There is a lot more to marketing than just advertising – understanding consumer needs, crafting a product or service which fulfils such needs, market segmentation, positioning, pricing, distribution and promotion, to name a few. However the most visible manifestation of all this is advertising. So many attribute success or failure of a product to just […]
Remember ‘ambient’ advertising? Just over a decade or so ago, it was all the rage. Essentially, it was using non-traditional out-of-home media, in an unexpected manner to deliver a brand message. While traditional billboards and kiosks were also used the creative expression gave it a twist. So we had ice-cream sticks, lamp posts, a seat […]
The launch of a major Apple product – especially the iPhone, brings out a slew of negative articles around the company. The narrative is broadly as under: – Apple has stopped innovating – The magic of Apple has vanished after the demise of Steve Jobs There is a sound economic reason behind this: such articles […]
Nowadays it is common to spot articles bashing ‘content marketing’ as a discipline. The common grouse with such articles is: – content marketing is just a buzz phrase; it is essentially what was practiced in advertising forever – the practitioners of this discipline are bullshit artists who thrive on throwing jargon – most of what […]
Competitive advertising is an age-old tactic by brand owners. The intent is to create preference for one’s own brand by showing competition in poor light. When is it effective? When a brand with its own positive equity and ‘fan following’ takes on a big brand in the domain. Things can go downhill when a strong brand reacts to a new entrant in the category. The reaction could be to a threat, real or imaginary.
Doordarshan, India’s public broadcaster, has announced plans to change its logo. The move is apparently triggered by the need to appeal to a younger audience. The new design is sought to be crowdsourced from the general public and the winning entry comes to with a cash prize of INR 100,000 (approx $1560). Predictably, there is […]
‘Those were the days’. Every era sees folks of a certain vintage utter these words as they look back wistfully on days past. In the 90s, I am sure many of us who listened to nonsense lyrics in Hindi movies and would have gone ‘those were the days’ about lyrics of the 80s or 70s. […]
I have been sharing creative ideas which caught my eye, every week (almost). Here is a ‘best of the best’ selection from those compiled over the first six months of the year. Hope you enjoy them. For more, do check out the archives. 1. IKEA – win at sleeping Here’s a campaign which made me […]