Tag

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 …

The online world is abuzz with activity. Unfortunately though, the social world is not necessarily all that rosy as it is made out to be. Yes, I’m talking about that negative review. In the olden days (before the Internet really set in), an upset customer would spread the word to perhaps ten others. In a …

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 …

Let’s face it. The world has become intensely competitive. The number of brands only keeps increasing. And keeping a brand afloat is becoming more and more difficult. The bad news is that it’s highly improbable that this trend will ever change. So what can we do to ensure the longevity of a brand? First, it’s …

Starbucks will soon start selling fresh juices. Now that’s the last thing that one would associate with this coffee brand, right? For something like Starbucks, the immediate associations that come to mind would be coffee chain, fragrance, ambiance, friends, chatting and the colour green. But if you recall, Starbucks recently changed its logo and most …