It’s pretty easy to spot an Apple fan. Or a hater. The former group may be fans for various reasons. In my view, a majority of them genuinely prefer the product experience – be it on the Mac, iPhone or any of the other Apple products. If the user has multiple devices and services (such as Apple Music) then the benefits of the ecosystem could be a big reason for Apple love and can also…
A print ad released by Sebamed India and their ad films seem to have garnered interest and commentary among the marketing & advertising folks on social media. Sebamed is German skin care brand marketed by USV in India. The ad is for their cleansing brand and directly names brands such as Lux and Rin in the print ad comparing their pH levels. On their website, other leading brands such as Dove and Santoor are also…
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.
‘Is comparative advertising dead?’ asked an article recently. The thrust of the argument was that: – product differentiation is dead and hence comparative advertising is dead – comparative advertising is driven by pompous marketer’s ego – its impact on the consumer was minimal The article cites examples from the FMCG world and the recent spat between Airtel & Jio in India. In my view, a poorly thought through and executed comparative ad campaign (in this…