Category

Brands

Category

At the recently concluded Social Media Week event in Bangalore, one of the panelists at a discussion said that the classic ‘Brand Positioning Statement’ is dead. This was in the context of today’s digital media being conducive for two-way communication with consumers who have their own perceptions about a brand. It is another matter that the same discussion went on to talk about crowd sourcing brand positioning statements from fans through digital media. My unsolicited…

‘Google it’ – used as a generic term for ‘searching for information on the internet’ has a positive ring to it. I guess the usage helps the brand Google , as it subliminally cues the undisputed leadership position of the brand in the ‘search’ business. It unambiguously conveys that Google equals generic search. Also, chances are a person will actually use Google (and not Bing, Yahoo or DuckDuckGo) when he uses the brand name as…

Business Insider’s CEO Henry Blodget delivered the ‘Future of Digital: 2013’ presentation recently.  The presentation covered a lot of topics from the smartphones to tablets to mobile operating platforms and the data therein could be debated, especially given Mr. Blodget’s penchant for painting a bleak picture of Apple & iOS. A handful of slides relevant to marketing & advertising brought alive the state of things in digital & mobile and could be food for thought…

As ideas go, this one ranks high up in terms of ingenuity, simplicity and more importantly – the potential to be a catalyst for global change. The Weightless Project, aims to monetize every attempt at losing weight and thus bridge the gap between obesity and undernourishment. Aside from the do-good objective, what makes it praiseworthy is its simplicity. It fits in naturally with the mindset and routine of those seeking to lose weight and allows them to…

I shared an image of the Average Selling price of major smartphone brands (as reported in a Mashable article) on Twitter. I disagree with the comparison of a single phone model, iPhone (even if you include the 4S, 5C and 5S it is still a single brand) with an entire category of phones with literally thousands of brands under it, i.e. Android. Be that as it may, the data presented is not a startling new…

[su_box title=”About the author ” style=”soft” title_color=”#FFFFE0″]This is a guest post by Anand Narasimha. Anand is Dean & Professor of Marketing at IFIM Business School, Bangalore. With over 25 years of experience in Brand Marketing, Advertising and Consulting, he describes himself as a ‘Brand Mentor’. He can be reached at anand.n@ifimbschool.com.[/su_box] For a change, we are not going to talk about Sachin Tendulkar’s cricketing achievements, anecdotes and accolades. What we’re going to look at…

I have been in advertising long enough to have witnessed some of the earliest ads of Thumps Up. Trikaya Advertising created the  ‘Food, friends and Thumps Up’,  Refreshing Cola featuring celebrities and the famous ‘Happy Days are here again’ campaign. I think Trikaya created the logo too, if I am not mistaken. And then Ashok Kurien of Ambience took away the Thumps Up account and created a new positing for the brand:  ‘Toofani Thanda’ -…

‘We bring good things to life’ was the advertising slogan of GE for over 2 decades, up until early 200os. The line beautifully captured the diverse areas of business GE was involved in. David Lucas composed the advertising jingle and there were several endearing, heart-warming commercials that brought alive the deeper meaning of the tagline to consumers. Back then, combination of likable advertising and PR was good enough to convey the company’s vision. But it’s…

Myntra, the Bangalore based e-commerce company launched a new TV campaign recently. Created by Happy Creative Services, the TVC  ‘juxtaposes new-age fashion with old-world grit’ and positions the brand as ‘the fashionable new age’. The execution is slick and a welcome departure from the typical ‘fashion’ advertising. Of late, several e-commerce sites have taken to TV advertising: FlipKart,Cleartrip, BigRock, MakeMyTrip and SnapDeal to name a few. All of them have visible online advertising and extensive e-mail marketing…

Amazon recently announced an ad-supported Kindle for $114 – that’s $25 off the regular price of $139. On the software side of things – especially on the Mac and iOS platforms its common to see both ad-supported (free) and ad-free (paid) versions. Image Via I have used ad-supported versions of Echofon (a Twitter client on the Mac) and a couple of other applications. On the Windows platform, virus protection brands have had both a free…