Marketing Mocktail – Page 2

Marketing Mocktail: Shop till you drop – types of shopping trips explained

Consumers are becoming more aware of the impact of their spending decisions, with 70 percent believing they can "vote with their dollars" by supporting brands that show good citizenship and Supporting small business owners. (Representative Image: Hanson Lu via Unsplash)

“If people shopped only when they needed to buy, and bought only what they needed, the economy would collapse.”

Marketing Mocktail: Sight to Insight – consumer insights explained

An insight is like “When you open the fridge, and the light comes on." (Representative Image: Annie Spratt via Unsplash)

If brand marketing is the business of ideas, then consumer insights are the illuminating force behind them. Unfortunately, marketers use the word ‘insight’ loosely. Everything from data to research findings to general observations are termed as insights.

Marketing Mocktail: Friends, family and lovers-brand-user relationships explained

When consumers emotionally connect with a brand, it is based on a chemistry or vibe and not a SWOT analysis of the brand. (Representative Image: Edu Lauton via Unsplash)

The emotional connection of a brand can be assessed based on what type of relationship your consumers have with your brand.

Marketing Mocktail: Brief or Grief – the creative brief explained

A good brief is like ‘an ad for creative people’- insightful, inspiring, and igniting. (Representative Image: Sticker Mule via Unsplash)

Putting together a good brief is a dying art which needs to be revived. We keep indulging in the over optimism of giving a bland brief and hoping for exciting creative work in return.

Marketing Mocktail: Brand as a person – brand anatomy explained

People relate to brands in the same way they relate to other people, in terms of their connections and relationships with brands. (Representative Image: Karla Hernandez via Unsplash)

The ‘Human Analogy Canvas’ articulates the key components of a brand’s anatomy in relation to a human being to make it simple, succinct and cohesive.

Marketing Mocktail: From heart to cart – emotional drivers of shopping explained

Like any human endeavor, shopping too is driven by emotion, even though it may not be overtly evident. Studies conducted globally with shoppers have uncovered the hidden emotions behind shopping. (Representative Image: Sara Kurfeß via Unsplash)

Retailers, e-tailers and marketers need to understand and apply the emotional drivers of shopping to design their shopping experience for greater engagement and conversion.

Marketing Mocktail: If you rest, you rust – Brand Refreshment explained

The representation of female HODs (head of departments) in Hindi content remained at a stagnant 17 percent, making it the only language with double-digit female HOD representation. (Representative Image: Ross Findon via Unsplash)

The column touches upon the reasons why a brand should refresh itself and the steps involved in refreshing it.

Marketing Mocktail: Consumer as brand manager – brand co-creation explained!

Wieden+Kennedy is an independent global creative company with offices in Amsterdam, Delhi, London, Mexico, Mumbai, New York City, Portland, São Paulo, Shanghai, and Tokyo. (Representative Image: Nick Fewings via Unsplash)

Brand co-creation means brands collaborating with consumers to come up with products and content. But how does it really work and when does it not? Find out.

Marketing Mocktail: Brand as rubber band- brand extensions explained!

When Toyota decided to enter the luxury car segment to compete with Mercedes, BMW, and Audi, they did not extend the Toyota brand, but went with a new brand instead-Lexus. The reason was clear. Toyota is a mid-market brand built around quality, reliability, and price value. It would have been too much of a stretch to move the brand into the luxury and high-performance territory. In fact, Toyota and Lexus are completely delinked and operate as separate businesses. (Representative Image: Kenny Eliason via Unsplash)

Before marketers get into stretching brands, they must ask and find answers to three fundamental questions.

Marketing Mocktail: The purpose of Brand Purpose explained!

Today, while many marketers have bought into the idea of Brand Purpose, it has its share of critics who label it as mumbo jumbo. While the cheerleaders argue that today a successful brand must have a reason for being, not just a reason for selling. (Images sourced via Twitter)

The biggest trend of the past decade – Purpose. But what does it really mean? Here’s the only primer you need on Purpose and how to wield it in marketing and brand building.