Confused about what a Brand is? Is it a mark or a name or an advertisement? What is Brand Equity? Equity, eh…that sounds like a finacial term to you?
If you are new to Marketing and dazed by dozens of terms that many writers use interchangeably, read my story below. I have created this story just [...]
Too many managers attribute Brand Building to flaky concepts like Positioning, Brand Relevance, Brand Vitality and so on. The more sophisticated will talk about Optimised TRPs and Media-Mix Modelling, or whatever. These terms sound grand and edifying to the human spirit, but in practice, mean little else.
In some of my most rigorous training in Sales [...]
Every brand manager’s encyclopedia for kindling creativity. List of “Fictional” brand names from the most trusted source for inspirations – MOVIES. A fairly comprehensive list and covers all categories. This can also become a source of inspiration for a quiz programme. Someone overhearing me?
This brings to mind another concept in Marketing called “In Film Advertising”. [...]
Came across this article about marketing to engineers. Having been in R&D myself, I tend to agree with points mentioned in the article except for point #1 (Engineers look down on advertising and advertising people, for the most part).
Engineers tend to be primarily driven by logic and of course there is a logic behind all [...]