5 Indian examples of effective brand positioning – Part 2
Continued from Part 1 Brand Positioning Examples Zepto The quick commerce brand’s task is unenviable in a market that also has two big players who already have a system […]
Startup Growth: How a Fractional CMO’s full funnel, 4 stage approach can help
While startup growth is a buzzword, different startups have different renditions of it. That in itself is fine, but limiting it to simply say, performance marketing is suboptimal for […]
5 Indian examples of effective brand positioning (and one non-positioning)
There are many frameworks for brand positioning, both in theory… …and in practice Getting brand positioning right is not an easy task, ask any brand custodian. But if you […]
A System 3 path to brand building
We already know about Systems 1 and 2 in decision making, and it has had many use cases in marketing (Nudge). But I recently learned about System 3. This post is some thinking on how it can be applied in marketing.
2020 (1)
A bit of crystal-gazing for 2021, in the context of brand narratives. Many aspects of our lives are in a chimeral state, and we’re continuing the balancing act from 2020. How does this affect brand communication, customer engagement, and media choices?
Brands, Activism & Morality
Across the world, inequities are becoming more stark, and increasingly, brands are being pushed to move from activism to action. Where do things go from here for a business and its communication, for us as consumers, and for (some of us) as marketers?
Can brands be truly empathetic?
On one hand, the pandemic has taught us the value of empathy, on the other, marketing efficiency continues its race to convert the customer into a numerical possibility. Can a brand then be truly empathetic?
What makes a full stack marketer?
A question on Twitter prompted me to write about why I call myself a full stack marketer on LinkedIn. While one reason is the audience I connect to on LinkedIn and their familiarity with the phrase, the more important part is the experience and expertise that qualifies one for the usage. This is my version.
Mind your language?
Brands not using the local language has long been a pet-peeve for many consumers and marketing practitioners as well. It is true that sometimes the reasons offered are callous, but there are chances that there has been some thought put into it. This is an attempt to bring out a few of these possibilities.
Nike: Big shoes to fill
When Nike took a stand last year, I saw it as an excellent brand play. While that hasn’t changed, recent developments based on LeBron James and the protests in Hong Kong are proving to be a test of character for the brand, because billions of dollars of revenue from China are at stake. Despite the high stakes, this could prove to be an invaluable lesson for the brand on how to shape its personality to navigate the storms that lie ahead. The die is cast, and Nike now needs to fill its own big shoes.