Brand gurus have been at it for years now: every little details of your brand interaction matters. Hence we put on the fake smile for our customers during service experience. Meticulous analysis goes on to the CEOs speech for the special event. Agency creatives are on high alert over the designs of that event. Employees are...
George Bernard Shaw straightforwardly (if not rightfully) claimed once that youth is wasted on young people. The same can be claimed about Branding and its sole owner up to now….the Brand Manager. Simply put, branding is too big an issue to be kept solely in the custody of brand manager. Two person should immediately chip...
For years, the conventional wisdom told us not to out-smart the customers. It told us customer is king, and we should succumb to his / her every whim. What it also meant was putting customer in a sort of super human category, where cognition-wise, he is always at a higher level than the marketer. The...
Newton gets all kinds of credit. They call it the Law of Gravity. They put his picture on pages that profile geniuses. They say he discovered gravity. Nonsense. He just named it. Everyone ‘believes’ in gravity. And yet, we know virtually nothing about it. We don’t know how gravity waves (if there are any) are...
I had an employee reporting to me, who is habitually late every morning. And despite repeated assurances, she continued to pursue her way of showing up in the morning, which is late as usual. Not only that, when time came she was vocally reminding me of promoting her. And despite so many supervisory, negative comments that...
Now, another bubble is hiding in our economy. This bubble represents $4 trillion dollars in S&P market capitalization alone. It’s twice the size of the subprime mortgage market. And it accounts for over one-third of all shareholder value. Credible evidence suggests that financial markets think brands are worth more than the consumers who buy them....
When Roots Corporation – a subsidiary of Indian Hotels Limited (which also runs the Taj Group of hotels) ventured into a new concept of self-help hotels called Ginger in 2004, trade pundits were skeptical about its success. After all, whoever heard of a hotel, where you’d have to do everything yourself: from checking in to...
It has been mentioned time and again. If only half the amount of time and positive energy that is usually spent in finding a decent name for a child is spent behind finding a half-decent name of a new product / service, the world of marketing would have been a different place. If 9 out...
Have you ever had a near death experience? Have you ever been fired from a job without any excuses? Have you ever had group sex? Have you ever lived in the slums without having proper sanitation? Have you ever been in a fist fight to prove a point? Have you ever spent a night in jail?...
