How should entrepreneurs decide the brand name when they are about to launch a brand? (Psst, please note we said about to launch a brand, not about to launch a product, since they refer to two totally different events.) By short, we presume you mean monosyllabic: like Coke.
Commuters can “travel by book” if they make education a priority while transiting. Between June 4th and 7th this year, travelers in the city of Cluj-Napoca, Romania had the opportunity to transit the city for free if they read a book inside.
If you think me anti-establishment, so be it. That isn’t going to stop me from presenting a hypothesis. Which is that in India, the pot of gold does not reside in a mobile app or a website. The potential to make real money lies offline.
Increasingly, corporations and professional services firms are working to create design-centric cultures. Many products, services, and processes are now technologically complex. People are not hardwired to deal well with high levels of complexity. They need help.
Several of the great success stories of corporate ethnography have 3M engineer Richard Drew as their protagonist. In the 1920s, Drew spent several days at an auto assembly plant, observing how the workers were using his company’s sandpaper.
When it comes to launching new products, should your company be a pioneer or a follower? This question presents a constant dilemma for some businesses. Product pioneers face more risk, but can reap big rewards when an innovation proves successful.
Bengaluru: India has the third largest population of smartphone users in the world and the device is clearly altering shopping and browsing behaviour in consumers. Market researcher Nielsen India revealed how gender divide alters usage of smartphones and applications across markets.
In the absence of sufficient data to inform decisions about proposed innovations, managers often rely on their experience, intuition, or conventional wisdom—none of which is necessarily relevant.
Google Flu Trends article of November 2008 heralded in a new age for big data where where it is possible to leverage the vast amount of data to speak for itself, without theory or expert knowledge of the subject matter.
Blair Christie shares her advice on how to build a tech brand and leverage partnerships to create a "multiplier effect." Christie is Chief Marketing Officer at Cisco Systems. She was a guest speaker at Stanford Graduate School of Business professor Jennifer Aaker's "Designing for Happiness" class o
A new research report from the Society of Digital Agencies finds that in the past year there has been a dramatic spike in the number of companies who no longer work with outside marketing agencies — 27 percent, up from 13 percent in the previous year.
At Southwest Airlines, employees come first.Yes, you read that right: The airline puts employee happiness above customer satisfaction.
For some time, social media commentators have asserted that the ability of brands and consumers to communicate across social platforms in real time holds the promise of humanizing brands and personalizing customer service.
In the past, companies sought to please old customers and entice new ones by offering small holiday gifts. They gave away refrigerator magnets, calendars, and Christmas ornaments emblazoned with the company logo.
Take out your smartphone—now. Count your apps. How many do you have? How many do you actually use? In an increasingly appified world, that distinction is critical to brand marketers wondering if they should jump into the fray.
Mobile apps are becoming a legitimate revenue driver for brands. In fact, some of the leading consumer packaged goods (CPG) companies in the world are building entire fleets of mobile apps.
Marketers tend to like big, bold actions that grab attention and spew off metrics. Yet all too often, we ignore the much more mundane work that comes before. To market a product or an idea, you have to change minds, and that takes time and a lot of careful work.
Till recently, buyers were influenced by brand advertisements or word of mouth, which motivated them to visit brick-and-mortar stores to buy a brand. In the store, sales assistants further educated the buyer about the brand. Based on inputs from these myriad sources, the buyer purchased the brand.
Matthew Willcox, EVP, global planning director of FCB West and founder and executive director of FCB’s Institute of Decision Making has intertwined more than two decades of advertising and marketing experience with the findings of decision-science researchers from around the globe to create a ma
Every time I do a workshop or presentation, I end with a list of resources— including a list of books. At one of my recent talks, someone asked what other books I would recommend for business owners. 2. “Social Media 2.0” by J.R. Atkins.
This year’s Emmy ballot is being culled from the greatest number of scripted dramas eligible in the history of the Television Academy.
COME July 29th, Windows 10—Microsoft’s successor to its ho-hum Windows 8/8.1 operating system (OS)—will be rolled out to original-equipment manufacturers and certain privileged users. Others who have signed up for a copy will be notified of its availability in the days and weeks thereafter.
It's a typical afternoon, which means that you're on Facebook instead of doing whatever it is you're supposed to be doing. You notice an ad from a company you follow — say, Chevrolet — offering you a chance to win a car if you sign up for a newsletter.
In years gone by if you were a big brand with handsome marketing spend, you commanded all the attention of your customers. You could buy the biggest bill boards and the best ad slots on television.
The Internet of Things will collect and transmit unprecedented amounts of data. This poses a big problem for marketers, who can end up down a rabbit hole of fruitless information. Now, more than ever, marketers need to be measuring the right things.
I first met Tommy Hilfiger around 1990, when he was already well known in the fashion industry. In the late 1960s he’d been a teenager in upstate New York, but he wanted access to fashionable clothing that he couldn’t find in local stores.
The idea of “co-creating” with customers has been circulating for years, but until recently few companies effectively exploited its power or understood its contribution to the bottom line.
We love to hate meetings. And with good reason — they clog up our days, making it hard to get work done in the gaps, and so many feel like a waste of time.
Today’s technologies allow digital businesses (as well as a growing roster of traditional companies) to change prices frequently, even minute-by-minute in real time if they want to. It is not unusual for prices to change on sites like Amazon, Expedia, and Priceline several times a day.
Everyone likes a good story. And Rahul Yadav's is a great one. He's taken the Indian start-up ecosystem on a roller-coaster. A ride that has ended for now, but the system will continue to shake and shudder for a while from the aftereffects.
When consumers are asked in surveys to choose between fair-trade goods and the run-of-the-mill variety, most will say they prefer fair trade.
Companies are increasingly turning to social media to expand their Internet presence, promote their brand and engage with consumers. However, while social media is a powerful and effective tool, it can also generate a ton of negative publicity if used carelessly.
If I told you this article was written by an algorithm (and you believed me), chances are you’d be creeped-out, suspicious of the content, and unable to muster much if any emotional response to it. That’s a natural response.
We've all had to work with annoying colleagues — the foghorn who won't stop talking, the slacker who palms off his work on others, or the kleptomaniac who never returns your stapler. You learn to live with their little quirks.
Whether they lean more toward humorous, hostile, or honest, executives are taking to Twitter to shape their message and their brand.
Though Baby Boomers may criticize Millennials for being self-centered, careerist, and politically dispassionate, they are really just adapting to the world they live in today.
In America, saying thank you is routine. In India, it can be insulting. I have been living in the United States for more than a decade, and I now say thank you about 50 times a day. Most of the time, I do it without thinking.
In The New, New Thing, Michael Lewis refers to the phrase business model as “a term of art.” And like art itself, it’s one of those things many people feel they can recognize when they see it (especially a particularly clever or terrible one) but can’t quite define.
I’ve been a surgeon for eight years. For the past couple of them, my performance in the operating room has reached a plateau. I’d like to think it’s a good thing—I’ve arrived at my professional peak. But mainly it seems as if I’ve just stopped getting better.
That Yanis Varoufakis, the rakish Greek finance minister, would meet with senior European officials wearing a leather motorcycle jacket and open-collar shirt would probably have fascinated John F. Nash Jr.
You will also see boys and girls playing various games on their phones [the old tradition of elaborate system of card play with seats blocked for men who will join the gang at various stations I suppose still continues]. What is the latest game to hit Mumbai trains?
The research: UCLA professor Alan Castel and his colleagues asked more than 100 students to draw the Apple logo from memory. Although many were Mac and iPhone users and most were reasonably confident they could accurately complete the task, only one person did.
At some point in their careers, most leaders have either consciously — or, more likely, unwittingly — based (or justified) their approach to motivation on Maslow’s Hierarchy of Needs.
George*, a managing director at a large financial services firm, had an uncanny ability to move a roomful of people to his perspective. What George said was not always popular, but he was a master persuader. It wasn’t his title — he often swayed colleagues at the same hierarchical level.
John F. Nash Jr. is widely known as the subject of the Oscar-winning film “A Beautiful Mind,” but his contributions to the advancement of human knowledge are far greater.
Contrary to popular belief, Thomas Edison did not invent the lightbulb. Twenty or so inventors and labs had already come up with similar designs when he patented his in 1879. What Edison really invented was affordable and accessible electric light.
"This whole technology thing... It's kind of complicated."— 404 Page Not Found. Cartoonist: Paula Pratt Back hbr.
May 25, 2014, was, effectively, the last day of the Congress-led UPA government. May 25, 2014, was also the day Hindustan Motors suspended/discontinued the production of its Ambassador cars.
IN 1916 Clarence Saunders changed the face of retailing when he opened his first Piggly Wiggly supermarket in Memphis, Tennessee.
Inspired by conversations on the Food52 Hotline, we're sharing tips and tricks that make navigating all of our kitchens easier and more fun.
Electric car maker Tesla recently seized headlines when it announced plans to enter the market for battery-based, power-backup systems for homes, businesses, and utilities.
This is how BMW became the top selling luxury car company in the U.S. In 1975, when Bayerische Motoren Werke AG opened its first dealership in the U.S., the German maker of sporty cars and motorcycles was barely known to American motorists.
In the western media, we often see only one type of Indian image. Crowded, dirty and polluted. The pictures would be often taken from random sewage canals and slums. The problem is that those underbellies exist in every part of the world. Shanghai can be like this or like this:
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Part-2: http://www.youtube.com/watch?v=DeJbR_...Marcus du Sautoy looks at the contribution of Ancient Indians like Aryabhata, Brahmagupta, Bhaskara, Madhava, etc in the field of Mathematics.Programme: BBC - The Story of MathsPresenter: Marcus du Sautoy
This past quarter Apple once again crushed its earnings report. This despite Wall Street’s uncertainty since the death of the company’s founder and visionary, Steve Jobs. How has Apple managed to maintain its stock price and convince investors of its growth potential?
College students who plan to go into business often major in economics, but few believe that they will end up using what they hear in the lecture hall. Those students understand a fundamental truth: What they learn in economics courses won’t help them run a business.
One of the selling points of a Mac these days is the ability to run Windows software on it, via virtualization or Apple’s own Boot Camp. Running Windows lets you play PC games that haven’t been ported to the Mac, or stay completely compatible with your documents from a PC-centric workplace.
Determining which customer to target first is one of the most critical decisions in the entrepreneurial process. Customers that are relatively less risky and more predictable can make it easier for new to firms gain a market foothold.
Makers of Modern Asia. Edited by Ramachandra Guha. Belknap Press; 385 pages; $29.95 and £22.95. Buy from Amazon.com, Amazon.co.uk
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These days audiences expect more from presentations. We want to interact, and we expect access to the presentation again afterwards. We also expect audio and video, not just stills. Slides seem to have become synonymous with bad presentations, but it doesn’t have to be that way.
Most people journey to Provence for at least 7-14 days to sample fresh produce, admire the beautiful scenery, enjoy the long and hot summer days, and generally adapt to the Provencal way of life.
A world traveler who speaks ten languages, British linguist Richard Lewis decided he was qualified to plot the world's cultures on a chart.
Digital is changing the world and chief marketing officers (CMOs) know it. They are embracing digital channels with fervor, but it’s time to do more, believes Accenture.
Speaking to delegates at the Cannes Lions Festival of Creativity 2014 were two Coca Cola Company executives from the brand’s ‘war room’ in Rio, via Skype.
Legendary strategists have long been compared to master chess players, who know the positions and capabilities of each piece on the board and are capable of thinking several moves ahead. It’s time to retire this metaphor.
The line between marketing and IT is becoming blurred in many organizations.
This post is part of a series in which LinkedIn Influencers analyze the state and future of their industry. Read all the posts here. If I had just two words to sum up everything that’s going in the payments industry right now, I’d pick “disruption” and “transformation.
Marketing today is still based on last century’s thinking, which was created in an era when there were fewer brands, less competition, limited media options and no internet. Today everything has changed. It’s hyper competition out there. Brands are fighting brands to gain share. Media fragmentation is increasing the cost of reaching out to the customers. No wonder that 80%-90% of new brand launches fail every year.
Which brings us to the question – have the marketing models of 20th century become outdated? Are they incapable to keep pace with the speed of change of businesses, brands and consumers. Do we need a 21st century way of marketing?
This is what we do at Marketing Unplugged. We challenge the norms and question the way things are done. It is about breaking out of the formulaic and predictable processes. It is about not following the first right answer or the most obvious trail.
We are a team of strategy planners, who attempt to create innovative marketing strategies for brands and businesses, that help them grow in a hyper competitive market. We like to put the art back in marketing. The creative side of building brands and developing strategies. We rely on passion, innovation and on the new wave of marketing thinking that questions the 20th century way of doing business.
Founder Marketing Unplugged.
Loves new things. Ex CEO
Euro RSCG India. Ex Head of
Planning, Asia Paciﬁc, Euro
RSCG India. Bartender.
Suman Srivastava enjoys doing new things. A graduate of Delhi University, IIM Ahmedabad and IMD Lausanne, he is an advertising man, strategist, author, marathon runner, teacher, social worker, sports fan, creative bartender and now an entrepreneur.
Suman has been the CEO of Euro RSCG India for the last 5 years and also Chief Strategy Officer for Euro RSCG Asia Pacific. He has been the Chairman of Euro RSCG’s emerging markets planning council and was a member of the global management committee.
Suman loves startups. He was part of the team that started SSC&B Lintas and later part of the team that started Euro RSCG India. He has a track record of changing jobs only in the years when India has hosted the cricket world cup. He got his first job in 1987, his second in 1996 and his third (Marketing Unplugged) in 2011.
Suman has added on the role of Chief Strategy Officer at FCB Ulka.
Founder Marketing Unplugged.
Ex VP Planning, Euro RSCG India.
Loves music. Collects vinyls.
At the time, my life just seemed too complete, and maybe we have to break everything to make something better out of ourselves. – Fight Club
I took this quote to heart and started unplugging myself from the complicated wiring of marketing and advertising, where it was getting tough to know which cable runs into which guitar – the red or the green.
Back from a two year long sabbatical, which I utilized to unlearn by teaching at business schools, running an anonymous brand consultancy, playing music and observing the world of marketing from outside with much more clarity than being in it, I have learnt that to make big changes, the fundamentals need to be rewired.
I like to ‘keep it simple’. Simple works for me. A marketing postgraduate in management from AMU, Aligarh, I have spent 12 years at Leo Burnett, Lowe, Dentsu and Euro RSCG, on brands like Coca-Cola, Wills Lifestyle, Honda, Jack Daniel’s, Voltas, Max New York Life, Volvo and Reckitt Benckiser.
I look up to Bill Bernbach, Steve Jobs, Radiohead, Blake Mycoskie, Rage Against The Machine, Indian Ocean and everything else for inspiration.
Clients contact us when they have a marketing problem or an opportunity. Whether it is about business growth, or launching a new brand, or re-staging an existing brands, or about entering a new market, or to talk to a new set of audience, we come in and add innovative thinking to the mix. Working long term with our clients, we guide the business on the path of innovation to help achieve business objectives.
Sometimes clients are looking for fresh perspectives for their businesses. Our innovation workshops are designed to open up possibilities and create new lenses to look at the business. With our innovative and creative tools, we are able to define new way of looking at the business and find new solutions.
Being in the know of what new is happening in the the world of marketing is critical for marketers. Marketers are too busy in chasing targets and doing the urgent that they do not get time to see what new things are influencing marketing. We read a lot and are inspired by the new wave of marketing thinking. We train and inspire marketers and brand managers to think in an innovative way to make their businesses grow.