Advertising

In the book Different: Escaping the Competitive Herd, Professor at Harvard University Youngme Moon claims that "companies that play hard to get" are hostile brands. Brands that ar…

As marketers when we are asked to reposition, we usually look at repositioning our brand. Yet, it is possible to reposition a rival brand or company. In other words, by creatin…

Companies and brands are obliged to adjust to enormous cultural transformations, and modify brand names or alter pseudonyms, that were, in some instances, many years old. Unil…

Legend has it that Godavarma Raja, the Prince Consort of Travancore, took the initial steps towards promoting Kerala as a tourist destination. To promote the Travancore Kingdom's …

The agrochemical lobby in Europe and many other places around the globe sanctioned a particular set of hybrid kinds of seeds that are approved to grow. And this comprised just 3% …

In the late 1940s, when the Parle company, founded by the Chauhans, was thriving because of the popularity of its "Parle Gluco" glucose biscuits. The company then experimented wit…

Honda plays in the highly crowded and competitive automotive category. Over the years, it had seen its leadership position slowly erode as relatively younger brands like Kia and H…

Customers may credit Ujala's inventor, Moothedath Panjan Ramachandran, whose insistence on wearing spotless white garments every day is reported to have inspired the product's cre…

There was a time when fast-moving consumer goods (FMCG) businesses ruled the marketing landscape and HLL (Unilever) was the unchallenged ruler. Then, seemingly out of nowhere, Nir…

Procter & Gamble sought a strategy to reach their most important demographic of customers, moms. While the company's products are used on a daily basis by the majority of Amer…

Ratan Tata conceived the Tata Nano. He spotted a four-membered family riding a scooter in November 2003. It rained and the family managed and settled on the two-wheeler somehow. T…

Got Milk?, The Energizer Bunny,  Colonel Sanders, Ramesh & Suresh in 5 Star and  Mr Gulati at MDH. For some of them, and maybe all of them, when you read the list…

Patagonia boldly took up a full-page ad in the Black Friday 2011 issue of The New York Times advising readers not to purchase their jackets. A note explaining why potential buyers…

The creative team at Wieden & Kennedy met together in the summer of 2001 at the advertising agency's Amsterdam headquarters to discuss how they might condense the enchantment …