Subscribe
Sign in
Home
Notes
My Website
The India Playbook
Archive
About
The Bhasmasura curse that plagues big brands
big brands inadvertently set insurgent brands up for success
Oct 16
•
Rashi Goel
3
Honey, who shrunk my share?
Large, mature, category leader brands lose share like an iceberg melts. This happens because consumers move forward, while brands regress.
Oct 13
•
Rashi Goel
1
2
Sampling unlocks willingness to buy
My hair mascara story: sampling, even forced trials break consumer resistance which over time converts to more usage, even loyalty
Oct 6
•
Rashi Goel
3
6
Most Popular
View all
Butterfly effect
Apr 1, 2022
•
Rashi Goel
20
8
The next frontier of marketing: community flywheels
Jul 23, 2023
•
Rashi Goel
9
1
The India Playbook: One India, four markets
Oct 19, 2023
•
Rashi Goel
7
1
A new tension for a new India Part 1
Mar 24
•
Rashi Goel
3
6
Brand managers are not set up for success
Aug 18
•
Rashi Goel
8
1
Human desires are like onions
Mar 17
•
Rashi Goel
7
3
The India Playbook
See all
The Bhasmasura curse that plagues big brands
big brands inadvertently set insurgent brands up for success
Oct 16
•
Rashi Goel
3
Sampling unlocks willingness to buy
My hair mascara story: sampling, even forced trials break consumer resistance which over time converts to more usage, even loyalty
Oct 6
•
Rashi Goel
3
6
As a rule, Indians bend the rules
Kirana stores used Jugaad to build categories in India. As we organise retail more and more, who's bending the rules now?
Aug 25
•
Rashi Goel
3
3
Marketing Mastery
See all
Honey, who shrunk my share?
Large, mature, category leader brands lose share like an iceberg melts. This happens because consumers move forward, while brands regress.
Oct 13
•
Rashi Goel
1
2
Leading with brand alpha is also good business
we lead with what lags and ignore what we should lead with
Sep 29
•
Rashi Goel
1
2
Brand generates alpha for a business
Brand alpha is not a distant shiny theoretical concept. It generates cold hard cash.
Sep 21
•
Rashi Goel
2
2
Self Mastery
See all
Category of One
See all
Storytelling
See all
Performonks
High-leverage practitioner insights on converting products to brands and growing consumer businesses in India
Subscribe
Recommendations
View all 13
The Sociology of Business
Ana Andjelic
Concept Bureau
Jasmine Bina
Line Cook Chronicles
Mark Mendez
Womaning in India
Mahima Vashisht
AI Download
Brad Calloway
Performonks
Subscribe
About
Archive
Recommendations
Sitemap
This site requires JavaScript to run correctly. Please
turn on JavaScript
or unblock scripts
