Vertebrand: bringing intellect to brand building

05 Jul,2012

By Tuhina Anand


Vertebrand, a brand value management consultancy, has just upped the ante in the intellect and process-based approach to brand building as it announced its JV partnership with Equancy, an International brand, marketing and web analytics/CRM consultancy.


Giving an understanding on how the latest development will help Vertebrand’s offering, Raghu Viswanath, Founder and Managing Director, Vertebrand, said: “From pure knowledge front, the partnership will help us, apart from CRM, Digital Marketing and Web Analytics. The online marketing being the next big wave to hit the country, the partnership will help us in looking at web in a much more powerful way to reach the customers.”


He added: “The entire online marketing is a science in itself and what we see happening on this front is just tip of the iceberg. The partnership enables us to be well equipped to meet digital needs of brands and offer 360 degree digital media offering. We can learn a lot from them and also will help us with existing deals and create completely new opportunity ourselves.”


They understand that online is not about banners or creating a website but is to marry a person’s online behaviour with offline and deliver solutions accordingly. This would mean analyzing data and that’s where Equancy will play a major role.


The partnership would enable Vertebrand to handle marketing and branding projects for Equancy’s global clientele across India initially, extendable to Middle East and Asia Pacific over time, as Equancy’s exclusive licensee for Asian markets.


Right now the JV is a strategic alliance, but in the long run it is understood that Equancy can take majority stake or completely acquire Vertebrand.


Mr Viswanath is bullish on the India story and is of the opinion that despite the falling GDP, India is still better bet than many western countries. For a player looking for growth there is no option but to look at India and Asia and APAC thereafter. With this JV, Vertebrand will become partner of choice for many brands who look at partnering with Equancy this paving way for manifold growth for both the players.


One has to understand that the offering of Vertebrand is unique as it’s a niche consultancy and will get further enhanced with the JV. Post the development, the agency also started hiring senior resources with global exposure to help them in further building the agency’s equity.


Currently, they have offices in Delhi, Mumbai, Kolkata and Chennai. Mr Viswanath quips: “Our role is like that of a movie director where we don’t have any portfolio of work to show to our clients as we are not an advertising agency but like the movie director we shape the brands in the right direction.”


“InIndia, paying money for intellect and strategy is not a habit and we are aware of this but we have seen attitude changing as marketers become more conscious of the monies being spent on brand building. Our offering should not be confused with advertising or designing. It could be best described that we come somewhere when between an advertising agency and brand management,” he added.


Vertebrand is recognized as an accredited Brand Valuation specialist. The company works in diverse range of Industries from Retail, FMCG, Pharma, Automobiles, Engineering and Technology.



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