Brands not using the local language has long been a pet-peeve for many consumers and marketing practitioners as well. It is true that sometimes the reasons offered are callous, but there are chances that there has been some thought put into it. This is an attempt to bring out a few of these possibilities.
When Nike took a stand last year, I saw it as an excellent brand play. While that hasn’t changed, recent developments based on LeBron James and the protests in Hong Kong are proving to be a test of character for the brand, because billions of dollars of revenue from China are at stake. Despite the high stakes, this could prove to be an invaluable lesson for the brand on how to shape its personality to navigate the storms that lie ahead. The die is cast, and Nike now needs to fill its own big shoes.
Is efficient scaling an oxymoron in a dynamic business environment? Or an arms race in a zero sum game? If it is, is there an alternative? How can a scalable organisation and business be built around this alternative approach?
One of my favourite business frames in the recent past has been Jeremy Liew’s “When a consumer market is new, distribution wins. As consumers become educated, product wins. When […]
On a brand building journey, should the brand be driven by self image or self actualisation? One is driven by ego, the other by evolution. Is there a middle path, and if yes, how can that be traversed?
My take on the importance of a world view in brand building. With the ever-reducing shelf lives of brand and marketing play books, a “skin in the game” approach is a strategic imperative. What is that, how does one arrive at it – my perspectives using Nike as an example.
A couple of months ago, I attended an event on brand building. The gentlemen who presented had a lot of experience between them – agency and client side, as well […]
Recently, I noticed yet another job listing that demanded the person to be “passionate about digital marketing.“ As someone who has been working in the domain since 2004, I […]
I have spent a few posts thinking about this concept – the ‘why’ in Scarcity Thinking in Marketing and Feels & Fields in Marketing and some of the ‘what’ in Brand […]
In Feels & Fields in Marketing, I had written about my view that the sustainable advantage in data driven marketing over the long term might be lesser than an […]
