Remember 'ambient' advertising? Just over a decade or so ago, it was all the rage. Essentially, it was using non-traditional out-of-home media, in an unexpected manner to deliver a brand message. While traditional billboards and kiosks were also used the creative expression gave it a twist. So we had ice-cream sticks, lamp posts, a seat… Continue reading 9 great ambient adverts from back when they were a thing
The launch of a major Apple product - especially the iPhone, brings out a slew of negative articles around the company. The narrative is broadly as under: - Apple has stopped innovating - The magic of Apple has vanished after the demise of Steve Jobs There is a sound economic reason behind this: such articles… Continue reading ‘Apple is doomed’ narrative: another perspective
Nowadays it is common to spot articles bashing 'content marketing' as a discipline. The common grouse with such articles is: - content marketing is just a buzz phrase; it is essentially what was practiced in advertising forever - the practitioners of this discipline are bullshit artists who thrive on throwing jargon - most of what… Continue reading Content marketing as punching bag: deserved or not?
Competitive advertising is an age-old tactic by brand owners. The intent is to create preference for one’s own brand by showing competition in poor light. When is it effective? When a brand with its own positive equity and ‘fan following’ takes on a big brand in the domain. Things can go downhill when a strong brand reacts to a new entrant in the category. The reaction could be to a threat, real or imaginary.
Doordarshan, India’s public broadcaster, has announced plans to change its logo. The move is apparently triggered by the need to appeal to a younger audience. The new design is sought to be crowdsourced from the general public and the winning entry comes to with a cash prize of INR 100,000 (approx $1560). Predictably, there is… Continue reading Of crowdsourcing creative ideas and Doordarshan logo