November 3, 2016

Your big NGO isn’t a big brand. So what should be your brand strategy?

Most people have probably never heard of the world’s largest non-governmental organisation. BRAC, with a workforce of over 100,000 people and projects reaching 1 in every 55 people, is the biggest development organisation operating today.
September 1, 2015

Aarong: a big brand or just a handicraft retailer?

The world’s most famous brands reach their consumers through ad campaigns with supermodels and celebrity endorsements. Their glamorous photoshoots are raised on billboards, magazine covers, and in store displays. They run special offers through newspapers and direct mailers, or email you a coupon code you can use on their website. They have 50,000 square feet retail stores with large window displays and products visually merchandised to awe the customer. So what does a brand such as Aarong, who sells handicraft goods, do to market their products? The exact same thing.