Software as a service underwent a paradigm shift over the past few years. In this post I discuss the possibility of a fundamental change in the marketing strategy B2C brands driven by the maturing of the Internet Age, flexible and contract manufacturing and e-commerce.
Market research can do with a overhaul. This post briefly examines why, what and how.
This post examines a rarely used advertising strategy in the context of the 25th anniversary of a world-famous advertising campaign. It also highlights an unusual research strategy that was causal in creating the iconic campaign.
Cumulative Advantage is what a brand gets when a consumer picks a brand’s product for repurchase with very little or no thought invested in the purchase. Very often brands destroy cumulative advantage to enhance competitive advantage. This is counterproductive.
While the theory of cumulative advantage works for the FMCG category the article briefly examines it’s applicability to categories like consumer electronics or auto where time between purchases is in terms of years and not weeks or months
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