Marketing

Commodities > Products > Brands > Experiences  From a marketing standpoint, there has been an evolution of sorts. As customers’ expectations move up, so do the ex…

When I was in B- school I was taught about brand personality and to the people who are still confused about it (and believe me many still are!)- 'Brand personality is the way a br…

The old paradigms have changed. To build a relationship with a customer, a brand has to engage with him/ her through various means and one way of doing so is to interact with them…

The dream of any business is to have committed customers who treat the relationship with their brand - more than just a brand-customer interaction but show a commitment that is em…

My mother needed a new refrigerator. The 'very' well-informed salesperson at the store decided he needed to impress us with his understanding of the innards of the refrigerator. H…

Our lives have taken a change. Honestly, I don't know whether it is for the better. With the convenience of machines, physical activity seems to be slowly coming to a standstill. …

Couldn't help overhear a conversation between two mothers complaining about their children - "This generation is so self-centred, all they think about is themselves". We had do…

Why can't we have a commonsensical approach to business in general and marketing in particular? We have this habit of complicating things way beyond what is necessary. There are i…

Businesses and brands are getting into categories out of their core The Amazon Kindle set fire to the tech world. The pricing is exciting and the features very good. But what i…

I was having a lunch meeting in a 'very happening' mall when a young thing walked in. She wore clothes which...well she had some clothes! She did get a dekko from me, but nothing …

With the ever-expanding scope of telecommunications and the need to interact with each other in an otherwise world of tenuous relationships 'being private' is a question mark. …

In 2014-15, P&G asked BBDO India to build emotional equity for Ariel, the flagship detergent brand from P&G. Ariel was doing exceedingly well. Josy Paul knew that adver…

Around 2015, Google wanted to interact with users to showcase its different uses through stories that will make the users love it even more.  Google believed that all user…

Typically in a marriage, the elders buy jewellery for the bride. Tanishq was finding the elders the block for various reasons and one of them was the designs from Tanishq were con…