The inquisitive minds who would want to know the why and how behind their favorite campaigns would be captivated by every word written. Further, the colloquial style of writing seasoned with the author's personal anecdotes makes it an easy and interesting read." - Neha Goel, pitchonnet.com
Darwin's Brands (is) a "novel" about Indian advertising. Halve picks 12 brands that have demonstrated lasting power, thanks largely to their advertising, and puts their story in perspective with a series of anecdotes. These make Darwin's Brands an easy read rather than a dry, textbook account. - Alokananda Chakraborty, Business Standard
"Anand Halve drew inspiration from Darwin for a book on brands that have adapted to survive and grow... including brands such as Thums Up, Amul, Titan... all of which are outstanding examples of brand successes... Halve writes about them in a very readable format...A must read" M.G.Parameswaran, Outlook Business, April 2012
Anand Halve is one of the best marketing thinkers in India today. Darwin's Brands adds to his stature. Halve analyses how these brands (that defined the Indian market over four decades) were constructed for Indian conditions and ... how they changed with the times, the country and the consumer. Sanjay Badhe, Businessworld
Darwin’s Brands isn’t a how-to book. It is…a “novel” about Indian advertising. The collection of stories in this book are examples of some brands that have used advertising well…Taking these brands as examples, the author lays down the fundamental rules of how to push an ad campaign and turn it into something exceptional…The architecture of the book is interesting…Halve’s review of published work on each subject is very extensive; most of it is quite recent.
(Business Standard 2012-02-29)Engaging study of how enterprises successfully connect with consumers through brand imagery. (The Business Line 2012-01-30)
The style of writing makes the strategies simple. [The author] has taken great effort in chronologically weaving together the brand strategies with the product category’s progress and status. The author has made sure that he gives the reader a complete overview about the category in which the brand functions...The inquisitive minds who would want to know the why and how behind their favorite campaigns would be captivated by every word written. Further, the colloquial style of writing seasoned with the author’s personal anecdotes makes it an easy and interesting read.…It is a good read for people it has been targeted at- brand practitioners, students and business managers.
(Pitch 2012-02-01)The stories are readable and packed with historical anecdotes, interviews and tidbits that are not commonly known….[the book has] been designed as study material for classrooms, which deserves support because there is an acute paucity of Indian cases for use in classrooms…[the book] presents the brand building process in a short, easily readable format….it’s a great addition to the documentation of successful Indian brands. A must read.
(Outlook Business 2012-04-14) About the Author
Anand Halve is the co-founder and Director of chlorophyll brand & communications consultancy, Mumbai, India. Prior to this, he was on the Board of Enterprise Nexus Communications, and has worked at Lowe Lintas and Rediffusion. He did his MBA from Indian Institute of Management, Ahmedabad, India, in 1977. He has also been a visiting faculty at Mudra Institute of Communications, Ahmedabad and IIM, Ahmedabad, for several years.
At chlorophyll, he has been instrumental in the development of copyrighted branding models and brand development processes. His experience as an entrepreneur has been featured as one of the case studies in Rashmi Bansal’s bestseller, Stay Hungry, Stay Foolish, which published by IIM, Ahmedabad in 2008. Halve also contributes to various online and print media, including Hindustan Times, Campaign India magazine, afaqs.com and exchange4media.com.
Halve is the author of Planning for Power Advertising: A User’s Manual for Students and Practitioners (2005).
Most helpful customer reviews
0 of 0 people found the following review helpful.
A lovely compilation of Indian brands
By Deepak 'Chuck' Gopalakrishnan
(I bought this book in India, from Flipkart. While it's a great book, the $37 Amazon price is ridiculous.)
With plenty of international brand case studies, what was really missing was a study on Indian brands. This is a good showcase by one of the leading writers in the space.
Thoroughly enjoyable with plenty of little 'stories' (especially the one on how Taste The Thunder came about or how Verghese Kurien stuck behind Da Cunha Communications), it tracks stories of iconic Indian brands like Thums Up, Hero, AirTel, Maruti and many more.
Probably a must-read if you're in the marketing-advertising space in India, a very decent read even otherwise.
Only downsides? The last few brands (Femina, Airtel) seemed a little rush to me, there weren't as many 'stories' or themes of adaptability as in the case of the previous brands, and they somehow seemed to me to be a bit of a 'filler'.
I'd have also loved to see some 'less obvious' brands, perhaps a Bisleri, and perhaps a small section on Indian brands that have failed (Onida Candy, the killing of Kelvinator, etc). That would have probably made the book complete and provided a complete learning. But perhaps, that's something that Halve has in store for us in Part 2.
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