“EITHER WRITE SOMETHING WORTH READING OR DO SOMETHING WORTH WRITING ABOUT”

Benjamin Franklin

Legacy Brands

How Legacy Brands Evolve And Remain Relevant Across Generations
In India, Maggi has been an undisputed success, to the point where the brand name has become synonymous with instant noodles. So much so, that after the 5-month ban, Maggi didn’t even have to try and renew its contract with its brand ambassadors to promote the product.

Social media sites ran articles celebrating the return, and all the promotional material was centred around consumers who had sorely missed the brand.

Clearly, there is something about legacy brands like Maggi, Bata, or even the Enfield Bullet, that keeps them relevant even after so long.

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Ashram Brands: The Strategy Behind Their Success

ASHRAM BRANDS: THE STRATEGY BEHIND THEIR SUCCESS

India is an eclectic mix of old and new. Tradition and technology coexist in a dichotomy that makes for unique economic opportunities, and this is best illustrated by the recent surge in the popularity of ashram brands.

They ride the wave of a growing middle class, ingrained spirituality, and an ever-increasing accessibility to commodities. The number of Indians with purchasing power is growing with every passing year. According to a recent study by the McKinsey Global Institute, at the current growth rate, Indian households will see their incomes triple over the next two decades.

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The Brand Manager’s Caution Guide

MARKETING CHALLENGES IN THE PACKAGED FOOD BUSINESS: THE BRAND MANAGER’S CAUTION GUIDE

The food packaging industry is generally regarded as being one of the safest industries to run. Economic upheavals affect it less than other businesses because, after all, everyone needs to eat.

That’s not to say that marketing your product is going to be a cakewalk. There are hundreds of established brands out there that have entrenched themselves in consumers’ minds, and new brands are cropping up every day.

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Are Marketers Becoming Too Data-Centric?

Data-Driven Marketing Vs. Customer Pulse Reading: Are Marketers Becoming Too Data-Centric?

In the world of marketing, data analysis is seen as the one-stop-solution to all needs for insight. Big data mining has changed the way we approach marketing forever.

The data-centric approach is useful, but the average marketer has so much data at their fingertips that getting too caught up in analysing data might actually be detrimental.

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