Category: blogs

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…

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…

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…

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