Contextualising the advertisements a person sees on the Internet is the (Un) Holy Grail of marketing
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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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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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“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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Elwoods’s team is happily fantasising about how to handle the brand Rani after the buy, writes Vivek Sharma
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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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“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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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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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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“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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