Brand BJP is now riven by election defeat and internal strife. How can the party reposition itself?
When successful brands start performing poorly, they start acting in certain predictable ways. On the one hand, there is this magnified sense of the world having changed and an instinctive desire to change everything, and on the other, a nostalgic return to the days when the brand was riding high. From current accounts, it would appear that the latter is the case with the Bharatiya Janata Party (BJP). What is vital is for the brand to understand its own success with uncluttered eyes and avoid the temptation to get trapped in yesterday’s language.
(This story appears in the 17 July, 2009 issue of Forbes India. To visit our Archives, click here.)