Tag: brand marketing

The power of collaboration: How including media planning in briefs can improve RoI

Talented stated that the handbook is the result of months of research, thoughtful debate, and serious introspection among 30 plus members of Talented's founding team. (Representative image via Unsplash)

Without proper alignment between the creative campaign and media plan, the chances of failure are high. Traditionally, media planning and buying were relatively straightforward, but with the increase in segmented media, it is no longer the case.​

Marketing Mocktail: Brand as a person – brand anatomy explained

People relate to brands in the same way they relate to other people, in terms of their connections and relationships with brands. (Representative Image: Karla Hernandez via Unsplash)

The ‘Human Analogy Canvas’ articulates the key components of a brand’s anatomy in relation to a human being to make it simple, succinct and cohesive.

Beware of finfluencers: FM Nirmala Sitharaman warns about finfluencers and Ponzi schemes, urges consumers to be wary

In the letter, Chandra alleged that hasty steps are being taken in the merger process and the SEBI investigations do not bother him as much as the timing of the new notice. (Image via Twitter)

FM Nirmala Sitharaman on Sunday, spoke about Ponzi schemes and influencers and how consumers should be wary of both.

Celebrity endorsements and IPL: Influencers do not have the credibility that celebrities do

Celebrities from the worlds of cinema and cricket can command endorsement fees ranging from Rs1 crore to Rs10 crore, according to industry sources. Virat Kohli reportedly charges around Rs5-6 crore per day, and his fees can go up even further when he appears alongside his celebrity partner, Anushka Sharma, in ads for brands like Hero MotoCorp, toothsi, and Puma. (Image source: Twitter handles: @TeamVirat, @deepikapadukone, @DhoniGallery, @AnushkaSharma)

As IPL season heats up, brands are turning to celebrities like Virat Kohli, Hardik Pandya, Aamir Khan for endorsements. But the question remains. Is it worth it?

Tupperware’s party may be over. Here’s why

During the Covid period, Tupperware saw an uptick in its sales and this may have dulled the company into believing that happy days were back. What they probably did not understand was that Covid had made people seek out safe places to go to and stay at home more often than not. This created a demand for more Tupperware-type products and the Tea Parties were popular again (Representational image by Arash Payam via Unsplash)

Brownie Wise, who was a housewife based in Florida, was a top seller of Tupperware. The founder of the brand made her head of marketing. She then evangelized the idea of ‘party plan marketing’. This idea built Tupperware into one of the most successful companies and Tupperware parties became part of American popular culture. However, the brand is currently facing an existential challenge. The big question our writer asks is, how long will the party last? 

Indian content creators seek accreditation from government for improved industry ecosystem

Gen Z segment has a distinct aesthetic that impacts their brand choices, which have been driving fashion trends – crop tops, ribbed dresses, chunky sneakers, and baggy jeans. (Representational image by Laura Chouette via Unsplash

Gambling and betting ads and promotions and using children in content creation are areas of influencer marketing under the Government’s scanner.

O&M and Eastman Kodak: How the Kodak KB 10 campaign deepened their association

After the commercial’s release, it received critical and commercial acclaim, and KB 10 was sold in millions in the first year of its launch. It changed the whole landscape of the photography market, distanced it from being an expert’s domain and made it available to the average user. (Still from the ad)

O&M released an ad on the Kodak KB 10 camera in the mid-1990s to educate consumers on the ease of photography the product offered. The commercial helped the brand sell in millions, and the ad etched itself a permanent place in the memory of those who watched it.