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Latest Articles in branding

What’s Your God Strategy?

So how do you find God? You don’t have to. He or she is in you, around you, has created you...

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Book Review: Choosing A Brand

The book tells us how desire is a constantly evolving sentiment, however, there are basic sources that are said to instill desire for a brand — sensuality, surprise, authenticity, meaningfulness and social identity

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Marketing To The 'Always Connected' Customer

With traditional brand marketing moving the digital way, technology players have shown great interest in adopting it to boost their revenue prospects

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Case Study: To Be Or Not To Be In A Mall

“Your premium brand had better be delivering something special, or it’s not going to get the business” — Warren Buffett

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Case Analysis: ‘Kitney Footfall The?’

What distinguishes a good mall from others is the mall management’s positive approach to its shoppers

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Case Analysis: Good Company

Location and creating the right aura is a critical part of a brand’s success

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The Margin Of Error For Brands Is Diminishing

Marketers are truly living in interesting times. The recent experiences of Pepsi, Nivea and the airline wars are all proof that the consumer is watching, and in many instances, not forgiving…

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The Future Lies In Small Urban Markets

The growth that was possible from our magnet-Metros has tended to slow down. As the bigger metros get saturated with numbers, and as lifestyles alter dramatically with the availability of time and money, big cities are not necessarily big any more, in terms of opportunity for brands to grow

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Battling Expectations

Brands too need to be elevated with nourishment in thought. But if we let the voice of positivity remain a cry in the wilderness, we shall continue to live in peril of throwing the baby out with the bathwater!

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The Making Of Personality

Knowledge without the ability to influence is akin to being “all dressed up and nowhere to go"

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Leveraging Brand Licensing To Enter New Market Segments

Building new brands requires a significant amount of time and investment and the efforts may not always be successful

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The Futility Of Feedback

Marketing isn’t about driving by looking at the rear-view mirror... but through the windshield

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