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…
Unforgotten Brands: MRF
K. M. Mammen Mappillai was born in 1922. The Kandathil family had nine children in all, with him being the youngest of eight boys and one girl. His father ran a bank and the Manor…
Rejuvenating a Fading Brand
When a brand's popularity, usefulness, and connection with consumers gradually decline, we say that it is fading. There are several ways this may show up:
Declining Sales and …
Gillette Venus: Listening To The Customer
Shaving products designed with women in mind were severely lacking in the marketplace. An opening presented itself for a new brand to enter the market since current products did n…
The Anti Laws of Marketing
Time, legacy, nation of origin, workmanship, artificial, small series, illustrious clientele, etc. are all intangible aspects of uniqueness that the luxury strategy seeks to explo…
The Uneasy Truce: Google Search on Apple Products
Safari on Macs, iPads, and iPhones uses Google as its default search engine, and Google pays Apple billions of dollars a year to keep it that way. Google reportedly paid Apple "ar…
The Flywheel Effect: Self Propelling
In corporate strategy, the flywheel effect refers to a series of actions that, once initiated, tend to increase speed and provide an ongoing positive feedback loop. This symbolic …
Iconic Ads: John Lewis & Partners – Excitable Edgar
The heartwarming tale of a young girl's friendship with an animated dragon is the subject of the 2019 Christmas commercial, which John Lewis & Partners and Waitrose & Part…