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Showing posts from August, 2008

The power of a name and the need for change

I maintain another blog called FULL TANK. Being a professional in the field of marketing communications and an avid observer of the process of branding, I've always felt that choosing a good name is extremely crucial. Laura Ries has changed the name of the her blog. And these are her thoughts on the change.

I appreciate the candid confessions. It triggered a thought about one of my blogs mentioned above. To begin with, my blog was just another blog. It was a record of my thoughts on very many things. Cricket, Motorcycles, Beauty, Mumbai, India, etc. I observed that I was writing more about two-wheelers. Not just quantitatively but also qualitatively. So I decided to narrow my focus for the blog on two-wheelers and record my thoughts on other things by creating other blogs like FORK (on brands and businesses), Profss Drums (on education, policy-making and governance), etc.

Over the months, I've changed the name of my first blog many a time depending on my mood. Firstly I named it…

Smokin' Joe's Might Smoke It All!

Smokin Joe's is India's homegrown Pizza brand. And seems to be doing well. Says 'Fresh Pizzas'. Seemingly a me-too brand (following in the footsteps of Dominos), it differentiates because it offers good pizzas but at a lower price than the brand it's following.

Having tasted success, this Joe seems to have grand plans. Like? Smokin Lees! What? Yes, a brand positioned to offer Home-delivered Chinese food. There are quite a few question marks here.
Has Smokin' Joe's exhausted all the possibilities of growing the Pizza brand? I don't think so. So if growth opportunities exist, why shift focus from a growing the brand to launching another brand? Has Smokin' Joe's studied the Pizza brands worldwide, especially the biggies like Pizza Hut and Dominos? Why didn't these two brands extend themselves into any other food category? Don't they have more understanding and wherewithal to undertake an initiative like that?
What does Smokin' Joe's st…