Brand Equity

The Consumer – A Moving Target

In the recent elections, the Indian electorate gave their mandate - totally unexpected...
•September 28, 2017••0

The Big Issue

What do you think is taking up a lot of time of manufacturers the world over?...
•September 28, 2017••0

The Anti-wrinkle Formula for Brands

The famous Posh Spice, is quoted as saying, “Right from the beginning, I said I wanted to be more famous than Persil Automatic.” And...
•September 15, 2017••0

Stretch Up, Stretch Down or Take a U-turn – Managing Brands

With marketing in transition, the old ways of doing things is becoming dated and ineffective. Among several challenges posed, here are two big ones...
•September 15, 2017••0

Semiotics

Ever wondered how you always know just when the hero and heroine are going to break into a song or how the change in...
•September 15, 2017••0

Rx for Market Research – Guest Column

It is easy to see why some people think marketing research is ailing. Companies such as Sony, Chrysler, and Compaq, successfully “ignored the customer”...
•September 15, 2017••0

Of Symbols, Rituals and Heroes

According to John Naisbitt, in this era of globalisation, the more universal we....
•September 15, 2017••0

Of Big & Small Screens

Before the Cable & Satellite era, films were like a messiah for the Indian public. They...
•September 15, 2017••0

NLP and the Brand Fingerprint

We have all heard of brand persona, personality and image. These are perceptions of brands built through multiple touch points between the consumer and...
•September 15, 2017••0
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