Armed with questions like – is there a market out there, are they different from us, what do they dream about – I spent a day in Dharavi early this year. Despite my preconceived notions....Read More

In this perceptive profile of the chairman of Unilever, Kamini Banga discovers the qualities a leader needs, as well as the man behind one of the world’s largest companies. This Irishman who was recently awarded an English knighthood, is, by his own admission obsessed with “not letting people down”.....Read More

The famous Posh Spice, is quoted as saying, “Right from the beginning, I said I wanted to be more famous than Persil Automatic.” And as Jeremy Bullmore of WPP commented, it was very astute of her to choose UK’s best- known washing powder as her benchmark of fame. Indeed it has been suggested that brands...Read More

With marketing in transition, the old ways of doing things is becoming dated and ineffective. Among several challenges posed, here are two big ones and some of the ways in which companies are responding to them. The challenge of polarization – Across Europe and the United States, markets....Read More

Ever wondered how you always know just when the hero and heroine are going to break into a song or how the change in the music beat prepares you for ‘murder, mystery and suspense’. Surely you know .......Read More

It is easy to see why some people think marketing research is ailing. Companies such as Sony, Chrysler, and Compaq, successfully “ignored the customer” to create the WalkmanTM, minivan, and PC network servers. Others listened to customers and created such flops as New Coke.....Read More

According to John Naisbitt, in this era of globalisation, the more universal we....Read More

Before the Cable & Satellite era, films were like a messiah for the Indian public. They...Read More

We have all heard of brand persona, personality and image. These are perceptions of brands built through multiple touch points between the consumer and the brand. However, Neuro-Linguistic Programming (NLP) allows us....Read More

You are probably aware that McDonald’s is closing down many of its stores. The consumers have once again exercised their choice. Most marketers are always aware of the ‘make and break’ power of the consumer.....Read More