Many entrepreneurs give a unique brand name to their products or services and make fancy logos and yet, still wonder why its not working? There can be many reasons, but have they thought what place it has in the minds of customers or how the brand is perceived. Many marketing gurus have given guidelines for creating brand elements. But there are many brands who have broken the convention and created a mark for themselves. For example, to name few brands like Sugar, Caffeine, Muma earth, ID, Atomberg, Heads up for tail, Dogsee, Bewakoof, Chumbak etc. have been able to break the branding conventions and created a mark for themselves. One thing that we need to keep in mind is that, these brands have been able to create a mark not through random excersice but through experts and consistent long-term planning.