Over the last four and a half years, Evoc has worked with an impressive client roster. What we are truly proud of is our outstanding client satisfaction record; several of our retainer clients have been working with us for more than three years. We also have a near 100% client retention rate; less than 5%…
Speakers at the Dream 500 million smartphones event last week sought to debate on two important drivers for smartphone adoption in India. The first driver was pricing; the argument being that a smartphone priced at below Rs. 5,000 had a significantly higher probability of mass adoption in India. The second driver was language customization; or…
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….
It’s a paradox of our times that people still crave for a good read or a watch, even when they are drowning in the content deluge, especially online. Even as mainstream content consumption increasingly shifts to online from TV and print; the volume of new content being generated online and pushed out to people is…
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…
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…