Innovation adoption depends not just on awareness, usefulness, or excitement, but also on whether consumers have the mental space to explore something unfamiliar.
The Missi…
Marketing has become exceptionally good at measuring behaviour. Every click, website visit, abandoned cart, purchase and social media interaction can potentially be tracked, analy…
Walk through the skincare aisle of a modern retail store, scroll through Instagram advertisements for direct-to-consumer brands, or browse the websites of competing food delivery …
Your brand may be on every shelf, appear in every search and offer excellent value. But if it never enters the consumer’s mind when a need arises, how much of that availability is…
Marketing has always been fascinated by the loud. The charismatic marketer who dominates the meeting, the agency leader who can sell an idea in five minutes, the salesperson who c…
Marketing becomes much more complicated when the person who buys a product isn't the person who actually uses it. A parent may buy a smartphone for a teenager. A company may purch…
Globalisation has made it easier than ever for brands to enter new markets. A campaign created in New York can be launched in Mumbai within hours. A product developed in Seoul can…
For decades, luxury operated through visibility. The monogrammed handbag, recognisable watch, distinctive automobile grille or prominently displayed designer logo did more than id…
For decades, marketers have competed for attention. The formula was relatively straightforward: get noticed, build awareness, communicate a proposition and convert attention i…
For decades, retailers have competed to get noticed by consumers. They invested in store locations, shelf placement, catalogues, advertising, search rankings, marketplaces and, mo…
Walk through a successful Indian bazaar, and you will notice something that has little to do with the size of any individual shop. People come because they know the …
Walk into a modern supermarket in India today and one word appears with remarkable frequency: “healthy”. It is printed on breakfast cereals, biscuits, snacks, bevera…
Luxury has always carried a fascinating contradiction. People buy luxury products because they offer something beyond basic functionality: craftsmanship, design, heritage, exclusi…
We spend a lot of time arguing that creativity is a business tool. Oatly is a rather remarkable demonstration of what that can actually mean. The company did not inv…
