Mind Over Matter

Posted by on Mar 5, 2014 in Uncategorized | 0 comments

Competitive brand battles can be drawn out affairs, outlasting the tenures of several management teams. They can also be very expensive, often requiring outlays in the hundreds of millions of dollars. In some cases, billions of dollars are involved. It’s not just Coke versus Pepsi. These battles occur in every industry and practically every product category. Visa versus Mastercard. Nike versus Adidas. Colgate versus Crest. Airbus versus Boeing....

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Crown customers

Posted by on Mar 5, 2014 in Uncategorized | 0 comments

“The book is a must read for business heads as it will allow them to have a relook at their strategy” BusinessWorld book review. “Marketing hasn’t been delivering competitive advantage like it used to. Marketing’s strategic contribution has progressively diminished. The function has become increasingly tactical, moving the needle on share points, only to lose them within a quarter or two.” An interview with...

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The Customer-friendly brand

Posted by on Mar 5, 2014 in Uncategorized | 0 comments

Businesses rarely pay enough attention to the customers’ costs and risks because these aspects of a transaction tend to be invisible to the seller too: they occur either before or after the transaction, when the seller is not yet, or no longer, paying attention. Coverage of TILT in the Business Standard.  

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