The biggest challenges in marketing have a sense of perpetuity to them.
These ‘meta-briefs’ are beyond documentation and unbound by marketing calendars. We have been trying for decades to find better ways to make people quit smoking, drink more Coke with their meals, be charitable and buy more insurance.
An oft-heard example of such a problem statement is creating a market for your brand where the product category doesn’t get used – more ‘selling-a-comb-to-a-bald-guy’.
One of world’s largest toilet cleaner brands, Harpic, had over decades worked tirelessly to become a ‘superior cleaning expert’ through efficacy-based communication. Its efforts...