Some products have a marketing problem that cannot be solved simply by better advertising. They may be innovative, useful, sustainable and commercially viable, yet consumers hesit…
South Korean brands have mastered something that many marketers talk about, but few execute consistently: turning a brand into a world people want to enter.
They do not compete…
A customer buys a product. They use it. They pay for it. And then they move on.
That is the basic transaction.
But some brands manage to become much more than transactions. …
The Curious Gap Between Attitude and Behaviour
A fascinating contradiction lies at the heart of marketing. Consumers can say they love a brand and still buy something else. The…
When Coca-Cola Stopped Policing Its Logo - and Started Thanking the World
For decades, Coca-Cola did something most global brands do instinctively: it protected its logo like s…
In the aftermath of the Jaguar rebranding, it is pertinent to relook at minimalism. (The 2020s Jaguar logo was appealing to me but I would still ask people to wait and watch befor…
When you travel with Singapore Airlines, you feel that many aspects communicated through various media are extended to the aircraft - the Singapore Girl, the high price levels, t…
It was a difficult time for the Canadian economy in the 1970s. With such significant inflation, consumers were forced to spend a larger portion of their income on essentials like …
