Your brand may be on every shelf, appear in every search and offer excellent value. But if it never enters the consumer’s mind when a need arises, how much of that availability is…
Marketing has always been fascinated by the loud. The charismatic marketer who dominates the meeting, the agency leader who can sell an idea in five minutes, the salesperson who c…
Marketing becomes much more complicated when the person who buys a product isn't the person who actually uses it. A parent may buy a smartphone for a teenager. A company may purch…
Globalisation has made it easier than ever for brands to enter new markets. A campaign created in New York can be launched in Mumbai within hours. A product developed in Seoul can…
For decades, luxury operated through visibility. The monogrammed handbag, recognisable watch, distinctive automobile grille or prominently displayed designer logo did more than id…
For decades, marketers have competed for attention. The formula was relatively straightforward: get noticed, build awareness, communicate a proposition and convert attention i…
Walk into a modern supermarket in India today and one word appears with remarkable frequency: “healthy”. It is printed on breakfast cereals, biscuits, snacks, bevera…
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…
There is something strangely powerful about seeing a number increase on a screen. Seven days, fifteen days, thirty days, one hundred days. The behaviour …
Packaging is not just a container. It can change how much we buy, how much we consume, and what we believe we are getting for our money.
We often think of packagi…
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…
Every brand dreams of acquiring new customers. Yet the brands that dominate markets over decades are rarely the ones with the biggest advertising budgets or the deepest discou…
There is an old negotiation principle: every deal requires someone to give something up. You get the price, or you get the quality. You get the speed, or you get the care. Pick a …
