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Category: Strategy

Stephen Covey’s 7 Habits of Highly Effective People’s Time Management Sheet

Stephen Richards Covey was an American book writer, educator and speaker. The reason for his popularity was his writing and especially his book “The 7…

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How to Create a Successful Digital Coupon Strategy

Ever since the first known use of paper coupons in 1887 by Coca Cola bottlers, retailing has been fascinated by the potential for their return…

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Marketing by Pharmas – What to Believe and Disbelieve?

There’s a lot of hype that surrounds the marketing of pharmaceuticals. According to a report published in a London medical journal BMJ, the prescription drug…

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Strategies around the Negative Side Effects of Pharmaceutical Marketing

It is a regular task of the pharmaceutical marketer to justify what they are doing. In a similar vein to alcohol and tobacco marketing, anything…

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Integrated Brands: A showcase of strategic communications

Where to find inspiring marketing?

Two decades ago if you needed inspiration you could leaf through any number of huge books that showed winners of the CLIOs, Golden Pencils, ADDYs, LIAAs and the Cannes International Advertising Festival. There you would see page after page of amazing ideas. What you discovered mattered because those were the days when advertising was at centre stage of marketing.  

Needless to say things have changed. Nowadays advertising is rarely the leading mode of communication – brands are being built in more varied and creative ways. Marketing campaigns give “wows” differently – and often in ways that are not recognized by the judges at awards shows.

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