Abhilash Rao
@abhilash
Abhilash Rao
Often a brand’s positioning transcends its performance considerations. Companies can fashion compelling images that appeal to consumers’ social and psychological needs. The primary explanation for Marlboro’s extraordinary worldwide market share (about 30 percent) is that its “macho cowboy” image has struck a responsive chord with much of the
... See moreKevin Lane Keller • Marketing Management, 15/E With Indian Case Study
How to Structure your Product Org to Optimise for Growth - Department of Product
Jade Rubickdepartmentofproduct.com
DESIGNING A BRAND MANTRA Unlike brand slogans meant to engage, brand mantras are designed with internal purposes in mind. Although Nike’s internal mantra was “authentic athletic performance,” its external slogan was “Just Do It.” Here are the three key criteria for a brand mantra. Communicate. A good brand mantra should clarify what is unique about
... See moreKevin Lane Keller • Marketing Management, 15/E With Indian Case Study
Post-traumatic growth often happens naturally, Tedeschi says, but it can be facilitated in five ways: through education (rethinking ourselves, our world, and our future), emotional regulation (managing our negative emotions and reflecting on successes and possibilities), disclosure (articulating what is happening and its effects), narrative
... See moreRichard G. Tedeschi • Growth After Trauma
Small wins are exactly what they sound like, and are part of how keystone habits create widespread changes. A huge body of research has shown that small wins have enormous power, an influence disproportionate to the accomplishments of the victories themselves. “Small wins are a steady application of a small advantage,” one Cornell professor wrote
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