Brand – ego vs evolution
On a brand building journey, should the brand be driven by self image or self actualisation? One is driven by ego, the other by evolution. Is there a middle path, and if yes, how can that be traversed?
Category: Strategy
Brand with a worldview – Part 2
My take on the importance of a world view in brand building. With the ever-reducing shelf lives of brand and marketing play books, a “skin in the game” approach is a strategic imperative. What is that, how does one arrive at it – my perspectives using Nike as an example.
Has marketing left brand behind?
A couple of months ago, I attended an event on brand building. The gentlemen who presented had a lot of experience between them – agency and client side, as well as across domains ranging from baby care to FMCG to jewelry to auto to e-commerce. The attendees were all from new economy companies. During his talk, […]
The Second Job
I caught this in the Farnam Street newsletter, and went about looking for the source. An HBR article from 2014 titled Making Business Personal, which also writes at length what and how certain organisations overcome this.
The brand protocol
I have spent a few posts thinking about this concept – the ‘why’ in Scarcity Thinking in Marketing and Feels & Fields in Marketing and some of the ‘what’ in Brand with a world view. Essentially, the idea is that as customer attention becomes increasingly more scarce, brands will have to think beyond ‘fracking’ and the efficiency […]