Its a common strategy among many brands to release a different holiday packaging reflecting the spirit. Coke followed suit and released a white can with red Coca Cola lettering. The can also had polar bears and snow flakes on it. The original plan was to keep this on shelves till Feb. But, here’s what happened [...]
Gone shopping lately? Notice the shopping lists replaced by a smartphone? Note people switching on the bluetooth for deals when they enter a supermarket? Well, there’s a lot more to the list. Shopping habits have completely changed with all the gadgets available. The swanky retail display units apparently aren’t enough to get consumer’s attention. Here are [...]
My recent obsession has been brand archetyping. The basic idea behind brand archetypes is: 1. look at a brand in a social concept and 2. the set of patterns and ideas tend to repeat. This becomes easier to understand how consumers connect with brands better. Harley falls under the non-conformist category.
Here’s a thought. If Nike decided to remove the swoosh from the outside and engrave it on the inside, would you still buy a pair? I owe this thought to a friend of mine, who called two days ago. He wanted my take on consumer insights about shoes in the Indian market. Lets take Nike [...]
You are Club Mahindra. There’s an unbelievable offer you are looking to sell. Target Audience = 35+ If your communication plan is tailor made for this audience alone, it wont work. Let me rephrase that. If you have no communication plan talking to age 8 to 14, it’s a recipe for disaster. Almost 70% of [...]
Today I went on a market tour. A trip to the local bazaar to learn more about the Indian consumer. A typical street filled with people selling all sorts of stuff – right from a “Hidesign” bag to glass bangles. With hardly any space to walk, this street has got buses trying to squeeze through. [...]
You are a twenty-something. You work and have a lot of things to do, that is so much more fun than cooking. Every morning, evening, it is the same situation. You cant decide what to cook. “I want to eat healthy. I want to be fit. But, I cant eat tasteless food too. Even if [...]
What makes blackberry the most preferred business phone? I was reading a book – Killer Differentiators, that talked about category leadership and first movers’ advantage as one of the strategies to grow a brand. Blackberry was cited as an example for one of the first smart phones developed. This was way back in 1999. It [...]
“I think corporations have become inhuman entities that merely regurgitate people and ideas and throw up on the unsuspecting consumer. They simply feed the consensual bs hallucination and suck everything in it’s path. ” – This is the voice of a consumer. This statement kept me awake for many nights. Is this true? With neuro-marketing [...]
I am a fan of Starbucks. A die-hard fan. As a kid, I remember climbing up on the bar stool, returning the smile to the lady on the other side and asking for a tall latte. They always gave me a free cookie! As a teen, I remember sitting in the corner with a borrowed [...]
Abhinaya is the sole author of Brand Touchpoints where she documents her observations and analyses of different brands she comes across. Her passion for brands extend to her professional life where she works in the advertising industry. She currently lives in Mumbai, India.
You can get in touch with her at abhinaya(dot)ch(at)gmail(dot)com if you would like her to review a brand, author a guest post or have something interesting to say!
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