Crocs – Ugly Success
In 2002, three entrepreneurs—Scott Seamans, Lyndon Hanson, and George Boedbecker Jr.—conceived of Crocs. Boedbecker and Hanson had a connection from their time as undergraduates a…
Wills Cigarettes – Smoked Success
Henry O. Wills moved to Bristol from Salisbury in 1786 and, with the help of his business partner, Samuel Watkins, built a tobacco store on Castle Street. Wills, Watkins & Co.…
Categories Marketing
The Little Hats of Innocent Drinks
In 1998, three young Cambridge graduates named Richard Reed, Adam Balon, and Jon Wright founded Innocent Drinks, intending to make money at music festivals. All-natural, fresh fru…
Hostile Brands – Success Through Alienation
In the book Different: Escaping the Competitive Herd, Professor at Harvard University Youngme Moon claims that "companies that play hard to get" are hostile brands. Brands that ar…
Repositioning Your Competition
As marketers when we are asked to reposition, we usually look at repositioning our brand. Yet, it is possible to reposition a rival brand or company.
In other words, by creatin…
Cultural Shifts to Brand Shifts
Companies and brands are obliged to adjust to enormous cultural transformations, and modify brand names or alter pseudonyms, that were, in some instances, many years old.
Unil…
Saffola – The Healthy Alternative
Back in the 1960s, doctors discovered that safflower oil was good for the heart because it contained a high concentration of polyunsaturated fatty acid. However, at the time, the …
Kerala Tourism – Cohesive Marketing Strategy
Legend has it that Godavarma Raja, the Prince Consort of Travancore, took the initial steps towards promoting Kerala as a tourist destination. To promote the Travancore Kingdom's …
Brand Activism – Carrefour’s The Black Supermarket
The agrochemical lobby in Europe and many other places around the globe sanctioned a particular set of hybrid kinds of seeds that are approved to grow. And this comprised just 3% …
Rasna – India’s Favourite Drink!
In the 1920s, Phirojshaw Khambatta established a business-to-business operation centred on the production of carbonated drinks. In the 1950s, it began selling flavour concentrates…
Categories Marketing
Solve The Problem First, Then Comes The Environment
There is a notion that sustainable products are highly-priced. And this notion is not misplaced. Most of the time, this is seen as a sign of irresponsibility on the part of the cu…
Categories Marketing
Burberry Rebrand – Back to the Future?
After the British company unveiled a new logo and a new campaign pi featuring new brand ambassadors, it signified Daniel Lee's tenure as Burberry's creative directo…
Categories Business
Mavalli Tiffin Rooms (MTR) – A Lasting Legacy
In 1920, Maiya brothers from Kota, a small village near Udupi in South Canara, moved to Bengaluru to find work. They had been cooking in the homes of the well-to-do before being p…
Mahindra & Mahindra – Steely Show
Jagdish Chandra Mahindra anticipated opportunities for Indian businesspeople as India prepared to gain its freedom. With his brother Kailash Chandra Mahindra and Ghulam Mohammed, …