Over the years we had a love affair with formulas, be it the ones we mastered for maths exams or the ones we thought will get us through the day in crunching calculus. Its pure science at its best. But can something as common sensical, beautiful yet unpredictable as branding can be tied into a...
What do you do to launch a brand in the super-competitive, brand-saturated North American market? The pharmaceutical industry itself is mega-competitive globally. But within the sector lies the ultra-competitive diet product category. In the United States there are more that 3,000 brands vying for supremacy in this line. GlaxoSmithKline, the world’s second largest pharmaceutical company,...
Does your brand have a secret ingredient? It always pays to create mystery around your brand. Dont think so? Check the examples 1. Coca Cola and its “Merchandise 7x” is one of the 100 year old brand secrets locked up in a bank in Atalanta. Still everyone wonders, what coke is really made off… 2....
Want to market your brand better? Then tell a story. That’s the top finding from an intensive three-year study entitled “On the Road to a New Effectiveness Model” released this month. The Advertising Research Foundation and American Assn. of Advertising Agencies, both based in New York, set out to measure consumers’ emotional responses to TV...
If branding can take inspiration from any other sector, it has to be from the sports. Because if relationship between brand and customer is the core of branding, there is few, if any, that can match the intensity of the fanatic relationship between a football club and its fans. Have doubts? Just see the ever...
