Brand Cliche is a gentle reminder to the harassed marketer regarding the purpose
of his products and how to build his brands. It has been inspired by the truths
known to all marketers and brand leaders, yet forgotten by many practitioners.
This is not a textbook. Its visual pages pose questions. The answers lie with
the brand owners themselves.The world of brands has been shaken. Pundits are
questioning the very existence of brands which seem to confuse the consumers
understanding with jargon and ploys.