Vodafone-Idea Merger : Two brands or One?

When mergers and acquisitions happen these days, the first people from the outside to get very excited are the marketing folks. The easy debate for them is whether the merged company should consolidate their brands into one brand, or leave the brands separate and on their own. The…

Is CEO no longer a coveted title?

When I joined JWT in the early 80s there were only 4 grades – Account Represenatative, Senior Representative, Account Supervisor and Manager of the office. In India, JWT had 5 offices and the supreme commander of these offices was called Chief Executive. Officer is a suffix that was…

MNCs will be caught between two Godmen

Just as the MNCs were putting the finishing touches to what they call their Anti-Patanjali strategies, there might just be another upset around the corner. Sri Sri Ravishankar founder of the Art of Living Foundation, is supposed to open about 1000 stores called Sri Sri Tattva ( Patanjali…

Some Explorations in the Consumer-Brand relationship

(Extract from a paper that won an Atticus Award and is published in the Atticus File 1997. The Atticus Awards were set up by the WPP Group to recognize original published thinking in marketing services.) If brands had feelings, what would they think of us?  Prabhakar Mundkur examines…

What Baba Ramdev taught the MNCs

Baba Ramdev has been the resident Nostradamus in predicting a consumer shift to Ayurvedic products in the country, which somehow seems to have eluded the MNCs. Now there is open acknowledgement that the launch of Patanjali products has created a market and a consumer which was thought to…

Nuclear Button tweet inspires brands and social media

  Earlier, brands took their cues from the news, cinema and other fields. Or used topics like another brand’s major event to take advantage and poke fun at them. Remember in 2017 when BMW celebrated its 100th birthday, how Mercedes acted cheekily with this ad? It paid BMW a left-handed…

Simon Mottrum on how brands are built – The 2017 D & AD Presidents Lecture

Simon Mottrum heads up Rapha a very premium cycling brand in the UK which just got sold for £ 200 million .  He says cycling is about glory through suffering.  I love that phrase. Hear him in this 6 minute video at the D & AD President’s Lecture…