Paul Writer

Primal fears, consumer trends and Covid-19

What is Fear Based Marketing? What marketing trends does it drive?

The fear of being 'rejected' by the opposite sex due to bad breath or pimples is a time-tested trigger used by marketers. Another is the fear of shame also called "Ego death" by Dr. Karl Albrecht. Remember those ads and urging the CIO to buy anti-virus software or a data backup solution to ensure business continuity or face the wrath of his boss?
How Desi Is Your Brand?

Is Your Brand Ready for Vocal for Local in India?

Vocal for Local is trending in India post COVID lockdown. But country brand is a master brand for your products. Different countries have different perceptions amongst customers - positive or negative. Think of phrases like German Engineering, Indian IT, French Style. So choose your nationality wisely.
9 Steps to get through AIDA in a week

9 Steps to get through AIDA in a week

True Story Target audience - Luxury property buyers Brand - yet to be established real estate company in that city Platform - FB ads The result - 350...
Vocal for Local India needs a brand plan for soft power

Vocal For Local: India needs a brand plan for soft power

There was a time when my mother coveted something called “Singapore Saris” - these were imported polyester items that were considered more fashionable than...
Let’s merge Sales and Marketing for Growth

Let’s merge Sales and Marketing for Growth

Roll over CMO - welcome, CGO! Let’s merge Sales and Marketing for Growth When I joined Infosys in 1998, Marketing and Sales had different bosses. After...
How can your brand Rock the Recession

How can your brand Rock the Recession?

By pretending there isn’t one. I don’t mean denial, but I do mean that a batten-the-hatches freeze -all-spending is not the only option. During the...
Sheep View to Street View

From Sheep View to Street View to Faroese View

Shear Brilliance in No Money Marketing The Faroe Islands with a population of just over 50,000 was not covered in Google’s Street View Program. But...
Google COVID

Google launches a guide to help businesses adapt marketing strategies in wake of COVID-19

Consumers have shifted priorities. Companies are refocusing. Individuals are hunkering down and often anxious. All of us are caught up in the COVID-19 storm....
Unlocking the Indian Economy post-COVID The Road Ahead-min

Unlocking the Indian Economy post-COVID: The Road Ahead…

Delicate Balance, Considerations, and Decisions...India has outlined a 2-pronged strategy for phased restarting of economic activities from this week while maintaining its focus on flattening the curve. The...

Template to map Covid Context of your product portfolio

As discussed in the  article on marketing to be COVID Contextual and Recession Relevant, the world has changed, as have your consumers and clients....