Marketing

In 1998, three young Cambridge graduates named Richard Reed, Adam Balon, and Jon Wright founded Innocent Drinks, intending to make money at music festivals. All-natural, fresh fru…

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…

Back in the 1960s, doctors discovered that safflower oil was good for the heart because it contained a high concentration of polyunsaturated fatty acid. However, at the time, the …

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 1920s, Phirojshaw Khambatta established a business-to-business operation centred on the production of carbonated drinks. In the 1950s, it began selling flavour concentrates…

There is a notion that sustainable products are highly-priced. And this notion is not misplaced. Most of the time, this is seen as a sign of irresponsibility on the part of the cu…

After the British company unveiled a new logo and a new campaign pi featuring new brand ambassadors, it signified Daniel Lee's tenure as Burberry's creative directo…

George Townsend established a sewing needle manufacturing company in the English town of Redditch in 1851. After this, in 1882, his son started making bicycle components, includin…

When Satpal Malhotra was a boy living in Rawalpindi, Pakistan, he lost his father and mother within a few years of each other, at the ages of 15 and 19, respectively. He was left …

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…