The rebrand cycle - launch with a logo, struggle to differentiate, rebuild eighteen months later has the same cause almost every time. Here's what it is and how to avoid it.

Ask ten founders what their brand's positioning is. You'll get ten different things: a tagline. A mission statement. A list of values. A description of the target customer. An explanation of the product. Not one of them is a positioning. This confusion is not a small problem. It means most Indian brands are making design decisions, pricing decisions, and communication decisions without the one strategic foundation that those decisions depend on. So let's be precise about what