As we gallop into a new Millenium, technology is creating irreversible changes in communication and dissemination. A look into the fundamental underpinnings of communication psychology will prove useful All human action is motivated. It stems from a desire to achieve a conscious or sub-conscious end. It, therefore, implies that understanding of the underlying motivations is …
Every era has its torch-bearers who illuminate us with new and fundamental thinking in various disciplines. Marketing and communications seems to have lost this defining characteristic of intellectual activity. It has been so for a few decades. In the past one hundred years, business management, in all its forms, has formalized as a field of …
How shallow and short term commerciality is killing big ideas in Marketing Many Successful practitioners of management and marketing science have reduced it to hyping single words like ‘creativity’, ‘thinking’, ‘strategy’ or unwieldy combinations like ‘consumer mindedness’ or ‘excellence in execution’. There are even more cringe worthy motherhoods such as “Keep an ear to the …
Indian consumers are upgrading in larger numbers than ever before. It is good for business, society and the overall economy. Our traditional demand structures being what they were, life stopped at the middle end of the spectrum. Consumption at the top was fragile and insubstantial. But in a few significant ways, the traditionally bottom weighted …
The presentations made in the board room always have it rightly worded. To turn ‘available yet disinterested prospects’ into ‘acceptor enthusiasts’ or better still ‘ evangelical advocates’ has been enshrined as a consecrated objective. Yet, it doesn’t quite translate from lip service to on-ground action. Where attempted, too many conceptual errors or last mile execution …
“Plus ça change, plus c'est la même chose”– the more it changes, the more it's the same thing. This is one of French novelist Alphonse Karr’s often quoted epigrams. But is it true for brand building? It is good to provoke the debate. Is it right to be starry eyed about the profound change of …
Brand building in the churn and chaos of new world Read More »
Brands are concepts. They live as much in the minds of individuals, aspirants, consumers, brand users community and the collective mass of society as they do in the brand books and marketing frameworks of the brand managers and their partner agencies. The brand as an amalgam of product, concept, idea and narrative is what gains …
The largest 100 multinational corporations rule the markets across the world and dominate the profit pool on offer. When an MNC’s business model interacts with a market, both are bound to be impacted and undergo a change, especially when the global corporation rides into a market as large as India. Those who internalize the lessons …
The much quoted Michael Porter said, “Strategy is about making choices, trade-offs; it’s about deliberately choosing to be different.” This applies to media planning in toto. Any media mix can be understood through four prime considerations: Reach:Where more is good. Reminding as many consumers as possible before purchase Frequency: Where often is better. Focus only when …
Walmart is paying $16 billion for a controlling stake in Flipkart, breaking into India and securing a tactical advantage in its global battle of attrition with arch rival Amazon. This is the highest price any foreign company has paid for a stake in an Indian company .The day of the announcement, Walmart stocks plunged some …
