No, not all products & services are remarkable

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 …

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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 …

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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 …

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Of brand choices, distribution and social listening

One of the lessons early on in my career was about the role of advertising and distribution. We learnt that advertising can only bring a potential customer to the shop but there are many other factors (availability, price, salesman’s push) which influence brand decision. Very often if the product asked or searched for at a …

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3 key ingredients in personal branding

I was at WordUp yesterday – an event organised by Indiblogger in Delhi. I met a lot of popular, accomplished bloggers and was inspired by many of them. The key take aways about how they’ve gone about blogging (either as a profession or as a serious pastime) and personal branding were these: passion for what …

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Branding with the enemy

Here’s a point to ponder. What motivates and unites people more: fighting for a cause or against an idea? History provides us the answer. During the French Revolution the oppressed bourgeois’ united against a common enemy- the feudal and exploitative French monarchy and sent them to the guillotine. Soon after, once the enemy was dead, …

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