The shrinking shelf life of ecosystems
One of my favourite business frames in the recent past has been Jeremy Liew’s “When a consumer market is new, distribution wins. As consumers become educated, product wins. When […]
Brand – ego vs evolution
On a brand building journey, should the brand be driven by self image or self actualisation? One is driven by ego, the other by evolution. Is there a middle path, and if yes, how can that be traversed?
Brand with a worldview – Part 2
My take on the importance of a world view in brand building. With the ever-reducing shelf lives of brand and marketing play books, a “skin in the game” approach is a strategic imperative. What is that, how does one arrive at it – my perspectives using Nike as an example.
Has marketing left brand behind?
A couple of months ago, I attended an event on brand building. The gentlemen who presented had a lot of experience between them – agency and client side, as well […]
The brand protocol
I have spent a few posts thinking about this concept – the ‘why’ in Scarcity Thinking in Marketing and Feels & Fields in Marketing and some of the ‘what’ in Brand […]
Brand with a world view
In Feels & Fields in Marketing, I had written about my view that the sustainable advantage in data driven marketing over the long term might be lesser than an […]
Feels & Fields in brand building
In Scarcity Thinking in Marketing, I’d written about how, in an era of ‘infinite’ consumption choices, attention is arguably the most precious commodity for a brand. Also, as Faris […]
Scarcity thinking in marketing
A brand could be defined as a perception in the mind of a consumer, based on his/her/others’ experiences. These experiences could be either of the product/service itself, or its […]
Decrees of Influence
‘Influence’ as a subject has been popping up on this blog since 2010, the last post sometime in Feb 2014. In about half a dozen posts, I wrote about […]
Information & Interfaces
I’m still stuck on the narrative of consumption – both on the intent and interest front, as I wrote in Intent, Interest & Internet Dominance, as well as on […]