Author Archives: 1mmarketing

About 1mmarketing

Working as Associate Professor, School of Business, United International University, Bangladesh; a North-American graduate, with doctoral studies from UUM, Malaysia; cherishing a wide-view of the world, with multiple interests in culture, people, traveling, and specifically marketing science. I have a colorful and diversified background with a blend of corporate experience, research, consulting, training, public speaking and teaching. I love to write about marketing issues that affect our lives, and talk about its direction that would promote the greatest human welfare.

Take Care of the Invisible “Bubble”

Branding is not magic, but its results could be magical! Wonder why people pay for brand names? It’s not only the product quality or features, it’s the psychological satisfaction, bubbles of which have been artistically created consistently over time. How … Continue reading

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Branding through Effectiveness and Efficiency

Effectiveness and efficiency of products are two important pre-requisites of performance. Performance is essential for a sustainable and unique identity of a brand. But how do these two factors play their roles in branding? Simply put, effectiveness means whether something … Continue reading

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Standing with Consumers’ Concern: A Challenge for Brands Today

A recent study conducted in 14 countries among over 14,000 respondents reveals that over 50% of consumers are most likely to buy a brand that stands with consumers’ social, environmental or political concerns. Today, consumers are becoming more belief-driven as … Continue reading

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Never Forget the Competitive Landscape

Branding should be put into perspective of competition. Competitors are always busy devising ways and means to beat the rest of the brands. While this might be true that putting too much attention on competitors could be myopic which might … Continue reading

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Will FIFA World Cup 2018 Help Establish the Brand “Vivo”?

Vivo, the third largest Chinese smartphone manufacturer after Huwaei and Oppo, has been aggressive in branding itself through FIFA World Cup 2018 and 2022 sponsorships. It is of no surprise that Oppo and Vivo follow almost similar branding strategy as … Continue reading

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Lessons Learned from the Closure of Toys ‘R’ Us

Finally, the giant toy-retailing chain store Toys ‘R’ Us is closing. Operating over 60 years across the US and Europe, nearly a thousand of its stores are now being closed as the company could not make enough money to continue … Continue reading

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Branding using boundary-breakers

Most brands are stuck in their imaginary boundary these days. It means, in the name of consistency, they are “improving” upward within their boundary, but not going beyond where they are, being afraid that it might hurt their positioning. The … Continue reading

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Inspiration and Perspiration: How Brands Make their Mark

It takes a lot of imagination to put a creative mark in your branding program. Subsequently, it takes a group of front-end soldiers to make a brand’s dream come true. Both are important, one cannot be achieved without the other. … Continue reading

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Are brick-and-mortar stores coming back?

Those who are thinking that physical presence of a retailer is no more needed, think again. While this is true that many brick-and-mortar stores are no more profitable to operate, there are ways how a firm may capitalize on this … Continue reading

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Mending Customer Relationship: The Apple Way

Apple is probably one of those few brands whose older models are widely used and popular among its customers. One reason could be that the newer models might be expensive to a section of existing Apple users, so they switch … Continue reading

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