Marketing

In the face of mounting concerns about AT&T's (Bell Systems then) impending monopoly, N.W. Ayer, one of America's oldest advertising companies, required a creative way to assi…

BMW had a simple, and now Bavarian, recipe for success before the mid-1970s. It created cars with consistent and basic designs that were appealing from every viewpoint and would a…

I do believe that Nestle Sunrise is a case study where the classic “new, improved” product story (much exploited in those days!) was turned into a huge property and the start of a…

Howard Clark was the first president of American Express to place a high value on advertising. American Express's yearly advertising budget was barely $1 million before he assumed…

It's reasonable to assume that advertising had a significant role in Levi's success. Foote, Cone & Belding's San Francisco office developed, guarded, and polished an American …

Around 2010, after having established itself as a popular brand among the youth with its range of watches and eyewear, Fastrack has ventured further into the accessories space, la…

Fastrack was creating more than just a buzz through its advertising. They were not preachy but spoke in a language which the youth spoke. Their communication was candid and straig…

In 1967, few were drinking 7-Up. The beverage was generally thought of as a mixer or a tonic for an upset stomach. 7-Up Company executives were eager to tap into a larger market. …

Around 2005, John Abraham had come on board as the brand ambassador for Fastrack Sunglasses. The penetration of sunglasses in India was abysmally low at some 17%. John Abraham …

William M. Armistead, of NW Ayer, got the Reynolds account starting with Lord Albert pipe tobacco. He is credited with creating the modern style of advertising, advocating regular…

Duracell first came up with the concept of a battery-powered pink bunny as a mascot in 1973. When Duracell's trademark was reportedly not renewed promptly, Energizer jumped in and…

The Origin A small painting by English artist Francis Barraud of a mixed breed dog gazing into the brass horn of a phonograph became one of the most iconic promotional images i…

The controversial Calvin Klein had an in-house advertising agency. A lot of the ideas/ campaigns were created by him, Doon Arbus (writer) and photographer Richard (Dick) Avedon. M…

Rolling Stone was started in 1967 by Jann Wenner, who saw that rock and roll was more than just music. In terms of social views, fashion, politics, and even language, it had a …