Best Brands from 2000 to 2016

Best Brands 2000-2017

Best Brands 2000-2017

It’s understandable and expected that the best brands  of the world may not keep their place in the top 8 over a period of 17 years. From the data from, we collected top 8 best brands from the years 2000 , 2004 ,2008, 2012 and 2016. The comparison between them reveals some interesting insights: Continue reading

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    The INSEAD Experience

    It was a Saturday morning in October 2016, I was standing in front of 500+ alumni; ready to deliver my speech during the Alumni Reunion. I have always dreaded public speaking. Yet there I was, out of my comfort zone, preparing to speak to batches of INSEAD alumni who had graduated at least 25 years ago. As one of my personal goals for the year is to push myself out of my comfort zone, the opportunity fit perfectly with my goals.  At that moment, I realized that I was more confident than I usually would be, and that was because of the support I got from my classmates and group mates.

    INSEAD Experience


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      Theory of Marketing Relativity

      If there’s one field where every move is about what others are doing, that’s marketing. The theory of marketing relativity is something that has been discussed by all marketing gurus over the time. It’s the basic concept of differentiation, being different from the competitors. In strategy, it’s called Blue Ocean. It’s what the positioning statement or the perceptual map is entirely based on. But if that’s the case, then why does it seem that some companies aren’t trying to differentiate themselves and just following other players in the market?

      The Theory of Marketing Relativity : How companies are addressing it

      There are two reasons behind that; firstly though it might seem that those companies aren’t differentiating themselves; they actually Continue reading

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        Operating System of the Next Big Device : Product of the Future

        Back in 1983, when Apple launched its Lisa with a Graphical User Interface(GUI), Microsoft was a long way from first Windows operating system. Yet in 10 years, Microsoft’s Windows became the most used GUI and eventually a distinct market leader in Desktop Operating System category.

        Operating System Marketing on the Mark

        Desktop Operating System Market Share 2016; Source:

        When smartphones started becoming popular, Apple led the way with the iPhone and its iOS. Yet within years, Google’s Android took over the mobile operating system market. As the first mover, iPhone definitely enjoyed unprecedented success. But as the current trend is telling us, the market has shifted towards Android and will continue to do so. On the other hand, Microsoft, the Desktop OS leader, couldn’t make a sizable dent in the Smart Phone OS market with their Windows Mobile.

        Mobile Operating System Marketing on the Mark

        Mobile Operating System Trend ; Source :

        In tomorrow’s world, desktop or smartphones might no longer be the most sought after devices. Some new device might become the most used one and if (when) that happens, companies will once again have to fight for share in a new operating system market. The next world changing device might be something with Virtual Reality (VR), or Holographic Images or something entirely new. What’s essential for that device to become mainstream is a complimenting operating system . For example, we already have VR headsets but they don’t have any dedicated OS. As a result, VR is getting positioned as a device for fun and gimmicks. It will stay that way until it becomes an independent device with a fully functioning OS.

        The device that will rule tomorrow’s market will need an OS specifically developed for it. And luckily for the developers, there is a guideline they can follow; taken directly from the successes of Windows and Android.

        1. Make it Accessible to All:

        – Microsoft launched its Windows in US market after Apple did its iOS. Yet, Microsoft conquered the entire market with ease. Because while iOS was limited to using only on Apple devices, Windows was open for all!

        – Similarly, Google allowed the use of Android in all types of smartphones. In Bangladesh, Symphony ( a local company) is the market leader in smart phone market, with close competition from Walton ( local), Samsung and some other Chinese brands. All of these devices run on Android OS. Similarly in India, Micromax is the market leader. In China, companies are launching brands like Xiaomi and One Plus which have managed a strong fan following in almost no time. All of these business became possible because they didn’t have to worry much about an operating system. And by relieving the manufacturers of that headache, Google has ensured that it remains the leader in Global and (most of the) individual markets.

        -When multiple companies use the same OS, it automatically leads to more people using that OS. As a result, more developers become interested in developing apps for that platform.
        o Total number of apps on the App Store – 1,5 million (as of the summer of 2015)
        o Total number of apps on Google Play – 1,8 million (as of the winter of 2015)

        (Source : )

        2. Let other’s promote your Operating System:

        When Samsung promotes their Note 7 or Huawei promotes their P9, Android gets two different promotional campaigns. Apple/ Windows might spend more money individually, but when we combine all the advertising dollars spent behind promoting android phones (LG G series, Huawei, HP, etc.), Android wins by a large margin. Similarly, when Lenovo, HP, Asus and others promote their computers, Microsoft gets a huge boost.

        3. Penetrate Market First, Business will Follow:

        As discussed earlier, it’s essential to enter the market and capture as many people as possible first. iOS is popular because a huge number of people bought iPhones. Windows isn’t because not many bought Nokia or Microsoft phones. But Android is the market leader because it focused more on penetrating the market than generating business initially. In the very initial stage in the OS market, it’s a race for the companies. But it eventually becomes a battle which is advanced by the consumers. The bandwagon effect is strong in this market.

        4. Customize for the New Device:

        – What works on desktop computers, doesn’t in smart phones. Similarly, what works on smart phones, doesn’t work well in smart watches. All these devices need an OS specifically designed for them. The next big device will also need a completely fresh OS. The problem with established companies is, they don’t want to go too far from their existing successful offering. Windows had very similar Smartphone and Desktop OS initially. Android’s Tab and Smartphone OS is same, as a result they are not doing well in larger screen devices. Apple, on the other hand, completely changed their iOS for handheld devices. As a result, though they have close to 18% share in Mobile OS, their share becomes close to 28% when you factor Tablets in.

        Mobile and Tab Marketing on the Mark OS Share

        Mobile and Tab Operating System; Source :

        – Word of Caution: If you don’t customize for the new device, someone else will. The desktop OS was developed by Microsoft, a new player who became a giant eventually. Google developed Android without much prior success in Desktop OS. Same thing can happen with the next device’s OS.

        5. Be slightly late if needed, but be better:

        For a new technology to be commercially successful, a huge number of people have to adopt that. Most of the people who adopt a new technology usually do that after that technology has been around for a while. This practice gives the developers a bit of extra time. So even if the first version of the OS isn’t satisfactory, developers can quickly take people’s opinion and make new changes. In that way, the operating system will have a good chance at being successful.

        – Word of Caution: Being too late has to be avoided at all costs. Windows Mobile was too late. 

        Desktop Computer reigned after Windows 95. Laptop came to the picture and became popular during 2000s. Smartphones have been around for a decade. History tells us that this market is going to change eventually. Something new will come soon, and that will dictate whether the current giants will remain giants or someone else will take their place.

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          Size Matters : in Experiential Marketing & Outdoor Branding

          Years ago, I was in New Delhi-in a trip with my friends. We were walking from the Rashtrapati Bhaban (Presidential Palace) towards the India Gate. I had seen the pictures of the India Gate before, and the building from 2 km distance was looking exactly the way it looked in the pictures. So as you can imagine, I was of the impression that I wasn’t going to see something overwhelming.

          Size matters in experiential marketing

          India Gate from 1 KM distance

          Yet when we reached that place, I got absolutely awestruck by that monument. That 138 feet monument looked so much more impressive than the pictures suggested. And that was mainly because of its sheer size. I didn’t expect it to be so big! And only the size of it made my experience an unforgettable one. Continue reading

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            5 Ways Facebook Reactions Will Benefit Marketers

            I just returned from a trip. A few friends have already uploaded some pictures of the trip and when I opened Facebook to check them, something looked a bit different.

            The like button had a blue icon below it! And a new icon beside the blue one.


            When I moved the mouse over the like button a new sub-menu opened with 5 new types of Facebook Reactions icons.


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              Advertising Hack 05 : Power of Association

              When I was in class 5, my parents weren’t too happy with my performance at school. I had little interest in textbooks and classes. At school, I was waiting for the classes to end so that I could play an hour of cricket with my friends. After school, I was either occupied with mystery novels or comic books. Eventually, my class results started to deteriorate. And obviously, my parents got a tiny bit worried about that.

              Interestingly, that situation started to change when I started hanging out with one of the top students of my class. My mother became more hopeful about my results because I think she felt that I might pick some good habits from that friend of mine. Continue reading

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                What is Brand Management?

                “What do you do? “Oh, Brand Management! What is that?

                People used to ask me this question after I joined the field. And surprisingly, answering that part was trickier than I thought. So I came up with this short answer:

                “In blind taste tests, more people prefer Pepsi over Coke. This is the reality of the product.

                The same group prefers Coke when they see the branded packs. And this  instance is how the consumers perceive it.

                Managing brands is about creating that Perception.

                It  is making sure that perception stays above or in the same level as reality”

                Brand Management: Brands of the World

                Brand Management

                Brand Management

                This article is part of an upcoming series on Branding and how they work. This series is one of the many, like Advertising Hacks and Marketing Rants.

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                  3 Technologies That Will Change Experiential Marketing

                  Experiential Marketing has become more important than ever!

                  There was a time when a company could just air advertisements on TV or print them on newspapers and convince consumers to purchase its products.  Advertisements are still important, but they are slowly losing their effectiveness due to media clutter and consumers’ access to knowledge. Because of increased access to information, consumers of this era now wants to know more before buying anything. Consumers nowadays taste ice cream samples before choosing the flavor, go through user reviews (based on experience) before choosing a hotel and buy small paint samples before choosing a shade.  In other words, they want to know more about the product they are buying. And the best way for companies to give that knowledge is through Experiential Marketing.

                  In today’s world, where technology is playing a pivotal role in every field, experiential marketing is also getting benefitted. There are three types of technology that have the potential to change the face of experiential marketing in the coming days.

                  Leap Motion vs. Kinect : Gesture & Motion Based Interface

                  In 2002, when I watched the movie Minority Report, it seemed that the technology Tom Cruise and his team were using were something we will never see in reality. The gesture based user interface looked like it was picked from the 22nd century. Yet in just a decade, we have that technology, in the form of Leap Motion and Microsoft Kinect. Continue reading

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                    Power of Change Nucleus in Marketing

                    Imagine that you are in a clothing store and suddenly you stumble upon a pair of bright orange pants. “What a waste of shelf space.” You think. ” Who would want to buy this stuff?”. Yet, in the next couple of months, you see a few people in your circle wearing those pants. During the first few times, you get surprised at their choice but eventually you start to feel that those pants don’t look as odd as you initially thought. And after a few months, you buy a pair for yourself.

                    In the above-mentioned  scenario, what you needed to accept a change was a group of people in your circle to adopt the change first. After seeing them, your initial resistance to change started to diminish. Those people were the “Change Nucleus / Nuclei “. 

                    Change Nucleus

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