Japan today imports 500,000 tons of coffee annually. Barely 60 years earlier, it was a market that hardly sold a cup! Ad guru Sandeep Goyal reveals how Nestle won the Coffee versus Tea Battle.
Microsoft top boss Satya Nadella feels the increase in productivity has come at the price of burning the 'social capital' built up by companies over very many years, observes ad guru Sandeep Goyal.
Has the advent of technology made it easier, or more difficult, for brands to communicate with you and your valentine?
How Bajaj, Colgate, Raymonds, Zee lost out.. Strategic errors have hurt many companies, says adguru Sandeep Goyal.
'The advertising business, methinks, needs to tone down a bit. Take control of itself, and its emotions,' advises adguru Sandeep Goyal.
'What amazes me the most is that today users communicate with voice-activated speakers like as if they were talking to another human being, using words like "please," and "thank you," and even "sorry"!', says advertising guru Sandeep Goyal.
'Virat Kohli features in 25 campaigns, Ranveer Singh in 24, Akshay Kumar in 22, Deepika Padukone in 20, Ranbir Kapoor in 13, M S Dhoni in 12, Amitabh Bachchan in 12, Alia Bhatt in 11... but not one celebrity campaign is a sizzler,' says ad guru Sandeep Goyal.
'Can Tendulkar recreate the magic of his youth?', asks advertising guru Sandeep Goyal.
Sasha Chhetri, the Airtel 4G girl, is a better known face across India than most Bollywood starlets, says ad guru Sandeep Goyal.
Even in ruin, Jet retained its one essential brand quality: Dignity, says brand guru Sandeep Goyal.
'What I would love him to do most is to become a life coach and share his incredible story of struggle, success, and survival,' says marketing guru Sandeep Goyal.
'Indian creative and digital agencies seem to be completely missing the mark,' says advertising and media veteran Sandeep Goyal.
'For the likes of Zomato or Swiggy or Foodpanda or similar others, the customer has been sensitised for all times to the perils of the food pack being pilfered.' 'An important matter of trust has been exposed. And that really has been the biggest downer of this entire episode,' points out marketing guru Sandeep Goyal.
'What fascinated me always was Alyque's ability to think in the vernacular despite his South Bombay and genteel upbringing,' notes Sandeep Goyal. 'Lalitaji or Hamara Bajaj were obviously not birthed in the hallowed environs of the Bombay Gymkhana.'
Virat is at the top of the celebrity league today, far ahead of the Khans or any other superstar. He lends tremendous velocity and stature to the couple brand where Anushka is an equal partner, says Sandeep Goyal.
Akshay Kumar seems to be the closest to inheriting the brand appeal and position enjoyed by Amitabh Bachchan. We tell you why.
How did the newly anointed heritage city bag the title and is it ready for the expected rush of tourists?
Engage, don't entice, advises advertising guru Sandeep Goyal.
But won against Ranbir Kapoor, recalls adman Sandeep Goyal.
The superstar manages to retain the trust of consumers across age groups.
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