The history of advertising and marketing is probably littered with scores of cases of companies and brands that began with a brilliant invention, but then petered out somewhere along the way. I have myself written about brands like Kodak, Nokia and Philips CDs in my older blog posts, and I am sure there are many… Continue reading Is Being a Pioneer Brand Good Enough?
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
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
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
It’s been at least a couple of decades that we have been hearing about the falling circulation and readership of print publications in India and around the world. We know it is largely due to the arrival of the digital medium, and for many of the initial years, digital publications were free to read. Unfortunately,… Continue reading In Advertising vs Subscription Debate, Many Losers
It’s 20 years since I last worked at an advertising agency, that being RK Swamy/BBDO India in their Chennai office. As if that mistake was not enough, I made the blunder of then joining a PR firm in Delhi, Perfect Relations, in 2006. I was always a copywriter in advertising throughout my long career in… Continue reading How Should Advertising Agencies Be Remunerated?
Years ago, I had written a blog post on how being out of work for so many years in the advertising industry in India felt like being in exile. In exile with my own thoughts and ideas on brands, besides all the other subjects I write about on my blog. From the Indian and global… Continue reading What Cultural Hibernation Can Feel Like
Recently, I wrote a piece here on my blog examining how much had really changed in the way consumers make their brand purchase decisions in today’s world. And I concluded that while plenty had changed in the technology dimension of advertising and marketing, consumers still make their brand choice decisions the way they always have.… Continue reading Advertising and Media in The New World
Peripatetic Perch 