Insights – Higher At Work

16 Apr

Developing a brand strategy that sees the light of day!

A brilliant strategy is useless if your team and leadership do not rally behind it. As a brand owner, your priority is to build a powerful brand that helps increase market share, premiums and build customer loyalty as well. But it is easier said than done. You face multiple challenges [...]

6 Feb

Why Sam Altman made me think of a woman in a village in UP, India

Sam Altman, the new tech visionary, recently claimed that billion-dollar "unicorn" companies could be built with just 10, or even 1 person in the future. Advancements in automation, AI, and software development tools are making it easier for individuals to achieve what once required larger teams. One programmer with the right skills and [...]

2 Feb

Why sustainability marketing is not working for Indian customers.

Indian customers do not buy sustainability.They buy convenience and savings. We’ve spoken at length to a large number of customers about sustainability. While this is usually in relation to the category we are working on, certain common themes emerge from hundreds of conversations with customers across categories. https://videopress.com/v/PDyGQjby?resizeToParent=true&cover=true&posterUrl=https%3A%2F%2Fhigheratwork.com%2Fwp-content%2Fuploads%2F2024%2F02%2Fsustainable-customers-_mp4_std.original.jpg&preloadContent=metadata&useAverageColor=true Indian Customers [...]

3 Jan

AI in Marketing: User’s Reflections

I got on the AI user train pretty early. We were synthesizing nearly 4 months of work on a large project and had to write nearly 11 long reports that brought together insights about our client organization, its stakeholders and general trends and macro category data. If you have written [...]

27 Dec

All Purchases are Emotional

Like most decision making, our purchasing behaviours are driven by emotion. This is true even in categories that are seen as purely functional, or the dreaded ‘commodity’ type! Even when the product benefits for the customer seem purely functional, there is an emotional payoff that he receives from that functional [...]

7 Dec

Customer Journeys: Bane or Boon?

Customer journeys are the boring necessity of marketing planning. They are immensely useful to design effective solutions for different customer groups at various touch points. A clear understanding of the customer journeys provides clear directions for marketing budgets/activities needed to achieve business and brand objectives. A detailed customer journey can [...]

30 Nov

Brands’ search for growth: Towards the hinterlands

For accurate segmentation, we need to take into account customers’ life journeys and the deeper motivations and anxieties that are shaped by their life experiences.

27 Nov

Humanising Brands is crucial to Brand Strategy

Brand Personality can provide the key to an effective marketing strategy. It is often thought of as a fuzzy 'tone and manner' concept that only the creative and content teams need to work with. What many marketers miss is how powerful and useful a tool it is to plan all [...]

21 Nov

The Art of Effective Brand Positioning

A Brand gets positioned in the minds of customers, whether we actively work on it or not. The positioning defines its place in the minds of consumers and shapes its trajectory. It would then make sense to go about it with some conscious deliberation rather than leave it to chance! [...]

16 Nov

How to identify your target customer segment for marketing

In the last few blogs we have been exploring the idea of using insights to develop winning strategies. In continuation of this series, today we delve into an approach to defining your target customer. In the last blog we argued that focusing on select target customer groups and understanding the [...]

Tag: Insights

Developing a brand strategy that sees the light of day!

Why Sam Altman made me think of a woman in a village in UP, India

Why sustainability marketing is not working for Indian customers.

AI in Marketing: User’s Reflections

All Purchases are Emotional

Customer Journeys: Bane or Boon?

Brands’ search for growth: Towards the hinterlands

Humanising Brands is crucial to Brand Strategy

The Art of Effective Brand Positioning

How to identify your target customer segment for marketing

Follow Us

May We Suggest?