Articles by Vinesh George
Vinesh V George is the Creative Strategy Director at BrandCube. Vinesh has been working to produce better brand communication through various creative fields since 1999. Having worked on creative/advertising projects with global brands like Bayer, Artline, Harley-Davidson, Syngenta and Nestle, amongst many others, he believes brand ideas used in the big leagues are more important for smaller start-ups.
Fragmented Brand Communication and its Impact on Organisations
What do a global industrial material producer, a not-for-profit research organisation, a business to business (B2B) tech services firm and a producer of Over The Counter (OTC) pharmaceuticals have in common? Over the last six months I had meetings with the senior management team and boards of these very different companies, where I addressed the issue of a fragmented brand communication that was affecting their brand equity. Research showed each to have a low brand awareness score (how well it was known) but medium to high brand health scores (how well regarded the brand was amongst those who knew the brand and its preference ratios).