Here’s a snapshot of the google search services as of today :

• Book Search - New! Use Google to search the full text of books. • Cached Links View a snapshot of each page as it looked when we indexed it. • Calculator Use Google to evaluate mathematical expressions. • Definitions Use Google to get glossary definitions gathered from various online sources. • File Types Search for non-HTML file formats including PDF documents and others. • Froogle To find a product for sale online, use Froogle - Google’s product search service. • I’m Feeling Lucky Bypass our results and go to the first web page returned for your query. • Local Search search for local businesses and services in the U.S., the U.K., and Canada. • Movies - New! Use Google to find reviews and showtimes for movies playing near you. • News Headlines Enhances your search results with the latest related news stories. • PhoneBook Look up U.S. street address and phone number information. • Q&A - New! Use Google to get quick answers to straightforward questions. • Results Prefetching - New! Makes searching in Firefox faster. • Search By Number Use Google to access package tracking information, US patents, and a variety of online databases. • Similar Pages Display pages that are related to a particular result. • Site Search Restrict your search to a specific site. • Spell Checker Offers alternative spelling for queries. • Stock Quotes - New! Use Google to get live stock quotes and information. • Street Maps Use Google to find U.S. street maps. • Travel Information Check the status of an airline flight in the U.S. or view airport delays and weather conditions. • Weather - New! Check the current weather conditions and forecast for any location in the U.S. • Web Page Translation Provides English speakers access to a variety of non-English web pages • Who Links To You? Find pages that point to a specific URL.

I was eagerly awaiting the arrival of the book “Love is the Killer App” at the local book store. My first touch point with the book’s content came from one of the article in Inc where there was an interview with the author of the book – Tim Sanders, who emphasized the importance of love in the context of business. Little off beat, to come to think of – These days where competition, price-cutting, sharks, etc are the terms used by authors and corporate people, this is a refreshing title to begin with

Seth Godin again ! . Who hasn’t liked the way he comes up with a beautiful insight in to everyday marketing aspects? A sequel to the book Purple cow - 99 cows has hit the market. Thus book mainly consists of examples that clarify some of the aspects mentioned in Purple cow.

Purple Cow, in the words of Seth godin is about going to the edges. Companies which have gone ahead with scary ideas and have become remarkable. Remarkable means anything that is worth recommending. Not that everyone would recommend it, but a special community who would recommend to others in their community.

Here’s a snapshot of the google search services as of today :

• Book Search - New! Use Google to search the full text of books. • Cached Links View a snapshot of each page as it looked when we indexed it. • Calculator Use Google to evaluate mathematical expressions. • Definitions Use Google to get glossary definitions gathered from various online sources. • File Types Search for non-HTML file formats including PDF documents and others. • Froogle To find a product for sale online, use Froogle - Google’s product search service. • I’m Feeling Lucky Bypass our results and go to the first web page returned for your query. • Local Search search for local businesses and services in the U.S., the U.K., and Canada. • Movies - New! Use Google to find reviews and showtimes for movies playing near you. • News Headlines Enhances your search results with the latest related news stories. • PhoneBook Look up U.S. street address and phone number information. • Q&A - New! Use Google to get quick answers to straightforward questions. • Results Prefetching - New! Makes searching in Firefox faster. • Search By Number Use Google to access package tracking information, US patents, and a variety of online databases. • Similar Pages Display pages that are related to a particular result. • Site Search Restrict your search to a specific site. • Spell Checker Offers alternative spelling for queries. • Stock Quotes - New! Use Google to get live stock quotes and information. • Street Maps Use Google to find U.S. street maps. • Travel Information Check the status of an airline flight in the U.S. or view airport delays and weather conditions. • Weather - New! Check the current weather conditions and forecast for any location in the U.S. • Web Page Translation Provides English speakers access to a variety of non-English web pages • Who Links To You? Find pages that point to a specific URL.

I was eagerly awaiting the arrival of the book “Love is the Killer App” at the local book store. My first touch point with the book’s content came from one of the article in Inc where there was an interview with the author of the book – Tim Sanders, who emphasized the importance of love in the context of business. Little off beat, to come to think of – These days where competition, price-cutting, sharks, etc are the terms used by authors and corporate people, this is a refreshing title to begin with

In an exclusive interview with Keith Ferrazzi , the author of the book “Never Eat alone”,Inc Magazine culls out the secrets of the master networker

Rule 1: Don’t network just to network.
Rule 2: Take names.
Rule 3: Build it before you need it.
Rule 4: Never eat alone.
Rule 5: Be interesting.
Rule 6: Manage the gatekeeper. Artfully.
Rule 7: Always ask.
Rule 8: Don’t keep score.
Rule 9: Ping constantly.
Rule 10: Find anchor tenants. Feed them.

“Failure is not a single cataclysmic event .You don’t fail overnight. Instead failure is a few errors in judgement repeated everyday”

“Why tell stories ?” is a question which comes to the mind of most of the marketers. Just explain the benefits of the product and let the customer decide.

Here’s a parable which explains the importance of the same:

A story is told of a disciple and his Master. The diligent disciple would go to the great teacher day after day, month after month and would sit at his feet basking in the Master’s instruction. The Master would always teach his disciple through stories. One day the disciple asked, “Master, why do you labor to teach me through stories; would it not be faster to teach me directly?” The teacher answered, “Bring me some water.” Now the disciple knew his teacher to be a very formal and disciplined man. He had never asked for water at this time of the day. Nevertheless, he went immediately to fetch it. Taking a clean brass waterpot from the ashram kitchen, the disciple went to the well, filled the pot with water and returned. He offered it to his teacher who then spoke: “Why have you brought me a pot when I asked only for water?”

Jason Calacanis :
The older I get the more I realize that business is about three very basic things:

1. Hustle
2. Passion
3. Resiliency

You have those things it really doesn’t matter what the idea is… you can change your ideas all day long, in fact evolving is what you’re supposed to do in business. However, you can’t substitute hustle, passion, or resiliency.

Does VC foster innovation? Should be, right? Wrong says this article in Spectrum.

An analysis of a decade long of IPOs on Nasqaq and NewYork stock exchange seem to be telling a different story. The analysis shows that the innovative technologies that hit the market were less VC driven. The reasons mentioned for VCs lack of a bigger role in innovation are:

• A venture fund has a life cycle and investments in various firms are driven by the life cycle rather than the technology perse
• VCs act as businesspeople, even when they have technical background
• VCs cannot distinguish between smart and lucky
• VCs synch investments to business cycles

A key challenge mentioned facing the VC Industry is :
VC investing is all too often a mechanical process of reviewing business-school checklists. The dearth of venture capitalists who can really understand fundamental research and who eagerly talk to brilliant researchers with exotic, extraordinary ideas is one of the key challenges facing the industry. Unfortunately, the average Ph.D. scientist or engineer knows little about business, and , most VCs really don’t want to talk to people like that.

I stumbled upon an interesting 3D Online game which goes by the name secondlife.com.By the time I gathered a little information , the facts about the site seemed stunning.Firstly, it was started in June 04 and has since risen in popularity not only among the game developers but also among quite a variety of people.

At the first instance, it looks like an open source game development site where the environment is faciliated by secondlife folks. However at a much deeper level, it is an innovative experiment to create a digital world in the true sense of the word. It allows users to create avatars and then live in the second life. The MOST interesting idea behind the game is that it does not have any clear rules before hand, except for a few. All the new rules are debated, decided by the in-world members.

With the huge popularity of Google maps, it is but obvious that google will try to leverage it to other services. Here they come up with the first ancillary service Google Ride Finder . It helps one to find out the nearest cab and the phone number of the cab operator.

Dr Gershenfeld of MIT has invented a technology called “fab labs” which will enable manufacturing to reach large masses who lack formal education and resources to manufacture stuff. Is this a scenario of plumbing services being made available in the Long Tail ? Looks like it.

One of the bottlenecks for the growth of Indian economy is infrastructure and in particular roads.Some facts and estimates that help us see the urgent need for infra development:

• According to the National Highway Authority of India (NHAI), highways form a tiny 2% of the entire road network but carry more than 40% of traffic.
• The annual road-transport market is gauged to be worth about US$95 million, but could increase to more than $125 million if road conditions improve, says the transport industry.
• A new Asian Development Bank study says China and East Asian countries will have to invest $1 trillion in the next five years on infrastructure to cope with growing economies and populations.
• India has thus become the fastest-growing car bazaar in the world, overtaking China.Goldman Sachs has predicted that India will have the largest number of cars by 2050.
• Transporters say there has been a major shift in transportation mode from railways toward roads. Indian roads carry 85% of passenger and 70% of freight traffic.

Budget 2005 emphasis on Infra development should see some improvement . However I remain skeptical about govt. talk as a lot of previous govts. have shown that “there’s many a slip between cup and lip”.

With the huge popularity of Google maps, it is but obvious that google will try to leverage it to other services. Here they come up with the first ancillary service Google Ride Finder . It helps one to find out the nearest cab and the phone number of the cab operator.

Mark Cuban has a fascinating post on The Sport of business . Its afterall the “edge” that counts for the success of any individual in the world of business

Dr Gershenfeld of MIT has invented a technology called “fab labs” which will enable manufacturing to reach large masses who lack formal education and resources to manufacture stuff. Is this a scenario of plumbing services being made available in the Long Tail ? Looks like it.

One of the bottlenecks for the growth of Indian economy is infrastructure and in particular roads.Some facts and estimates that help us see the urgent need for infra development:

• According to the National Highway Authority of India (NHAI), highways form a tiny 2% of the entire road network but carry more than 40% of traffic.
• The annual road-transport market is gauged to be worth about US$95 million, but could increase to more than $125 million if road conditions improve, says the transport industry.
• A new Asian Development Bank study says China and East Asian countries will have to invest $1 trillion in the next five years on infrastructure to cope with growing economies and populations.
• India has thus become the fastest-growing car bazaar in the world, overtaking China.Goldman Sachs has predicted that India will have the largest number of cars by 2050.
• Transporters say there has been a major shift in transportation mode from railways toward roads. Indian roads carry 85% of passenger and 70% of freight traffic.

Budget 2005 emphasis on Infra development should see some improvement . However I remain skeptical about govt. talk as a lot of previous govts. have shown that “there’s many a slip between cup and lip”.

Adam Bosworth’s talk at ISCOC04 posits a new view of the evolution of internet world.He says “Keep it Simple and Sloppy” are the real technologies that become the trend setters ;Additionally, History also tends to reinforce the importance of the simple technologies like the widespread adoption of HTML,RSS and simple user interfaces.

We make decisions a lot of times, be it deciding what to do on a holiday, to deciding the educational course to taking up a job to complex decisions like choosing a life partner. The most interesting thing I realized after reading the book is the verbalization of our thought process that goes behind decision making. I do take decisions sometimes in order to maximize and sometimes in order to Satisfice. But I had never pondered over the importance of being thought process behind the same and how it influences me.

Blair Singer says that time management is giving perfect attention to the activity being done and applying 85/15 rule to the activities that we need to attend to.

Time is not the issue as much as priorities. Just because you CAN do something, doesn’t mean you SHOULD do it!

You don’t have to do everything, you don’t have to run every errand and you don’t have to control every activity in your life. You can have priorities, you can learn to ask for support and find others who are better at things than you are. You have to ask yourself: Is it revenue generating or not? Is it relationship-building… or not? Is it a worthwhile relationship or not? Is it busy work or not? Are you giving yourself lots to do and being busy rather than being effective? Are you on your own or do you have a team? Is it time with the special people in your life or not? Choose and then be present with your choice.

All it needs is an idea to start a business , along with a solid team and a network. In these days, when we come across statements that " ideas are everywhere and it is only execution that matters", it is heartening to come across examples like Paul Hartunian , Alan Francis who with the sheer power of their idea created million dollar businesses. One came up with a idea of mass selling Brooklyn bridge and othe sold a book with blank pages !. Both are examples of the importance of IDEA per se.

Learning comes from Experience and Good Learning comes from Bad Experience

All it needs is an idea to start a business , along with a solid team and a network. In these days, when we come across statements that " ideas are everywhere and it is only execution that matters", it is heartening to come across examples like Paul Hartunian , Alan Francis who with the sheer power of their idea created million dollar businesses. One came up with a idea of mass selling Brooklyn bridge and othe sold a book with blank pages !. Both are examples of the importance of IDEA per se.

Learning comes from Experience and Good Learning comes from Bad Experience

In the world of VCs , Joanna Rees Gallanter , a woman has made a name for herself . The path to the success has not been easy at all . Read her story here

Watch, the Japanese are still coming ! :

Nanotechnology, the science of tiny things, is hot, and one entrepreneur in Sunnyvale, Sonny Oh, has brought over a nanotechnology ceramic material from Japan to launch here. The technology acts as a catalytic anti-oxidant device, which restaurants add to their oil in deep-frying machines for fish or fries. Steve Fujii, owner of San Francisco restaurant Ebisu, has used it to cut down to seven five-gallon cans of oil a week, down from 15.

In the world of VCs , Joanna Rees Gallanter , a woman has made a name for herself . The path to the success has not been easy at all .
Read her story here

We are seeing a commoditization of goods and services in our society. My basic premise is that increasingly, the truth behind most of the images we see is the same; hence the appeal to the customers has started to play a deciding role.

With the proliferation of goods and services, companies face a major challenge in communicating the benefits of their products to their customers. Large turnover of the products and shorter lifecycles of the products make the first few instances of the customer contact very important. In those few moments, it is the packaging / the appeal that plays a predominant role in the success of the product. “This is the age of Blip economy “ says the marketing wizard, Seth Godin. Blip economy essentially means customers are exposed to bits and pieces of information relating to a lot of news around them. Hence with so much information competing the mind share, it is but natural that the appeal or packaging of any thing, be it a product, be it a news item, be it an announcement, becomes crucial to the performance of the product.

Malcom Gladwell’s article says : “Panic is the opposite of choking. Choking is about thinking too much. Panic is about thinking too little. Choking is about loss of instinct. Panic is reversion to instinct. They may look the same, but they are worlds apart.”

Lucky things happen to entrepreneurs who start fundamentally innovative, morally compelling, and philosophically positive companies. Bo Peabody says : “Much of what makes a company fundamentally innovative, morally compelling, and philosophically positive is contained not in the company’s business model, but in how the entrepreneur communicates the mission of the company. A company’s mission, communicated by the entrepreneur with charisma and passion, is what creates the environment that attracts smart people and gets them inspired in the first place. Which is exactly what gets the luck rolling”

Malcom Gladwell’s article says : “Panic is the opposite of choking. Choking is about thinking too much. Panic is about thinking too little. Choking is about loss of instinct. Panic is reversion to instinct. They may look the same, but they are worlds apart.”

Lucky things happen to entrepreneurs who start fundamentally innovative, morally compelling, and philosophically positive companies.

Bo Peabody says :

“Much of what makes a company fundamentally innovative, morally compelling, and philosophically positive is contained not in the company’s business model, but in how the entrepreneur communicates the mission of the company. A company’s mission, communicated by the entrepreneur with charisma and passion, is what creates the environment that attracts smart people and gets them inspired in the first place. Which is exactly what gets the luck rolling”

In one of the articles by Malcolm Gladwell, there is a description of a simple experiment, where a group of people were told to imagine that they had three hundred dollars. They were then given a choice between (a) receiving another hundred dollars or (b) tossing a coin, where if they won they got two hundred dollars and if they lost they got nothing. Most of us, it turns out, prefer (a) to (b). But then Kahneman and Tversky did a second experiment. They told people to imagine that they had five hundred dollars, and then asked them if they would rather (c) give up a hundred dollars or (d) toss a coin and pay two hundred dollars if they lost and nothing at all if they won. Most of us now prefer (d) to (c). What is interesting about those four choices is that, from a probabilistic standpoint, they are identical. They all yield an expected outcome of four hundred dollars. Nonetheless, we have strong preferences among them. Why? Because we’re more willing to gamble when it comes to losses, but are risk averse when it comes to our gains. That’s why we like small daily winnings in the stock market, even if that requires that we risk losing everything in a crash.

Tech’s Top 10 Trends
1. Web services will evolve and create new businesses
2. Patients will demand online medical records
3. Corporate computing won’t see big changes for at least five years
4. The next big tech innovation will come out of China
5. Blogging and other online content will force traditional media to change
6. California will lead the world in embryonic stem-cell research
7. Text messaging will become more pervasive
8. New consumer technologies will appeal to more than just young hipsters
9. Every consumer-electronic product you own is about to become obsolete
10. Utility computing will keep tech spending strong

Any situation where the customer is forced to buy a product in anticipation of future benefits is definitely ruled by the laws of economics. Assets like loans, bonds etc are all affected by economic indicators like interest rate, inflation , supply, demand etc. Hence we see index based bonds, floating rate loans etc in the market. Frequent flier program is one such case of availing the air service today in exchange of an anticipated return of goodies in the future has also been effected by the demand glut. In the current scenario of lot of people having been accumulated flier miles , they are faced with a situation of not finding its use as the airlines with its limited capacity are unable to satisy the goodies promised .Unless the airways take proper care of the situation, these type of programs can result in a lot of customer dissatisfaction, ultimately leading to a massive atrophy of the customer base. Link: Fliers Find That Mileage Points Go Only So Far

Any situation where the customer is forced to buy a product in anticipation of future benefits is definitely ruled by the laws of economics. Assets like loans, bonds etc are all affected by economic indicators like interest rate, inflation , supply, demand etc. Hence we see index based bonds, floating rate loans etc in the market.

Frequent flier program is one such case of availing the air service today in exchange of an anticipated return of goodies in the future has also been effected by the demand glut. In the current scenario of lot of people having been accumulated flier miles , they are faced with a situation of not finding its use as the airlines with its limited capacity are unable to satisy the goodies promised .Unless the airways take proper care of the situation, these type of programs can result in a lot of customer dissatisfaction, ultimately leading to a massive atrophy of the customer base.

R&D Magazine conducted a survey asking 5 hot technologies where the investments are going to happen in 2005 .The results of the survey are :

The phrase The Long Tail was first coined by Chris Anderson in a 2004 Wired Magazine article to describe certain business and economic models such as Amazon.com or Netflix .

Main arguments in his article are :

Many of our assumptions about popular taste are actually artifacts of poor supply-and-demand matching - a market response to inefficient distribution.The main problem, if that’s the word, is that we live in the physical world and, until recently, most of our entertainment media did, too. But that world puts two dramatic limitations on our entertainment. First is finding local customers to justify the retail investment of the product in the distribution channel. Second is the radio spectrum constraint where it can carry only a fixed number of channels.

As of October 2004 , iPod has dominated digital music player sales in the United States , with over 92% of the market for hard-drive players and over 65% of the market for all types of players. iPod has sold at a tremendous rate, moving over ten million units in a total of three years. The device has had a significant cultural impact in terms of its takeup.

MorganStanley created a NNZ index to track the nanotech sector on the NASDAQ.
Here’s a look at the performance:

R&D magazine attributes the heating up of index in 2004 to :

Continuing reduction in the cost to produce, measure, and control these thin layers of materials. Working at the nanoscale level is now pretty much pervasive in most semiconductor processes and the instrumentation to observe and analyze these processes and materials, while still expensive, has become within the reach of more researchers and manufacturers. The other part of the answer lies in nanotech’s convergence with biotech and other life science areas. Biotech interest has gone through some wild swings in the investment community over the past decade and even today is either flat or even temporarily somewhat in decline. But, the ability to more efficiently manage and analyze living materials at the nanoscale level, provides biotech researchers with abilities they didn’t have or couldn’t afford just a few years ago. Fully a third of the 25 companies on the NNZ Index are biotech companies.

I think the efforts to combine Net and TV will go on irrespective of failures that took place in the past. However Tivo does look like a success , though its sustenance is a question mark .Tivo helps one view the content in the TV shows offline, thus obviating the need for the user to be present when the show is aired.

The new trend in this space is that there have been a set of services where the TV shows have been offered to the users through web. Firstly the costs of developing 24-hour programming are fairly modest - at least compared with the budgets of broadcast TV networks and Secondly the increase in the bandwidth are making it feasible to stream shows for the users

Evolution
Auto-ID center pioneered a system called EPC Global Network comprising RFID technology, Electronic Product Code, Software based on EPC Global Standards Support. To commercialize the system, EAN International and Uniform Code Council were chosen to form not-for-profit org called EPCglobal Network.

EPCglobal Network Components
ELECTRONIC PRODUCT CODE (EPC) : Unique number that identifies a specific object in motion in the supply chain.

ID SYSTEM : The ID System consists of EPC tags and EPC readers. EPC tags are RFID devices that consist of a microchip and an antenna attached to a substrate. The EPC is stored on this tag, which is applied to cases, pallets and/or items. EPC tags communicate their EPCs to EPC readers using RFID. EPC readers communicate with EPC tags via radio waves and deliver information to local business information systems using EPC Middleware.

Paul Graham in his gyan on startups says
“You need three things to create a successful startup: to start with good people, to make something customers actually want, and to spend as little money as possible. Most startups that fail do it because they fail at one of these. A startup that does all three will probably succeed.”

Main Ideas from his article:

1.What matters is not ideas, but the people who have them. Good people can fix bad ideas, but good ideas can’t save bad people.

Mark Pincus has put forth an hypothesis   that in the future , information will revolve around people rather than pages. A quick summary of the main points: 1.Web will be categorized based on people, their profile, interests, affiliations, needs. 2. Customer will feel the lock in they face with the current email service providers (they can’t move their emails across SPs). Ultimately open exchange of profiles and people info will happen across net. 3.Network acts as one database caters to a whole set of needs, thus becoming a market place. 4.Big players realize that they are better off aggregating and syndicating than trying to stand alone defending their franchises and competing with the overall network. For the above hypothesis to come true,one needs to consider the following aspects : 1. Need of Open Standards that will facilitate the movement towards peopleweb. RSS standard is a classic example for the nascent blogging business 2. Businesses realizing the importance of adding value to the customer by adopting the open standards.(Having API’s released to all, etc) 3. Since the information about the people is culled from the network, the authenticity of the info becomes prominent . Who vouches for the authenticity of the info? 4. Considering that commerce is an essential building block of peopleweb, Identity theft needs to be abated for peopleweb to move forward. All 4 aspects will play a crucial role in deciding whether peopleweb see the light of the day.

In the current stage of RFID evolution, most of the companies and countries are trying out the technology for operational efficiencies in the supply chain. We can say that the technology is still in the chasm stage. The two aspects which will decide about the paceof integration of rfid in to the mainstream are China and Walmart .

• Walmart by it very mandate that by 2005 all its suppliers should be rfid enabled is good enough sign for the technology to mature. RFID technology firms,suppliers,etc are hurrying to put the rfid infra in place.
• China Factor :The imports by mega-retailers such as Walmart(12% of all the products),Metro AG, Carrefour, Tesco and others, the China-sourced products by retailers adds up to a substantial number. China is already gung ho about rfid and wants to showcase the technology in 2008 olympics. Hence the manner of rfid adoption will be crucial

There is no doubt that the above two factors will largely decide the adoption of the technology.However there are some other issues which should be taken in to consideration

Flytxt is a classic case of a firm using Permission marketing in the mobile content business. Instead of bombarding users with unnecessary ads, it seeked permission from the users to join text-based clubs in a cost effective way.Each mobile message cost approximately five U.S. cents to send, versus 10 times that amount for a first-class, regular mail solicitation. Response rates tended to run about 10 percent, compared with 0.5 percent for a well-executed direct mail campaign. Creative costs were miniscule, and production costs negligible. Mobile marketing was better, faster, and much, much cheaper.

Jennifer Rice says that it is “How” one does business that is more important than “What”. It is more true in today’s world where the products become commoditized at a faster rate, the level of competition keeps growing and the customer expectations keep rising like there is no tomorrow. The “how” which can be termed as strategy for a company needs to be reflected in all the aspects of a firm. Revenue generation, Operational Performance, HR, Marketing and PR should all revolve around one single mantra and then automatically a brand is built. One example which comes to my mind is SW Airlines where all the aspects of the business encompassed “No Frills Airline” . Or take the popular example of Google. In the search space, Google brought in the page rank algo, displayed a new “How” and thus became one of most successful companies.

Mark Pincus has put forth an hypothesis   that in the future , information will revolve around people rather than pages. A quick summary of the main points:

1.Web will be categorized based on people, their profile, interests, affiliations, needs.
2. Customer will feel the lock in they face with the current email service providers (they can’t move their emails across SPs). Ultimately open exchange of profiles and people info will happen across net.
3.Network acts as one database caters to a whole set of needs, thus becoming a market place.
4.Big players realize that they are better off aggregating and syndicating than trying to stand alone defending their franchises and competing with the overall network.

Jennifer Rice says that it is “How” one does business that is more important than “What”. It is more true in today’s world where the products become commoditized at a faster rate, the level of competition keeps growing and the customer expectations keep rising like there is no tomorrow. The “how” which can be termed as strategy for a company needs to be reflected in all the aspects of a firm. Revenue generation, Operational Performance, HR, Marketing and PR should all revolve around one single mantra and then automatically a brand is built.