Glocalization: Global Brands Becoming Local
In today’s increasingly global marketplace, smart brands use glocalization to grow their customer base in foreign markets. It makes sense considering that 56.2% of consumers said …
Active Empathy And The Core Value Of A Brand
Many marketers are completely obsessed with their intended audience. They make an effort to learn their clients' habits and preferences, among many other details. Market research …
Business Scaling With Market Expansion Theory
Apple has scaled its business and expanded its market reach through the successful use of technology, product innovation, and distribution channels. Business development and scala…
Genderless Brands: A New Phenomenon?
Men are starting to flaunt pearls. The participation of notable personalities like Harry Styles, Shawn Mendes, Sir Elton John, the Jonas Brothers, and Pharrell Williams highlights…
Niche It Till It Becomes Big – Niche Strategy
A niche strategy is a deliberate approach that targets a specific segment of the market with unique needs, preferences, and characteristics. Unlike broad-based marketing strategie…
Contemporizing A Heritage Brand
Preserving the authenticity and relevance of a heritage brand demands a nuanced approach that harmonizes tradition with innovation. These venerable companies, steeped in tradition…
Great Campaigns: Heineken – The Office Cleaners
According to a report by the ADP Research Institute, workers worldwide were working an average of 9.2 hours of unpaid overtime each week. This trend of overworking has been on the…
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…