Brands always sell dream, aspiration and fantasy. But in the name of aspiration, what brands should not do is create a false sense of reality. FMCG companies are often guilty of doing that. No shampoo in the world probably can make a hair shine like that in normal circumstances, unless the lady model in question...
What organizations should do is make a brand promise that they can exceed in delivery, and thus making it seem truthful, sincere and likeable. What they actually do is make lofty promises which they always fall short of. That’s where a little problem call over-promise and under-delivery comes in. If you got it flaunt...
There is a cycle at work here. 1. Brands start out by targetting a core group of customers 2. As the brand increases in awareness and popularity, it starts to appeal to mass consumers outside its core group of consumers 3. As the time goes by and the brand proposition looks increasingly generic and old fashioned, the...
Human Resources has often been one of the most misused and underutilized departments in an organization. Traditionally seen as nothing more than the guys who recruit and train people, HR executives are often subject to envy and ridicule. Envy, because they dont usually have the same revenue and profitability targets that sales, marketing, finance and...
Unlike almost all relationships in the world, marketers should preferrably have a love hate relationship with their product / service. If its all love, then it clouds marketer’s judgement. As marketers, we are obsessed with out product and as a bi-product of that obsession, we feel our consumers care about our product so much (just...
There is probably one lawyer joke that was born every minute in comedy clubs and internet before the recession hit us. But interestingly post 2008, the number of lawyer jokes circling the system has gone down quite a but. This small anecdote shows two things. On one side is the huge size and revenue of legal...
Sometimes the biggest enemy of sustained success is overnight success. Just ask former superstars like Microsoft, IBM and Google. Microsoft was once the standard for anything to do in technology sector. But since the glory days of PC, Microsoft has gone through an endless cycle of failed products (Zune) and services (IP TV). After the...
