The Power of Founder-Driven Brands in India
In today's hyper-competitive market, Indian consumers—especially Gen Z—aren't just buying products but investing in stories, personalities, and values. More than ever, homegrown b…
Tag: brands
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…
Soft Power and Brands
Joseph S. Nye, Jr. coined the term "soft power" in international affairs in the 1980s to account for America's continued global dominance despite its seemingly dwindling military …
Limited & Unlimited: Bounded & Unbounded Brands
When discussing brands, the phrases "bounded" and "unbounded" are used to describe how limited or limitless a brand's identity, reach, and products or services are. There are two …
Why Adaptability is Important for Enduring Brands
Adaptability is crucial for enduring brands for several reasons, as it allows them to navigate changes in the market, consumer behaviour, and industry trends. In a dynamic world, …
Categories Marketing
Opposites Attract – How Brands Can Benefit from Unanticipated Partnerships
Many people were surprised by Lego's decision to team up with Levi's, but the two companies have apparently successfully worked together. To quote the Lego website, “Whether you b…
AntiFragile Brands – Growing in a VUCA world
Andy Grove famously said, “Bad companies are destroyed by a crisis. Good companies survive a crisis. Great companies are defined by a crisis”.
Marketing strategies will define …