Top Story

Home >> Marketing >> Article

Paddy Rangappa provides insightful Sparks on marketing

03-July-2017
Font Size   16
Paddy Rangappa provides insightful Sparks on marketing


Written by Paddy Rangappa, ‘Spark’ touches upon how Marketers and brand custodians can grow their brands by making an emotional connect with their consumers through leveraging relevant insights as a part of their brand strategy.


Rangappa demystifies jargon and marketing as such, in simple everyday language. For example he even goes on to explain one of the most over –used terms in marketing ‘insights’ as ‘an emotional human revelation and how should it be used’, and follows up with every comprehensive detail related to marketing insights with case- studies, such as why and how McDonald’s and Dove are among the brands that have recognised and exploited the power of insights, and why insights are even more important in a digital age. Rangappa urges readers- ‘Don’t be an insight-ignorer or recogniser. Grow into an insight-seeker.’


An alumnus of the Indian Institute of Management, Ahmedabad, Rangappa had worked in the space of marketing for more than 26 years. After over a decade in Procter & Gamble in India, Indonesia and Singapore, he moved to McDonald’s, Singapore, where he became Vice President, Brand Development, for Asia Pacific, Middle East and Africa.


The book, which is divided into three parts, broadly talks about the role of insights and advertising in impelling brand growth, and goes on to reveal how to develop insights and ends with the final step on how to leverage these insights for powerful advertising.


Some of the topics touched upon in Spark such as ‘why clients get the advertising they deserve’, ‘why firing the agency should be the last resort’ and ‘clients who change agencies often are doing something wrong’, are particularly interesting and make a good connect in current times wherein pitches are rampant.


 Another interesting point Rangappa talks about are the traits of a great client, elucidated with a rather hilarious hypothetical example of the legendary brand Nike.


Another rather relevant subject touched upon by the author in a realistic manner is the needless focus on endless battles on digital eating TV, rather than focusing on optimising spends on buying media and giving relevant messages in a digital age.


As Rangappa states, “Don’t think of digital marketing as something detached from marketing, focus instead on getting the attention on today’s digitally immersed escaping consumers.”


All in all the book makes for a good read for marketers, brand custodians and agencies.

Tags Spark Paddy Rangappa

Varun Raina, Marketing Manager, Airbnb India speaks to exchange4media about the successful #LiveThere campaign and how Bollywood helps them connect with its young consumer

Tim Castree is all praises for his team in India and trusts it to be a result of “an excellent execution of agency’s global strategy” headed by Kartik Sharma

Siddharth Dabhade says Criteo’s technology allows brands to engage with shoppers, create relevant experience on retail apps, thereby driving sales and profits

Shantanu Gangane says OTT platform Viu plans around 20+ originals and is all set to enter the Tamil market with a mix of syndicated and original content

right
left
OFF THE CUFF HAS JOURNALIST ARUN SHOURIE IN CONVERSATION WITH SHEKHAR GUPTA IN MUMBAI IAA HOSTS FIRST INDIAA REGIONAL AWARDS (TELUGU) IN HYDERABAD BREAK THE CEILING TOUCH THE SKY 2018 SEES OVERWHELMING INDUSTRY PARTICIPATION 10TH EDITION OF ABC EUREKA AWARDS IN MUMBAI CELEBRATES WORK OF PARTNER AGENCIES EMINENT JURY PICKS LOUDEST’S 100 MOST POWERFUL INDIAN MUSIC BUSINESS LEADERS MODE LOFT BY SABGROUP LAUNCHES SIGNATURE MENSWEAR POWER DRESSING CLOTHING LINE TOP MARKETERS DISCUSS ART AND SCIENCE OF EFFECTIVE LISTENING @PITCH CMO SUMMIT 2018, DELHI THIRD SEASON OF ‘INDIA’S TOP DIGITAL PLANNERS’ RECOGNIZES EXCELLENCE IN THE DIGITAL INDUSTRY WOMEN ECONOMIC FORUM 2018 SEES DISTINGUISHED GLOBAL PERSONALITIES IN ATTENDANCE PEPPER CREATIVE AWARDS 2018 RECOGNIZE THE BEST IN ADVERTISING IN SOUTH INDIA RADIO CITY’S POWER OF RADIO MEET HOSTS TOP ADVERTISING INDUSTRY LEADERS TOP INDUSTRY PERSONALITIES ATTEND ZOOM-MYNTRA EVENING TO CELEBRATE THEIR PARTNERSHIP LEADING MARKETERS, EXPERTS SHARE INSIGHTS ON DIGITAL TRANSFORMATION @ADOBE SYMPOSIUM IN MUMBAI NICKELODEON TRADE PARTY SEES MARKETING INDUSTRY LEADERS AND THEIR FAMILIES IN ATTENDANCE GOLDEN MIKES RADIO ADVERTISING AWARDS 2018 RECOGNIZE INDUSTRY’S MOST DESERVING ACHIEVERS AIMA MANAGING INDIA AWARDS HONOUR THE BEST IN THE INDUSTRY BW BUSINESSWORLD’S GREAT INDIA DEBATE BRINGS TOGETHER INTELLECTUALS ACROSS INDUSTRY SECTORS BW BUSINESSWORLD SMART CITIES CONCLAVE PATNA 2018 SEES EMINENT INDUSTRY LEADERS IN ATTENDANCE EMINENT JURY PICKS WINNERS OF GOLDEN MIKES RADIO ADVERTISING AWARDS MADDYS 2018 SEE TOP ADVERTISING AND MARKETING INDUSTRY LEADERS IN ATTENDANCE

Gaurav Dua, Executive Director, Relaxo Footwears talks to exchange4media about the brand's re-branding, marketing strategy, future plans and much more

The brand through its campaign is helping Indian professionals imbibe the new work-culture while making an effortless style statement at their workplace

In this campaign, the brand MRF tyres intends to communicate their proposition of 'comfort made more comfortable'