Perspectives

7 Deadly Sins of Branding

Pioneered by companies such as Heinz and Quaker Oats, the process of branding emerged as a way to enhance consumer perception of mass-produced goods. Brands added a human element to the product – people could put their trust in the brand itself. Today, brands have transformed the process of marketing into one of perception building. Image is everything. Consumers make purchase decisions based on the brand rather than the reality of the product. Perfectly good products can fail as a result of bad branding. While this means brands can become more valuable than their physical assets, it also means they can lose this value overnight. Perception is an ephemeral concept. Failing brands usually commit one or more of the mistakes that have come to be known as the 7 deadly sins of branding.

Management – The Chanakya way!

Chanakya was an ancient Indian teacher, philosopher and economist. He is credited with having written the ancient Indian political treatise called Arthasastra . His management theories are timeless and are still very relevant today. Below are some of his sutras and how they apply to different facets of management in the modern day.

Big Billion Day: Did Flipkart Snap The Deal With Its Lack Of Preparation And Inadequacy?

The month of October witnessed the Indian e-commerce giants leaving no stone unturned to woo customers and gain a share of their wallet. The media was abuzz with news of the myriad offers and schemes that were being showered on customers. All of us, directly or indirectly, have been impacted by this rapidly escalating e-commerce competition. As marketers, we can learn a lot from this.

“I’m Not Angry! Just Stop Pissing Me Off”

Picture yourself in a serene environment, lying on luxuriant green grass next to a placid blue lake. There are the occasional birds twittering in the trees and a cool breeze ruffling your hair as you lazily watch the clouds drift about in the sky with not a care in the world. In short, the kind of place that you would only see on the cover of Travel and Leisure magazine and one that well-adjusted members of society would probably conjure up as their happy place.

The CRT Chutzpah

My Journey: In the World of CAT

PART 1: THE ROAD TO CAT   I am not a believer of New Year resolutions. For me, those are just gimmicks of weak-willed people. So I refused to categorize my first lecture in Career Launcher on January 1, 2012 as a New Year resolution. I was just happy to be in a classroom, away from my office. People had partied hard the night before, and as a result there were only 2 people in the class of Reading Comprehension that day. Many teachers would have felt inclined to cancel that class, but mine went ahead with it; a clear sign that she respected the two individuals for showing up on 1stJanuary. A good first impression, I must say. She was to go on to become my strongest mentor and supporter in the days to come.

The Changes Needed in Leadership Education

(Image Courtesy : Blog.cityu.edu)

Delphique 2014 presents Marketing Panel in association with Encyclopedia Britannica

Delphique 2014, the Management Convention Festival of MDI, Gurgaon, in association with numerous big organizations has launched various research panels this year.  Last year, Delphique partnered with Encyclopedia Britannica to carry out a research for them. The extensive research was carried out through different geographic locations across India and the results, if properly utilized, intended to change the face of Indian education system.