The IKEA Effect – Creating Stronger Bonds with Consumers
Understanding the IKEA effect will help marketers in building strong brands that resonate with the audience.
Category Marketing and Meaning 101
Marketing and Meaning 101 Series brings forth thoughts and principles that today’s marketers should focus on to build lasting, purposeful brands.
Ikigai in Marketing – A Framework for Brand Differentiation
Discover how using the ancient Japanese concept of Ikigai in marketing can transform your brand's purpose and messaging, helping it stand out.
Shah Rukh Khan’s Pathaan and the 3 Lessons for Marketers
Have you ever wondered why some movies become blockbusters while others fail to create a buzz? While ‘the content’ is the obvious answer, it also partly lies in how the movie is marketed leading to its release. When it comes…
Free
‘FREE’ is one of the most powerful words in marketing. And smart brands know just how to use it. A couple of days ago, I saw something interesting while I was out with my family. Next to the movie hall…
Gandhigiri and Marketers
With Gandhigiri, aka embodying Gandhian values like truth, compassion, perseverance, and simplicity, marketers can be the catalyst of change.
Authenticity for Differentiation
Authenticity has to be the tenet in today's landscape and for marketers, it is probably the only way to truly differentiate their brands.
Why Less Is More (Clear) To Begin With
The economic concept of more will always be more might not be applicable in marketing. Marketers must focus on psychological aspects while trying to change customer behaviour. Less is more often important for clarity and drive action.
Why Different Is Better Than Better?
When marketers try to differentiate offerings by just pitching 'better', they end up being similar to competition. Being meaningfully different is way better than better.