A common advice to brands is to make remarkable products and services. Marketing & advertising is then tasked with ‘story telling’ that resonates. If only it worked like that in real life. Most products & services fulfil basic necessities of consumers and have very little scope to have truly differentiated product features.In his book ‘This is marketing’ Seth Godin […]
Ad agency mergers: will it solve the real problem?
A 150+ year old ad agency brand disappeared recently. WPP took the decision to merge J Walter Thompson and Wunderman to form Wunderman Thompson. The need for the merger and the logic behind the branding (Wunderman first) is widely believed to be a reflection of industry compulsions. Specifically, digital. What everyone means by that is […]
The long term impact of ‘new entertainment’ in India
Cinema and traditional TV are the popular entertainment options for a majority of Indians. Of late, streaming services are gaining popularity. According to the Boston Consulting Group, the the Indian over-the-top (OTT) industry has the potential to reach a market size of $5 billion by 2023. The report outlines a few key parameters driving this […]
Of brand love, brand affinity and brand preference
Is there such a thing as brand love? Some marketers and industry observers seem to think so while others dismiss it as bunkum. Herewith some unsolicited views on the subject: Be noticed The first test of any brand and its communication is that it must be noticed. Every category has multiple players and unless the […]
Of Nike, higher order benefit and brand purpose
I didn’t know who Colin Kaepernick was until a few days ago. Blame it on my lack of interest beyond cricket. I saw the print version on social media with the line ‘Believe in something even if it means sacrificing everything’. I did not immediately connect with with Nike’s long running ‘Just Do It’ theme. […]
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