Building brands is a patient long term process. Temptation to grow revenues quickly often comes in the way of building a brand. A BRAND is a core promise to a core defined target audience.

Stay Small till you have found a target audience that can be expanded. Then go behind that.

As your build your business, your brand will get built. It will be a strong one or a weak one. This depends on one key factor. Whether you have been consistent in every element of your business vis-a-vis the consumer.

Ensuring you have the right help to determine this is a very smart decision. Use the right agencies and you will get a phenomenal bang for the buck. You will need it.

While the Peloton customer base is primarily the affluent, its recent marketing has been geared towards making it more accessible for people by providing financing options as well. It is constantly communicating how a one-time payment for life-long fitness is better than paying large annual sums for a gym membership you may or may not use.

Thanks to digital marketing and influencer marketing, Peesafe is gaining a foothold in urban areas. More recently, the brand took on actress Anita Hassanandani as ambassador, hoping that her onscreen popularity will help them penetrate tier 2 and 3 cities as well.

Category extension or brand extension can pass off well if the existing brand has gained market leadership. If it is trusted by the consumers, chances are they will give the new product a go. The success thereafter depends on the quality of the product itself. In Dyson’s case, they have been able to hit it out of the park because each of their appliances is designed with an innovative feature.