The mantra for sure shot, long standing success is governed more by what is “within” the brand and less by outside factors. Today’s post posits this thesis.
Beyond Strategy & Positioning: Purpose, Culture and Simplicity
Event Marketing in The Post Digital Era
The post-digital era is upon us – with screen weary consumers seeking more real life connections. In this context event marketing is likely to be the next high growth area provided marketers get a few things right.
The class to mass conundrum in marketing
A patina of class never hurts a brand. It is this insight that drives the billion of dollars being spent…
Shifting from “Projective Marketing” To “Focus Marketing” – The Key Marketing Analytics Challenge
A survey conducted by Duke University’s Fuqua School of Business reports that the percentage of US marketing budgets that companies…
From Stealth To Depth: The Coming Shift in Digital Marketing
Today’s post on my blog takes a peek into the near future as the world of digital advertising and marketing hurtles headlong into..what?
BGO: MR’s PME problem
Market research can do with a overhaul. This post briefly examines why, what and how.
The Sequel Dilemma: The Challenge That Political Campaigns Face
The world will watch as India girds to elect it’s new Government next year (late this year?). Marketers and communicators will watch with special interest whether BJP will be able to craft a worthy successor to it’s blockbuster “Aabki Baar Modi Sarkar” campaign. This post briefly delineates a broad approach.
Of Milk, “Lab Rats” Research and Deprivation Marketing
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.
Personality Based Targeting: Will Marketing Come Full Circle?
Is marketing coming full circle? In the days of the bazzar the shrewd shopkeeper read the personality of the shopper in seconds and tailored his sales pitch accordingly. In the age of lives leaving extensive digital footprints and AI, it is now increasingly possible for modern marketers to do so. Post the Cambridge Analytica scandal, the question is whether they should do so or be allowed to do so? This post argues that the potential for personality targeting provided it is done with permission of the individual and not sneakily
The Business Case For Using AI Now? Two Words – Better Predictions
The latest buzz in the technology and business world is around AI. While AI has its esoteric, futuristics and even doomsday dimensions that excite and provoke, in the here and now it has practical applications that improve business efficiency and outcomes. Today’s post takes a brief look at this dimension of AI
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