Marketing and brand building is that part of business management that most relies on robust generalization. It is maligned as a consequence and accused of being a non-science which ramps up costs but is neither effectively proving return nor accurately priming the investments. Broadly, generalization makes people feel marketing is based on hope and air. …
In the purposive development of consumer facing communication, the role of the brand owners and marketing managers is exalted, whereas the credit due to a larger network of associates is often not in the spotlight. All communication works, at once, at several levels – the literal, metaphorical, allegorical and symbolic. The networks of people that …
It was obviously not something that looked like it would be as popular as it has become. As a game it didn’t have glamour: it was familiar but not particularly desirable,” says Santosh Desai, MD and CEO, Future Brands, one of the leading chroniclers of Indian consumer culture. He freely admits he didn’t see the …
Over the past couple of long weekends, a couple of conversations prompted me to think about the profound impact that globalisation has on our conscious mind, particularly as we relate to things as consumers (and of course, as marketers!). Two of my team members from my earlier jobs called to seek my advice and help …
Many argue that the ‘creative urge’ is an individualistic calling. Surely there is evidence of this from the commencement of civilization to the present time. However, the steady ascent of commercial (corporate) interest as the moving force of social change has led to the presently dominant model where, perhaps, no significant achievement can possibly happen …
Perhaps, one day it will be possible to formulate scientific laws for generating effective creative ideas, but till then, we have got do better than cross our fingers and pray. In my opinion, the most important pre-requisites for excellent creative output are creation and sustenance of high performing creative groups and collaborative success with chosen …
“Tomorrow’s biz success will come from today’s creativity” Read More »
The Cannes Lions International Festival of Creativity in its 60th year has commenced! What a grand show it promises to be. Seven days, thousands of professionals, glorious sunshine, a sea salt kissed crisp breeze, fashion parade on the promenade, an endless procession of vintage cars which makes you ignore the numerous Ferraris and Lamborghinis, sea …
With the Supreme Court upholding a complete ban on advertising of tobacco and tobacco-based products in July, the spotlight is now on alcohol brands. How does the alcobev industry go about creating brand recall without getting into trouble with the law? Saloni Dutta finds out ‘Khoob Jamega Rang Jab Mil Baithenge Teen Yaar, Aap, Main, Aur…’ The …
Govind Iyer reckons that marketing talent from the top drawer is always in demand simply because there aren’t too many honchos in that elite cluster. A consultant at Egon Zehnder International, Iyer would know. Way back in 1999, the search firm poached him from foods company Heinz. When Iyer made the switch to headhunting 13 …
Case study to further conform how this synergy works. Knorr Soupy Noodles launch campaign — for this campaign HUL partnered up with Big Bazaar and launched its new Knorr Soupy Noodles. Customer Objective was: • Build the Shubh Mahurat property • Grow the noodles category Growth Drivers for HUL were: • Time to prepare • …
