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Latest Articles in branding

Identifying Your Consumer Is Half The Battle Won

For a relatively matured sector like mobile handsets which has high penetration, faster replacement cycle and heavy competition, identifying your consumer can be the start point to success

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Floating your (Paper) Boat

Kite-flying, like brand management, is exhilarating. Few remember the battles lost and won after a point; only how it feels when your kite is up in the clouds, among many others, adding colour to the skies, and you are the pilot on the ground, floating your (paper)boat

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Brand Ignition: Interruptive Communication

It’s time for advertisers, the media and consumers to feel “Sorry for the Interruption”!!

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8 Rules Of Positioning

In a market crowded with a lot of brands offering similar products, a good positioning makes a brand and its products stand out from the competition

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Quibbles On Media Piggybacking

The visual assault such a flyer-cloth makes on flyers erodes, I believe, Spicejet’s own value

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Is Your Brand 'Hot' Enough?

Loyalty is dead! It is a world moving towards 'gigs' rather than job security. Brands are/will re-orient themselves from trying to chase customer loyalty to becoming all-time relevant

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Uber India Appoints Sanjay Gupta As Head Of Marketing

With over 15 years of experience in brand and consulting, Sanjay will focus on further strengthening brand Uber in India

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Amit Tiwari Steps Down As Director Marketing, Brand, Communication & Digital, Philips India

Tiwari was associated with Philips for nearly a decade. He joined the company in 2008 as Country Manager Marketing Communications and Media before taking over the role of Director Marketing, Indian Subcontinent - Brand, Communication & Digital, Philips India, in 2014

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Women Have Gone Further Than The Ad World Knows

The Indian Air Force ad, ALT Balaji’s show ‘The Test Case’ are making a strong case for women equality, but these messages are behind time, and merely reflecting the on-ground change

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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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