With correct customer insights, Play-Doh was able to reposition to resounding success that has stood the test of time
Thanks to the repositioning of Maggi Noodles, it has been a runaway success so much it has become synonymous with…
Brand identity is under the direct control of the brand owner, whereas brand image represents the outsider's subjective opinion of…
The campaign's goal was to reconnect with customers on an emotional level to increase brand loyalty to Heinz
A product, service, or piece of content increases in value as it gets more scarce or difficult to acquire.
Hostile brands throw down a challenge. They dont market in the traditional sense; rather, they anti-market.
Brands focus on the environment first without solving the actual problem their customers face. No wonder they are doomed to…
Unilever was forced to rethink its strategy when Nirma washing powder, quickly gained marketshare
Those who are honest about their flaws are more likely to be trusted. A radical new strategy to set yourself…
The Tata Nano was supposed to be a groundbreaking new kind of automobile, but instead it became a disaster.
De-positioning and positioning are both necessary for a holistic brand positioning strategy to work rather than being at opposite ends
K-Pop seems to have cracked a winning formula which has churned many bands and multiple hits making it a global…
The Collaborative Three-Box approach enables how global and regional teams need to collaborate for the good of the brand.
A look at the first significant ambush marketing exercise in India between the Cola giants