How Cultural Heritage Can Build a Brand

It is not that unusual or uncommon to find brands using a particular aspect or dimension of a country’s cultural heritage to build their brand image. Think of Scotch Whiskies or wines and there are many that leverage a nation’s culture to build their brand or an entire product category. I have shared my thoughts… Continue reading How Cultural Heritage Can Build a Brand

Market Segmentation: Different Strokes for Different Folks

As an advertising and brand communications professional who has been observing and working on brands for many decades, it strikes me that there are many industries and indeed companies in India that are ripe for market segmentation. In marketing, of course, that would mean tailoring specific products/brands to meet the specific requirements of select groups… Continue reading Market Segmentation: Different Strokes for Different Folks