KP

Brand strategy kept in step with the P&L, and communication plans built to hit measurable targets.

A brand earns its keep when its strategy moves with the business: new products, new channels and new customers, all planned against the numbers the company runs on.

Writing filed here covers brand strategy, integrated communication, go-to-market for products and apps, reputation and referrals.

Kanika Pahuja’s experience in brand and growth strategy

  • At VLCC, Kanika launched the D2C app, the Expert app and a progressive web app, introducing subscriptions and video consultations: brand strategy that had to pay its way as new revenue lines.
  • At Laiqa, a D2C FemTech brand, the app's content and communication delivered a 20% increase in user engagement.
  • Her agency years, 2008 to 2013 at Ogilvy, Law & Kenneth and Percept Hakuhodo, covered brands as different as Dabur Oral Care, OVS, The Beer Café, DLF and Shipra.

Questions about brand and growth strategy

What is brand and growth strategy?

Brand and growth strategy is the plan that links what a brand stands for to how the business grows: which customers, products and channels to pursue, and how each is measured. It keeps brand work answerable to the same numbers as the rest of the company.

How do you measure brand strategy?

Measure it with the business numbers it should move over time: repeat purchase, referral share, branded search and the cost of acquiring customers. Awareness scores alone say little about whether the strategy is working.

Work with Kanika Pahuja on brand and growth strategy

  • Marketing leadership advisory

    Senior marketing leadership for founders and CEOs: strategy, team structure and budget decisions, from someone who has run national marketing.

  • Brand and go-to-market strategy

    Positioning, launch plans and integrated communication for new products, apps and markets, planned against the numbers the business runs on.

  • Speaking and team workshops

    Talks and hands-on workshops on marketing leadership, performance marketing and AI in marketing, for conferences, colleges and in-house teams.

Articles on brand and growth strategy

Nothing filed here yet. New articles on brand and growth strategy will appear here first.

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