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Marketing Mastery

Maslow's hierarchy: East vs. West
Different cultures are different, but also the same in many ways
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Rashi Goel
Use Maslow's hierarchy to architect brand meaning into your products
Six tactics no B-school will teach you
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Rashi Goel
4
Fragrance marketing 101
If used well, fragrance can be a powerful tool in a brand manager's quiver. That’s why investing in fragrance is a no-brainer.
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Rashi Goel
3
The psychology of fragrances
Scent is the invisible salesperson. It’s invisible, but unignorable.
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Rashi Goel
Find your wolf, then protect it with your life
A zero-compromise element without which the whole flywheel collapses
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Rashi Goel
1
Brand building takes strategic sacrifices
A brand is defined by what it willingly gives up
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Rashi Goel
A framework to help consumer brands beat inertia
Seven inertia-busting strategies
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Rashi Goel
The psychology of inertia
People are overly attached to status quo. A rule of thumb to get them to change is to make an offer that is 10X better.
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Rashi Goel
1
Beware of averages
Three illusions that come from how we think about chances and success
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Rashi Goel
Better questions lead to better answers
The right problem statement is a force multiplier
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Rashi Goel
1
Competition is a state of mind
Competition motivates us by giving us benchmarks to beat. But like salt, only the right level is ideal. For real mastery, competition stops being an…
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Rashi Goel
1
The ripening of the Influencer Economy
Influencing needs to be legitimized as a formal job. This will also be good for the country.
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Rashi Goel
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