In my previous blog post, I had written about the consumer durables industry and how it is cluttered and commoditised with very little brand differentiation. Well, the consumer electronics industry is one part of the large consumer durables category, and it is usually known to feature the latest technology in audio and video equipment, mobile… Continue reading Where is Brand Differentiation in Consumer Electronics?
When you consider that the Indian advertising and marketing industry is exploring a new system of consumer classification based on ownership of consumer durables according to Rama Bijapurkar who has written about it in her new book, Lilliput Land, which I have reviewed on my blog, it makes sense to look at the state of… Continue reading How Consumer Durables Can Avoid Commoditisation
The idea for this article was triggered by posts I have been seeing on LinkedIn about creative strategy. In these posts, they invite “expert answers” from industry professionals on various aspects of creative strategy. It is amazing that many people in the advertising, brand communications and marketing industries seem to think that it is a… Continue reading What is Creative Strategy?
In a recent blog post of mine I had written about the US and its western allies’ allegations of China dumping its cheaper EVs, EV batteries, semiconductors, solar panels and the like on their markets. They have raised tariffs on Chinese EVs from 25% to 100% in the US and to 38% in the EU… Continue reading How China Can Overcome its Overcapacity Problems
It’s that time of the year again, when the world’s advertising industry flocks to Cannes to bask in the sunshine that the French Riviera offers as well as in the limelight of international awards for creativity. And as I had written last year, this year too Cannes seems to revolve around AI and more AI,… Continue reading Time for Advertising’s Seasoned Professionals to Save the Industry
Even in today’s fast-changing, tech driven world, we have several brands that are over a hundred years old in our midst. Often, we may not even realise they are that old. Brands age just like we do. Some manage to stay up-to-date and relevant to today’s consumers, while many others fade away or disappear from… Continue reading Reviving Hundred-Year-Old Brands and Making Them Relevant
Now that the first quarter of the calendar year 2024 has ended, it’s worthwhile trying to gauge the state of the global economic recovery from what the corporate earnings seem to be indicating so far. Of course, the March quarter happens to be the last quarter of our fiscal year in India, and we are… Continue reading What Global Inc Is Telling Us About the Economy
In recent years, social media has come under a lot of flak for being platforms to spread hate and discord, bigotry and indeed, even misinformation. From Russian meddling in US elections and in Brexit through Facebook, to our own elections reaching a feverish pitch on social media and allegations of a child-lifting racket spreading like… Continue reading What It Means to Be a Network of Professionals
Since I have written about luxury car brands – Jaguar, Land Rover, JLR corporate brand and Porsche - on my blog before, I thought I’d turn my attention to mass-market popular car brands this time. Mass market and premium cars ought to constitute the most crowded of car segments in any country, I would reckon.… Continue reading How Popular Car Brands Can Maintain Their Edge
Sometime during the Covid-19 pandemic – not a great time for wining and dining, or travel and socialising – I had put my thoughts down on a corporate brand strategy for Pernod Ricard, the world’s No. 2 wines and spirits company. I wrote and shared this on my blog along with corporate campaigns for the… Continue reading Pernod Ricard and Seagram: Reconsidering the Brand Relationship
Peripatetic Perch 