The Insight to Growing Brands


Spark addresses the important issue of growing bands in an increasingly competitive, crowded market place. Written by an expert in marketing, here is a book that demystifies the esoteric subject of brand-building. Spark achieves this by providing a practical framework. It handholds the reader through the various stages of brand-building—how to generate an insight to address a specific business challenge; how to construct a full business plan around it; and how to leverage such a plan for revenue growth. Rich in case-studies of successful global brands like Dove, McDonald’s and Vicks VapoRub, and replete with brainstorming tips and catchy acronyms for developing successful brand campaigns with ad agencies, Spark offers a lifeline to the professional committed to building and nurturing a powerful brand.
  • S&S India | 
  • 208 pages | 
  • ISBN 9788193355237 | 
  • May 2017
List Price ₹399.00


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About the Author

Paddy Rangappa

Paddy Rangappa studied mechanical engineering but acquired only the degree, not the passion: so after two years of working in Tata Motors, he did his MBA from the Indian Institute of Management, Ahmedabad, and has worked in marketing for more than twenty-six years. After over a decade in Procter & Gamble in India, Indonesia and Singapore, he moved to McDonald’s, where he became vice president, brand development for Asia Pacific, Middle East and Africa (APMEA) and developed strategy to significantly grow breakfast, beverages and desserts, especially the McCafé brand, across APMEA. Outside work, Paddy is a keen tennis player and a freelance writer. He has also taught Integrated Marketing Communications (IMC) to senior under-graduates and MBA students at the Singapore Management University (SMU) based on proprietary, structured approach to this topic. He has authored a bi-weekly humour column called Flip Side in the Indian newspaper DNA and has contributed to several publications like The Hindu (; contributed to Campaign Asia, Strait Times, Mail Today, Prime, tabla!, etc. His first book Been There Bungled That was published in India by Random House.