opened a new chapter in its creative shop, Water Consulting, which is a brand strategy and design consultancy.
While addressing the press, Madhukar Kamath, managing director and chief executive officer, Mudra Group, said that Water aims to empower its clients to build competitive advantages. The outfit will be headed by Ashish Mishra, who will be business head and chief strategist. "We have been working on this for the past seven months and have put together a great team," said Kamath.
Mishra has spent the last 14 years at Mudra. He was vice-president, strategic planning, before being assigned a position at Water. As a brand strategy expert and an Interbrand India consultant, Mishra was part of the Godrej rebranding project.
Water aims to provide the expertise to build iconic brands. Thus, the basic constituent of Water is Culture Analysis, which believes that all iconic brands are brands that operate at a cultural level. Mishra explained that by learning about the cultural imprints and tensions of the past, one could create certain myths and notions that would resolve these conflicts, thus creating a solid brand strategy.
Pradeep Debnath, designer, Water, who was earlier part of Mudra and has worked on the design aspect for the past two years, says to afaqs!, "Naming, which is massive in the West, will soon gain a good footing in India. And Water is looking forward to doing some work in naming."
With Water, Mudra will also relaunch its newsletter, CultureSign, a business forecasting tool.
As of now, Water has consciously and carefully strived to create an iconic brand for itself, through its own offering. Very soon, it will announce the other work that it has carried out.
The team at Water includes Utpal Barve as senior designer, Harpavan Singh as designer and Rohitash Srivastava as strategist.
Water has been launched nationally from Mumbai. It will be independent of Mudra's roster of clients. First Published : August 29, 2008