advertising, Branding and Communications

How to make your brand successful

This was asked on Quora the other day, here is my extremely short answer.

A brand is set of ideas that are perceived. Some of it may be tangible benefits, while other would be aspirational. In both cases, in order for the brand to be successful, either of them have to be fulfilled.

For example,

  1. Apple – A person would not buy iPhone just because its a good product. He or she would probably buy it to make a statement, that they belong to a certain class. The post-purchase experience makes them believe that its really an exclusive club that they have entered, this reinforces the brand, and drives more sales, which leads to more reinforcement.
  2. Xiomi – This is somewhat a ‘value for money’ brand. This will be reinforced more by actual product. People would buy it, use it pragmatically, and recommend when it performs to the their expectations.

So to sum it up, you would need to fulfill the promise of your brand in order for it to be successful.

Internet & Technology, Society & Culture

Aadhar, and the future of digital authentication



The Aadhar program by Government of India has come under much criticism. However as technology develops, the real value of this program will emerge. As a matter of fact, the government has already taken initiative to talk to some of the leading technology companies. Until last year, smartphones with finger print scanner were not in fashion, and now courtesy companies like Xiomi, you can get one under 10k INR. It won’t be a stretch of imagination to think that soon this technology may become as ubiquitous as a smartphone. Here is what I think it would mean for future of digital authentication.

No need for physical verification documents 

We may no longer need to submit identity proof. Indians are very much aware how tedious it is today to do any government related activity. You need to submit five different proofs of who you are. Linking Adhar to a smartphone may finally make India completely digital.

Apps can be authenticated and access can be controlled

Once the Aadhar card is synced with the smartphone ecosystem, all the apps would know exactly who is using the app. This will improve the security of the app and allow the users another way to sign-in using their finger prints.

Payment verification 

The current issue with two step verification is the fact that it doesn’t take into account the possibility of theft of identity. With additional sync of Aadhar and fingerprint scanning technology, we can finally have a more secure method to conduct bank transactions.

Surely these benefits are going to make things easy for the consumer. However, at the same time it opens up a new avenue for hackers to completely steal identity, and security of the Aadhar database would need to be impregnable. Recent attack and theft of secret naval documents of the Indian Government, does not boost confidence enough and is something the Aadhar team will need to work at. Apart from these concerns, Aadhar verification seems like the way to go!