A very powerful quote that I read some years ago goes something like this – “There are two ways of constructing a software design. One way is to make it so simple that there are obviously no deficiencies. And the other way is to make it so complicated that there are no obvious deficiencies.” In […]
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I don’t know how many of you have used Uber cabs to transport you. I have started using Uber cabs regularly; for prices slightly higher than that of normal taxis, I have been driven to my destination in an Audi A6, a Jag and a BMW! Uber has really changed the way people around the […]
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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 […]
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There is no doubt about the fact that consumers are gathering and sharing information in ways that the traditional marketer doesn’t have a strong handle on. Digital media is taking over at a rapid rate. Indian marketers are lucky in that traditional media still plays an important role in information dissemination. Take print for example […]
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According to BusinessDictionary.com, ‘consumer trends are habits or behaviors currently prevalent among consumers of goods or services. Consumer trends track more than simply what people buy and how much they spend. Data collected on trends may also include information such as how consumers use a product and how they communicate about a brand with their […]
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India has one of the youngest demographics in the world; almost 30% of the population is in the 0-12 age group. If one were to divide this group into two – 0 to 7 and 8 to 12 – the tweens (8-12) is a group that marketers really should not be ignoring. There are some […]
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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 […]
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The Hero and the Outlaw: Building Extraordinary Brands through the Power of Archetypes is a book written by Margaret Mark and Carol Pearson. In the book, the authors build a case for understanding and leveraging archetypes and using them in our brands to give them greater meaning. Few of us really know how brand meaning […]
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An insight is the understanding of a specific cause and effect in a specific context. The term insight can have several related meanings: * A piece of information * The act or result of understanding the inner nature of things or of seeing intuitively (called noesis in Greek) * An introspection * The power of […]
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The long tail was popularized by Chris Anderson in an October 2004 Wired magazine article in which he mentioned Amazon.com, Apple and Yahoo! as examples of businesses applying this strategy. Anderson elaborated the concept in his book The Long Tail: Why the Future of Business Is Selling Less of More. Anderson argued that products that […]
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