Hello Friends,
Lot of us aspire to start something of our own. Sometimes lack of know-how of venturing stops us or delays that much awaited journey of ours. Apart from taking some valuable inputs from some of the fellow entrepreneurs or industry leaders we can bank upon lot of available resources be it online or offline on various aspects of starting our entrepreneurial journey. While building our own brand there are lot of aspects which we need to focus on including team building, operation, customer acquisition & service. One of the most important aspects of any business is the marketing. In today's world of social media it is lot more convenient to reach out to your target audience. But two or three decades back that was not the case. Those were days when offline marketing was mostly the way to go. There were lot of pros and cons of traditional marketing just like its digital counterpart. In our today's book review I am going to take you through one such book which narrates the entrepreneurial journeys of some of the leading Indian brands with a specific focus on the role of marketing in their success story.
Booming Brands by Harsh Pamnani is a well crafted (Well designed too) accumulation of some of the most exciting startup journeys in India. I preferred using the term exciting instead of popular or famous only because some of the brands covered here are not that regularly featured or well known in general but their journey is definitely inspiring. Author Harsh Pamnani is a well known marketer with over a decade of corporate experience. He is a regular contributor in the marketing strategy and entrepreneurship segment for some of the renowned business publications including Forbes, Economic Times, Business World. You can learn more about him @ harshpamnani.com
It's a fact that there are multiple books are available in the market with a similar structure like Booming Brands. But what differentiates them is that the focus point is different for all of them. Some of them try to illustrate the entire journey whereas there are some focused on a particular aspect or two about their journey. Interestingly Harsh has focused on why of their journey. In a startup journey why is the most important word as the answer to that why is the base of the business. Great to see that he emphasized specifically on the problem that the particular product or service is trying to solve. The next focus is on another important aspect i.e. brand building. In depth analysis of brands' marketing strategy along with specific marketing campaign details is something to watch out for. Even the reason behind the nomenclature of a particular brand is also included. Every chapter concludes with a few important advice from the brand owner which is really appreciable.
Special mention about the design of the book is a must. One of the best designs in the recent times I have seen. The cover page as well as the inside images are built with the help of caricature. Every brand has been represented with a nice self explanatory image. At the same time help of graphical representation or charts has been taken wherever necessary. Images are definitely one of the major differentiating factors in this case. As far as the content is concerned author has tried to follow a similar pattern for all the chapters starting with the reason behind the birth of the particular brand followed by some of their notable strategies in terms of brand building, customer acquisition, employee engagement, adoption of modern technology to name a few. Language has been extremely simple with no mention of difficult business concepts or calculations which makes it worthwhile even for the new readers. Though it felt in case of some chapters that the narration could have been a bit shortened.
Another important aspect of the book is it has covered brands from various segments. How brands from varied sectors created their own differentiating factor is something you would love to read in this book. That makes it even more interesting as you get to know about how different industry leaders have orchestrated their strategy as per the market need. As far as information is concerned full credit to the author for combining so much of that in a well planned manner. Interestingly second part of the book has also been released last year named Booming Brands 2 which covers another set of brands. Being a marketing professional Harsh would have definitely understood various strategies adopted for brand building and that understanding is clearly visible in his writing.
For a change instead of reading the entire story of how Byju's revolutionized edtech segment, zomato added a completely different dimension to food delivery or shaadi.com created a platform to find suitable bride or groom it would be nice to take a look on what prompted them to initiate their journey and the major marketing catalysts for their success. Booming Brands is the right medium to do that.
Image credit: amazon.in
Personal Recommendation (Startup stories)
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