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. …
Generalisation is Valuable and key to Brand Marketing Read More »
At a recent interview at the Economic club of Washington D.C. , Jeff Bezos , now the world’s richest man owning 16% of the trillion dollar valued Amazon, was asked by David Rubenstein where he got the idea of selling books online. The answer Bezos gave was that he saw in the early 1990s that the …
An import from Psychology, the concept of ‘brand image’ became prevalent in marketing and advertising right from the 1960s. Though understood in various ways, at least three generations of marketers from the print era to the present day digital world have given it undeniable importance. Several types of brand trackers have tried to assess and …
Brand Image is a pre-requisite for Customer choice Read More »
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 …
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 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 …
