Tag: marketing

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…

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…

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…

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…

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, …

The main offering of Cincinnati-based Kutol Products, which the McVickers founded in 1912, was a soft, malleable product for removing soot from wallpaper. By the turn of the tw…

So, how can a brand become the first thing that customers think of? Create a new category that does not yet exist in the minds of consumers, and make the brand synonymous with it.…

Brand image and brand identity—I realised that most people do not have a firm grasp of these concepts. Frequently, I have discovered that businesses turn to agencies for assistanc…

The Heinz brand of tomato ketchup has some staggering market shares in some continents. In Europe, where the brand is well recognised and respected, it has an 80% market shar…

Several methods from economics and social psychology are included in marketing science. The effectiveness of any marketing plan may be boosted by taking advantage of people's habi…

In the book Different: Escaping the Competitive Herd, Professor at Harvard University Youngme Moon claims that "companies that play hard to get" are hostile brands. Brands that ar…

There is a notion that sustainable products are highly-priced. And this notion is not misplaced. Most of the time, this is seen as a sign of irresponsibility on the part of the cu…

There was a time when fast-moving consumer goods (FMCG) businesses ruled the marketing landscape and HLL (Unilever) was the unchallenged ruler. Then, seemingly out of nowhere, Nir…

We are continually bombarded by stimuli, and we increasingly make judgments based on unconscious biases, external influences, and cerebral shortcuts. The Pratfall Effect is one…