Categories Marketing
Will Too Much Minimalism Kill Brands?
In the aftermath of the Jaguar rebranding, it is pertinent to relook at minimalism. (The 2020s Jaguar logo was appealing to me but I would still ask people to wait and watch befor…
The Daring “Undercover Cups” Campaign by Pepsi
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…
Categories Business
The Power of Platforms as Growth Catalysts
The shift from PCs to the iPod in 2001 was a watershed moment for Apple's commercial strategy: platforms allow rapid growth, not products alone. The iPod was more than simply a st…
Categories Marketing
The Reciprocity Effect: How Giving Sparks the Power of Getting
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…
Why Animals Outshine Humans: Lessons in Loyalty, Simplicity, and Unconditional Love
People frequently admire animals for certain traits that make them "better" than humans, but this is a subjective judgment. Animals have characteristics people admire for being no…
Iconic Ads: ECE Bulbs – Bhool Mat Jana
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…
Unforgotten Brands: Air Deccan
Captain Gorur Ramaswamy Iyengar Gopinath, widely known as Captain Gopinath, was born on November 13, 1951, in the small village of Gorur in Karnataka’s Hassan district. Raised in …
Iconic Ads: British Airways – Fuelled By Love
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…
Unlocking Success: The Essential Keys to a Thriving Brand Culture
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, …
Value Proposition Canvas: Turning Customer Insights into Business Strategies
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…
Strategic Marketing Roadmap: The Five Stages of Customer Awareness
Marketing expert Eugene Schwartz popularized the idea of Stages of Customer Awareness, which provides a framework for companies to tailor their marketing communications according …
Categories Business
Fresh Meaty Moves: Why a Licious and Q-Commerce Collaboration Could Redefine Instant Grocery Delivery
Merging with or working with Licious, India's top premium meat and seafood business, will help q-commerce startups like Zepto, Instamart, or Blinkit immensely. This strategic alli…
Employees 1st, Customers 2nd
The concept that happy, empowered staff are better able to provide remarkable customer experiences is a common rationale for leading organisations that put people first and consum…
Pidilite’s Strong Growth – Mazboot Jod
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 …