Red Bull’s remarkable journey began in 1987 when Dietrich Mateschitz, an Austrian toothpaste salesman, stumbled upon a life-changing beverage during a business trip to Thailand in 1982. He discovered an “energy tonic” created by Chaleo Yoovidhya, designed to keep people awake and alert. After trying the drink and feeling immediate relief from jet lag, Mateschitz saw […]
How Did the Red Bull Brand Get its Wings? Read More »
Guinness has cultivated a remarkable brand identity through tradition and scientific precision, particularly in perfecting the art of pouring the perfect pint. Originating from Ireland, this globally recognized brand operates in over 60 countries and is available in more than 150. By offering a diverse range of products, packaging, and labeling, Guinness exemplifies how to
Pouring Success: The Genius Behind Guinness’s Global Marketing Strategy Read More »
How many of us drink at least one hot beverage a day; weather it is coffee or tea? Ethiopia is known for our daily coffee ceremonies. It is a ritual at this point and it would not be a stretch to claim that we all have at least one cup of coffee a day. In
The Sweet Ethiopian Illusion: Granulated Sugar Doesn’t Work (አያሰማም) Read More »
Historically, economic theory has centered around Homo Economicus, a figure characterized by logical, strategic, and self-interested behavior. This model suggested that if humans acted rationally in a consistent manner, a capitalist utopia would naturally emerge. However, this premise has been increasingly challenged, leading to the rise of behavioral economics, which presents a more nuanced view
Rethinking Economics Beyond Rationality and Beyond Logic Read More »
Absolut Vodka, produced in southern Sweden, stands as the third largest brand of alcoholic spirits worldwide. Despite its roots dating back to the late 19th century, it wasn’t until the mid-20th century that it was recognized as vodka by the Scandinavian population, previously referred to as brannvin. The brand’s meteoric rise to fame is largely attributed
The Iconic Marketing Triumph of Absolut Vodka Read More »
Have you ever noticed how different brands differentiate themselves from one another? Whether it is banks, ride-sharing platforms, powder detergents, or other products or services; they all claim to be the best. It never actually involves brands differentiating themselves from their competitors. Although they may not always use the word best, that is exactly what
Honesty Over Hype: The Avis Strategy Read More »
How often do you see a Volvo strolling around on the streets of Addis? Not much, right!! But Volvo has implemented brilliant advertising and branding techniques that have made it very popular in Western media and Western markets. Well, why do we need to talk about Volvo then? Because Volvo’s marketing practices are noteworthy as
Do you remember this dress on social media? It was trending all over social media at some point in 2015. The major question that got everybody going was whether the dress was white and gold, or whether the dress was black and blue. What do you think? Take your time and look at the image
All that Glitters is Not Gold- The value of trust in marketing Read More »
Have you ever had your food get cold while you are searching for a movie on Netflix? Other choice engines can assist you with choices that have far more implications, in the same way that Amazon and Netflix can assist you in selecting a book to read or a movie to watch. Do you use
How you ever wondered why public bathrooms in our country have a certain pungent odor to them; no matter how often they supposedly get cleaned and no matter how upscale and prestigious the location or the establishment? As Ethiopians, we are all too familiar with the fact that if the foot traffic for a public
How an Image of a Fly Reduced Urine Splashback in Public Bathrooms Read More »
