Brands are now going back to the drawing board to tackle the twin problem of pricing and positioning to get consumers interested.
Brand Equity (45 unread)
-
Why brands have been unable to sell Tablets to Indian consumers
Posted: January 31st, 2012, 8:20pm EST
Tags: [edit]
-
Travel branding is itself a much different ball game: Peter Rothwell, CEO of Kuoni Travel
Posted: January 31st, 2012, 2:33pm EST
Tags: [edit]
Peter Rothwell lives out of his suitcase, but you wouldn't expect much else from the head of global travel company. -
How beauty & grooming, mobile handsets brands can benefit from Paparazzi Generation
Posted: January 31st, 2012, 2:33pm EST
Tags: [edit]
It's not just skincare and grooming products that is running after Paparazzi Generation. Brands in eyewear and even mobile handsets could ignite photo sharing occasions.
-
What's wrong with the Indian car commercials
Posted: January 31st, 2012, 2:32pm EST
Tags: [edit]
The telling of a quirky brand tale in a car commercial may be just what the mechanic ordered in order to speed past competition in the auto ads race.
-
How energy-drink brand Red Bull is charming audiences across the globe
Posted: January 31st, 2012, 2:32pm EST
Tags: [edit]
Take a few quirky doodles, throw in some simple gags, and a big mama, and you have a recipe for a campaign that works longer and is more livelier. Just like the product's promise.
-
How RewardPort helps brands like Maruti, Ford, HDFC, Nikon, HUL, Nokia to connect with consumers
Posted: January 31st, 2012, 2:32pm EST
Tags: [edit]
The gifting, rewards and loyalty industry is pegged at Rs 22,000 crore and Khare says the opportunity for brands to engage through the channel is immense. -
Brand Boss: Pooja Jain, ED - Marketing of Luxor Group
Posted: January 31st, 2012, 2:31pm EST
Tags: [edit]
Marketers should look beyond the traditional advertising and adapt to the new and evolving advertising mediums, says Pooja Jain, ED - Marketing of Luxor Group. -
Marketers should look at evolving advertising mediums: Pooja Jain, ED, Marketing, Luxor Group
Posted: January 31st, 2012, 2:31pm EST
Tags: [edit]
Marketers should look beyond the traditional advertising and adapt to the new and evolving advertising mediums, says Pooja Jain, ED - Marketing of Luxor Group.
-
Best and worst advertisement of this week
Posted: January 31st, 2012, 2:31pm EST
Tags: [edit]
Biker antics takes a two-wheeler auto brand straight to the top, while our panel gives a consumer durable company a one-way ticket, sending it south. -
Globetrotter: Virgin America names one of its planes in honor of Steve Jobs
Posted: January 31st, 2012, 2:31pm EST
Tags: [edit]
Virgin America has named one of its airplanes "Stay Hungry, Stay Foolish" in honor of Apple co-founder Steve Jobs, reports MacRumors. -
Will BlackBerry be able to become the smartest phone around in India
Posted: January 24th, 2012, 8:07pm EST
Tags: [edit]
RIM globally has been under pressure with revenues and profits dropping, but in India, it is quite another story, one that has only begun.
-
Globe Trotters: Kodak filed for bankruptcy protection
Posted: January 24th, 2012, 4:08pm EST
Tags: [edit]
As part of its filing, made in the federal bankruptcy court in the Southern District of New York, Kodak will seek to continue selling a portfolio of 1,100 digital imaging patents to raise cash for its loss-making operations. -
Embrace failure so you can invent and succeed
Posted: January 24th, 2012, 4:07pm EST
Tags: [edit]
Marketers and agency folk must dare to 'invent and fail' in order to 'invent and succeed'. Tony Granger, global chief creative officer, Young & Rubicam writes exclusively for BE.
-
Importance of account planners in advertising and the digital age
Posted: January 24th, 2012, 4:06pm EST
Tags: [edit]
Account planners just have to get back their mojo in an interactive world in which brands are required to create conspicuous consumer experiences
-
How Fastrack's digital campaign for Tees is trying to build a new brand
Posted: January 24th, 2012, 2:06pm EST
Tags: [edit]
The entire range of Tees has been designed around the concept of taking the cheesy lines usually found on t-shirts and moving them to a range of watches.
-
Retailers lose consumers to brands doing it better
Posted: January 24th, 2012, 1:52pm EST
Tags: [edit]
Poorly performing retailers in West who are quick to blame their plight on economy would do better to sharpen their focus & offerings.
-
Ten most bekaar or annoying ads of 2011
Posted: January 24th, 2012, 1:34pm EST
Tags: [edit]
BE presents a selection of ten of the most annoying ads (in no particular order) from 2011 as judged by our expert consumer panel through the year. -
If an idea isn't strong, no amount of PR or web invasions can help brand
Posted: January 17th, 2012, 6:42pm EST
Tags: [edit]
An intelligent mix of social media, viral marketing, blogging and tweeting can help stretch the shelf life of a campaign.
-
Talent will be the singular underlying factor to drive success: John Sheehy, Starcom Mediavest
Posted: January 17th, 2012, 6:32pm EST
Tags: [edit]
Sheehy is credited with consolidating the entire Kellogg’s business in Leo Burnett, when the brand went in for a rejig of its portfolio in 2009 and is the global executive lead on the account. -
Tata Nano trying to navigate perceptions rising out of a troubled product
Posted: January 17th, 2012, 6:24pm EST
Tags: [edit]
The 'poor man's car' positioning was very much in place as recently as early 2011, with an ad that featured a young girl in a decidedly rustic setting, awaiting the family Nano.
-
Bal Mundkur: The last great advertising nawab
Posted: January 17th, 2012, 6:16pm EST
Tags: [edit]
It's no coincidence that Bal once landed up at the offices of Doyle Dane Bernbach on Madison Avenue in the 1970s, to meet Bill Bernbach and see if he could do a deal with him. -
David Droga's top 5 marketing trends for 2012
Posted: January 17th, 2012, 3:19pm EST
Tags: [edit]
Ad legend and founder of New York based Droga 5, David Droga writes exclusively for BE. Here are his top marketing trends for 2012. -
The Most annoying ads of 2011
Posted: January 17th, 2012, 2:34pm EST
Tags: [edit]
We take a look back at some of last year’s most irritating commercials . -
Then & now: Saffola's communication shift over the years
Posted: January 17th, 2012, 2:29pm EST
Tags: [edit]
Over the past half century, Saffola's communication has shifted from the platform of fear of a heart attack to celebration of a healthy life -
US reality TV show pitches ad agencies against one another
Posted: January 17th, 2012, 2:25pm EST
Tags: [edit]
A new reality TV show in the US pitches ad agencies against one another for a share of business. BE asks ad men in India whether they are game to take the brief and battle it out on television. -
Blood, sweat & a few tears: Arunachalam Muruganantham's lessons for consumer product firms
Posted: January 17th, 2012, 2:18pm EST
Tags: [edit]
By making sanitary napkins that are affordable, easily available and hygienic, Arunachalam Muruganantham is attempting to teach multinational consumer product firms a lesson or two.
-
Globetrotter: No beer please, we are Russian
Posted: January 17th, 2012, 2:17pm EST
Tags: [edit]
As of 2013, beer cannot be sold in Russian airports, bus stops, railway stations and certain other public places. -
Bawdy Copy
Posted: January 17th, 2012, 2:15pm EST
Tags: [edit]
Why is Mudra celebrating its former chief creative officer Bobby Pawar's entry into JWT? -
Power of web: Google Chrome's campaign shows how internet can change lives
Posted: January 10th, 2012, 11:37pm EST
Tags: [edit]
Google Chrome campaigns talk of people's real life stories — about how their lives have changed after using the Internet.
-
The three tricks of business pitching
Posted: January 10th, 2012, 6:33pm EST
Tags: [edit]
When pitching for a business, agencies are always putting their best idea forward. Paul Phillips discusses pitching approaches. -
Brand Boss: Ashim Mathur, head marketing of Dolby India
Posted: January 10th, 2012, 6:33pm EST
Tags: [edit]
Experience says that it's the creative agencies that come with some clutter breaking ideas and push their counterparts in the media agencies to execute.
-
Globe trotter: Digital art show
Posted: January 10th, 2012, 6:32pm EST
Tags: [edit]
If there was a "Silicon Valley" for famous European artists, Montmartre would be it. -
Best & worst advertisement of the week
Posted: January 10th, 2012, 6:32pm EST
Tags: [edit]
Presenting this week's best and worst of Indian advertising. A snack brand dances its way to the top. Meanwhile a blue symphony sings its way to the bottom -
People: Bobby Pawar
Posted: January 10th, 2012, 6:32pm EST
Tags: [edit]
For a man who's afraid of heights, Bobby Pawar's move to JWT will involve taking the agency to a new summit. So can the man overcome vertigo as well as other hurdles that come with the job? -
Bawdy Copy
Posted: January 10th, 2012, 6:32pm EST
Tags: [edit]
Christmas is the time for happy tidings, but at one Mumbai-based network agency, it seemed that Santa Claus wasn't going to be coming riding on his sleigh with goodies. -
Political parties get ready to take on opponents with innovative advertising
Posted: January 10th, 2012, 6:31pm EST
Tags: [edit]
As Punjab, UP and Uttarakhand head for assembly elections, every political party is keeping its powder dry to take on opponents. -
2012 the big trends
Posted: January 10th, 2012, 6:31pm EST
Tags: [edit]
Three wizards of marketing and media identify trends for the year ahead that will make navigation through the storm a wee bit easy.
-
Best of the worst marketing mishaps in 2011
Posted: January 3rd, 2012, 2:26pm EST
Tags: [edit]
Brands, Media Companies, Tech Firms: All of them messed up spectacularly in 2011. Here is the best of the worst. Lest we forget.
-
Best of the worst marketing mishaps in 2011
Posted: January 3rd, 2012, 2:26pm EST
Tags: [edit]
-
Why Prasoon Joshi ko gussa aata hai
Posted: January 3rd, 2012, 2:25pm EST
Tags: [edit]
Sometimes, comic book covers can help give a totally different perspective, and an altogether different start to the New Year. Check out this:
-
Why Prasoon Joshi ko gussa aata hai
Posted: January 3rd, 2012, 2:25pm EST
Tags: [edit]
-
Advertising gyaan from guru Piyush Pandey to his shishyas
Posted: January 3rd, 2012, 1:43pm EST
Tags: [edit]
"Have fun at work, enjoy work. When people have fun at work, great ideas come by. When you see work like that, then it no longer remains a 9 to 5 job."
-
Advertising gyaan from guru Piyush Pandey to his shishyas
Posted: January 3rd, 2012, 1:43pm EST
Tags: [edit]
-
Virgin Atlantic started from scratch in every business: Richard Branson
Posted: January 3rd, 2012, 1:40pm EST
Tags: [edit]
"We put a lot of humour in everything we do, unlike the other big companies. We believe in public relations rather than advertising," says Richard Branson.
-
Virgin Atlantic started from scratch in every business: Richard Branson
Posted: January 3rd, 2012, 1:40pm EST
Tags: [edit]