The next frontier of marketing: community flywheels
Reading Time: 7 minutesWhether you are a legacy brand or a startup, if you are not investing in a community right now, you might get left behind in 2033
Cult.fit Part II
Reading Time: 9 minutesWellness category users are generally light users. If this ‘Made In India’ business pivots to ‘Made For India’, not only it might accelerate growth, but more Indians might get fitter
Cult.fit Part I
Reading Time: 7 minutesPart I of my thesis on Made in India wellness brand Cult.fit. An average of one lakh worked out daily on the app during lockdown. But as per my calculations, the headroom is 6.6MM
A simple influencer framework. Too simple perhaps?
Reading Time: 7 minutesWalk with me as I explore the influencer landscape and psychology of influence to arrive at a simple framework – influencers help sell product, celebrity influencers help build brands
The brand vs product see-saw
Reading Time: 9 minutesIf both product and brand are in equilibrium, business is stronger. Examples from L’Oreal, Lipton Ice Tea, Amazon, Lifebouy, Lux, Dove, Sleepy Owl, Blue Tokai, Patanjali, Coke, and Pepsi
How can Phool – a flower recycling startup – become a Unicorn
Reading Time: 7 minutesTo get to a $100Mn annual revenue run rate, I suggest four pivots that range from the commonsensical to the radical
Gods, Demi-Gods, Celebrities, and Influencers
Reading Time: 8 minutesIndia is a culture of hero-worship. Our heros fall along a continuum based on their role in our life and the psychological distance between us. And what this means for brands
Boring and unboring marketing
Reading Time: 8 minutesBoring = consistency that compounds, Unboring = trajectory-shifting creativity. Examples from ABInBev, Michelin and Ceat + my experiences from Lipton Ice Tea and Closeup
It takes skill to get lucky in marketing
Reading Time: 7 minutesEven though marketing outcomes are influenced by luck, being skilled is better than being unskilled. And skilled marketing is a combination of boring and unboring.
Luck = Outcome – Skill
Reading Time: 8 minutesHow do we take a rational view on where an activity falls along the skill-luck continuum? Time is the secret ingredient that reveals whether our success is a result of skill or luck.