The recent electoral victory of Narendra Modi-led BJP (as part of NDA) presents to us a good opportunity to understand a concept that is intuitively obvious to many, and yet is often ignored in commentary surrounding marketing and communications. Let’s call this concept the marketing composite, and see how it plays out. Modi’s campaign victory […]
As the 2014 Indian General Elections draw to a close, now is a good time as ever to apply the marketing lens to the electoral campaigns of the leading political parties and observe their communication strategies. Indeed, all political parties are forced to think as brand marketers when it comes to running electoral campaigns. They […]
The essence of marketing is to create and sell a product or service that better meets the needs of a set of people, for profit. The essence of brand building is to make a promise to this set of people – the targeted market – about the product or service’s features and benefits, and then […]
Electric-car maker Tesla recently posted a new video commercial on its Facebook, Twitter and Instagram accounts. Tesla’s CEO Elon Musk even raved about it on his Twitter feed. What is the big deal here? That the one-minute video is a spec commercial produced by a bunch of recent college graduates, who say they are ‘passionate […]
The ability to change people’s attitudes towards an idea or an object – say a product category or a brand – is a highly sought-after marketing skill. Attitudes can often be good predictors of behavior and any marketing campaign that succeeds in changing attitudes of any given segment, favourably, is by definition helping expand the […]
Will a spectacularly creative and memorable campaign help you sell a product that is decidedly poor value compared to other alternatives in its category? The short answer is yes. And the longer answer, as always, is a little more nuanced. To answer this question conclusively, we need to first understand and make note of a […]