#ISDMMasterclass ~ To create lasting social change, we need to deeply understand the stakeholders with whom we seek to work. Join us for this Masterclass on ‘A Snakes and Ladders Approach to Social Change’ where Suman Srivastava , Faculty and Advisor at ISDM will introduce you to the Snakes and Ladders model for understanding…

Brands have always segmented horizontally. The masses at the bottom, the elite at the top and the rest in the middle. For years I have been been advocating that we need to segment the pyramid vertically as well. In this article, I will elaborate on the reasons for this vertical segmentation, and argue…

All NGOs need to raise money. Unfortunately most follow the same cliches and “best practices” of raising money with the result that their fund raising strategies often do not work as well as they would like it to. The most popular theme these days seems to have the following structure: “For just ₹…

December 13, 2011 This article first appeared in Exchange4media and FirstPost on December 13, 2011. We often think of business as being a war. The only way to win is to make the other guy lose. This article takes the view that businesses will make more money by abandoning this metaphor altogether. Adam Smith, the father of…

This article appeared in Exchange4media.com and FirstPost.com on November 29, 2011. For the articles as they were published, please click on the respective site names. New media usually uses the principles of the old media, before it invents its own. So the first movies were shot with a fixed camera and the actors performing as if…

November 15, 2011 This post appeared on Exchange 4 Media and First Post on November 15, 2011. Click on the publication names to see the original articles. Recently I had the privilege of meeting a couple of committed young people, Apoorva and Diti, who were pained by the spate of farmer suicides in Maharashtra. They decided to…

November 10, 2011 Anger At the long questions from the audience At the long queues in the bathroom At the small font sizes on the slides At finding there’s no way out when a loo break is needed At your name being spelt wrong on your ID card When the phone battery goes…

October 18, 2011 This is the second episode of my fortnightly blog on Exchange4media.com. You can see the original article by clicking here. Welcome back to the Marketing Unplugged blog. Last fortnight we spoke about innovation in pricing that leads to strong brands being built. Today lets talk about innovation in distribution. The video…