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Brands

Thinking

5 Things You Can Learn About Brand Building From A Cooking Class

November 21, 2017

By Ronita Mukerjee

The culinary world has always fascinated me. After watching Sarah Graham’s Food Safari, I ordered my first Lodge cast iron skillet. These days if I am not wearing the brand consultant hat, you will find me curiously researching and shopping for the next big meal I plan to make. During my last holiday in Cambodia, apart from visiting temple ruins and museums, I managed to squeeze in a cooking class as well. Pure delight! What was even more interesting was the ‘aha’ moment I had. A revelation of sorts. There is so much marketeers can learn from cooking. And then apply that knowledge to building their brands.

Hard to believe? Let me explain. Continue Reading

Thinking

So long “word of mouth.” Hello “word of eye.”

November 3, 2017

By Lulu Raghavan 

Successful marketers around the world acknowledge the incredible power of word of mouth. As consumers, we know that business associates, colleagues, friends, and family have a massive influence on the products and services we buy and the companies we choose to do business with. Social media has furthered this influence by giving everyone a platform to express their opinion—and an audience keen to hear it. But there’s a new force emerging that could potentially influence people’s feelings about brands to an even greater extent.
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Thinking

Smell, taste, sound: Getting sensory branding right

May 15, 2017

Apple accessories company Twelve South normally sells things like docking stations, covers, and cases. But the latest product in its portfolio is the New Mac Candle that, when lit, emits the smell that is released from the box when you open a newly purchased Mac. Whether or not you find that appealing, it’s an interesting exploration into the strength of the sensory equity built by the business over the years—regardless of whether Apple realized it was doing so. Continue Reading