Understanding customer behaviour is crucial. The Four Forces of Progress framework, part of the Jobs-to-be-Done (JTBD) theory, explains what motivates people to adopt or switch to…
If you’ve ever been to Mumbai during Navratri, you’ve probably noticed women dressed in specific colours each day, embracing a trend that has woven itself into the fabric of the c…
The framing effect refers to how the presentation or "framing" of information can influence decision-making and perception. Customers may respond differently to the presentation o…
The term "counterculture" describes a social movement or group that challenges the prevailing societal values, beliefs, and practices. It develops as an opposition against establi…
Copywriter Claude C. Hopkins encountered the problem in 1911 when two Milwaukee soap makers, Charles Pearce and B.J. Johnson, came to him with a dilemma. Palmolive, their toilet s…
To put cultural influence into practice, brands need to strategically integrate themselves into the cultural fabric by leveraging multiple elements of modern marketing, product de…
To operationalise cultural influence, one must specifically use cultural narratives, trends, and values to connect with target audiences on a deeper level, increase engagement, an…
Companies use time to their advantage by carefully crafting their interactions with customers and capitalising on certain junctures in societal, economic, and cultural settings. T…
The concept for KamaSutra condoms originated with Raymond’s Gautam Singhania, who partnered with a Korean company interested in manufacturing condoms in India. Singhania then appr…
Films have always been a mirror to society, reflecting the changing expectations, desires, and struggles of the common man. In India, Bollywood has consistently adapted to the cou…
Durex has been a leader in the field of sexual wellness education since it launched its first commercial for a condom in 1970. But getting it into India, a country with rich cultu…
In contrast to the more conventional "survival of the fittest" strategy, which emphasizes aggressive rivalry and personal power, the "survival of friendliest" theory posits that c…
The want to amass possessions is universal among humans, yet some of us have a stronger desire than others. Psychologists think that when we amass a lot of things that attract or …
Despite their apparent similarities, humanisation and anthropomorphism have different but complementary effects on the pet products business, especially on the creation and promot…
