The 2015 Consumer Superbrands book is exceptional: it features 31 brands that are appearing in its pages for the first time.
While each operates in a different category two things are consistent with all of them. Without exception, they all rely greatly on new media vehicles such as Twitter, Facebook, YouTube and LinkedIn and on terms such as trending, blogs and hashtags. None of these were part of the lexicon till the very recent past but each, today, plays a vital role in getting entire communities to comment and talk about brands. It's the quickest way to reach millions of people. New-age media is, clearly, the new language of communications and no campaign can be rolled out without it playing a significant role.
The second common thread that runs through them is their intense desire to contribute to the social development of communities that live in and around their plants. Companies in the service industry who have no factories actively engage in community service. Their staff is encouraged to periodically use weekends to set up blood donation camps, initiate cleanliness drives and reach out to women with vocational training programmes.
The Superbrands book is an exceptional treatise on India's most extraordinary brands. The book explores the histories and achievements of these outstanding icons against the backdrop of the environment they operate in. This allows readers to better appreciate their triumphs. The stories form a complex network of strategies, each of which was designed to shun average thinking and, through this, help them reach the top of their categories.
The Superbrands book opens with authoritative comments from the members of the Superbrands Council, comprising the country's most significant brand management and marketing experts.