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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 …

It’s quite clear that tablet computers are here to stay since the launch of the iPad. But the market has been dominated by a few players (aka Apple, Samsung) and it has been tough for other players and new entrants to make a dent. But Amazon is coming out with a new ‘Kindle Fire’ which …

Marketing is a game of emotions. Yes, the customer does have needs which have to be fulfilled. But in a world where competition reigns supreme, convincing customers needs a little bit more than the usual. What I’m trying to say is that this is the point where logical arguments fail many a time. Customers simply …

I’m sure everyone’s heard of this by now. This so called effect is supposed to draw women in hordes to any male who has sprayed himself liberally with the Axe deodorant. The advertisements are very slick and usually display a normal (read: not Greek god) male but with oodles of self-assurance as an Axe user. …

The very essence of branding is the notion of longevity. If it was an end game, why even bother? I mean, just make the sale, milk your idea and move on. The idea behind a brand is to provide differentiation, recognition and a long future. Besides, brand-building is never a one-time activity. One needs to …

The quest for data has reached ridiculous proportions. The other day, a company called to actually check if the data they had on me was correct. This was a company I had never even heard of. To me, that was the height of a world that has gone berserk about data. Today, everyone is obsessed …

Star Gold has followed Zee TV’s footsteps and changed its logo. But Zee TV really needed a change. Did Star Gold need one as well? First, let’s talk a little bit about Star Gold. It is part of the Star India television network and is primarily a movie channel, one among many that air in …

Maruti Suzuki, India’s largest car company, announced the launch of its new Swift on August 17th 2011, with a price tag of Rs. 4.5 to 6.68 lakhs ex-showroom Mumbai. The previous Maruti Swift was priced around the same. The new Swift has many improvements over the old and has got great reviews. On the next day, August …

Regarding Apple, Steve Jobs once said ‘Good artists copy and great artists steal’. It’s been a legally busy company since, protecting all the stuff it has stolen over the years from being stolen by its competitors. Recently BirdAbroad posted photos of three other such ‘great artists’ with their fake ‘Apple Stores’ selling real Apple products in the city of Kunming …

Google has bought Motorola Mobility Holdings Inc. for $12.5 billion, its largest deal yet. The fight between the self proclaimed ‘good’ and the generally evil (Apple, Microsoft) just went a notch higher. The spoils: 17,000 patents with 7,500 pending. A massive arsenal considering it recently lost its bid for Nortel (and 6000 coveted patents) to the …