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One of the major problems faced by branding today is the intense competition. I’m not only talking here from a marketing standpoint but also from the point of simply creating a distinct identity in the marketplace. It almost seems like every possible positioning has already been taken up by the other brands. Worse still, the …

There are enough articles written about foreign companies entering India with their mismatched products and services. Some of the oft told stories are those about Kellogg’s and how they got it wrong by assuming that Indians would switch from warm milk to cold milk for breakfast. Or McDonald’s and how they got it right by …

The urge to converse is as old as man himself. And yes, I do believe that it predates the development of language. I mean, how many of us can sit still without wanting to share our thoughts with someone else. But up until a few years ago, conversation was just something that was taken for …

There was a time when automobile engineering was all about power, performance and design. However, automobile manufacturers have long moved away from simply improving upon these aspects and are now focusing on immersing their customer into a unique experience. Sensory branding is the new mantra. Automobile manufacturers today are going that extra mile to develop …

The Christmas season is almost upon us. And cheer is not the only thing that’s being spread around. Walmart has just launched an app that takes you into the world of intelligent shopping. When it comes to shopping, Christmas is characterized by long lines and pushing and shoving. But with this app, the joy of …