Finally I get around to overcoming my intertia to start building my blog.... thanks to Rajeev, my first boss (always a strong influence) and now a good friend.. He said something quite important yesterday--in writing quality is directly proportional to quantity...and that somewhere struck a chord in me...so here is a first attempt at quantity in the hope that quality will follow.
Honestly speaking, as a consultant in the brand building space, I do have to write original stuff quite a lot..every day you are trying to give form to this abstraction called brand which the owners of the abstraction themselves do not have a coherent point of view on... my job most often is to give it some shape and form and draw some boundaries in which a company can focus on building its reputation and thus its brand... now i need to probably treat my blog as a client and everyday provide it with those contours that over a period of time develop into a well-defined entity..
What can this entity be?
Well it will be about the work I do primarily and the worlds I encounter as a part of that life. It will also be about interesting dimensions of brand building that seem to go unnoticed or rather not celebrated enough. It will also be about the ridiculousness of the buttoned up corporate life (hasn't enough already been said) but I need to put my two bits as well...
So the effort wil be to constantly question and demolish the 'ways of being' corporations have invented for themselves and hopefully in that journey we will doscover some timeless principles to live by...
Have been reading two books by Henry Mintzberg off late- Strategy Safari and Strategy Bites Back-- highly recommend both althought reading the former will more or less ensure that you have read most of the second one as well--there is a lot of repeatition.
He looks at various schools of strategy making like the vision school or the positioning school or the core-competence school etc. and critiques them by highlighting the results they have achived and their limitations as well...
I hope to attempt something similar in the brand building space.
And i invite anyone with a passion for brands to help develop this community...
...and ignore the incoherence till i find my voice!
Musings on the business of brands with a focus on company brands, life in the Indian corporate space, and ocassional observations of a curious mind...
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Ashutosh Wakankar
As someone who sees oneself as a student of brands, those that represent organizations rather than products, excite me the most. As one of the partners at Centre of Gravity, i believe we have an opportunity to articulate a new humanistic approach to corporate strategy that takes into account not just the rational, linear and the analytical but the intuitive, the creative as well as the inspirational. In the process, if we are able to inspire a few organizations to work out of a context of not just how much money they want to make, but what kind of organizations they want to be, it would be time well spent on this planet.
Consulting for Organization Brands
An expert is a man who has made all the mistakes which can be made in a
narrow field!
Neils Bohr
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