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Branded Content Marketing Case Study – Wakefit Mattress
How Wakefit ,a D2C Brand, was built from scratch primarily using content marketing ? Arun Iyer talks about the case study of building Wakefit using branded content, positioning it as a sleep solutions company. During the initial startup days, the marketing team uncovered an insight that though sleep is one of the most critical components […]
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David Aaker on Marketing by Owning Game-Changing Subcategories
Why is ‘my brand is better than your brand’ strategy irrelevant? David Aaker believes that instead of incremental improvements , marketers and business leaders would do well to build a sub-category. This changes the game from my brand is better versus your brand. Unlike traditional views of disruptive innovation as creating a whole new category, […]
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Outdoor Brand Activations that Grab Customer Attention
Thales S. Teixeira has calculated the cost of attention to have jumped seven- to nine-fold in real terms since 1990, making it the most dramatic business expense increase in the last 25 years. The solution? Teixeira urges marketers to consider how they can capture attention in a cost effective way. Here we feature three outdoor […]
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Content Marketing is about building an Ideas Store Next to Product Store
Ben Worthen of Message Lab talks about a case study of big software company where he & his team have been getting to know the audience & figuring out what ideas resonate most with people .By doing so Message Lab has been able to get to a point where they can, with regularity, create an […]
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James Bond Evolution As An Iconic Brand- Brand Storytelling Strategy Example
What lessons does 70 years of James Bond as a brand teach us about storytelling ? Vinay observes that James Bond has been around for 70 odd years. It has been played by six different people, spanning nearly 30 films. The primary idea of James Bond is the ultimate male fantasy that has nuanced itself […]
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Should we do Brand Extensions or Launch New Brands in New Spaces ?
Arindam Som shares his experience at GSK, where he used market research to answer the above question for many new innovations. Arindam believes that the conventional approach is that we intend to maximize the usage of our current assets and current brands. So one of the question for exploratory research while looking at innovation is […]
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Marketing Case Study-Increasing Consumption of Red Label
How did Red Label Increase its Consumption by Bridging Divides ? Prem Narayan, Chief Strategy Officer at Ogilvy India talks about his experience of working on Red Label ’Taste of Togetherness’ , a Hindustan Unilever campaign, one of most celebrated Indian advertising campaigns by Ogilvy. Need for Salient Advertising Red Label was a brand that was trying […]
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The Principle of Thin Slices
What is the principle that Tiktok Algorithm uses to engage & Spotify Algorithm to personalize ? Patrick Fagan of Capuchin Behavioural Science explains the Principle of Thin Slices The underlying principle of thin slices is that if you saw a very thin slice of cake, you could tell quite accurately what the whole cake looks […]
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Consumer Story is ‘The Hero’
Why every brand needs to pivot around a critical human story for brand/category adoption or for driving consumer shift/disruption/behavior change ? Arindam Som, answers the above question as he talks of the jagged edges of market research. His interview below Arindam talks about his experience when, around 10-15 years ago, Hindustan Unilever began hunting for compelling […]
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