Point of View

A.D. Padmasingh Isaac's journey from a humble upbringing in Tamil Nadu's Nazareth town to the founder of Aachi Group, one of India's leading spice companies, is a remarkable tale …

Spotify's "Sound Tour" initiative stands out as an innovative and imaginative marketing campaign geared towards highlighting the vibrancy of Japanese culture and landscapes to its…

For many managers, the ability to move fast and arrive first in a new market is a prized competitive ability. This seems to be based on the notion that being first in a new market…

In the landscape of corporate battles, few skirmishes stand out quite like the clash between Paraguay's underdog, Mickey S.R.L., and the entertainment behemoth, Disney. Nestled wi…

Since the 1990s, Gillette, a subsidiary of Procter & Gamble, has been mailing razors to young men celebrating their 18th birthday. This year, the company has intensified its f…

To revitalize its brand perception and reconnect with Brazilian consumers during the holiday season, Coca-Cola launched a groundbreaking campaign in Brazil featuring a Black Santa…

Calvin Klein has a keen grasp of Twitter's engagement mechanics, which informs its strategy of mostly asking questions. Calvin Klein shook up their marketing strategy and unleashe…

Consider two people: one consistently fulfils promises and responds predictably, while the other is erratic and untrustworthy. Imagine now how similar situations may play out i…

Oliver Brocato and Jake Lewin co-founded the aphrodisiac chocolate business Tabs, which is known for its dark chocolate that is said to increase performance. The brand achieved re…

The surge in human urbanisation has significantly impacted pet ownership trends in India. With over half of the global population residing in urban areas by 2007, and the number c…

Muthuswamy Mudaliar's journey from a humble mail runner in colonial India to the founder of Nilgiri Dairy Farm Ltd., one of India's most renowned dairy brands, is a testament to r…

When it came to colas in India, Coca-Cola was unrivalled until 1977. Coca-Cola had to reveal its secret recipe due to new protectionist regulations that year, which put severe lim…

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 …

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 …