ArchiveFebruary 2016

When monopolies, dominant brands take consumers for granted

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In India, the oft-quoted example of how competition forced a hitherto monopoly brand to change for the better, is likely to be Indian Airlines. Consumers experienced better customer service, punctuality and more after the entry of private airlines, forcing Indian Airlines to improve its customer experience. A big manifestation of this change would be about better in-flight service and punctuality...

Of Patanjali, strong brand equity and design

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Great design is often the only moat against competition. It allows for a brand to command loyalty and price premium. Apple is often cited as a great example of this. Recently it was argued that regional publications in India ought to invest in good design in order to command a premium from advertisers. In the same article it was mentioned that ‘even if Patanjali’s noodles are as good as Maggi...

Of Facebook Canvas and the optimal creative unit in mobile ads

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Facebook Canvas is being rolled out this month and its creative examples got me thinking about the lack of a standard, winning creative unit in mobile advertising. Every advertising medium has a unique characteristic. TV is an audio-visual experience, a billboard is a fleeting medium, radio is great as an in-the- background audio medium…and so on. Most of these platforms have been around...

British Heart Foundation asks chocolate lovers to #dechox

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Many moons ago my then ad agency boss told this about public service advertising and campaigns seeking donation: ask the reader to take a specific action. It is better to ask for a specific amount as donation for a cause than to simply say ‘donate generously’ and specify a behaviour change when it comes to public service or do-good advertising. As part of the road safety campaign in...

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bhatnaturally

Ex-ad man. Love advertising, Apple, tech, digital, design and all things creative. VP - MarCom, @Robosoft. Views personal. See disclaimer for more.

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