Its common knowledge that word of mouth is THE undisputed tool for brand building, if not now, it will be sometime in the middle of the unpredictable yet very near future. What is uncommon is using it for real right now. And thats just what has been happening. If you dont believe what you are hearing,...
We have all heard about geographical segmentation, but that usually deals with a BIG geographical area. But what if we take into account small sections of the cities? Is there enough in it to pay particular attention to location for different marketing decisions? Well for starters, its nothing new. There is a particular reason why we find...
An archetype is a generic, idealized model of a person, object, or concept from which similar instances are derived, copied, patterned, or emulated. Its most famous proponent is swiss psychologist Carl Jung who used “Archetypes” to explain personality. According to him, no matter from which society legends or characters are created from, at the end they...
Upton Sinclair once said, “You can’t make somebody understand something if their salary depends upon them not understanding it”. I will go one better. I would say all our preachings of “Superior Customer Service” and “Fantastic Brand Experience” are all thin air, if the performance of the brand is not tied up with the day...
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...
A global study that took into account how our eyeballs react to advertisements have come out with some great findings: Ads in the top and left portions of a page will receive the most eye fixation. Ads placed next to the best content are seen more often. Bigger images get more attention. Clean, clear faces...
