Repositioning Brands Through Packaging
When a brand wants to reposition itself in the market, it may do so by making deliberate changes to the packaging's look and function to reflect its new image, target demographic,…
Limited & Unlimited: Bounded & Unbounded Brands
When discussing brands, the phrases "bounded" and "unbounded" are used to describe how limited or limitless a brand's identity, reach, and products or services are. There are two …
Unforgotten Brands: Charminar Cigarettes
VST
An aspiring Bangalore businessman, Janab Mohammad Abdus Sattar, was convinced to visit the "City of Pearls" in the late 1920s by a Hyderabadi Vazir Sultan after he had alre…
Unforgotten Brands: Kalimark Bovonto
A prosperous businessman's son was PalaniAppa Nadar. He had no interest in following in his father's, Kaliappa Nadar's, footsteps as a coffee and cardamom exporter. In contra…
Unforgotten Brands: Sosyo
Abbas Abdul Rahim Hajoori and Mohsin A. Hajoori, Dawoodi Bohra brothers, began the business in 1923 to fulfil refill orders for VIMTO, a British soft drink manufacturer. Mohsin H…
The Cocktail Party Effect
One interesting aspect of human hearing is the Cocktail Party Effect, which occurs when people appear to tune out all other sounds in a busy room by concentrating on one particula…
Human-Inspired Pet Trends: A Revolution in Pet Food and Grooming Industries
Co-writer: Ravi Teja Mandapaka
The trend of humanizing pets has been gaining momentum in recent years, and it's more than just a fad. The trend reflects a significant shift in …
Bridging Borders: The Art of Global Brands Localising (in India)
In today's age of globalisation, multinational firms can link multiple cultures and markets via their worldwide reach. Global success, however, calls for a more sophisticated comp…
Iconic Ads: US School of Music – They Laughed When
The direct marketing movement had its stars, and undoubtedly John Caples was one of the early ones. Caples was the genius behind the most famous direct mail marketing of all time,…
Why Adaptability is Important for Enduring Brands
Adaptability is crucial for enduring brands for several reasons, as it allows them to navigate changes in the market, consumer behaviour, and industry trends. In a dynamic world, …
Categories Advertising
Old Spice: Repositioning Old to the Young
William Lightfoot Schiltz established Old Spice in 1934, and since then, the brand has left an indelible mark on customers. Interestingly, they debuted with women's products&…
Viagra – Raising Expectations
Discovering the Unexpected
The original objective of the medical research study was to evaluate the efficacy of a novel angina medication, sildenafil, which was a chemical that…
Categories Marketing
Burger King Satisfries: The Lo-Cal Flop!
Burger King intended to make its French fry eaters feel better about indulging.
The chain introduced a new crinkle-cut french fry with about 30% fewer calories than a regular f…
Play-Doh: Repositioning from Soot Remover to Toy
The main offering of Cincinnati-based Kutol Products, which the McVickers founded in 1912, was a soft, malleable product for removing soot from wallpaper.
By the turn of the tw…