Tweet Follow @S_kotnala Deekiyeh ish shaksh ko. Yeh bacchpan sey observe karta aya hai. Ghar mai Bahaar bhi. Friends- Family or cobbler -carpenter 0r Bus – train. Koi bhi nahi baccha ishki nigaho se. Isney kisko bhi nahi chooda. Aap ishkay hastey huyeh chaharey par mat dhyaan dey. Aur sambhal kar rahiyeh nahi toh… Read More »
Tweet Follow @s_kotnala In the last two articles ‘Are consumers developing Immunity to your messages’ and ‘How to develop Positive Immunity’ we have discussed the concept of PBI (Positive Brand Immunity). For the brand custodian, it is important to know the impact of their messages. There are three possible outcomes to such efforts. The consumer… Read More »
Tweet Follow @S_kotnala If you were born before early 70’s, you will recall the sensation Charles Shobraj was. Imprinted in your mind will be the images of the chequered cap, slight downward tilt of head, a thin mysterious smile and highly silent sharp eyes shaded behind big glasses. The man who captured the imagination of the… Read More »
Tweet Follow @S_kotnala The whole family is celebrating. Deep into their prayers, they are offering Ahuties at the havan. Sanjeevani stands in a corner. She is treated like an outcast. Every female member knows her pain. They are the first ones to guide her from absenting from the rituals. They share knowing glances. Yet, none… Read More »
Last week, I proposed that brands must check the level of immunity its consumers have developed towards its message. And the brand should aim at developing positive immunity. A stage where consumers become impervious to messages from competing brands. Remaining unmoved by substitute category pokes. Examples: Fevicol, Maggi, Tata … How does a brand develop such strong… Read More »
Tweet Follow @S_kotnala JIYO DIL SE – ‘Living with your heart on your sleeve’ is the title of the book by powerhouse named HARRISH BHATIA, CEO MYFM. It is also the philosophy of 94.3 MYFM, the FM brand from DB Corp. The book is a ‘Brand Book’. Harrish is the leading force behind unique and consistent… Read More »
Tweet Follow @s_kotnala I hate it, when I am suffering from fever and my doctor refuses to prescribe painkillers or antibiotics. But his logic is simple. My body may develop immunity against prescribed chemicals and then I will need a higher dose. One day even the higher doses will stop working. A new prescription will… Read More »
Tweet Follow @s_kotnala Events and activation are an integral part of a B2B campaign. Properly executed they are successful in engaging and delivering the message. Unfortunately most of the event and activations are good ideas badly executed. The intent behind the activity and the initial design framework are usually right. Time, budget constraints and… Read More »
Tweet Follow @s_kotnala Every batsman or a bowler does not always perform to his full potential. SHAANDAAR by Vikas Bahl lives true to this sporting truth. You can resonate better with the statement ‘Past performance is no guarrantee for future perfiormance’ after watching Shaandaar. After 145 minutes you want to know what was the director wanting… Read More »
Tweet Follow @s_kotnala Media brands in the B2B space take their business communication and related messaging very seriously. While I do not expect them to evolve to H2H conversation anytime in the near future, the fact remains that they do consider their B2B initiatives a very important part of their selling process. Media trade… Read More »
