Category: blogs

Consumer Insights Unplugged

April 14, 2011 One of the best sessions at the Goafest seminar was by Robin Wight.  He spoke about how human beings are an emotional species masquerading as a rational one.  He took us into a journey into neuroscience to arrive at this conclusion.  Sir John Hegarty gently mocked him later, saying, he…

Hand Built By Robots

November 4, 2011 This article was published last Tuesday on Exchange4Media.com and on FirstPost. They were slightly edited. This is the original version. You can see the published versions by clicking on the names of the two publications. My teenage niece visited us last summer and fell in love with the frozen yogurt at a neighboring…

Mat Bhaag DK Bose!

June 8, 2011 Unplugging The Pressure On The Youth Music. I think the songs that people hum or sing along with says a lot about what they really feel. You vibe with a song if it says what you want to say. Let’s look at how cult songs of the youth have changed…

Categories Unplugged

The best musicians in the world cannot be slotted into genres.  Take The Beatles for example.  There are numerous questions on internet forums and discussion sites that ask the question, “What musical genre were the Beatles?”.  This usually leads to a lot of debates, but here is a sample answer that really makes…

The Movie that taught me Blue Ocean Strategy

Two years back i was introduced to the Blue Ocean Strategy. I loved the theory and quickly added W. Chan Kim and Renée Mauborgne (the authors) to my People-who-have-cracked-it list. I marveled at how such a simple theory could result in such astounding results. Or as the website aptly puts it. Wow. Such power….

This tastes so . . . .White

This first appeared on Exchange4media on December 27, 2011.  A few weeks ago, I wrote a blog on companies that were using social causes to promote their brands. One of these brands was Coca Cola which has launched a campaign in the USA & Canada to help save the habitat of the polar bear. As…

What’s Your Fair Play Strategy?

A few years ago, I picked up an expensive smartphone and in a couple of months time it developed a snag. Though it was under warranty, I was disappointed, because it was new. Thinking of all unnecessary stress that warranty fulfillment demand, I went to to the service centre and showed it to…

Brand Rituals Unplugged

Marketers love rituals around their brands. Corona beer is always drunk from the bottle with a wedge of lime stuck in the neck. Everyone breaks a Kitkat by sliding a finger down the ridge. And tequila has it’s own unique ceremony for drinking it. Once we see a new and shiny technique that…

How to make money by selling for free

I have begun to write a fortnightly column (every other Tuesday) on Exchange 4 Media also called Marketing Unplugged. The first one appeared today and you can see the original by clicking here. The text of it is below: Hello and welcome to the Marketing Unplugged blog. This is a blog that celebrates unconventional…

Want Loyalty? Don’t focus on rewards

This article first appeared in Exchange4media and FirstPost on Jan 10, 2012. Ramu Dosawala is a popular man in Bandra. He has a road side stall off Carter Road from where he serves dosas. His Mysore dosa is highly recommended. But the reason that he is popular goes beyond just the quality of his food. It is…

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