Categories Business
Second Mover Success
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…
Great Activations: Burger King – The King & Mickey Combo
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…
Categories Marketing
Great Campaigns: Gillette 18th Birthday Free Gift
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…
Great Campaigns: Coca Cola – Black Santa
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…
Why Does Calvin Klein Question So Much On Twitter?
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…
Categories Marketing
Staying Consistent – The Power Of Brand Consistency
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…
Tabs Chocolates – Aphrodisiac Chocolates built on User Generated Content
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…
Impact of Urbanisation on India’s Pet Care Market
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…
Unforgotten Brands: Nilgiris
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…
Unforgotten Brands: Campa Cola
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…
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…