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Leapfrog Strategy Blog | Brand Identity and Equity, Market Entry Strategy

BARE NECESSITIES MAKES A GREEN MAKEOVER LOOK ELEGANT AND FEEL EASY

As mounds of waste grow on the planet, what do you think is to blame? Your toothbrush? Straws? Sanitary pads? Frankly, all of it, says Bare Necessities. Set up as a sustainable lifestyle brand, Bare Necessities offers zero-waste alternatives to personal and home care products. It does everything from pencils, makeup removers and surface cleaners… more >

ARAKU SAYS GET MILK, SUGAR AND UNFAIR LABOUR PRACTISE OUT OF YOUR COFFEE

Araku Coffee isn’t just some coffee in a cup. It’s coffee from beans you know the exact source of. It’s coffee that has been studied by an expert for the flavour balance so you know what to expect. It’s coffee bought along with the right equipment – filters, brew bottles and pots – so it… more >

Semiotics study of signs and symbol

Introduction to Semiotics – Study of Signs, Symbols, and Signification The study of signs, symbols, and signification is known as Semiotics or Semiology. ?Semiotics? is originated from a Greek word, ?semei-?, meaning sign. Semiotics can therefore be referred as ?the science of signs?. It focuses on how a meaning is derived and not what it… more >

What is the Difference Between Qualitative and Quantitative Research?

Research is the most broadly used tool to increase and review the supply of knowledge about something and somebody. In the field of marketing, advertising, business, psychology, sociology, science and technology, economics, and so on there are two standard methods of conducting research, i.e. qualitative research or quantitative research. While the qualitative research depends on… more >

What’s the “Cool” Design Code in Beer?

By Hamsini Shivakumar Craft beers in India, apart from setting up microbreweries and focusing on making great tasting beer for the beer lovers of India, have also defined their own design code for getting the “cool” tag from their users. This has helped them define their own sub-segment among beers and a ‘hip’ sub-culture of… more >

When Packs Speak

By Rasika Batra Image source:worldbranddesign.com Our eyes linger on these packs for a moment before we fully comprehend what they stand for. The various elements don’t add up that easily. An ice cream called ‘Sisters’ that has faces and coloured hair! However, on looking again we might feel that even though ice cream and hair… more >

POWER OF THE INNOCENT ICE LOLLY

“Villagers Visiting Jodhpur Enjoy Ice Sweets, Rajasthan” (1978) forms part of the body of work by Raghubir Singh that is believed to hold up a mirror to India. This particular image stands out for having captured the introduction of the ice lolly, a cultural artefact typically associated with the West, into an unmistakably Indian setting… more >

Through its two-way rating system, Uber creates signs for both passengers and drivers.

By Rasika Batra In “The Circle”, protagonist Mae Holland says “I am better behaved when people are watching me”. This made me think of the possible ways in which our everyday behaviour is influenced by the people watching and evaluating us, so to speak. And also, how this evaluation manifests as audio and visual signs…. more >

THE ATYPICAL IN TANDEM TELLS A STRONGER STORY

Words and images must work in tandem to deliver the message in an ad. The progressive proposition in the ad being discussed here puts women in the driver’s seat by empowering them to build and own their social network. The carefully selected signs work silently to establish the context in which meaning is meant to… more >

URBAN LEXICON – Loan words and local culture

Words from one language often make their way into the vocabulary (and eventually even dictionary) of another, because they label a specific local cultural phenomenon more accurately than their translations can. English, for instance, is the king of taking in such loan words from around the sub-continent. However, North Indian slang is not far behind… more >