Personality branding is a very nascent field, one which has developed very recently, with the explosion of mass media, and the evolving cultural climate of the world. 50 years ago, a sport star was merely a sports star, but today they have become larger than life personalities, endorsing products, causes, events, and much more. In fact, personality branding has become a vital tool for anyone to differentiate themselves in any given field, and stay ahead of the competition.
David Beckham is a case in point. As a footballer, he has his …

At first glance, the numbers seem to speak for themselves. 2009 net sales –  $79.0 billion. While other companies were floundering in the midst of a recession, P&G held its own, and still maintains its position as the world’s largest consumer goods company. As grand as it may seem though, this is the culmination of over hundred years of marketing excellence. Perhaps the best place to begin would be at the very beginning itself.
Like all other companies which have survived the test of time, P&G too has a story behind …

As marketers, we all learn to worship Kotler and the 4 P’s very early. However, is there any product which has managed to defy these fundamental laws of marketing? According to Nikesh Arora, President, Global Sales Operations and Business Development, Google is one such product. Promotions? Google does not indulge in advertising itself, even in the initial years it relied on word of mouth and reviews more than anything else to make itself known. Place? Google is not restricted to any one place, its ubiquitous. It sprawls across the internet. …

Harry Potter. No other book, rather brand, has caused quite as much excitement in living memory as J K Rowling’s boy wizard has. The book sales figures have been consistently breaking records. The sixth book sold 6.9 million copies in the US, but only to be bettered by its successor, which sold 8.3 million copies on the day of release! Not counting the last book, the series has sold over 325 million copies over 10 years, which exceeds the population of the US! J K Rowling became the highest earning …