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Amitava Chattopadhyay


Amitava Chattopadhyay
Emerging Market Multinationals - Amitava Chattopadhyay


Why Brand Experience Failures are Endemic.

We live in the age of brand experience. Yet, again and again I find that brands the world over fail to create a strongly differentiated and positive brand experience. Three back-to-back brand experience failures makes me write this today. The first experience was on December 3rd morning.  We were in Bangkok, where I had been…

  Dec 6, 2016
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Advertising Repetition Levels in India are Off the Charts! How Much Money is Being Wasted?

Watching the test match between India and England on TV in India I was staggered at the level of advertising repetition that I experienced. During one hour, I decided to keep track of the commercials aired. The brands and the number of times they advertised during the hour period are below. As one can see,…

  Nov 23, 2016
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Growing an Industry with Negative Associations: The Case of Cannabis

A recent article in Lift Cannabis News Magazine entitled Cannabis Brand Wars got me thinking about the challenges of building a brand in a stigmatized or “underground” product category such as recreational cannabis.  While recreational cannabis use may have become legal in several US states (e.g., Colorado and Washington), and Canada maybe considering making recreational…

  Jul 11, 2016
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Lying, cheating banks and bankers: The case of Standard Chartered Bank

I watched the movie “Short It” last night on my flight back to Singapore and was reminded about the self-centered and corrupt nature of banks and banking executives. Why do I say banks and bankers are corrupt? Both personal experience and research suggests that banks and and, on average, bankers are liars and cheaters! Let’s…

  Mar 1, 2016
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Turning your Business Around in a Declining Industry: Lessons from Movie Theatres

  The movie theater business offers insights as to how firms can find new opportunities for turning around dying businesses by understanding consumers and their needs better. For movie theaters in the US and Western Europe, viewership peaked in the late 1940s and has since slid by 80% or more, depending on the market. Television…

  Aug 17, 2014
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Winning in Emerging Markets: Lessons from Peru’s Big Cola!

The last fortnight saw the second quarter announcements of performance from both the Coca Cola Company and PepsiCo. Although PepsiCo significantly outperformed Coca Cola’s negative 1% growth in net sales (and a 3% decline in profits) by reporting a top line growth of 4% (and a higher profit rate), they both seriously underperformed when compared…

  Aug 7, 2014
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Brands crying wolf (stock out) once too many times can hurt their own brand reputation and that of their retailers’!

A Times of India article on July 29, 2014, reporting on the launch of the Mi 3 smartphone by Xiaomi, the Chinese smartphone manufacturer, said that “Xiaomi has claimed that its Mi 3 smartphone went out of stock in just 5 seconds, … when it was put up on sale on Flipkart today. Last week,…

  Jul 30, 2014
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Customer service failures in the Internet age can be costly!

An internet cancellation horror story has gone viral and is causing Comcast a heartburn! According to the BBC, Ryan Block, a technology journalist, wanted to cancel his Comcast internet service. The call to cancel his service turned into a 20-minute ordeal. The Comcast “retention specialist” who handled the call refused to accept his request and…

  Jul 21, 2014
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Don’t just come up with a new logo, research it first!

The new Airbnb logo has stirred up a veritable hornets nest. Gizmodo yesterday wrote that “The New Airbnb Logo Is a Sexual Rorschach Test For Our Time”! And the BBC today reported that “Airbnb’s new logo faces social media backlash”. Airbnb new logo on left and spoofs of it to the right! This is not…

  Jul 18, 2014
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Trying to enforce Hindi subverts the Constitution! How dare you!

Mr. Modi, yes, you, Narendra Modi! I am totally incensed!  How dare you be so insulting to us non Hindi speaking Indians? Perhaps we should give up our Indian passports!  I for one will take steps in that direction, after having held on to it for the past 33 years, while living outside India. I…

  Jul 9, 2014
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