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"Brand" is the most valuable asset of any company; building its image is, thus, of paramount importance. Any thoughtless adventure can be like the Sword of Damocles upon your head. Celebrities do not make brands but ideas do. If the former were true then brands would have vanished when the hype and hoopla around the celebrities faded.
Celebrity endorsement is also one of the ideas. But, its easy to come up with new ideas; the hard part is letting go of what worked for you two years ago, but will soon be out-of-date. Therefore, it is imperative to invest in good ideas; which will bring good returns. Thus, the need of the hour is to focus less on your Return-on-Investment, and think more in terms of your Return-on-Ideas.

"There is one thing which is stronger than all the armies of this world, and that is an idea whose time has come."

- Victor Hugo

Concluded.

* Contributed by -
Sohag Sarkar,
IBM Global Services (India) Pvt. Ltd.,
Bhopal (MP).

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