Marketing

Adaptability is crucial for enduring brands for several reasons, as it allows them to navigate changes in the market, consumer behaviour, and industry trends. In a dynamic world, …

Discovering the Unexpected The original objective of the medical research study was to evaluate the efficacy of a novel angina medication, sildenafil, which was a chemical that…

Burger King intended to make its French fry eaters feel better about indulging. The chain introduced a new crinkle-cut french fry with about 30% fewer calories than a regular f…

The main offering of Cincinnati-based Kutol Products, which the McVickers founded in 1912, was a soft, malleable product for removing soot from wallpaper. By the turn of the tw…

Moov, a pain reliever ointment developed and marketed by Paras Pharmaceuticals, has been around since 1986. Iodex, manufactured by GlaxoSmithKline & Beecham, was the undisp…

Ikea produced a reality programme called Trapped in the 90s to commemorate its 25th anniversary in Spain. The show included six individuals who were forced to live in a house that…

So, how can a brand become the first thing that customers think of? Create a new category that does not yet exist in the minds of consumers, and make the brand synonymous with it.…

Revising the promise of the brand. If the consumer allows the brand marketer to reveal a secret advantage of the brand, does it radically expand the customer's connection with the…

Lighter scotches like Cutty Sark and J&B Rare started to eat into the brand's market share in the 1960s. To reverse the sales slump, Edgar Bronfman persuaded his father that a…

Ray Charles appeared in a Joy Pytka-directed Diet Pepsi commercial that pushed an extravagant chartbuster on Super Bowl viewers. After another lucrative campaign using celebrit…

As Pepsi promoted itself as the preferred soft drink of young people and launched an advertising campaign centred on a blind taste test, Coca-Cola's once-vast market dominance beg…

An Italian actor was seen in the 1969 Alka-Selzter commercial "That's a spicy meatball" fumbling his lines while eating a meatball, until he was clearly in need of an antacid at t…

Instead of aimlessly pursuing brilliance the next time you set out to find a fantastic idea, whether on your own or as part of a team, try starting with the question of what the w…

In 1987, Volkswagen decided to put more marketing effort into the Golf model, the second generation. Paula Hamilton played a woman who made the decision to divorce her husband.…