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…
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…
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…
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…
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 …
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 …
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…
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…
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 …
The Indian pet food market is experiencing significant growth, driven by factors like increasing pet ownership, rising disposable incomes, and changing consumer attitudes towards …
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 …
