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Brands With Values – How Tata Became a Market Leader

Tea is tea. So, how does a brand come from behind, nearly double its share and become the market leader in India, the world's second-largest tea-producing country? The surprising answer? By transforming itself into a “brand with values!" That is exactly...

Brands With Values — Ben & Jerry's

It isn’t easy being a “Brand with Values.” Last month, Ben & Jerry’s announced it would no longer sell its products in Jewish settlements built on occupied Palestinian land in the West Bank and East Jerusalem. As a result, it was...

Beyond Behavioral Bounds

A new riddle confronts multichannel marketers: Why is it that even consumers who are fully aware of the benefits of high-value (non-cash) rewards; or mitigate fears of the unknown...

Are Pharma Brands Running Out of Ideas?

In my previous blog post, I described how pharma brands are drowning in the "Sea of Sameness." The brand positioning strategies are converging to the same four ideas in chronic drugs.But it gets worse...

Are Pharma Brands Drowning In a "Sea of Sameness"?

Recently, I was involved in interviewing patients for a chronic disease drug . We were testing multiple concepts for post-launch TV commercials...

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