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Lulu Raghavan
19p6 comments posted · 1 followers · following 0
13 years ago @ BEYONDLOGO - Ask Lulu: BEYONDLOGO · 0 replies · +1 points
13 years ago @ BEYONDLOGO - Ask Lulu: BEYONDLOGO · 0 replies · +2 points
Sorry for the delayed response. Gilette created a sub-brand entirely devoted to women. It's called Venus and is based on the insight that smooth skin is key to showing off feminity. So they have positioned Venus as a brand that gives you the perfect shave and the full confidence to charge ahead as a superwoman. They not only have products but take pains to eductae women on shaving well while taking care of their skin. Their recent razors have in-built moisturerisers for example.
Lulu
13 years ago @ Landor - Landor: Thinking: Arti... · 0 replies · +1 points
Thank you! Come visit us in India!
Cheers
Lulu
13 years ago @ BEYONDLOGO - Ask Lulu: BEYONDLOGO · 0 replies · +2 points
You're absolutely right - brand delivery is more important than brand promsise. While it is great to lead with brand promise, the brand does really fall apart if delivery does not match expectations. In Motorola's case, I'm not sure they have a super differentiated and exciting line-up of phones which matches their quality/innovation/style positioninng which Abhishek apparently embodies.
Lulu
13 years ago @ BEYONDLOGO - Ask Lulu: BEYONDLOGO · 0 replies · +2 points
Great to see you here! I could not agree with you more on a logo's importance. It begins the dialague and - as you say - it sets the tone and expectations. However, companies tend to sometimes overemphasize this element of branding at the cost of delivering the real goods and that's what weakens their brands at the end of the day. So the message here is is that brand delivery is as important, if not more important, than brand promise.
Lulu
13 years ago @ Landor - Landor: Thinking: Arti... · 0 replies · +1 points
Brainchild