Tag: <span>positioning</span>
OLAY rewrites ageing, one search result at a time
OLAY's Rewrite the Signs of Ageing uses AI search results and survey data to reframe ageing as confidence, wisdom and earned strength.
Selling Invisible Innovation: Lead with Experience
When tech fades into the background, brands must sell the experience it creates, not the specs. How invisible innovation changes marketing.
Miraggio’s Off The Clock sells the festive mindset
Miraggio’s Off The Clock campaign targets the pre-holiday mental checkout, using LinkedIn sign-offs and a film to sell a mindset, not a…
Ambuja at 109 MTPA: Strength, Sustainability and Brand
Ambuja Cement is half UltraTech's scale, so it is betting on inherited strength, third-party sustainability proof and premium mix. Here is the…
Sterling’s Rule: Standardize the Invisible, Localize the Visible
Sterling Holidays' CEO shared the brand rule behind its resort expansion: standardize operations, localize food, architecture and stories. Here's why it works.
Air France’s Eiffel Tower ad and the psychology of elegance
Air France returns to French TV on 8 March 2026 with a campaign built on 'Elegance is a journey.' Here's the behavioural…
Lenovo’s Broadway tablet ad bets on song over specs
A musical ad for the Idea Tab Pro Gen 2 hides the spec sheet inside a Broadway number. It's fun, but does…
Lenovo turns a tablet launch into Broadway theatre
Lenovo India's #DamnTheOdds turns the Idea Tab Pro Gen 2 into a Broadway musical. Here's the psychology behind the theatre-tech pitch.
Bajaj Auto holds more than 17% of Colombia’s bike market
Local assembly, a value wedge and owner communities made Bajaj Auto Colombia's favourite Indian, with over 17% of the motorcycle market.
OPPO Find X10 Sells Unplanned Moments, Not Camera Specs
OPPO India's Find X10 launch film builds its pitch around candid joy and quiet tears. Here's the psychology behind why that works.
Albertsons’ 0.8% Sales Dip Is a Strategy Problem
Albertsons reported a 0.8% identical sales decline and a possible sale. The missing piece, argues brand strategist Joan Kiddon, is a customer-defined…
How Naukri.com’s Hari Sadu Ad Turned an Insult Into Brand Gold
The Hari Sadu ad didn't sell job listings. It sold the relief of escaping a boss. Here is the behavioural science behind…