Category: blogs

5 Reasons why Marketing is a Creative Business

This article was written for MxM India and appeared there on July 3, 2012. Click here for the original article 1. The marketer has to define the category he is in: Marketers should define their category by the way their customers see it, rather than the way the industry sees it wrote Theodore Levitt…

Adspends don’t make a brand big : Suman Srivastava

Veteran advertising professional Suman Srivastava, who is vice-chairman and Chief Strategy Officer at FCB Ulka, has authored a book entitled ‘Marketing Unplugged’. In this interview with Pradyuman Maheshwari, Srivastava talks about the changing demands of marketing in India, and how the world’s biggest brands were not built on huge ad spends You’ve dwelt on the…

Innovation is critical in marketing

The main reason why the old marketing doesn’t work now as well as before is that consumers have caught on to the old tricks. It’s like a lover using the same old words to his beloved. After a while, they become routine and lose their thrill. In marketing, as in love, innovation is…

What Made FCB’s Suman Srivastava Pen ‘Marketing Unplugged’?

‘You don’t know what you know until you write it down and publish a book’. Suman Srivastava, Vice Chairman and Chief Strategy Officer, FCB Ulka Group, quotes his mother while saying this when we called him up to get an in-depth idea of his book ‘Marketing Unplugged’. Launched recently, ‘Marketing Unplugged’ is authored by Srivastava…

We ignore the fact that human beings are irrational: Suman Srivastava

Suman Srivastava, Vice Chairman and Chief Strategy Officer, FCB Ulka Group, seeks to highlight the marketing truths that companies tend to ignore (the elephants in the room) in his recently launched book – ‘Marketing Unplugged: Spotting The Elephants In The Room’. Some of these truths are ‘consumers are not rational’, ‘consumers hate making…

Big e-comm players are not brands, just great deals

Veteran advertising professional Suman Srivastava, who is vice-chairman and Chief Strategy Officer at FCB Ulka, has authored a book entitled ‘Marketing Unplugged’. In this interview, Srivastava talks about the changing demands of marketing in India, and how the world’s biggest brands were not built on huge ad spends You’ve dwelt on the changes…

Would You Build A Car Using 1960s Technology?

August 21, 2011 The sixties sounds like such a long time ago. 5 decades ago. Half a century ago. 50 years ago. And it is a long time back. There is virtually no industry that uses technology that was invented in the sixties. Can you imagine driving a car invented in that era…

If you are in a commodity market, it’s your fault

April 16, 2012 This appeared in the First Post on April 16, 2012. Click here to see the original. Imagine a seminar on innovation where the featured case studies are on ball bearings and a rural information service. I attended just such a seminar recently and that is where I heard the line…

Please stop the “Sale, Sale, Sale”

July 18, 2013 This article appeared in The Storyboard FirstPost epaper on July 17, 2013. For the original article, please click here. The website, Burrp! says there are 85 sale events happening in Mumbai. Fifty in Pune. Around 30 each in the other major metros.  How many have you been to? I am not…

Less Is More

September 22, 2011 Marketing practice runs on reach and frequency. The understanding behind this theory is that more people should see the communication more often. And if a certain percentage of them like the communication and feel compelled to try the product, it will lead to sales. Millions are spent in media every…

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