I’ve never bought an Apple device for their design. Over the years, the reason to buy were many, but more often than not, a functional need was addressed. It could have been the stability of the operating system, longer lasting devices or excellent service, devices that allowed for backup and more. In those decisions, I […]
Category Archives: Customer Experience
The Hotel Industry Needs to Change. Fast!
So what is a modern day hotel then? A place with unique characteristics of the city that only the ultra-rich can afford or a place that reflects the rich culture of the city and connects to the more modern ethos?
Move Fast. Fix Things
This post is about two lessons that I learnt fairly early in my career. They are part of the title. Two decades ago, a prospective client spoke rather condescendingly at my suggestion to evaluate digital tools in some processes that we were discussing at the time. The research, he said, hadn’t identified the areas we […]
Retail is here to stay. Experience Needs Imagination
A social media update announcing the coming retail apocalypse is now a routine occurrence. News articles about this issue are relatively common as well. The impression created is that new players hungrier for success are stomping all over brick and mortar. At the same, these new companies are not just online but are also opening […]
Thinking about the Unpolished Dal and FMCG Brand Experience
Many years ago, an engine oil major, a much-loved brand in India worked with us to answer an important question, ”What next?“ Why? Because each new car brand was endorsing their own or partner engine oil brands. Also, the experience had changed from one where a customer went explicitly to get the oil they wanted […]
Thinking about the Electric Vehicle Customer Journey
The electricity business worldwide is at the centre of changes brought about by new technologies and rapid merging of multiple business verticals. These changes are increasingly apparent in India as well. This transformation which involves substantial enhancements in renewable capacity, the push towards electric vehicles (EV), electrical charging stations, storage, new software-driven experiences and above all […]
Observations on Healthcare Marketing in India
Trust, Transparency and Belief in Brand are priceless. That’s really the challenge for hospital branding! The patient needs to be at the centre of decision making.
The Essence of Your Brand’s Digital Ambition
What value can a brand add to a consumer’s life. It seems like a simple thing. Of getting the basics right. Even if the ‘ basics ‘ keep changing with time and technology.
Cities, Sports Leagues and their Brand Experiences
It was match day and not an ordinary one at that. Bayern Munich was scheduled to play in the final of the 2012/13 UEFA Champions League. This information was part of the briefing by the pilot of a Lufthansa flight that I was in. What stuck me was the use of ‘my team’ in the […]
Cardboard People, Photoshopped Beauty and Real Brands
This is supposed to be the age of transparency, empathy and connectedness. Can we please agree on what the real brand is? Advertising is photo enhanced. Situations are all about perfect locations, beautiful happy moments or scary ones depending on product category. Advertising success invariably is shown as looking down upon someone else. Deviousness instead […]