Readers views on magazine stories
Your cover story (Face Value Rs 100 crore, April 14 ) highlights how
aspiration and consumerism are driving the holy grail of celebrity
branding.
Brand into Equity
Your cover story (Face Value Rs 100 crore, April 14 ) highlights how aspiration and consumerism are driving the holy grail of celebrity branding. Mahendra Singh Dhoni is among the few achievers to translate his brand into equity. His real success will be to get the brands he endorses to sponsor his business ventures, a la Shah Rukh Khan for Kolkata Knight Riders in the Indian Premier League. There is no doubt that Dhoni's star is rising and will continue to shine well past his playing days.
Amita Bedi, New Delhi
Make Hay
Your cover story on M.S. Dhoni (April 14) has thoroughly analysed the celebrity endorsement business. The statistics are mind-boggling. And Dhoni, indeed, deserves the sobriquet "Captain Cool". However, he needs to keep in mind that some reverses on the field may upset his apple cart. So the message for Dhoni is: make hay while the sun shines.
J.S. Broca, New Delhi
Empowering Women
Your reviewing Sheryl Sandberg's book LEAN IN: Women, Work and the Will to Lead (April 14) was highly appreciated. It focuses on the obstacles women face in their journey towards assuming professional leadership. Hopefully, this book will help many working women overcome their weaknesses. As a woman entrepreneur, I would like to say that women are multi-faceted. More and more books and articles should be written to encourage them to enhance their professional skills and boost their confidence.
Nirali Chhapia, Visa Hut Inc
IRCTC's Makeover
Your article on IRCTC's catering business (A New Recipe, March 31) shows how focusing on corporate clients has helped the organisation make profits after its miserable failure in the train catering business. Its catering service to corporate houses is, indeed, laudable. As its corporate client list has grown over the past year, IRCTC should also open such facilities in state capitals. The railway ministry should take this up seriously.
Srinivasan B., on email
Eloquent and Wise
The interview of Malcolm Gladwell (April 14) was worth reading. Gladwell has eloquently articulated the truth about India's losing grip of manufacturing, the unparalleled stress on education to sustain the growth momentum, and unequivocally urged caution in the selection of leaders.
B. Rajasekaran, Bangalore
Your cover story (Face Value Rs 100 crore, April 14 ) highlights how aspiration and consumerism are driving the holy grail of celebrity branding. Mahendra Singh Dhoni is among the few achievers to translate his brand into equity. His real success will be to get the brands he endorses to sponsor his business ventures, a la Shah Rukh Khan for Kolkata Knight Riders in the Indian Premier League. There is no doubt that Dhoni's star is rising and will continue to shine well past his playing days.
Amita Bedi, New Delhi
Make Hay
Your cover story on M.S. Dhoni (April 14) has thoroughly analysed the celebrity endorsement business. The statistics are mind-boggling. And Dhoni, indeed, deserves the sobriquet "Captain Cool". However, he needs to keep in mind that some reverses on the field may upset his apple cart. So the message for Dhoni is: make hay while the sun shines.
J.S. Broca, New Delhi
Empowering Women
Your reviewing Sheryl Sandberg's book LEAN IN: Women, Work and the Will to Lead (April 14) was highly appreciated. It focuses on the obstacles women face in their journey towards assuming professional leadership. Hopefully, this book will help many working women overcome their weaknesses. As a woman entrepreneur, I would like to say that women are multi-faceted. More and more books and articles should be written to encourage them to enhance their professional skills and boost their confidence.
Nirali Chhapia, Visa Hut Inc
IRCTC's Makeover
Your article on IRCTC's catering business (A New Recipe, March 31) shows how focusing on corporate clients has helped the organisation make profits after its miserable failure in the train catering business. Its catering service to corporate houses is, indeed, laudable. As its corporate client list has grown over the past year, IRCTC should also open such facilities in state capitals. The railway ministry should take this up seriously.
Srinivasan B., on email
Eloquent and Wise
The interview of Malcolm Gladwell (April 14) was worth reading. Gladwell has eloquently articulated the truth about India's losing grip of manufacturing, the unparalleled stress on education to sustain the growth momentum, and unequivocally urged caution in the selection of leaders.
B. Rajasekaran, Bangalore
