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Latest Articles in Marketing

Whose Logo Is It, Anyway?

Case Study: “The customer’s perception is your reality” — Kate Zabriskie, Customer Experience Consultant

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Case Analysis: Is Vinayak Posturing?

There are multiple dimensions to this situation and one which has not been mentioned. It could very well be that Vinayak Morro is uneasy/ uncertain about the loyalty of the team and has a strong suspicion that their loyalties still lie with the earlier owner, Nandalal

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Case Analysis: Brands Are Not Holy Cows

Whatever is the business strategy and its resultant brand implications, there are ways to go ahead in a manner that will result in committed action across all stakeholders

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Case Study: Of Pointless Panga-S and Perfect Punches

“Unless you have absolute clarity of what your brand stands for, everything else is irrelevant” — Mark Baynes, former global CMO, Kellogg

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Case Analysis: To Buy or Not To Buy

Elwoods’s team is happily fantasising about how to handle the brand Rani after the buy, writes Vivek Sharma

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Case Analysis: Get Into The Cockpit!

No one is in charge and everybody is in charge. Nobody knows what is right, so everybody knows what is right, Debabrata Mukherjee

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Case Study: Come, Meet Rani

“True cultural connection is the Holy Grail for brands if they want to create an enduring emotional relationship with people.” — Adam Chmielowski

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Case Analysis: Immerse Then Sell Strategy

Instead of saying buying Rani is the only option, also demonstrate why other options are weaker in outcomes, or less likely to succeed, writes Shireesh Joshi

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Case Study: See The Bigger Picture

Both Karan and Dave need to rise above their individual turfs and take a decision which is appropriate, writes Debabrata Mukherjee

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Case Study: The Journey To Rani

“You never change things by fighting the existing reality. [Instead] build a new model that makes the existing model obsolete.” — R. Buckminster Fuller

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Case Analysis: Strategy That Works

Draw up an aggressive plan to showcase the features and benefits of the product through demonstrations, writes Chandan Dang

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Case Analysis: Long Live The King

Responsible retailers should ensure the customer is made aware of the products they are buying, writes Murali Krishnan

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Case Study: Money In Your Confusion

Manufacturers and retailers must educate the customers about their products. But they usually do not do that

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