Marketing

It's difficult to argue with the classic combination of a cheesy, decadent burger and a bubbly drink of cola. But for a long time, fast food restaurants only sold one kind of cola…

You can feel obligated to repay the favour when someone does something kind for you. This phenomenon is known as the "reciprocity effect" in psychology. Marketing, negotiations, a…

Light bulbs, as a product, rarely evoke excitement. They are functional, often overlooked items in everyday life. But rewind to the early 1980s, and you'll find an unlikely disrup…

The British Airways campaign "Fuelled by Love" was a carefully crafted attempt to reshape perceptions around both British Airways (BA) and India itself. Unlike typical airline mar…

Brand culture is the set of shared values, beliefs, and behaviours that define a brand and guide how employees, customers, and stakeholders experience it. Unlike the brand image, …

By aligning a product's features and benefits with the needs, desires, and pain points of the target audience, the Value Proposition Canvas transforms customer insights into busin…

Marketing expert Eugene Schwartz popularized the idea of Stages of Customer Awareness, which provides a framework for companies to tailor their marketing communications according …

Strategy and marketing have helped Pidilite build an empire, making it unique. Pidilite (Fevicol, etc.) is a model of effective brand-building since it has built a loyal customer …

When Maggi Noodles first debuted in the early 1980s in the Indian market, it encountered considerable obstacles. The parent firm, Nestlé, had a challenging time getting Maggi off …

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…