The most important goal for mobile marketers

Selfie family

Speakers at the Dream 500 million smartphones event last week sought to debate on two important drivers for smartphone adoption in India. The first driver was pricing; the argument being that a smartphone priced at below Rs. 5,000 had a significantly higher probability of mass adoption in India. The second driver was language customization; or […]

How Flipkart bungled its Big Billion Day: lessons for marketers

Flipkart 404

We are sorry to interrupt our regular programming to bring you this special post on a few critical marketing lessons from Flipkart’s ‘Big Billion Day’ fiasco. In this post, we observe how the basic rules of services marketing and brand building were ignored in conducting Monday’s event. This surprises us, as we simultaneously acknowledge and appreciate the enormous time, money and […]

The point of brand personality

personality

Do all brands have a personality? Do all of them need one? A brand personality is simply a set of human characteristics associated with a brand – think Virgin’s fun and irreverent personality vs British Airways’ warm, comforting albeit a staid one, or Johnson & Johnson as a nurturing and caring brand vs Harley Davidson’s rugged one. […]

Why CSR does not work for marketing

CSR marketing

Many companies consider their corporate social responsibility (CSR) programs as a powerful means of enhancing their corporate image. A few of them even ask their PR or advertising agencies to recommend ideas for CSR activities or projects that can be, well, marketed well. However, this approach inevitably skews the choice of potential CSR projects to a handful […]

The marketing composite

The marketing composite

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 […]

Going viral the right way

Viral

As brand marketers continue to increase their digital marketing spends relative to the conventional media, their primary goal is to generate virality, buzz or word of mouth online – whether stated or otherwise. Digital marketing effectiveness is often measured by the number of people who viewed a brand’s communication (a video, website or a social […]