Sigmund Freud was a monumental genius who gave us a sense of self and of the constant battle between id and ego that goes on within us . He gave us a vivid understanding of how the unspoken dreams, urges and desires are the wellspring of action. However it was his nephew, Edward Bernays, who …
Many dominant brand and eponymous businesses have disappeared over the years. Remember Compaq? Kodak? Nokia? Each a market dominant brand, global in scope, led by sharp business experts. What happened? Each day a monolithic brand encounters a disaster – be it an oil spill, politically incorrect posture, exploitative labour practices, poor communication, service failure or …
“The rush of battle is often a potent and lethal addiction, for war is a drug “ Sir Martin Sorrell changed the game. His presence on the stage was as lead actor in the era that was the beginning of the end for conventional advertising and the end of the beginning for all things digital. …
Modern culture is inconceivable without brands. The more brands proliferate and expand, the more the economic and socio–cultural model seems premised on brands being the engines of growth. There is often a co-existence of three types of brand marketing and consumer interactions because different brands have evolved at different pace and markets have embraced change …
Marketing Absolution – Build Culture, not Brands Read More »
We live in a T20 world. Everything is faster. To be slow is to be left behind. The marketplace – capitalism’s true judge, jury and executioner – makes being faster a pre-requisite to survival. Some of the biggest corporate names of the past who remained inertial are anemic shadows of their erstwhile selves. Dozens of …
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. …
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 …
