Opinion
Sandeep Goyal
Mar 31, 2019

Blog: The world's most difficult branding exercise

What is among the world's most challenging branding assignments? Defining Japan in just one word is certainly one among them, says the author.

Cabinet secretary Keizo Obuchi unveiling Heisei in 1989

Please sign in or register

Access limited free articles a month after free, fast registration.

Existing users sign in here

Or
Register Now
Forgotten Password?

Having trouble signing in?

Contact Customer Support at
[email protected]
or call+91 22 69489600

Follow us

Top news, insights and analysis every weekday

Sign up for Campaign Bulletins

Most Read

Why Shah Rukh Khan still rules India’s brand universe at 60

1 Why Shah Rukh Khan still rules India’s brand universe at 60

ICC World Cup: Where does women’s cricket stand after historic win?

2 ICC World Cup: Where does women’s cricket stand after historic win?

Agencies must prove ROI, not just impressions

3 Agencies must prove ROI, not just impressions

Brands must back women’s sport’s future, not just fame

4 Brands must back women’s sport’s future, not just fame

Snapchat’s ad bet finds an ally in IAS as inbox ads redefine engagement

5 Snapchat’s ad bet finds an ally in IAS as inbox ads redefine engagement

QuickAds’ $1.7 million bet: Can AI fix advertising’s 90% failure rate?

6 QuickAds’ $1.7 million bet: Can AI fix advertising’s 90% failure rate?

CIDCA 2025: The Jury Has Spoken (Once), and They're Gearing Up for Round Two

7 CIDCA 2025: The Jury Has Spoken (Once), and They're Gearing Up for Round Two

NDTV appoints Sucherita Kukreti as Senior Executive Editor and Prime Time Anchor

8 NDTV appoints Sucherita Kukreti as Senior Executive Editor and Prime Time Anchor

Lego Christmas ad spotlights power of play with classic Lionel Richie tune

9 Lego Christmas ad spotlights power of play with classic Lionel Richie tune

Birla Opus Calista showcases stain resistance in new campaign

10 Birla Opus Calista showcases stain resistance in new campaign

Related Articles

Samsung named Spikes Asia 2025 Advertiser of the Year
Advertising
Mar 06, 2025
Staff Reporters

Samsung named Spikes Asia 2025 Advertiser of the Year

Landor’s coolest test: When a garment becomes a brand bet
Advertising
Sep 03, 2025
Vinita Bhatia

Landor’s coolest test: When a garment becomes a ...

Rebranding done right: Lessons from Zomato’s evolution to Eternal
Media
Mar 06, 2025
Shubham Singhal

Rebranding done right: Lessons from Zomato’s ...

Branding Edge to buy 51% stake in lifestyle and influencer marketing firm
Marketing
Dec 16, 2024
Campaign India Team

Branding Edge to buy 51% stake in lifestyle and ...

Just Published

Publicis CEO hits out at Omnicom’s ‘apples and oranges’ approach on revenue
Advertising
1 hour ago
Gideon Spanier

Publicis CEO hits out at Omnicom’s ‘apples and ...

Arthur Sadoun calls on Omnicom to change how it reports revenues to improve transparency after IPG takeover.

WPP CEO Cindy Rose appoints Conrad Persons as chief of staff
Advertising
1 hour ago
Lucy Shelley

WPP CEO Cindy Rose appoints Conrad Persons as chief ...

He was promoted to CEO of Grey London in April.

Make hay when the sun doesn’t shine
Opinion
1 hour ago
Santosh Sreedhar

Make hay when the sun doesn’t shine

As force majeure situations become more frequent, agencies and brands need to rewrite the ‘crisis’ playbook.

Publieze Media partners with Ewebsoft to boost brand communication and digital reach
Advertising
2 hours ago
Campaign India Team

Publieze Media partners with Ewebsoft to boost ...

The duo have formed a strategic alliance to combine expertise in PR, content and digital marketing for integrated brand growth.