How Nervous CMOs nail their Ad Agencies to Save their Skin

My weekly column Ad Buzz which appears in mxmindia.com The General Motors diet became famous some years ago as an effective means of slimming down and losing weight, although why it was attributed to a car maker completely alluded me. I later discovered it was an eating plan…

Raymond’s deserts Complete Man and Sonic Branding

A version of this article was first published on afaqs.com on March 26, 2018 Raymond understood sonic branding long before it became fashionable to apply it as a discipline to brands. In the UK they are called sonicons. Joel Beckerman hailed as equal parts of Philip Glass and…

Videocon Shows What Debt and Bad Brand Management Can Do to a Company

First published in thewire.in on 18 April 2018 Textbook marketing says that a price warrior has a limited life because he will sacrifice long-term brand values for short-term sales. And that is exactly what Videocon might have inadvertently done. The current ICICI Bank-Videocon loan controversy, where Venugopal Dhoot…

New Durex campaign struggles with contradictions

Adbuzz my weekly review of advertising last week on mxmindia.com where this article was first published If you have ever felt a dentist’s glove inside your mouth you know what latex tastes like.  So, one does get the rationale for flavoured condoms for improving the quality of oral…

Mathman quits WPP Equation

When Martin Sorrell made a hostile bid for JWT in 1987, nobody could believe that an ad agency could be the victim of a takeover. Largely because agencies were held together by loyal clients who could object to new owners if they thought them inappropriate.  JWT at the time was…

#Save Air India : The brand’s hidden liability

While discussions are on almost every day in the newspapers about Air India’s proposed disinvestment and how the various suitors like Jet and Indigo are falling through, no one may have estimated the might of the 11 unions inside Air India. Air India was always unionized, one of…

Salman Khan : The Rise and Fall of a Brand

The Indian marketer’s obsession with celebrities is well known. If we lack an idea for the brand the easiest way to make up is to have a celebrity in the advertising. Or in other words, the celebrity becomes the advertising idea. Salman as a celebrity brand has had…

Misdirection is an Important Ploy in PR Strategy

In the entire ICICI Bank – Videocon controversy what I have been admiring most is the PR strategy being followed by ICICI Bank which according to me is shrewd and manipulative. Ever since the news broke out that ICICI Bank was part of a consortium of banks that…

How much is the Air India brand really worth?

With speculation rife on the sale of Air-India, the question that arises is how much the brand Air India is really worth. With excess staff, below par service, and other inefficiencies, experts have been speculating that the only real benefit for buying Air India is its brand value.…