(1) A brand is a mark which brings a distinct association for many people

(2) What makes HUL what it is?

• Middle Class soul
• Meritocratic Hiring (batch promotion system for first 9 to 12 years)
• Entrepreneurial professional
• Remaining in touch with reality
• Unflinching integrity

(3) Using JTBD (Jobs To Be Done) at HUL

• Each brand or category had a "Who to do what?" question yearly
• {Who} could be power users, average users or non users of your brand or category
• {What} would be increase customer size, increase frequency of use, increase per use consumption

(4) Example of JTBD: Horlicks & Boost purchase from GSK

• " Get more rural South and East consumers to try Health Food Drinks for the first time"
• category penetration since it is easier to convert non users to users; it is easier to grow a category than to grow a brand

(5) Brand extensions work when

• The extension doesn't damage the core (eg Surf Excel Matic was needed for washing machine)
• Captures the same association (dove bar and dove soap)
• It solves an actual customer problem

(6) An insight is a contradiction which is obvious in retrospect