One Country. Many Faces. A Complex Brand.
The idea of a positive national brand is important – for tourism, investment and growth, as well as national pride and morale. We seem to be ready to change some of the negative narratives on the country. Only time will tell how successful we will be in this. However, it is a good time to take a look at what matters and what doesn’t when it comes to forming this new narrative.
A well-known social commentator explains why the general prickliness we display when our culture and image are under attack, may not help. But if we are trying to break through the cycle of dark reporting on social problems, there are plenty of positive stories and unsung heroes out there. One of our writers describes a few of these in her article. We also break Brand India down to its constituent pieces in order to understand it better. Lastly, we invited some young writers to tell us what a new and better India means to them. Collectively, their outlook is a refreshing change from the cynicism that often accompanies such discussions.
In This Issue:
Why Brand India Doesn’t Need the Touchy Indian – Our prickliness in the face of anything that is perceived to be out of sync with the ideal India story may not be helping the country’s image.
A Few Good Men and Women – Stories of people and groups working to make a difference in the country shine through all the negativity and provide cause for hope and cheer.
An Ever Surprising Brand – India’s contradictions and contrasts make it a tough branding challenge to crack. But that is not necessarily a bad thing.
Generation Hope – We asked some young Indians where they see the biggest need for change or improvement in India. They responded with some clear and unjaded views.
Alterpoint – Making it into certain influential lists amounts to a marketing coup for brands. But making it is not easy.