I finished reading (or should I say studying) Grand Brand Rajini, by Ram and Bala a few days back. I waited for over 20 days to share my thoughts on the book, because I wanted to reflect on what was being conveyed through the book. First I want to say that I am proud to be a friend of Ram. The person whom I met in AFF has come a long- long way. Congrats Ram, on an excellent book. All consultants start with disclaimers (That disclaimers form 75% of the report size is another matter). I want to state that what I write below is not a critique or a review of the book. I am humble enough to realize that I am not competent to do so. My impressions are by a normal reader who is fond of books. My first thought was that the book packs so many details about great brands that it should be prescribed for participants in Brand Equity Quiz as a mandatory reading! It is truly amazing that so many facts that we may all know have been packaged so lucidly at the relevant sections to get the connectivity. Sheer brilliance in synthesis, I would say. If synthesis of facts leave you in awe, the analysis part of the book is even better. The step by step analysis of the evolution, sustenance and near destruction of the grand brand Rajini parallel to his raise to superstardom and becoming an icon is very well captured. The depth of study of specific Rajini movies, which proved to be his milestones, had been done impressively. The linkages between the tenets of Brand- building and how Rajini movies fit into the same sequentially leave the reader in no doubt. The resurrection of the brand post- Baba failure is captured dramatically. The expectation from the next offering of the Rajini film is articulated succinctly. I have, however, two thoughts that remain unanswered: 1. Did Rajini do what he did with gay abandon and with a not a care in the world and the authors have stretched their knowledge to get the connection? Or was Rajini Brand well thought out from the beginning? 2. Why has Rajini brand which is so powerful not been used in Products? After all, we have Jyothika sarees etc. but I cannot see any product with Rajini in it. Do the authors say that the reach of the product is defined within its own domain? The best aspect of this book is: 1. To a student of management it is a treasure-trove of knowledge. 2. To a die- hard fan of Rajini it is lovely walk down the memory lane. 3. To one like me who is both, it is a book to be preserved and re read many times. Thanks Ram for writing. I have no doubts that you fan club is large. You have one more entrant! Being elder in age, I will complete this with one advice. Write more.
Posted on: Tue, 09 Jul 2013 06:25:59 +0000
Trending Topics
Recently Viewed Topics
© 2015