Tag: <span>Consumer Insight</span>
How a $5,000 loan and two jockstraps built the sports bra
A $5,000 loan, two jockstraps and a sister's joke created the sports bra in 1979. The lesson: category-defining products start with felt…
What Effectiveness Awards Teach Indian Marketers
The strongest Indian campaigns start with a business problem, not a brief. Here is what effectiveness awards reveal about insight, media and…
When AI Is Table Stakes, Ideas Are the Moat
A 10-minute AI creative contest in Mumbai showed that execution is now table stakes. The winners imagined the idea first and let…
How 7UP Hit a 7-Year Sales High by Selling the Obvious
7UP stopped chasing purpose and made refreshment the hero. The WARC case says the move drove the brand's highest sales in seven…
Uniqlo India Bets on Brand Over Performance Marketing
Uniqlo India's marketing director says brand awareness sits near 59%. Here's why the retailer is choosing relevance over CPM, and what marketers…