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	<title>Third Eyesight &#187; Advertising</title>
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	<link>http://thirdeyesight.in/blog</link>
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		<title>Where is the Love? In the Brand.</title>
		<link>http://thirdeyesight.in/blog/2011/08/26/where-is-the-love/</link>
		<comments>http://thirdeyesight.in/blog/2011/08/26/where-is-the-love/#comments</comments>
		<pubDate>Fri, 26 Aug 2011 11:59:24 +0000</pubDate>
		<dc:creator>Devangshu Dutta</dc:creator>
				<category><![CDATA[Apparel]]></category>
		<category><![CDATA[Branding]]></category>
		<category><![CDATA[COLUMN-Progressive Grocer]]></category>
		<category><![CDATA[Consumer]]></category>
		<category><![CDATA[Food & Grocery]]></category>
		<category><![CDATA[Footwear]]></category>
		<category><![CDATA[India]]></category>
		<category><![CDATA[Leadership]]></category>
		<category><![CDATA[Lifestyle & Fashion]]></category>
		<category><![CDATA[Marketing]]></category>
		<category><![CDATA[Product Development and Design]]></category>
		<category><![CDATA[Retail]]></category>
		<category><![CDATA[Soft Goods]]></category>
		<category><![CDATA[Strategy]]></category>
		<category><![CDATA[Supply Chain]]></category>
		<category><![CDATA[Textiles]]></category>
		<category><![CDATA[Uncategorized]]></category>
		<category><![CDATA[Advertising]]></category>
		<category><![CDATA[brand]]></category>
		<category><![CDATA[brand building]]></category>
		<category><![CDATA[brand evangelist]]></category>
		<category><![CDATA[brand identity]]></category>
		<category><![CDATA[brands]]></category>
		<category><![CDATA[consumer markets]]></category>
		<category><![CDATA[consumer products]]></category>
		<category><![CDATA[consumer segments]]></category>
		<category><![CDATA[consumerism]]></category>
		<category><![CDATA[Entrepreneurship]]></category>
		<category><![CDATA[ethical consumer]]></category>
		<category><![CDATA[fast food]]></category>
		<category><![CDATA[FMCG]]></category>
		<category><![CDATA[food]]></category>
		<category><![CDATA[food and grocery]]></category>
		<category><![CDATA[food processing]]></category>
		<category><![CDATA[food service]]></category>
		<category><![CDATA[global]]></category>
		<category><![CDATA[grocery]]></category>
		<category><![CDATA[growing brands]]></category>
		<category><![CDATA[Indian retail sector]]></category>
		<category><![CDATA[margin]]></category>
		<category><![CDATA[modern retail]]></category>
		<category><![CDATA[modern retailing]]></category>
		<category><![CDATA[organic growth]]></category>
		<category><![CDATA[organized retail]]></category>
		<category><![CDATA[unorganized retail]]></category>

		<guid isPermaLink="false">http://thirdeyesight.in/blog/?p=948</guid>
		<description><![CDATA[As we move downstream towards final consumption, the economic value captured as a price premium also increases dramatically. An aspect that is often forgotten in discussions about "value-addition".]]></description>
		<wfw:commentRss>http://thirdeyesight.in/blog/2011/08/26/where-is-the-love/feed/</wfw:commentRss>
		<slash:comments>0</slash:comments>
		</item>
		<item>
		<title>Will the Indian Apparel Sector Change its Fashion?</title>
		<link>http://thirdeyesight.in/blog/2011/07/22/will-the-indian-apparel-sector-change-its-fashion/</link>
		<comments>http://thirdeyesight.in/blog/2011/07/22/will-the-indian-apparel-sector-change-its-fashion/#comments</comments>
		<pubDate>Fri, 22 Jul 2011 11:44:40 +0000</pubDate>
		<dc:creator>Devangshu Dutta</dc:creator>
				<category><![CDATA[Apparel]]></category>
		<category><![CDATA[Branding]]></category>
		<category><![CDATA[Footwear]]></category>
		<category><![CDATA[India]]></category>
		<category><![CDATA[Lifestyle & Fashion]]></category>
		<category><![CDATA[Marketing]]></category>
		<category><![CDATA[Product Development and Design]]></category>
		<category><![CDATA[Retail]]></category>
		<category><![CDATA[Soft Goods]]></category>
		<category><![CDATA[Strategy]]></category>
		<category><![CDATA[Supply Chain]]></category>
		<category><![CDATA[Textiles]]></category>
		<category><![CDATA[Uncategorized]]></category>
		<category><![CDATA[Advertising]]></category>
		<category><![CDATA[consumer behavior]]></category>
		<category><![CDATA[consumer behaviour]]></category>
		<category><![CDATA[consumer goods]]></category>
		<category><![CDATA[consumer markets]]></category>
		<category><![CDATA[consumer products]]></category>
		<category><![CDATA[consumer research]]></category>
		<category><![CDATA[consuming classes]]></category>
		<category><![CDATA[fashion]]></category>
		<category><![CDATA[fashion brands]]></category>
		<category><![CDATA[fast fashion]]></category>
		<category><![CDATA[Indian market]]></category>
		<category><![CDATA[Indian retail sector]]></category>
		<category><![CDATA[International fashion brands]]></category>
		<category><![CDATA[market estimation]]></category>
		<category><![CDATA[Market potential]]></category>
		<category><![CDATA[merchandise planning]]></category>
		<category><![CDATA[merchandising]]></category>
		<category><![CDATA[mindful consumer]]></category>
		<category><![CDATA[organised retail]]></category>
		<category><![CDATA[organized retail]]></category>
		<category><![CDATA[prices]]></category>
		<category><![CDATA[pricing]]></category>
		<category><![CDATA[process]]></category>
		<category><![CDATA[product development]]></category>
		<category><![CDATA[Promotions]]></category>
		<category><![CDATA[quick response]]></category>
		<category><![CDATA[real estate]]></category>
		<category><![CDATA[retail productivity]]></category>
		<category><![CDATA[Standard Operating Procedures]]></category>
		<category><![CDATA[store productivity]]></category>
		<category><![CDATA[target market]]></category>

		<guid isPermaLink="false">http://thirdeyesight.in/blog/?p=909</guid>
		<description><![CDATA[Can the Indian apparel retail industry change how it does business? A quick look at the biggest challenges facing the sector.]]></description>
		<wfw:commentRss>http://thirdeyesight.in/blog/2011/07/22/will-the-indian-apparel-sector-change-its-fashion/feed/</wfw:commentRss>
		<slash:comments>2</slash:comments>
		</item>
		<item>
		<title>Facebook: Log In or Out?</title>
		<link>http://thirdeyesight.in/blog/2010/07/16/facebook-log-in-or-out/</link>
		<comments>http://thirdeyesight.in/blog/2010/07/16/facebook-log-in-or-out/#comments</comments>
		<pubDate>Fri, 16 Jul 2010 03:46:33 +0000</pubDate>
		<dc:creator>Devangshu Dutta</dc:creator>
				<category><![CDATA[Apparel]]></category>
		<category><![CDATA[Branding]]></category>
		<category><![CDATA[Consumer]]></category>
		<category><![CDATA[Customer Relationship]]></category>
		<category><![CDATA[e-commerce]]></category>
		<category><![CDATA[Entrepreneurship]]></category>
		<category><![CDATA[Food & Grocery]]></category>
		<category><![CDATA[Footwear]]></category>
		<category><![CDATA[India]]></category>
		<category><![CDATA[Leadership]]></category>
		<category><![CDATA[Lifestyle & Fashion]]></category>
		<category><![CDATA[Market Research]]></category>
		<category><![CDATA[Marketing]]></category>
		<category><![CDATA[Retail]]></category>
		<category><![CDATA[Soft Goods]]></category>
		<category><![CDATA[Strategy]]></category>
		<category><![CDATA[Textiles]]></category>
		<category><![CDATA[Uncategorized]]></category>
		<category><![CDATA[Advertising]]></category>
		<category><![CDATA[brand]]></category>
		<category><![CDATA[brands]]></category>
		<category><![CDATA[facebook]]></category>
		<category><![CDATA[internet]]></category>
		<category><![CDATA[retailing]]></category>
		<category><![CDATA[social media]]></category>
		<category><![CDATA[website]]></category>

		<guid isPermaLink="false">http://thirdeyesight.in/blog/?p=742</guid>
		<description><![CDATA[In marketing as in life, it is all about timing. Retailwire recently asked whether retailers and brands should be concerned that they are moving to Facebook at a time when large numbers of teenagers are abandoning it?  I believe it's horses for courses. [More...]]]></description>
		<wfw:commentRss>http://thirdeyesight.in/blog/2010/07/16/facebook-log-in-or-out/feed/</wfw:commentRss>
		<slash:comments>3</slash:comments>
		</item>
		<item>
		<title>Look Into Your Customer&#8217;s Eyes</title>
		<link>http://thirdeyesight.in/blog/2010/06/08/look-into-your-customers-eyes/</link>
		<comments>http://thirdeyesight.in/blog/2010/06/08/look-into-your-customers-eyes/#comments</comments>
		<pubDate>Tue, 08 Jun 2010 01:47:54 +0000</pubDate>
		<dc:creator>Devangshu Dutta</dc:creator>
				<category><![CDATA[Apparel]]></category>
		<category><![CDATA[BOOK REVIEW]]></category>
		<category><![CDATA[Branding]]></category>
		<category><![CDATA[Consumer]]></category>
		<category><![CDATA[Customer Relationship]]></category>
		<category><![CDATA[e-commerce]]></category>
		<category><![CDATA[Entrepreneurship]]></category>
		<category><![CDATA[Food & Grocery]]></category>
		<category><![CDATA[Footwear]]></category>
		<category><![CDATA[India]]></category>
		<category><![CDATA[Leadership]]></category>
		<category><![CDATA[Lifestyle & Fashion]]></category>
		<category><![CDATA[Market Research]]></category>
		<category><![CDATA[Marketing]]></category>
		<category><![CDATA[Product Development and Design]]></category>
		<category><![CDATA[Retail]]></category>
		<category><![CDATA[Soft Goods]]></category>
		<category><![CDATA[Strategy]]></category>
		<category><![CDATA[Textiles]]></category>
		<category><![CDATA[Uncategorized]]></category>
		<category><![CDATA[Advertising]]></category>
		<category><![CDATA[AIDA principle]]></category>
		<category><![CDATA[books]]></category>
		<category><![CDATA[brand]]></category>
		<category><![CDATA[brand evangelist]]></category>
		<category><![CDATA[consumer goods]]></category>
		<category><![CDATA[consumer products]]></category>
		<category><![CDATA[consumer research]]></category>
		<category><![CDATA[consumer segments]]></category>
		<category><![CDATA[consumerism]]></category>
		<category><![CDATA[cult brand]]></category>
		<category><![CDATA[customer care]]></category>
		<category><![CDATA[customer service]]></category>
		<category><![CDATA[flip the funnel]]></category>
		<category><![CDATA[growing brands]]></category>
		<category><![CDATA[Jaffe Juice]]></category>
		<category><![CDATA[Joseph Jaffe]]></category>
		<category><![CDATA[loyalty]]></category>
		<category><![CDATA[loyalty card]]></category>
		<category><![CDATA[loyalty club]]></category>
		<category><![CDATA[loyalty programme]]></category>
		<category><![CDATA[loyalty scheme]]></category>
		<category><![CDATA[market segments]]></category>
		<category><![CDATA[marketing funnel]]></category>
		<category><![CDATA[seth godin]]></category>
		<category><![CDATA[social media]]></category>

		<guid isPermaLink="false">http://thirdeyesight.in/blog/?p=728</guid>
		<description><![CDATA[The normal marketing funnel is described by the process Awareness, Interest, Desire and Action (or “AIDA”) which underlies the spray-and-pray approach of traditional marketing. Joseph Jaffe points out that the AIDA principle was created in times of abundant growth in the US, but is a suicidal funnel to fall into when resources are scarce. A review of his book "Flip the Funnel" [More...]]]></description>
		<wfw:commentRss>http://thirdeyesight.in/blog/2010/06/08/look-into-your-customers-eyes/feed/</wfw:commentRss>
		<slash:comments>0</slash:comments>
		</item>
		<item>
		<title>Fractal Branding &#8211; Voice or Noise?</title>
		<link>http://thirdeyesight.in/blog/2009/07/16/fractal-branding-voice-or-noise/</link>
		<comments>http://thirdeyesight.in/blog/2009/07/16/fractal-branding-voice-or-noise/#comments</comments>
		<pubDate>Thu, 16 Jul 2009 15:46:54 +0000</pubDate>
		<dc:creator>Devangshu Dutta</dc:creator>
				<category><![CDATA[Branding]]></category>
		<category><![CDATA[COLUMN-Progressive Grocer]]></category>
		<category><![CDATA[Consumer]]></category>
		<category><![CDATA[Food & Grocery]]></category>
		<category><![CDATA[India]]></category>
		<category><![CDATA[Marketing]]></category>
		<category><![CDATA[Product Development and Design]]></category>
		<category><![CDATA[Retail]]></category>
		<category><![CDATA[Strategy]]></category>
		<category><![CDATA[Uncategorized]]></category>
		<category><![CDATA[Advertising]]></category>
		<category><![CDATA[brand]]></category>
		<category><![CDATA[brand identity]]></category>
		<category><![CDATA[brand rationalization]]></category>
		<category><![CDATA[consumerism]]></category>
		<category><![CDATA[FMCG]]></category>
		<category><![CDATA[modern retail]]></category>
		<category><![CDATA[organised retail]]></category>
		<category><![CDATA[organized retail]]></category>
		<category><![CDATA[own label]]></category>
		<category><![CDATA[private label]]></category>
		<category><![CDATA[SKU]]></category>

		<guid isPermaLink="false">http://thirdeyesight.in/blog/?p=352</guid>
		<description><![CDATA[The grocery market is loud. Margins are generally thin on these frequent-use products and inventories need to move fast. And what you don’t make a noise about may not be visible to the customer and may remain unsold. But if that was the whole story, most players should be focussing on one brand, or at most a few brands, and should be using their advertising budgets to maximum effect on these. Instead we see exactly the reverse phenomenon in the market...(More)]]></description>
		<wfw:commentRss>http://thirdeyesight.in/blog/2009/07/16/fractal-branding-voice-or-noise/feed/</wfw:commentRss>
		<slash:comments>0</slash:comments>
		</item>
		<item>
		<title>Fashioning Seasons</title>
		<link>http://thirdeyesight.in/blog/2009/05/08/fashioning-seasons/</link>
		<comments>http://thirdeyesight.in/blog/2009/05/08/fashioning-seasons/#comments</comments>
		<pubDate>Fri, 08 May 2009 03:18:24 +0000</pubDate>
		<dc:creator>Tarang Gautam Saxena</dc:creator>
				<category><![CDATA[Branding]]></category>
		<category><![CDATA[Consumer]]></category>
		<category><![CDATA[India]]></category>
		<category><![CDATA[Lifestyle & Fashion]]></category>
		<category><![CDATA[Marketing]]></category>
		<category><![CDATA[Retail]]></category>
		<category><![CDATA[Strategy]]></category>
		<category><![CDATA[Uncategorized]]></category>
		<category><![CDATA[Advertising]]></category>
		<category><![CDATA[Big Bazaar]]></category>
		<category><![CDATA[brand]]></category>
		<category><![CDATA[consumer markets]]></category>
		<category><![CDATA[discount]]></category>
		<category><![CDATA[Entrepreneurship]]></category>
		<category><![CDATA[fashion]]></category>
		<category><![CDATA[fashion brands]]></category>
		<category><![CDATA[Indian retail sector]]></category>
		<category><![CDATA[kishore biyani]]></category>
		<category><![CDATA[lifestyle]]></category>
		<category><![CDATA[Promotions]]></category>
		<category><![CDATA[retail seasons]]></category>
		<category><![CDATA[retailer]]></category>
		<category><![CDATA[Sabse Sasta Din]]></category>

		<guid isPermaLink="false">http://thirdeyesight.in/blog/?p=322</guid>
		<description><![CDATA[Many brands and retailers have seized the opportunity of general elections to run promotional campaigns - could this become another fashion season?]]></description>
		<wfw:commentRss>http://thirdeyesight.in/blog/2009/05/08/fashioning-seasons/feed/</wfw:commentRss>
		<slash:comments>0</slash:comments>
		</item>
		<item>
		<title>Would you like some ads with that coffee?</title>
		<link>http://thirdeyesight.in/blog/2009/04/13/would-you-like-some-ads-with-that-coffee/</link>
		<comments>http://thirdeyesight.in/blog/2009/04/13/would-you-like-some-ads-with-that-coffee/#comments</comments>
		<pubDate>Mon, 13 Apr 2009 09:33:04 +0000</pubDate>
		<dc:creator>Devangshu Dutta</dc:creator>
				<category><![CDATA[Branding]]></category>
		<category><![CDATA[Consumer]]></category>
		<category><![CDATA[Entrepreneurship]]></category>
		<category><![CDATA[Market Research]]></category>
		<category><![CDATA[Marketing]]></category>
		<category><![CDATA[Uncategorized]]></category>
		<category><![CDATA[Advertising]]></category>
		<category><![CDATA[Coffee]]></category>
		<category><![CDATA[consumer segments]]></category>
		<category><![CDATA[guerilla marketing]]></category>
		<category><![CDATA[market segments]]></category>

		<guid isPermaLink="false">http://thirdeyesight.in/blog/?p=307</guid>
		<description><![CDATA[We're all for new business ideas and guerilla marketing tactics. However, it is a fact that some work, and many don't.

Here's one idea that  raises some question marks.

It's a business called freepapercups.com that provides free paper cups to offices carrying the ads of other companies who pay for the cups. The company's proposition is that everyone wins - the recepient office saves on paper cup expenditure, coffee service providers get a new tool to save their customers money (and for themselves to possibly gain some share or the revenues?), and the advertiser gets to penetrate a previously untouched white-space. Who knows - this may work, just like the ads and logos painted on the roofs of white delivery vans.

However, the thing is this: paper cups - with ads or without - will get thrown away like yesterday's newspaper and last month's magazine. So, this would be another form of broadcast advertising whose effectiveness needs to be measured and proven, and it's guilty (of waste) unless proven innocent. 

Also, it is invasive to a great degree in a space that should be uncluttered with any messages other than what are relevant to the organization's own business. 

So, will it really contribute anything significant to the offices who won't be spending on the paper cups, or to the brands that do spend to advertise on them? Or will it just detract from both?

What might be next - co-branded letterheads perhaps?

Lest I sound too much of a cynic, let me offer up a thought: maybe governments should put a new line item in their  budgets - "Grant on expenditure on ceramic coffee cups for offices to carry environmental and fiscal-consciousness messages". 

A caffeine-laced economic stimulus - now that should get the economy going again!]]></description>
		<wfw:commentRss>http://thirdeyesight.in/blog/2009/04/13/would-you-like-some-ads-with-that-coffee/feed/</wfw:commentRss>
		<slash:comments>0</slash:comments>
		</item>
		<item>
		<title>Is Digital Signage the Solution</title>
		<link>http://thirdeyesight.in/blog/2009/04/04/is-digital-signage-the-solution/</link>
		<comments>http://thirdeyesight.in/blog/2009/04/04/is-digital-signage-the-solution/#comments</comments>
		<pubDate>Fri, 03 Apr 2009 20:27:14 +0000</pubDate>
		<dc:creator>Devangshu Dutta</dc:creator>
				<category><![CDATA[Branding]]></category>
		<category><![CDATA[Consumer]]></category>
		<category><![CDATA[India]]></category>
		<category><![CDATA[Marketing]]></category>
		<category><![CDATA[Retail]]></category>
		<category><![CDATA[Strategy]]></category>
		<category><![CDATA[Uncategorized]]></category>
		<category><![CDATA[Advertising]]></category>
		<category><![CDATA[consumer products]]></category>
		<category><![CDATA[USA]]></category>

		<guid isPermaLink="false">http://thirdeyesight.in/blog/?p=638</guid>
		<description><![CDATA[Out-of-Home digital signage is being trotted out as the answer to advertisers' quest for effective promotion. But there's a huge gap between the vision and the implementation. [More...]]]></description>
		<wfw:commentRss>http://thirdeyesight.in/blog/2009/04/04/is-digital-signage-the-solution/feed/</wfw:commentRss>
		<slash:comments>0</slash:comments>
		</item>
		<item>
		<title>Finely Targeted Advertising on Cable TV &#8211; Shades of Big Brother?</title>
		<link>http://thirdeyesight.in/blog/2009/03/05/cable-tv-advertising-as-big-brother/</link>
		<comments>http://thirdeyesight.in/blog/2009/03/05/cable-tv-advertising-as-big-brother/#comments</comments>
		<pubDate>Thu, 05 Mar 2009 06:57:54 +0000</pubDate>
		<dc:creator>Devangshu Dutta</dc:creator>
				<category><![CDATA[Consumer]]></category>
		<category><![CDATA[Market Research]]></category>
		<category><![CDATA[Marketing]]></category>
		<category><![CDATA[Strategy]]></category>
		<category><![CDATA[Uncategorized]]></category>
		<category><![CDATA[Advertising]]></category>
		<category><![CDATA[cable]]></category>
		<category><![CDATA[consumer segments]]></category>
		<category><![CDATA[market segments]]></category>
		<category><![CDATA[privacy]]></category>
		<category><![CDATA[target market]]></category>
		<category><![CDATA[TV]]></category>

		<guid isPermaLink="false">http://thirdeyesight.in/blog/?p=285</guid>
		<description><![CDATA[New York Times reports that Cablevision will provide targeted ads to selected homes based on a variety of criteria. We can expect the tug-of-war about consumer privacy to continue, but this is too seductive a tool for advertisers to ignore, especially in a downturn. ]]></description>
		<wfw:commentRss>http://thirdeyesight.in/blog/2009/03/05/cable-tv-advertising-as-big-brother/feed/</wfw:commentRss>
		<slash:comments>0</slash:comments>
		</item>
		<item>
		<title>Creating &amp; Managing Lifestyle and Fashion Brands &#8211; Third Eyesight Knowledge Series© Workshop &#8211; 23 August 2008, New Delhi, India</title>
		<link>http://thirdeyesight.in/blog/2008/08/10/creating-managing-lifestyle-and-fashion-brands-third-eyesight-knowledge-series%c2%a9-workshop-23-august-2008-new-delhi-india/</link>
		<comments>http://thirdeyesight.in/blog/2008/08/10/creating-managing-lifestyle-and-fashion-brands-third-eyesight-knowledge-series%c2%a9-workshop-23-august-2008-new-delhi-india/#comments</comments>
		<pubDate>Sat, 09 Aug 2008 18:47:38 +0000</pubDate>
		<dc:creator>admin</dc:creator>
				<category><![CDATA[Apparel]]></category>
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		<category><![CDATA[Footwear]]></category>
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		<category><![CDATA[value add]]></category>
		<category><![CDATA[workshop]]></category>

		<guid isPermaLink="false">http://thirdeyesight.in/blog/?p=55</guid>
		<description><![CDATA[Third Eyesight's next workshop in the Knowledge Series© is focussed on Creating &#038; Managing Lifestyle and Fashion Brands.
This workshop will be useful to you, if you are: a brand owner wanting to look at growing your scale, a manufacturer wanting to add value to your products and to gain additional margins, a brand manager looking to expand the footprint of your brand over more products, an entrepreneur wanting to launch a new brand, an investor who wants to understand how brands create value, an exporter or buying office professional wanting to understand your customers and markets better, a brand owner and believe that your business is undervalued, a designer wanting to scale the business beyond yourself, a service provider working with the lifestyle and fashion sector, a marketing or sales professional looking to add value to your skill-base, or a teacher or researcher looking at understanding the process of brand development.]]></description>
		<wfw:commentRss>http://thirdeyesight.in/blog/2008/08/10/creating-managing-lifestyle-and-fashion-brands-third-eyesight-knowledge-series%c2%a9-workshop-23-august-2008-new-delhi-india/feed/</wfw:commentRss>
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