Is Amazon simply an e-commerce company? On the surface, it may seem that way. Although Amazon's e-commerce division receives the most attention, the company's real strength comes …
In 2016, Apple introduced a new product that would revolutionise how people listen to music: the AirPods. Sleek, compact, and wireless, they offered users the ability to listen to…
The Guinness Book of World Records has transformed into a formidable branding force, from its humble beginnings as a tool to resolve factual disputes. The group's focus has shifte…
Many famous firms use unconventional means of making money. Their true source of income is unrelated to what they sell you. Let's dissect the process by which certain foreign and …
Birkenstock - A once-niche product became a worldwide fashion sensation by capitalising on cultural changes, trends, and authenticity, as shown in its meteoric climb to fame. Desp…
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…
Apple has scaled its business and expanded its market reach through the successful use of technology, product innovation, and distribution channels. Business development and scala…
A niche strategy is a deliberate approach that targets a specific segment of the market with unique needs, preferences, and characteristics. Unlike broad-based marketing strategie…
The inevitable fate of mass-market brands is price competition and product commoditization, so the managers of great brands aren't interested in the masses. They see more growth a…
Book-music-movie offline retailing in India is practically dead with almost all the major chains shutting down. The online ‘menace’ of the f availability of movies and music; incr…
We had a flight to catch at Delhi. And we were running late. We took solace in the fact that we had a real fast MUV and could rush to the airport in double-quick time. But that wa…
