Why Nestlé Partnered With the NBA: The Strategy Behind the Deal
A chocolate malt drink and the NBA might not seem like an obvious marketing combination at first. One belongs to the everyday world of breakfast, family routines and grocery shelves. The other is a global sports property built around elite athletes,…
Costco’s $1.50 Hot Dog: The Marketing Strategy Behind the Price
In a world where companies regularly raise prices, shrink packages and introduce premium tiers, one of America’s most recognizable food deals has refused to move. At Costco’s US food courts, the hot dog and soda combo has remained priced at…
How Asian Paints Went Beyond Selling Paint to Own the Home Transformation Journey
Painting a home sounds simple. Choose a colour. Buy some paint. Find someone to apply it. But anyone who has actually painted a home knows that the paint is only one part of the problem. Which shade will look right in natural light? Will the walls need…
How McDonald’s Turned “I’m Lovin’ It” Into a Global Brand Asset
There are thousands of advertising campaigns that become famous. Far fewer become part of a brand’s memory. “I’m Lovin’ It” is one of them. You can hear the melody and recognize McDonald’s before the Golden Arches appear. You can see the words and…
How Paper Boat Sold Memories, Not Just Drinks
What do you remember when you think about summer vacations? Maybe it is the taste of something your mother made. Maybe it is a rainy afternoon. Maybe it is making a paper boat and watching it disappear into a puddle. Maybe it is something much smaller…
How Fevicol Made Glue Funny — and Turned Advertising Into a Brand Asset
Glue is not supposed to be interesting. You buy it when something needs to stick. You use it. You put it away. Done. And yet, ask people to name an adhesive brand in India, and there is a very good chance one name comes to mind almost immediately:…
How Campa Is Bringing a Heritage Brand Back to Life: The Marketing Strategy Behind Its Revival
There are some brands people remember. And then there are brands people remember remembering. Campa belongs in the second category. For many Indians, the name carries memories of an older India — a familiar bottle, a familiar taste and a brand that was…
How Lenskart Turned Eyewear Into an Omnichannel Brand
Buying glasses sounds simple. Find a frame. Try it. Check whether it looks good. Get the right prescription. Pay. Done. Except it isn’t always that simple. Eyewear is one of those products where customers often want to see, touch and try before…
How Amul Turned a Butter Ad Into a 60-Year Brand Asset
How did Amul make the Amul Girl one of India’s most enduring advertising assets? Explore the strategy behind its consistency, topical humour, cultural relevance and brand memory.
How Patagonia Turned Its Values Into a Marketing Advantage
Patagonia didn't simply put its values in a mission statement. It built them into products, marketing, customer relationships and the way the company operates.