The Fomento Group approached Young to team up together for branding and promoting their print publication - The Goan. The objective was to enhance readership along with brand saliency. The Goan is a daily print product distributed in Goa and faces stiff competition from the likes of Navhind Times, O Herald and The Times of India - in the English newspaper segment.
After having studied the overall landscape from the target audience’s perspective, it was critical to create a need for this brand by offering a strategic and favourable brand promise.
The first task on hand was to project Goa as a state that not only prides itself on its unique heritage and culture, but is also ever ready to embrace changing trends and styles. In short, the state of Goa is changing and is wide awake to opportunity, like never before.
The second task was to portray The Goan as a newspaper that understands this fast changing Goa and identifies with it. As a result, a proud Goan with a modern mindset would love to choose The Goan as the newspaper of choice, and be a part of this incredible change.
Although a little too soon to expect dramatic results, the well-orchestrated campaign has managed to garner more visibility and awareness through print and outdoor exposure. All this augurs well for the brand and will surely translate into encouraging figures by The Indian Readership Survey, as far as readership numbers for The Goan are concerned.
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Once confined to branding, communication & production development, design thinking has become central to strategy today. In the past 5 years, we have worked with several large, medium and small companies. In our role as a Creative agency, we were not limited in our thinking to only branding and communication. Our philosophy was to take a holistic approach to a client “How to use design thinking to make great things actually happen”. So here are a few nuggets of how one can differentiate a parity product through design.