I am back! New clients, Wins, & Latest Brands

Hey guys,

It’s been way too long! I’ve missed you all and have so much to share. As you know, along with MM, I primarily run a brand consultancy - Blanq, and things have been wild lately. While vigorously launching the Marketing Muse newsletter in January, I later realised it takes a lot to write. It's not easy, it needs lots of no-stimulus zones, a genuine story to share, and a mental capacity, which I lacked the past few months.

At blanq, we’ve also been super busy handling influencers for our clients. It's been crazy developing UX for another client, managing collaborations, and ensuring things align perfectly. On top of that, we onboarded two clients for which the onboarding process was intense.

Anyway, enough about my life🙈 Let’s talk about why you are reading this. Yes! the marketing news……muse…

but before that, if you’re into consuming content, do check this video where we dissected Beer biceps’ strategy 👉 Watch Here

Moving on. This week we’re dissecting …

—The Body Shop.

This story has it all heart, courage, and a bit of scandal! And tbh the best part is in the end😍

While researching cosmetics for my randomly popped acne last month, I realised 44 of the 50 biggest cosmetic brands test on animals & they lie about not doing it. Yep, most of those big names are hiding a pretty ugly secret. But here’s the main plot - The Body Shop has been fighting the good fight against animal testing since 1989 with their “Forever Against Animal Testing” campaign.

I mean, it’s crazy. Since 1989? Fighting for Animal rights? Seriously? I have rarely seen any other brand do that. I know Dove does it.

They’ve been the real underdogs, taking on the giants.

The first time I stepped into The Body Shop, I was a teenager in a foreign land, (It wasn’t in India back then) with no major skincare crisis, just curiosity. The store felt colourful, smelled vanilla & I wanted to eat all their soaps. A friendly store assistant recommended a cruelty-free moisturizer that worked wonders. It smelled so good, that I was hooked, not bothering about skin.

Who knew I could fight for animal rights just by smelling good? ;)

but……..

The Body Shop relaunched its anti-animal testing campaign with great satisfaction. They aimed to gather over 8 million signatures to push for a global ban on animal testing. And they didn’t just stick to social media. They hit the streets, organized events in over 69 countries, and even had a giant inflatable bunny. It was the kind of spectacle that made headlines.

but here’s the plot twist….

Despite all their hard work and the love they received from millions, The Body Shop is facing some seriously tough times today. Rumor has it, that they might have to close some of their stores due to financial struggles & bankruptcy. Can you believe it? A brand that’s done so much good might be on the edge. It’s like finding out your favourite superhero losing their powers.

Maybe we’re all attracted to heavily marketed brands more than brands that contribute towards society's betterment hence these brands don’t earn much? Maybe?

So, next time you grab your favourite Body Shop product, remember you’re supporting a brand that stands for kindness and compassion. Your support means the world, especially now. By choosing The Body Shop, you’re making a choice that’s good for you, for animals, and for a company that truly cares.

This also gives another important lesson that while purchasing, we can go a little extra mile & check the brand history, what good they’re doing to the society, before making them rich.

That’s it, folks! That’s the story for this week.

I hope you enjoyed the Case Study. With this, I realised that maybe we could do more dissection on brands that are giving back to society. Better to highlight the unsung heroes right?

Marketing & branding book reccos of the week

This is my attempt to share all my learning sources. Over the years, I learnt everything I know today from these books that I discovered through research, reading, surfing.

1. Alchemy - Rory Sutherland - You can buy it here

   This guy’s a new marketing guru for me. Honestly, I didn’t know about him earlier, but now, I’m acquainting myself with his videos, books & theories. I love the way his brain thinks differently, like Nassim Nicholas Taleb.

2. Pandeymonium - Piyush Pandey- Buy here

   It's a treasure trove of insights from one of the best minds in advertising. The book is packed with humorous and inspiring stories that reveal the creativity behind iconic ad campaigns. Pandey's practical advice and personal anecdotes make it an engaging and enlightening read, perfect for anyone interested in the magic of marketing.

3. Adman Madman: Unapologetically Prahlad - Buy here

   This book offers a behind-the-scenes glimpse into the making of some of the most iconic ads of our time. With wisdom and a touch of madness, it's a must-read for anyone fascinated by the power of persuasion and the art of selling dreams. Trust me, you won't be able to put it down!

Thanks for sticking with me on this rollercoaster. I promise to be consistent (might need time to adjust to writing).

I’d love to hear your thoughts or any stories about how Marketing Muse is helping you in your journey. Also would love your recommendations for me!

Let’s chat, share, and keep the good vibes going🙌

Stay Awesome & thrive!

See you next time!👋