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The Changing Marketing Order

Prasad Sangameshwaran

“The CMO has to think about not just what the company says, but also about how the company behav... »

‘Integral part of the strategic calculus’

Leap of faith: Even while riding the high horse, CMOs should not lose sight of the ground reality.

Pradeep K Chintagunta

To a large extent, organisations have been evolving to the point where marketing is viewed as a... »
question hour

Jumping on the brandwagon

Harish Bijoor

Jumping on the brandwagon

Real-estate brands are now getting onto... »

Battle luxurious

KTP Radhika

Jil Sander, ace German fashion designer, once said there can be luxury in simplicity. Be sure, s... »
Club Catalyst

Why marketers should visit museums

Great tales Brands have traditionally told wonderful stories. Unfortunately, many modern marketers have forgotten the art of great storytelling. Museums teach us how to tell powerful stories in a vivid, simple manner. POPOVA VALERIYA/SHUTTERSTOCK.COM

HARISH BHAT

There’s a lesson to be learnt from the way museums are managed »

Catalyst

brandstands

Sporting a different hue

Mix sportstars and endorsements, and what's the first thing you get? Cola! And sports brands, of... »

Ramesh Narayan

addendum

Neatly driven

Neatly driven So, how many times have you begged an auto driver to take you som... »

Catalyst

It’s the season to be jolly

We give you our top gifting picks which won't break the bank It’s Christmas time and t... »

Catalyst

Raj Nair’s Creative Showcase

Raj Nair is currently Chief Creative Officer at Madison BMB. At present, he is spearheading camp... »
addendum

Neatly driven

Neatly driven So, how many times have you begged an auto driver to take you somewhere and watched, in completely impotent frustration, as he merrily ignores you and drives by, lea... »

It’s the season to be jolly

We give you our top gifting picks which won't break the bank It’s Christmas time and the market is teeming with gift options. But how does one pick that perfect present for that special... »
brandstands

Sporting a different hue

Mix sportstars and endorsements, and what's the first thing you get? Cola! And sports brands, of course, never mind that they have endorsed several other categories of products. Name five sportsper... »
vitamin c

The good food guide

Suresh Kumar

Consumers must educate themselves about what’s good for them and not »
brandstand

Brand metamorphosis

Makeover Korean chaebol Samsung was founded in 1938 as a company that made noodles and sold dried seafood. 3M, famous for its engineering and technology in display and graphic materials, electronics, communication and others, started off as a company that mined minerals for grinding wheel abrasives.The JW Marriott chain of hotels took root in a root beer stand that its founder set up in 1927.

Last week we asked you to name companies that started off in one business and went on to establish themselves in others. Korean chaebol Samsung was founded in 1938 as a company that made noodles an... »
question hour

Going easy on sugar

HARISH BIJOOR

Going easy on sugar

You have answered a fair bit on this in the past but tell me more about the packaged fruit juices market please.Trichy<... »

Brands that broke the stereotype

Prasad Sangameshwaran

Here are some ads that dared to do things differently »

The changing face of women

Prasad Sangameshwaran

The Uber cab rape incident has again brought into focus how India treats its women. But the portrayal of women in Indian advertising is changing for the better »

Ashish Khazanchi’s creative showcase

The best picked by one of the best »
datamine

Let's go shopping

Adverb

Check-in savings

It’s a home edition

When marketers turn mind-readers

It’s brain gain, by the second

Star and style

Wait a minute, did you get what I said?

The backtrackers

Keeping tabs on your expenses

adverb

Raj Nair’s Creative Showcase

Raj Nair is currently Chief Creative Officer at Madison BMB. At present, he is spearheading campaigns such as Jiyo Parsi, Hypercity, Cartrade. com, Godrej Natures Basket, VVF (Jo, Bactershield, Do... »
conversations

Five pitfalls to avoid

RAJEEV BATRA,PROFESSOR OF MARKETING

Marketing is more complex than ever before. But Rajeev Batra, the Sebastian S. Kresge Professor of Marketing and Director of Yaffe Center for Persuasive Communication at the University of Michigan,... »
datamine

Pick my ride

At a category level ... »
addendum

Right to a better life

RAMESH NARAYAN

Financial planning is the basic building block to a better life. One where various aspirations could be fulfilled. Education, a better quality of life, travel whatever your dreams... »

Set to beat competition to a pulp?

Vimal Kedia

Beverage consumption patterns in India have seen a definite shift over the years, with lifestyle changes and higher affordability reflecting on consumer choices. First it was the cola wars... »

Inside story

Pradipti Jayaram

Ads selling innerwear for women in India are generally classy, unlike those for men. How come? »

Winners don't take all

Winners don't take all

Brands today are trying to set Guinness records. Do such accolades help them at all?Ranjan P Lall New DelhiRan... »
brandstand

Switching tracks

Colgate was a soap and candle maker

Most of us probably know that Nokia’s original business, dating back to 1865, was a paper mill when mining engineer Fredrik Idestam set up his first wood pulp mill in South-Western Finland. Colgat... »

The great e-commerce swipestakes

Brains and Brands

May their tribe grow

You are what you wear

Kiran Khalap’s creative showcase

Creative Showcase

adverb

BL Ink

Hand of god: A man breaks down after he finds the lifeless body of his eight-year-old son in Cuddalore

Recording life

Arko Datta

Ten years on, photojournalist Arko Datta recounts the wave of death, mourning and mass burials that made pressing the shutter that much harder »

Often, the lack of spare parts is blamed for the delay in customer service. Read on to find out why »

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