Marketers are imagineers
Reading Time: 4 minutesThere are many false assumptions about marketing. For the longest time, my extended family used to think that as a marketer, my job was to go shopping every day. Most think that marketing is glamorous. That anyone can do it. That all it takes to build a brand is to throw money at a problem. […]
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.
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.
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.
Find your wolf, then protect it with your life
Reading Time: 4 minutesA zero-compromise element without which the whole flywheel collapses
The art of practical storytelling: tragedy
Reading Time: 5 minutesThe tragedy story plot is commonly used to elicit guilt and shame or put fear of tragic outcomes to get people to donate to charities or perform tasks at work
The art of practical storytelling: comedy
Reading Time: 4 minutesIn the practical art of storytelling series, we focus on the comedy story plot. Examples from brands and learning on how to apply to corporate situations
The art of practical storytelling: voyage and return
Reading Time: 4 minutesThis plot is about a literal and metaphorical journey that gives us new insight and knowledge. Apply this structure to brands, career stories and prodigal returns.