Great Campaigns: Lux, Cancer & The Soap With A Lump
According to the Cancer India Statistics report, breast cancer poses a significant health challenge in India, with a new diagnosis every four minutes among women. It is the most p…
Soft Power and Brands
Joseph S. Nye, Jr. coined the term "soft power" in international affairs in the 1980s to account for America's continued global dominance despite its seemingly dwindling military …
How NASA Made Tang Popular
The original creators of Tang in 1957 were William Mitchell and William Bruce James, two culinary scientists working for General Foods. Mitchell also invented some well-known Amer…
Taylor Swift: Musician – Excellent; Businesswoman – Par Excellence
Singapore had Taylor Swift.
Ticket costs range from $328 to $500 (not including fees) for a single day's worth of performances, given that each show lasts three and a half hour…
Renaming An Established Brand
The foundation for effective strategic brand creation is naming and verbal identity. How about a well-known brand getting a new name? No one should ever take the choice to rebrand…
Categories General
The Implications of Power Distance Index
As part of his framework for analysing cultural differences in societies and organisations, Dutch social psychologist Geert Hofstede created the Power Distance Index (PDI) as a cu…
The Success of Local Restaurant Brands
Each city has a few restaurant brands whose popularity doesn't seem to wane. Brands like Paragon in Kozhikode, Koshy's in Bangalore, Karim's in Delhi, Leopold in Mumbai, Flury's i…
A $79 Program Changed the Amazon Game – Amazon Prime
Amazon wasn't the biggest online retailer once. Even in the fall of 2004, sales were restricted to certain categories
Amazon was attacked on several fronts that year. Physical …
Volkswagen – Reduce Speed Dial
At $13.5 billion in 2014, Volkswagen spent more than any other firm on research and development, with a large portion of that sum going towards improving vehicle safety.
The sa…
Get Your Brand Voice
Brand voice is a way a brand's personality, values, and tone are consistently communicated to its audience. It includes the distinct ways in which a brand conveys its messages, wh…
Learnings From The Apple Newton Flop
An obvious example of innovation gone wrong is Apple's Newton MessagePad. When Apple introduced Newton in 1993, it was an unstable period after Steve Jobs departed from the busine…
The Super Bowl Half Time Phenomenon – Why Artists Perform Free
Millions of people tune in year after year to see the spectacular halftime performance of the Super Bowl.
Performers during the Super Bowl have included some of the most …
Customer Personas: The Marketing Implications
Developed from data analysis, market research, and insights about your target audience, customer personas (also called buyer personas or marketing personas) are depictions of your…
Unforgotten Brands – Emami
Radheyshyam Goenka enrolled at Maheshwari Vidyalaya while he was in the fifth grade. Radheyshyam Agarwal was his junior by one year. Hariram Poddar, who was Agarwal's classmate an…