AI will change the structure of business ecosystems
Reading Time: 7 minutesAI will be like electricity. It will become a part of our life and change the very structure of business ecosystems, value and differentiation. Here is how.
Human desires are like onions
Reading Time: 3 minutesHuman desires are like onions. The more we peel, the more we discover.
Brands have two choices – to be a rear view mirror or to show a mirror to our desires.
Marketers are meaning-shapers
Reading Time: 6 minutesToday, I have compressed some fundamentals of meaning-making and meaning-shaping that I wish I knew at the start of my marketing career 27 years ago. I hope this gives you a head start and you never launch a product that becomes a blind spot.
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