‘Out of curiosity comes everything’ – Steve Jobs
From Apple to Tata Tea, many leading brands have their roots in curiosity. The desire to know more often leads to new ideas and new perspectives; for a marketer, curiosity shapes the way one looks at products and their branding in innovative ways. In his new book, Harish Bhat brings his expertise on branding, communication and consumer insights to bear on a rapidly developing consumer-facing arena, exploring more than fifty products, places, people, books and publicity campaigns that excite him as a marketer.
From brand marketing using aliens and flying saucers to going big with a delicious local product (banana chips or coconut water), from the interesting concept behind multicoloured socks to the metamorphosis of the Diwali shopper, Bhat touches on fascinating areas that marketers are targeting today.Immensely topical, this is a pleasurable read that will be of great interest to general readers, as well as students and professionals who work in the exciting area of marketing.
About the Author
Harish Bhat has held several senior roles in the Tata Group over the past thirty years, including managing director of Tata Global Beverages and chief operating officer of the Watches and Jewellery businesses of the Titan Company Ltd. An avid marketer, he has helped create many successful Tata brands.
Harish is an alumnus of BITS Pilani and IIM Ahmedabad. He won the IIMA gold medal for scholastic excellence and later, the British Chevening Scholarship for young managers. He writes extensively and is a columnist for the Hindu Business Line and Mint. His first book TataLog was published by Penguin in 2012.
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