Leader brands
HOW DO LEADER BRANDS GROW THEIR CORE PRODUCT? A mature leader legacy brand with a historical growth trajectory. Yet there have to be unmet needs, underserved segments, untapped consumption occasions. It’s about looking hard and long enough for INSIGHTS to unlock higher growth. An example. In 2007, Dabur amla hair oil, a premium priced Legacy […]
Read MoreConsumer Insight
How do Challenger(insurgent) brands disrupt? In 2017, Fortune known by its flagship edible oils range was extended to the adjacent Atta(Wheat flour) Category. – Strategy. Distinctiveness vs Differentiation.The Atta category is segmented on the product platforms of Chakki atta, premium priced Superior taste Sharbati atta, Multigrain atta, Diabetic friendly atta, Organic atta etc. Rather than […]
Read MoreHuman truth
CREATING EMOTIONAL ADVERTISING THAT BLENDS A BRAND TRUTH WITH A HUMAN TRUTH AND A CULTURAL TRUTH. So, you have a – BRAND IDEA that shapes an – ADVERISING IDEA OR CREATIVE IDEA and this in turn shapes an – EXECUTION IDEA. A. A BRAND IDEA has at its heart a core target audience, a differentiator […]
Read MoreChallenger brand strategy
How do Challenger brands disrupt? Challenger brands have scale, resources, trust, legacy all stacked against them. So what do they do against such odds? The answer lies in Disruptive Innovation, Thought Leadership and lack of greed. They could take the Leader head on or– Be content with carving out a niche and expanding it. – […]
Read MoreCategory Segmentation
How do Challenger brands disrupt? Challenger brands have scale, resources, trust, legacy all stacked against them. So what do they do against such odds? The answer lies in Disruptive Innovation, Thought Leadership and lack of greed. They could take the Leader head on or– Be content with carving out a niche and expanding it. – […]
Read MoreBrand idea
How do Challenger brands disrupt? Challenger brands have scale, resources, trust, legacy all stacked against them. So what do they do against such odds? The answer lies in Disruptive Innovation, Thought Leadership and lack of greed. They could take the Leader head on or– Be content with carving out a niche and expanding it. – […]
Read MoreSegment attractiveness
Mapping SEGMENT ATTRACTIVENESS in a Category. A Follow up post to – Category Segmentation. Having identified UNDERSERVED & UNSERVED Niche segments(Ideally limited to 2-3) in your Focus category, you now need to run each past the below framework. To zero in on the most attractive Target segment. A Framework to assess ‘SEGMENT ATTRACTIVENESS/RIGHT TO WIN,. […]
Read MoreSegmentation Variables
Category Segmentation Category Segmentation variables can be mapped as the 5 Ws- Who, Why, What, When, Where | Part 1 The foundation of Strategy is STP- Segmentation, Targeting, Positioning. As a Start point, Map Segments/Demand Spaces that exist in your category Identify Underserved and Unserved Niches Map your ‘Right to Win’ in these Niche segments, […]
Read MoreBrand Differentiation
Your Brand must be: Better Different/Distinct/Differentiated A Legacy/Heritage player renovating itself with evolving Culture/Competition Addressing an Underserved or Unserved Niche Cheaper or else it won’t be around for very long. A few egs to illustrate the framework above. A Better brand | ‘Mamaearth’ with a ‘Goodness inside’ Promise, ‘Pepsodent’ toothpaste with a 12 Hour Protection promise, […]
Read More3 big SHIFTS that are driving Disruption & Scale for Start ups/D2C Brands.
3 big SHIFTS that are driving Disruption & Scale for Start ups/D2C Brands. A CONSUMER shift away from products perceived as artificial/processed/harmful. A MEDIA shift away from Traditional media to sharply Targeted, low outlay Digital channels where youth, affluent, metro consumers are spending significant time. A CHANNEL shift away from Traditional to Organised trade. And […]
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