MARKETING-MOCKTAIL

Advertising

Goibibo ropes in father-son duo Jayaram and Kalidas as brand ambassadors

Raj Rishi Singh, Chief Marketing Officer, Goibibo, said, "Goibibo recognizes the need for tailored experiences not just in terms of products/services, but also in terms of brand communications."

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Marketing Mocktail: Lessons in building a D2C brand explained

D2C brands should avoid blindly aping the brand building model of legacy brands. Instead, they should focus on the 3-Cs: Cocreation, Content and Community.

How it Works

Marketing Mocktail: Work that works - Checklist for evaluating advertising explained

Effective advertising must be strategically accurate, creatively powerful, and demonstrably effective.

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Marketing Mocktail: Standardize vs. Customize-brand localization explained

One of the key decisions a global brand needs to make is what and how much to standardize and what and how much to customize.

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Marketing Mocktail: Paisa Vasool- the concept of value explained

Value is the difference between what the customer gets (benefit) and what the customer pays (cost).

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Marketing Mocktail: Brand as Gestalt - total impression of a brand explained

The underlying philosophy of Gestalt is that when people perceive an entity, ‘the whole is more than the sum of its parts’. This also applies to how people perceive a brand.

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Marketing Mocktail: Narrow or broad - brand portfolio extension themes explained

There are five types of brands based on the theme that they use to extend themselves, straddling a scope from narrow and focused to broad and diverse.

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Marketing Mocktail: The sound of brands - sonic branding explained

Move your brand from cognition to emotion with sonic branding.

How it Works

Marketing Mocktail: Branding with the enemy- the Enemy-Stand-Mantra construct explained

Products solve problems in our lives. Brands beat down the enemies that torment us every day.

How it Works

Marketing Mocktail: Strategy demystified- the 4-pillars of brand strategy explained

When others zig, you zag.

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