Maslow’s hierarchy: East vs. West
Reading Time: 6 minutesMaslow’s hierarchy is different in the East and the West. This article explains how.
Use Maslow’s hierarchy to architect brand meaning into your products
Reading Time: 6 minutesMaslow’s hierarchy helps marketers latch onto unsaid emotions. Here are six nuances about applying Maslow that are not taught in B-Schools.
India needs Zebras
Reading Time: 5 minutesI think India needs more bottom-up growth and less top-down growth thrust upon it. Zebra companies could be the answer. If, along the way, a Zebra company becomes a unicorn, who am I to stop them?
Zebra vs Unicorn businesses
Reading Time: 4 minutesThe Unicorn’s end goal is a billion-dollar valuation powered by VC funding.
The Zebra’s end goal is to build a sustainable business. That’s why they prefer to bootstrap or crowdfund over VC funding. I share the difference between both.
What is value?
Reading Time: 5 minutesCategory of one moves stretch the definition of value for employees and consumers. I share examples.
Fragrance marketing 101
Reading Time: 6 minutesIf a brand is nothing but invisible layers of meaning and fragrance is the invisible salesperson, then, if used well, fragrance can be a powerful tool in a brand manager’s quiver. That’s why investing in fragrance is a no-brainer.
The psychology of fragrances
Reading Time: 5 minutesScent is the invisible salesperson. It’s invisible, but unignorable.
Find your best marketing role: some straight talk
Reading Time: 6 minutesThe best job isn’t always the one with the highest salary, the best location, or the flashy title. It’s the one that provides the best skill-to-sport fit.
The art of practical storytelling: Quest, Rebirth and Metaphors
Reading Time: 5 minutesFinal two story plots – Quest and Rebirth. And the two mountain metaphor that organises stories.
The preparation meets opportunity matrix
Reading Time: 6 minutesReality distortion field, my third-time-lucky Amazon story and opportunities disguised as threats