“When you can dramatically lower the costs of connecting supply and demand, it changes not just the numbers, but the entire nature of the market” says Chris Anderson in The Long Tail. But then, this article is about a completely different ‘long tail’. It is not about the economics of media choices (covered very well […]
There is an ancient African adage “Smooth seas do not make skilful sailors.” And nowhere is this truer than the FMCG category. From the late nineties where life was relatively easy focusing on benefits and branding, the last decade has been testing the mettle of FMCG marketers. To know more about the kind of choppy […]
Integrated Marketing Communications has been around for over two decades and is continuing to evolve in practice. It was born in the early 80s’ because of the increasing focus on brand building, as marketers scrambled at garnering market share to achieve leadership, in an undifferentiated and cluttered market. Brand building entailed the full suite of […]
The phone told me that my lord had finally decided to come home after a long day’s work. So, while the denizens of Medialand had decided to celebrate the coming back of King Rama with lights and firecrackers in the usual pomp and splendour, I decided to celebrate it differently. I dressed myself in the […]
No. this is not going to be one of those essays where it is claimed that everything that happened till date and everything that is happening is wrong! Nor is this going to be one where a Utopia is pictured as just within our reach. To do justice to the reader and the topic, I […]