Many companies consider their corporate social responsibility (CSR) programs as a powerful means of enhancing their corporate image. A few of them even ask their PR or advertising agencies to recommend ideas for CSR activities or projects that can be, well, marketed well. However, this approach inevitably skews the choice of potential CSR projects to a handful…
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…
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…
Will a spectacularly creative and memorable campaign help you sell a product that is decidedly poor value compared to other alternatives in its category? The short answer is yes. And the longer answer, as always, is a little more nuanced. To answer this question conclusively, we need to first understand and make note of a…
A large number of advertising or communications campaigns fail to achieve the desired results. Many of us are familiar with how a typical scenario plays out. After two quarters have elapsed in running a promising new campaign, it is realized that the sales did not grow as expected. The market share stayed constant or worse,…
As social entities, organizations have an intrinsic need for effective communications. One of the best-known definitions of marketing places communications as the key link between the creation of value by a business on one end, and the delivery of this value to customers on the other. Customers are but one of the multiple stakeholders of…