In this old but very important talk, advertising guru, David Ogilvy, looks at the differences between direct response advertising and general advertising. He argues that direct response advertising impacts sales and that can be measured; on the other hand, the impact of general advertising is extremely difficult to measure. Advertising must impact sales; unfortunately, no […]
Read more
A number of youngesters are now looking at starting their own businesses. Many of them have made a success of it, especially on the online space. There are many critical points that have to be considered before someone embarks on a business including whether the idea of the business is unique, sustainable and robust (in […]
Read more
Clayton M. Christensen is one of the great management thinkers in the world. A professor at Harvard, he is best known for his studies on innovation and for the introduction of the concept of disruptive innovation In his seminal book – The Innovator’s Dilemma: When New Technologies Cause Great Firms to Fail – he argued […]
Read more
David Aaker is one of the gurus of Marketing and Branding. He created the Aaker Model, “a marketing model that views brand equity as a combination of brand awareness, brand loyalty, and brand associations. The model outlines the necessity of developing a brand identity, which is a unique set of brand associations representing what the […]
Read more
I have worked in many companies and find that, in many of them, senior managers make it a point to complicate issues. Some just cannot think straight. But most increase complexity in these four areas: Structure of the organisation. As companies grow, they keep adding more and more people to, directly or indirectly, do the […]
Read more
On the Facebook page of Bluebarn, a member – Nadeem Khan – had asked me to write on why the Grateful Dead retained their popularity over three decades (till their talisman, Jerry Garcia, died in 1995) and beyond. I am a rock aficionado and while Grateful Dead are not in my top 10 (and many […]
Read more
I am sure all of us are aware of the Ansoff Matrix and may have used it in our working life. However, in case you are not aware of it, this post should help. The Ansoff Growth matrix is one of many marketing planning tools that will help a marketer determine his or her business’ […]
Read more
A crucial job of an Account Planner or an Account Manager is to understand what a client needs from an ad or campaign and develop that into a relevant creative brief. In my years in advertising, I found that only a few client servicing guys could write good briefs. Many of them were so bad […]
Read more
Marketing Insights from A to Z is a book by Philip Kotler, one of the most influential figures in modern marketing. In the book (linked below), Kotler covers 80 topics from A to Z, highlighting how marketing must be used in the new business scenario. This is a good book to go through for both […]
Read more
– By David A. Aaker I am sure many of us would have read some of David Aaker’s books – he has been quite prolific. I remember reading his first book – Managing Brand Equity – years ago. I followed that with some of his other books as well and he did, through the years, […]
Read more