When we speak of branding, we often make the mistake of merely referring to the visual identity that has been conjured. Few said it better than Tom Goodwin, who said, “Brands are essentially patterns of familiarity, meaning, fondness, and reassurance that exist in the minds of people”. Branding, and indeed brand-building, has come on by leaps and bounds in recent years. But we often refer to the same old playbook of branding, even today. In our latest episode of C-Suite Conversations, we sit down with Lulu Raghavan, President of the APAC region at Landor, who has regularly evangelized the transformative power of brand on business. We touch upon a wide range of topics, including creativity and brand design, and some offbeat learnings such as the idea of “humbition”
