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Latest Articles in branding

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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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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