The Practitioner

Q&A for brand and design practitioners. Not ivory tower discussions, but voices from the trenches.

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Q

4 ways for creating customer-centric culture in startups

Asked by Tamilselvam Achari , CEO Founder, Startup, Ecommerce

Great that you are thinking about this early, Tamil. Creating a customer-centric culture in startups is often left until it is too late. Here are 4......
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Q

Changing company name Snapchat vs Google

Asked by Srikant Nahar, COO Founder, Startup, Media

The two examples you have quoted of changing company name Snapchat vs Google are quite different, Srikant. The best starting point for a name chang......
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Q

Emotional vs functional messaging

Asked by Anahita Kuruvilla, SVP Marketing, Startup, Financial Services

Emotional vs functional messaging is the most misunderstood area in branding, Anahita so no wonder that you are confused. Somewhere along the way,......
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Q

Using customer insights for brand positioning

Asked by Rakhee Bala, VP Marketing, Large Company, Startup, Retail & Lifestyle

You are facing a very common branding problem, Rakhee. The delta between customer insights and brand positioning is the most difficult one to bridg......
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Q

3 pointers to create our brand’s message

Asked by Hiten Dalal, Co-founder, Startup, Ecommerce

Let me start with a disclaimer Hiten. I do not want to claim to have more insight into your brand’s message than an agency who is working clo......
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Q

How to market an astrology startup

Asked by Gaurav Midha, Founder, Startup, Other

Very interesting Gaurav. I haven’t had time to checkout your site but do wonder what a truly good digital avatar for astrology would look ......
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Q

How does an advertising agency survive tough times?

Asked by Anonymous, Co-founder, Startup, Advertising

Sorry to hear about your predicament. I don’t think external investors are an option – they are almost impossible to find even for success......
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Q

Should digital marketing teams report to CMO?

Asked by Srikant Vellamuri, COO, Small / Medium Company, Financial Services

This is a hotly debated question Srikant, with no easy answer, at least in the short-term. Long-term, the answer is unequivocal. Your digital marke......
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Q

Choosing a branding agency

Asked by Vaishali Kiran Kumar, Manager-Marketing, Startup, Healthcare

Vaishali, the right branding agency for you depends entirely on where you are as a client.  There is no single answer. In my experience, large age......
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Q

Founder conflict at startup

Asked by Anonymous, Co-founder, Startup, Ecommerce, Food & Beverage

This is a tough situation and if it’s any consolation, a fairly common one. The truth is that as a company grows, the team that was right for......
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Meeta Malhotra

Meeta Malhotra

Currently I am founder at The Hard Copy, an online publication focused on design, content, growth and innovation in India. It covers original content that you won’t find anywhere else, including case studies, interviews and industry analyses. Sign up here for our popular weekly newsletter, often written by me.

I have always work at the intersection of brand, design and technology.

A closet geek, I started my career with Infosys when they were just starting up. I was one of two partners at Ray+Keshavan, the country’s leading brand and design consultancy, before its acquisition by WPP-owned Brand Union.  I’ve had the privilege of creating brands like Airtel, Kotak Bank, Mother Dairy, Titan, Arvind, Fortis, Max, Aditya Birla Capital, Vistara Airlines and many more.  Because I’ve always wanted to develop a product, I co-founded KineticGlue, a social enterprise platform that was acquired by BMC Software in 2013. I was then part of the founding team at Varana, a luxury fashion brand that aims to take Indian craft and design techniques to a global market (www.varanaworld.com) I am also an active angel investor and advisor with Kstart, Kalaari Capital’s seed stage fund.

The Practitioner

The Practitioner

Q&A for brand and design practitioners. Not ivory tower discussions, but voices from the trenches.

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