afaqs!

Blog

Anand Halve

Baloney as philosophy

Anand Halve | December 03, 2014

Sometimes, brands want to be representatives of something more than mere consumer benefits; they want to represent a school of thought. They want to ladder up the emotional benefit to the stratospheric level of a philosophy of life, even gather metaphysics into their fold. Of course, it is a short distance from metaphysical abstraction to gobbledygook. Read more

  • Share on:
Anand Halve

The schizophrenia of advertising

Anand Halve | November 18, 2014

It could not have escaped any one's attention that there are two kinds of advertising in evidence these days. Not that a dichotomous view of 'types' of advertising is unprecedented; at one time, the classification of advertising used to follow the logic of Hard sell vs Soft sell messaging. At other times, the categories were defined as being Emotional vs Rational in approach. Even Creative vs Effective (a split sponsored, not surprisingly, by agencies that did NOT produce 'creative' advertising. Until Ranjan Kapur and Piyush Pandey at Ogilvy, put an end to this false divide.) Read more

  • Share on:
Anand Halve

Call me sentimental but...

Anand Halve | September 29, 2014

When a film like 'KICK' with no noticeable - or even token - evidence of logic, gets people to fork out over 200 crores in box office collections, all illusions (or delusions) that man is a rational creature can finally be put to rest. He isn't. Read more

  • Share on:
Anand Halve

'Combinatorial' categories

Anand Halve | June 07, 2013

There is a marketing conundrum as old as the expansion of product categories itself: the battle between the high-volume lure of low-priced products, and the attraction of the prestige of low-volume high-priced products. These East and West twain of the marketing did not meet for a long time. So there was a Mercedes and there was a Volkswagen. Or Parker pens and low priced quasi-brands. Read more

  • Share on:
Anand Halve

The Commoditisation of Everything

Anand Halve | March 26, 2013

Not long ago, I was asking a jewelry store owner about the changes reshaping his business: changing tastes, increasing preference for diamonds, young ladies turning away from yellow gold and so on. He told me something I was unaware of: that apart from greater competition, discounting was rampant, and that the most effective promotional offer was 'Making charges waived'. Read more

  • Share on:
Anand Halve

Availability as the root of aspirations

Anand Halve | February 13, 2013

Diesel, Nike, Zara, Swarovski, TAG Heuer. A friend and I were in a mall the other day observing stores selling these brands, and we got around to discussing which brands were the equivalent of these objects of desire in the 1980s. Read more

  • Share on:
Anand Halve

Service In The Air

Anand Halve | December 14, 2012

As we all know, the aviation sector has made tremendous strides in recent years. Air Deccan intended to make air travel possible for all Indians and was launched with a long TV commercial; the net effect of which was that all carpenters refused to travel by train or bus any longer. Read more

  • Share on:
Anand Halve

The cultural bias of innovation

Anand Halve | November 27, 2012

To say that our thinking is shaped by what we see around us, the influences we encounter and the cohort to which we belong, is to state the obvious. If we grow up in England we probably think of a dog as man's best friend; if we grow up in Korea we may think of a dog as dinner. The ways in which culture shapes our preferences, our notions of beauty, of what is admired have always been leveraged by marketers and advertising practitioners. The elements of culture they celebrate of course, are the ones which they think are most desirable (marketing is nothing if not the the satisfying of desires) Read more

  • Share on:
Anand Halve

The problem of scaling human excellence

Anand Halve | August 21, 2012

The Economic Times on 17-08-2012 had a front page article: 'New IIMs clash with the old; young institutes claim established B-schools are not sharing resources' Read more

  • Share on:
Anand Halve

The homogenisation of aspiration

Anand Halve | August 07, 2012

Much of economics and all of advertising rests on understanding human aspirations. After all it is the desire for 'better' that products and services seek to satisfy. The indicators of what constitutes aspiration and the role models that represent their achievement are useful guideposts for studying the canvas of aspirations. Read more

  • Share on: