The things brands do…

Brand positioning should be directed by strategy, and not left to a lucky streak of publicity.

I have been married for a small matter of 29 years and I guess one of the expressions that I have heard most often is “I told you so!” I know that some of you at least may share some similarity in experiences, right? But the purpose of this piece is not so much to compare the relative states of our marital bliss (?) but to take a look at brands with a similar lofty philosophy. Often I have felt that it is wonderful to be a critic, sitting on judgement on brands and their foibles, but here I am more interested in the learnings for other brands from some of these acts of omission or commission that brand owners and marketers have done at different points in time.

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Mid-Day to diversify into cafe chains

Mid-Day being so popular with the youth will help scale up this business in a space where there are very few organized players, a person with direct knowledge of the development said Jagran Prakashan Ltd (JPL), the publisher of Hindi daily Dainik Jagran and owner of the print business of Mid-Day Infomedia Ltd, is planning to open a chain of Mid-Day cafés, two people with direct knowledge of the development said.

“Mid-Day being so popular with the youth will help scale up this business in a space where there are very few organized players,” one of the persons said.

According to him, the group plans to launch cafés under the Mid-Day brand across India, starting with the metros. “Cities from where Mid-Day is published will be targeted first.”

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