The Bhasmasura curse that plagues big brands

big brands inadvertently set insurgent brands up for success

Oct 16 • Rashi Goel

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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

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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

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Your track record becomes your alpha

Build a portfolio of wins and learning.

Oct 4 • Rashi Goel

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September 2025

Leading with brand alpha is also good business

we lead with what lags and ignore what we should lead with

Sep 29 • Rashi Goel

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Brand generates alpha for a business

Brand alpha is not a distant shiny theoretical concept. It generates cold hard cash.

Sep 21 • Rashi Goel

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August 2025

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

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Brand managers are not set up for success

That's why they need mental models

Aug 18 • Rashi Goel

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July 2025

It's not just about the money

It's about fuzzy costs, and goodness. Stories, empathy, and self awareness hold the keys that unlock the mystery of fuzziness

Jul 29 • Rashi Goel

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Desire is good, desire is bad - The paradox of desire

There would be no marketing, or even capitalism without desire. Trigger warning: I delve into the Hindu scriptures to understand the paradox of desire.

Jul 14 • Rashi Goel

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June 2025

A marketer’s only job is to increase velocity

What Indian retailers and Bezos have in common and q-commerce misses- velocity is cash and free cash flow is king

Jun 16 • Rashi Goel

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Suffering and flow go together

It all depends on the meaning we give to each

Jun 9 • Rashi Goel

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