Tag "Brands"

in search of the obvious

Jack Trout, perpetrator of leading marketing strategies such as positioning, does an indepth analysis of the problems ailing marketing today in his latest book, In Search of the Obvious.

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positioning is equally relevant today in a completely cluttered world of brands

John Francis ‘Jack’ Trout died on 5th June, 2017 in Old Greenwich, Connecticut, US. Jack Trout, as he was known for the bulk of his effervescent years, succumbed to colorectal cancer at the age of 82. Jack was father to

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greed is good

“[Brand desire]…is the passionate feeling for acquisition and experience of a product or service which is driven by a set of connected factors that are intrinsic and also extrinsic.” Nicholas Ind, co-author of Brand Desire: How to Create Consumer Involvement and Inspiration, discusses how more than ‘want’ or ‘need’, ‘desire’ entices consumers to brands. And how brands should cultivate desire to build a stronger connect and engagement.

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Through the advertising lens

Ambi M G Parameswaran, Brand-Building.com, explores the impact of advertising on the Indian consumer landscape.

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harness your distinct advantage

Winnie Brignac Hart and Lorrie Brignac Lee, Stand Out, bust five myths on what it takes for businesses to be truly distinctive and stand out in the corporate jungle.

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