– By Karen Berman and Joe Knight with John Case Some marketers are very good in understanding the financial side of business; equally, there are many who have a cursory knowledge of finance and financial terms but are totally blank on how to use these to help them make their role in a company that […]
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– By Michael Treacy & Fred Wiersema The Discipline of Market Leaders was a best seller when it was released. It is highly insightful and well written and should be read by all executives, including marketing ones. Since it was written in 1995, some of the examples may not be appropriate for today but what […]
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– By David Ogilvy David Ogilvy starts this book thus: ‘I do not regard advertising as entertainment or an art form, but as a medium of information. When I write an advertisement, I don’t want you to tell me that you find it ‘creative.’ I want you to find it so interesting that you buy […]
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– By W. Chan Kim and Renee Mauborgne Blue Ocean Strategy, W. Chan Kim and Renée Mauborgne’s best-selling 2005 book, is a great read. It has a very appealing sub-line: ‘How to Create Uncontested Market Space and Make the Competition Irrelevant.’ Now which one of us wouldn’t want to do that! In the book, Chan […]
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The attached article by Michael Treacy and Fred Wiersema outlines their value disciplines model that they presented in their excellent book – The Discipline of Market Leaders: Choose Your Customers, Narrow Your Focus, Dominate Your Market. It is an important model and all marketers would benefit immensely by going through the article or their book. […]
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Predictions go wrong, more often than not. I mean, see some of the science fiction films of a few decades ago and you will find that most of them remain, well, pure fiction. However, the ads featured in this article did get things quite right! Read the article here Visual courtesy : https://www.flickr.com/photos/tsoumplekas/
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ALL motorcycle enthusiasts have ONE dream – to own a Harley Davidson. The iconic status of the brand is pretty amazing. So what makes a the Harley brand tick? Harley-Davidson was founded in Milwaukee, Wisconsin during the first decade of the 20th century; it survived the Great Depression (one of only two bike brands) as […]
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In many industries, price wars have invariably happened. All of you will remember the airlines price war that started in 1992 and bled many airlines around the world. Mobile service providers in India have had price wars at various times. So are price wars good or bad? How do you safeguard against a price war […]
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There is only one MEASURE of success of any marketing programme or an advertising campaign – the extent to which it CONNECTS with a real human being – the consumer. Since time immemorial, good marketing involved only one mantra – seeing things through the eyes of the consumer. When that happened, the result was a […]
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When we talk of brands that have been highly successful, we must not forget that there are a huge number of established and new brands that have either withered away or died an unexpected death. In many cases, this has been because marketers have believed in certain so-called axioms (or self evident truths). Unfortunately, many […]
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