Curio

Recently, Twitter and NASA had a late-night mushy talk, things which they talked about were third world problems Wi-Fi connection, rocketing, space, and earth. Here’s the screenshot of the conversation. I am sure that you will enjoy reading it. NASA has executed principles of the law of publicity by blending it with perfect digital strategy. In a very subtle manner, it ensured that the launch date of “NASA’s perseverance mars rover” gets registered in the minds of the public, and people will wait for the day to come and glued to their TV, mobile, tablet screens to witness the launch.

Most of the business houses are still contemplating how to reinitiate their operations in the post-COVID era. The question becomes more serious for the hospitality industry as close interaction with the customer is one of the crucial aspects to create an everlasting customer experience. While most of the restaurants and big food chains were brainstorming upon realignment of their operation according to the new (ab)normal. Burger King Germany came up with a brilliant idea to preserve the nostalgia associated with the brand, along with respecting the norms of social distancing. How were they able to achieve the same? Well, by cleverly re-designing the famous burger king crown into a giant crown, which allows the customer to maintain the minimum distance from each other as suggested by the experts while they enjoy their mouth-watering whooper.

TikTok is facing a huge backlash from the netizens leading to dip in its rating from 4.6 to 2 while TikTok Lite’s rating plummeted to 1.1 in less than a week.   Before the crisis, TikTok recorded the best quarter for any app with 315 million downloads across the app store and google play store in Q1 2020, according to Sensor Tower. TikTok’s current state indicates the importance of robust digital asset management to prevent the brand from irreparable damage. Swiftness and sincerity are the key attributes for effective brand crisis management. A well-crafted crisis communication plan can help a firm to act quickly. Thus, reducing the severity of damage to the brand. More than a quarter of crises spread internationally within just one hour. Therefore acting fast, along with a sincere message from the management outlining the firm’s action plan to address the issue, is instrumental. Lastly, the brand should try to distance itself from secondary associations (content...

Pic Credit: Markus[pexels] We can think of the category leadership law as a subset of the Law of Leadership or the way around it. We all know it is highly impossible to keep up radical innovation at all times; there will be times when a new entrant or the existing player will come up with a new product line. So does it mean that if you cannot be the leader, then you have lost the chance to appropriate value out of the innovation? Well, not necessarily. There are several ways to secure your fortress, and one of the ways is to create a new category. How can you do that? It is always good to learn via example. Recently Marico has narrowed its focus towards the hygiene segment, which is a quite lucrative and relevant segment for any brand at this time. But apart from the supply chain challenges during these times, the biggest challenge for any new entrant is to break through the clutter as the hygiene segment already has a lot of well-established players and new local players. So to...

Law of leadership advocates that it is essential to be first in the category than having the best product in the category. Keep in mind this does not mean that marketers can forego all the aspects of quality; the product’s basic quality conformance is a must. Law simply means that the brand being first in the category will be able to settle in the prospect’s mind quickly and firmly. Unlike the latter entrants, the leader will get undivided attention from the customer, which will help the brand to become a synonym for the category. Thus, it is highly recommended to create a name that can be used generically for the category. Airbnb is a perfect example of the law of leadership. It was first in the category of short-term property rental. Though other starts-up came into being to give competition to Airbnb, however, Airbnb’s revenue remained by far the highest outlasting most of its competitors. Is Airbnb’s dominance in the short term property rental due to a better product? Well, oth...

How can you create a highly visible and engaging campaign for restaurant chains during these tough times when customers are trying to keep the social distance from restaurants?  The obvious answer will be by being creative. I know it is no rocket science; everyone knows that creativity can evoke the right emotions and create a favorable perception in the customers' minds. Leo Burnett Saudi Arabia has understood the same and created a virtual sand clock, which gets wholly filled when it is time to have an iftar meal. Agency has employed the perfect blend of technology and marketing concepts to execute the campaign for McDonald's . The video below clearly depicts how enticing the advertisement is. I don’t know about you, but the vividly created Big Mac and McFlurry created by the sand clock did lure my taste buds 😊

Upskilling and reskilling are taking center stage and keeping up with changing times; employees are trying their best to follow through their skill development curve and prevent it from plateauing, by adding relevant skills to their portfolio, which is when the Edtech firms come to rescue them in their pursuit of upskilling. The traffic garnered by Learning websites and apps indicates the popularity of skill enhancement among the professionals in these times of uncertainty. Furthermore, the free content and massive discount are justifying to their purpose of attracting more subscribers to various courses being offered across several learning platforms. This quest for upskilling raises a pertinent question as to how professionals can differentiate themselves from others. Today anyone and everyone having a good internet connection can gain knowledge about the skills, but only a few can actually acquire them as it depends on several factors like: Motivation: Intrinsic motivation le...