What is your view on the Brand success story behind Dandiya Queen Falguni Pathak? Falguni Pathak is a natural. My Friend Heena and I were just discussing this a few days back. Falguni has held her number one position since past 17 years! And people feel really amazed about it, but as a brand design consultant I feel it to be no surprise but can observe a clear brand theory attached to it (which probably she isn’t aware of) Let me explain you point wise: She is the pioneer in her category: The first rule of a successful brand is to be the first in the category. Be the initiator. Like we always remember the first person who went to Moon, the first Miss World Aishwariya, first Miss Universe Sushmita but we often don’t know the 2nd, 3rd or 4th in the category. She is just being herself: “Be Yourself Brands” the theory that I strongly recommend is what she naturally follows and so it is not hard for her to deliver it everytime, as it is effortless. When you don’t fake your image and just portray the true qualities it helps win more loyalty from your audiences. She is Consistent: Every Rule Book of Branding emphasizes the importance of maintenance, consistent, perfection in delivery each and everytime. This comes with dedication, devotion and discipline, which is clearly seen in her professionalism on stage performances. Innovative: Her stage entries is something very unique and innovative which we have never seen in any other dandiya shows, her style and performance are unique which makes her stand out of the clutter. Adaption of latest trend and technology in advertising: We always see in media that every year Falgunis shows are in tune with something new publicity wise, like when cable TV started they were on TV, when radio started they were on radio channels, this year they largely advertised through sms as well, they also had unique concept of exhibitions for few years, so they move with the trend which is a healthy sign. So, Branding is definitely no overnight story, it’s a process and even the Dandiya Queen has to tune her beats with it.