The recent electoral victory of Narendra Modi-led BJP (as part of NDA) presents to us a good opportunity to understand a concept that is intuitively obvious to many, and yet is often ignored in commentary surrounding marketing and communications. Let’s call this concept the marketing composite, and see how it plays out. Modi’s campaign victory…
The essence of marketing is to create and sell a product or service that better meets the needs of a set of people, for profit. The essence of brand building is to make a promise to this set of people – the targeted market – about the product or service’s features and benefits, and then…
Electric-car maker Tesla recently posted a new video commercial on its Facebook, Twitter and Instagram accounts. Tesla’s CEO Elon Musk even raved about it on his Twitter feed. What is the big deal here? That the one-minute video is a spec commercial produced by a bunch of recent college graduates, who say they are ‘passionate…
As brand marketers continue to increase their digital marketing spends relative to the conventional media, their primary goal is to generate virality, buzz or word of mouth online – whether stated or otherwise. Digital marketing effectiveness is often measured by the number of people who viewed a brand’s communication (a video, website or a social…
The 2014 Oscars gave us the most retweeted tweet ever – a fact that was reported widely in the news media subsequently. In that respect, the Oscars gave us a striking case study on how social media combines with the conventional news media – both online and offline – to generate pulses of publicity or…
The ability to change people’s attitudes towards an idea or an object – say a product category or a brand – is a highly sought-after marketing skill. Attitudes can often be good predictors of behavior and any marketing campaign that succeeds in changing attitudes of any given segment, favourably, is by definition helping expand the…