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Tag: marketing

Categories Marketing

Turning a Rumour into a Marketing Masterpiece: The Rise of the Amex Black Card

Posted on January 2, 2025January 3, 2025by Vejay Anand
In the 1980s, American Express offered an exclusive card to its top-tier clients, numbering only about 1,000 globally. This ultra-premium card was discontinued in 1987, but its le…
Continue reading "Turning a Rumour into a Marketing Masterpiece: The Rise of the Amex Black Card"
Categories Advertising, Marketing

Same, Same, Same – How Competing on Sameness is Making Marketing Stupid

Posted on December 27, 2024December 27, 2024by Vejay Anand
As consumer markets evolve, the once-bright shine of many brands is starting to fade, leaving behind a blur of indistinguishable offerings. Whether it's beverages, technology, …
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Categories Advertising, Marketing

From Clicks to Connections: Brands Shift Performance Dollars to Brand Building

Posted on December 25, 2024December 25, 2024by Vejay Anand
Many brands, alongside Nike (which announced recently as a part of the reset), are shifting their focus from performance marketing to brand building as part of a strategic reset. …
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Categories Advertising, Marketing

How Dr Pepper Became a Challenger Brand and Surpassed Pepsi: A Playbook of Innovation and Strategy

Posted on December 25, 2024December 25, 2024by Vejay Anand
Dr Pepper, the iconic soft drink known for its distinctive flavour, has achieved a remarkable milestone by overtaking Pepsi to become the second most popular carbonated soft drink…
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Categories Marketing

Nostalgia-Washing: When The Past Tries To Sell The Present

Posted on December 15, 2024December 16, 2024by Vejay Anand
The latest project from Beyoncé and Levi's, a remake of the iconic 1985 commercial "Launderette," premiered, and critics had varied reactions to the campaign's cues to the past. …
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Categories Marketing

Will Too Much Minimalism Kill Brands?

Posted on November 26, 2024November 29, 2024by Vejay Anand
minimalist-brands.jpg
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…
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Categories Business, Marketing

Value Proposition Canvas: Turning Customer Insights into Business Strategies

Posted on November 5, 2024November 6, 2024by Vejay Anand
By aligning a product's features and benefits with the needs, desires, and pain points of the target audience, the Value Proposition Canvas transforms customer insights into busin…
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Categories Marketing

The Time-Based Marketing Strategy of Brands

Posted on September 20, 2024March 28, 2025by Vejay Anand
Companies use time to their advantage by carefully crafting their interactions with customers and capitalising on certain junctures in societal, economic, and cultural settings. T…
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Categories Business, Marketing

The Success of Local Restaurant Brands

Posted on March 1, 2024by Vejay Anand
Flurys
Each city has a few restaurant brands whose popularity doesn't seem to wane. Brands like Paragon in Kozhikode, Koshy's in Bangalore, Karim's in Delhi, Leopold in Mumbai, Flury's i…
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Categories Advertising, Marketing

Get Your Brand Voice

Posted on February 28, 2024February 28, 2024by Vejay Anand
brand voice
Brand voice is a way a brand's personality, values, and tone are consistently communicated to its audience. It includes the distinct ways in which a brand conveys its messages, wh…
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Categories Business, Marketing

The Anti Laws of Marketing

Posted on February 5, 2024February 5, 2024by Vejay Anand
The-Anti-Laws-Of-Luxury-Marketing-6.jpg
Time, legacy, nation of origin, workmanship, artificial, small series, illustrious clientele, etc. are all intangible aspects of uniqueness that the luxury strategy seeks to explo…
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Categories Business, Marketing

Embracing Ingredient Branding for Growth

Posted on January 24, 2024January 24, 2024by Vejay Anand
ingredient branding.jpeg
To improve the perceived value and potential sales of a brand or product, it is common practice to include well-known ingredient brands into the mix. It is common practice…
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Categories Advertising, Marketing

Brands Need To Be Known First, To Get Convincing

Posted on January 23, 2024January 23, 2024by Vejay Anand
brand fame
People's familiarity with your brand has always been vital, but it is much more so now. When faced with a variety of options, it also has a significant impact on consumers' purcha…
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Categories Advertising, Marketing

Why Adaptability is Important for Enduring Brands

Posted on January 9, 2024January 9, 2024by Vejay Anand
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, …
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