BANGALORE: BrandWidth 2005 - a seminar on the dynamics of building successful and memorable brands - held in the city attempted to bring together a cross-industry perspective on brands and branding from their respective segments.

The key speakers participated in the seminar included MindTree Consulting COO Subroto Bagchi, Madura Garments president Hemchandra Zaveri, President, TI Cycles of India president G Ramprasad, ITC Ltd Agri-Business CEO S. Sivakumar, Lowe India president & COO Pranesh Misra.

The sessions spanned a variety of subjects including corporate branding, pubic service communication, brand experience, co-creating brands with customers and brand extension- with each session creating a new insight into branding.

In his talk on Building a Corporate Brand in the Services Industry, Bagchi introduced the concept of Memetics, a science based on ideas and how they form the DNA of any organisation. He went on to demonstrate how MindTree Consulting included its DNA - imagination, action and joy into every aspect of a corporate transaction. "A brand must communicate the essence of an organisation, while also incorporating the mission, vision & values of the company. A brand is the reflection of the company itself," he said.

Misra spoke on the public service communication while highlighting some interesting case studies on Aids awareness and Leprosy. "Addressing a social cause through brand communication helps to build an image of an organisation which is much larger than the brand itself," Misra said.