Iconic Ads: Reebok – Field of Dreams
Even though they are less prominent now, Reebok was a dominant force in the football industry in the 1990s and early 2000s, with famous athletes like Ryan Giggs, Dennis Bergkamp, …
When to Pivot a Brand
Many well-established brands are created with certain consumers in mind, for specific purposes, or with particular qualities and benefits in mind. Unpredicted consumer and user be…
Categories Marketing
“Made In” is more important than ever.
The value of a brand in international markets is bolstered by the "Country of Origin” impact. Depending on the context, a "Made In" label might communicate many aspects of a count…
Categories Marketing
Brand Negatives to Brand Positives
Volkswagen introduced the Beetle to the American market in the 1950s. The general public in the United States strongly preferred flashy, high-powered vehicles. And here was an aut…
Categories General
Sadio Mane – The “True” Superstar
What first drew my attention to Mané was a viral post that included a photo of him with a broken iPhone and a remark in which he explained his perspective on material success. ( T…
Categories General
Frances Tiafoe – No Home to US Open
Frances Tiafoe reached the semi-finals of the US Open, but there is a fascinating tale behind his achievement.
Frances Tiafoe and his twin brother Franklin were born in Hyattsv…
Iconic Ads: Ikea – Lamp
In 2002, Crispin Porter + Bogusky's Paul Keister and his team were lounging about at his place, coming up with the approach that would ultimately win them the business. You can ge…
Iconic Ads: Berlitz – German Coastguard
This unassuming advertisement for Berlitz Language Schools demonstrates that not every advertisement has to be epic in order to last the test of time. It was produced in 2006 by t…
Iconic Ads: Vicks – Gauri Sawant
During the course of 2017, Jocelyn Chabanis and Eugene Pua at Publicis Singapore devoted a significant amount of their time to working on the Vicks account for the APAC region.
…
Iconic Ads: Pan Pasand
After leading a sugarcane revolution in Maharashtra that resulted in the opening of one of the very first sugar mills in India, Walchand Hirachand Doshi established Ravalgaon Conf…
How Keeping Things Simple Helps Build Brand Loyalty
The best brands are those that simplify your life. Consider tech giants like Google and Amazon, as well as mobile phone providers like Vodafone. They stand out from the crowd beca…
Categories Marketing
Identifying and Capitalizing on Dormant Brand Assets
While it's true that marketers have a penchant for the future and have to be in sync with current consumer behaviour, it's frequently wise to look back into a brand's history in o…
Categories General
Kirloskar – The Will to Succeed
Laxmanrao has three brothers and sisters. Two passions captivated him. The first was to logically disassemble whatever mechanical thing he encountered. Second, painting. He drew a…
Brand Resurrection – A New Life
YezdiPolaroidJawaVW BeetleRol – a-Cola
All are well-loved, once-popular brands that vanished from store shelves and were then resurrected.
Despite the fact that these names …