Last time round, I discussed the need for you to write a new chapter for the brand. I shared how it is important to keep the brand-consumer romance alive. Hopefully you have taken that seriously and you are brimming with few ideas that you would want to execute. If you were part of a different story and… Read More »
Brands work with familiarity and consistency, with benefits and relevance and with emotional connect. They are just like human being. A set pattern of behavior and an accepted level of unchanged unmagnified performance bring stagnancy into relationship. It is like marriage. A brand just like in a successful loyal marriage must strive to enhance the… Read More »
I must first share three things with you. One, I have taken a long time to read ‘STORM THE NORM; by Anisha Motwani. Two, Anisha Motwani is a friend and a fellow Marketing Buzzer, a thriving community of people with ideas and opinions. Three, I have earlier recommended the book on social media based on… Read More »
April 7 to 9, 2016 will see the 11th edition of Goafest. The event has survived a controversies and absenteeism. The team at the helm must be appreciated for doing such a fabulous job. This year afresh the Goafest team meeting important stakeholders – the advertisers, agencies, journalists and past jury members. That is a… Read More »
More and more campaigns in coming times are expected to break in the digital media. The relationship between digital and TV may never reach the TV–print equation. We know how TVCs are used as the starting point to create a print ad. I am not sure if the brand and agencies are taking concrete steps… Read More »
I have started liking Indigo airline. They have business like efficiency and humane behaviour. The planes are neat and clean. The stark blue spruced up seats welcome you. There is no garbage and the support craft always smiling. They keep you busy by sharing irrelevant information as what city the Pilot belongs to and what… Read More »
Sajeev is one of our emergencies and disaster preparedness experts at Aide-et-Action. He learnt a lesson in the Chennai floods. Being a disaster management expert, he is always ready with sufficient stocks of essential food items, milk powder, candles, torchlight, basic medicines, etc. However, after two days of power cut in the Chennai floods, when he… Read More »
Tweet Follow @s_kotnala The annual two-day INMA South Asia Conference commences in Delhi today. Like every year, delegates will join in, expecting to learn something new. However, by the evening, the corridor talks will as usual move towards mistrust and collective inertia in Print. The adventurous ones will start eulogising digital and… 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 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 »
