Reference to advertising research in Pandeymonium and a response in Brand Equity triggered some thoughts about the topic. When in advertising, I have been part of research of two kinds: actual face-to-face meetings with end consumers (through market visits, attending focus groups) or sitting through presentations of research findings. The research was of two kinds: category research and advertising research. The former was meant to be a deep-dive into the category, a user’s behaviour towards…
The launch of ‘Vigyapanti’ by AIB renewed the debate in trade press about the rise of such enterprises which focus on branded content – mainly online videos focused on entertainment with a ‘role’ for the sponsoring brand. The role of the sponsoring brand could be: mere mention in the credits, a reference (tangential or otherwise) to the product and its usage or a theme revolving around the brand promise. Over the past couple of years,…
Between bookmarked sites, Twitter and RSS feeds which showcase advertising, I come across many new creative ideas every week. As with advertising in real life, only a handful are memorable. Here are my picks for the week ending 9th October 2015. Extra Gum First, head over to YouTube, watch this ad from 2013 for the same brand. You are likely to tear up if you have a little daughter. Then come back and watch this…
Many brands have jumped into the mobile app brand wagon only to face app discovery issues, low download counts and lack of repeat usage. Should brands or services invest in a bespoke mobile app? As I mentioned in an earlier article, a brand needs to evaluate whether it can add value in one of the key ‘mobile moments’: bored now, urgent now and repetitive now. However, not all consumer brands need a mobile app. When…
Between bookmarked sites, Twitter and RSS feeds which showcase advertising, I come across many new creative ideas every week. As with advertising in real life, only a handful are memorable. Here are my picks for the week ending 2nd October 2015. Dove: #SelfEsteemProject As continuation of the ‘Campaign for Real Beauty’, Dove has released a new film for the ‘Self Esteem Project’, (‘established in 2004, the Dove Self-Esteem Project is committed to helping women &…
Consider the facts: 78% of CMOs think custom content is the future of marketing; 82 percent of B2C marketers and 95 percent of B2B enterprise marketers use content marketing. The numbers aren’t surprising given the content explosion we see around us. The C word has entered common parlance of all marketers and agencies. B2B marketers, especially have taken to content marketing in some form. The belief (rightly so) seems to be that marketing to their…