Marketing Mocktail – storyboard18

Goibibo ropes in father-son duo Jayaram and Kalidas as brand ambassadors

The film leverages cultural cues as much as it does language to build a connection with its audiences in Tamil Nadu and Kerala, delivering a story that aims to resonate with audiences while infusing specific travel contexts with a fresh perspective.

Raj Rishi Singh, Chief Marketing Officer, Goibibo, said, “Goibibo recognizes the need for tailored experiences not just in terms of products/services, but also in terms of brand communications.”

Marketing Mocktail: Lessons in building a D2C brand explained

While most D2C brands tend to over index on performance marketing at the cost of brand building, the smart ones strike the right balance.(Representative Image: Igor Miske via Unsplash)

D2C brands should avoid blindly aping the brand building model of legacy brands. Instead, they should focus on the 3-Cs: Cocreation, Content and Community.

Marketing Mocktail: Work that works – Checklist for evaluating advertising explained

The 7-point checklist helps in evaluating creative work. The Snickers campaign ticks all 7 boxes.

Effective advertising must be strategically accurate, creatively powerful, and demonstrably effective.

Marketing Mocktail: Standardize vs. Customize-brand localization explained

The extent of localization that global brands need to do depends on the interplay between the category and culture of the market. (Representative Image: Lucas George Wendt via Unsplash)

One of the key decisions a global brand needs to make is what and how much to standardize and what and how much to customize.

Marketing Mocktail: Paisa Vasool- the concept of value explained

When a consumer buys and uses a brand, she/he must make a notional profit. (Representative Image: Jason Leung via Unsplash)

Value is the difference between what the customer gets (benefit) and what the customer pays (cost).

Marketing Mocktail: Brand as Gestalt – total impression of a brand explained

A consumer constructs a brand like a bird constructs a nest-from small scarps collected here and there. (Representative Image: Justin Morgan via Unsplash)

The underlying philosophy of Gestalt is that when people perceive an entity, ‘the whole is more than the sum of its parts’. This also applies to how people perceive a brand.

Marketing Mocktail: Narrow or broad – brand portfolio extension themes explained

The question is, do brands extend their portfolio randomly, or is there a thought process behind it? What is the basis of extending a brand? Is there an underlying theme? (Representative Image: Grant Durr via Unsplash)

There are five types of brands based on the theme that they use to extend themselves, straddling a scope from narrow and focused to broad and diverse.

Marketing Mocktail: The sound of brands – sonic branding explained

Over the last 2 years, adoption of audio series accelerated across developed and emerging market, led by India and US.(Representative Image: Pawel Czerwinski via Unsplash)

Move your brand from cognition to emotion with sonic branding.

Marketing Mocktail: Branding with the enemy- the Enemy-Stand-Mantra construct explained

Replying to the post, Deepika Warrier, head of marketing at Bajaj Auto shared an interesting take. Warrier in one of her previous roles was vice president of the nutrition category for PepsiCo India. (Representative Image: GR Stocks via Unsplash)

Products solve problems in our lives. Brands beat down the enemies that torment us every day.

Marketing Mocktail: Strategy demystified- the 4-pillars of brand strategy explained

Check if your brand strategy is built around these four pillars- differentiation, focus, consistency and integration. (Representative Image: Jorge Salvador via Unsplash)

When others zig, you zag.