Brands Need To Have A Point Of View
Brands with a point of view go beyond product benefits and unique selling propositions to engage consumers in a meaningful conversation about life itself.
Why Brands Cannot Ignore Social Media Mavens
Individuals around the world identified by their passions come together to form tribes & congregate at blogs and discussion boards to express, share and reflect. It is over these tribes that mavens lord over.
The Evolution of Conscious Consumption
Conscious consumers seek brands that help them to be in touch with what’s important. With the power of their economic vote, they are using buying decisions to endorse or boycott brands.
Visual Culture And The Notion Of Beauty
Myths and beliefs about beauty are deeply embedded in all cultures. When culture is driven by visual images, it has far reaching effects on how we view our bodies.
The Journey From Anonymity To Identity
What are the reasons for people to shed their carefully cultivated anonymity to seek the glare of public exposure and therefore the ‘challenge’ of regulating one’s behaviour?
Why Brands Cannot Ignore Social Media Mavens
What gives mavens their power is that they are socially integrated with target consumers. They are part of the web of trust that consumers weave to help in their decision-making.
The Power Of Gustatory Memory
Once in a while somebody like Siggi comes along who packages and markets a gustatory memory. The Siggis of the world are important to our generation. Perhaps they are the only storytellers of our time.
The Science of Giving Names To Brands
In a famous passage, Confucius was asked by a disciple what his action would be if he were to govern a state. He replied, “Make right the names”.
Luxury : Branding The Sublime
Luxury is described as a product or service that offers consumers quality, performance and emotional connections. Such a definition would include almost every brand out there. So what does LUXURY branding entail? Brands today are actively forging EMOTIONAL CONNECTIONS with consumers in a market defined by parity in quality and performance. Every product category, be [...]
Attaining Style Leadership
How important is style leadership to brands? Style is defined as the popular taste at a given time. With popular tastes changing every day, can brands succeed in becoming style leaders? What kind of brands can achieve style leadership? Can a soap brand claim to be a style leader? What about dish washing detergent? Sounds [...]