We are sorry to interrupt our regular programming to bring you this special post on a few critical marketing lessons from Flipkart’s ‘Big Billion Day’ fiasco. In this post, we observe how the basic rules of services marketing and brand building were ignored in conducting Monday’s event. This surprises us, as we simultaneously acknowledge and appreciate the enormous time, money and […]
Do all brands have a personality? Do all of them need one? A brand personality is simply a set of human characteristics associated with a brand – think Virgin’s fun and irreverent personality vs British Airways’ warm, comforting albeit a staid one, or Johnson & Johnson as a nurturing and caring brand vs Harley Davidson’s rugged one. […]
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 […]