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34 Results Found
  • The internet broke brand loyalty Nov 21, 2021 03:13 PM IST

    The internet broke brand loyalty

    One way that our lives online have rewired our brains is that we’re more comfortable buying from an unfamiliar brand. And those same changing habits may also be making us less loyal to anything that we buy

  • Storyboard18 | Booze, Binge, Hoarding, James Bond, Durex, Mercedes, The Last Supper, Meta Nov 16, 2021 10:58 AM IST

    Storyboard18 | Booze, Binge, Hoarding, James Bond, Durex, Mercedes, The Last Supper, Meta

    How some of the world’s most famous names of people, places, things and brands came to be.

  • Storyboard18 | Coca-Cola names WPP as global partner after a massive review Nov 09, 2021 11:14 AM IST

    Storyboard18 | Coca-Cola names WPP as global partner after a massive review

    Coca-Cola conducted one of the longest global reviews (over nine months), resulting in the industry’s biggest-ever pitch, where WPP won the majority of the $4.2 billion Coca-Cola business.

  • Storyboard18 | Is the House of Zuck strong enough? Nov 02, 2021 10:58 AM IST

    Storyboard18 | Is the House of Zuck strong enough?

    By changing the brand architecture to a House of Brands model, Mark Zuckerberg has effectively compartmentalized Facebook and saved his own career.

  • Storyboard | Diwali ads: It's that time of the year Oct 26, 2021 11:21 AM IST

    Storyboard | Diwali ads: It's that time of the year

    Brace yourself for a national outbreak of lump-in-the-throat advertising.

  • Storyboard | Bira 91 founder CEO Ankur Jain: We don’t engage in surrogate advertising Oct 23, 2021 10:58 AM IST

    Storyboard | Bira 91 founder CEO Ankur Jain: We don’t engage in surrogate advertising

    Bira 91 founder and CEO Ankur Jain on what it takes to build a homegrown beer brand in a country where advertising alcoholic beverages is not permitted.

  • Storyboard | CoinDCX appoints Ayushmann Khurrana as brand ambassador Oct 18, 2021 12:48 PM IST

    Storyboard | CoinDCX appoints Ayushmann Khurrana as brand ambassador

    The announcement comes days after actor Amitabh Bachchan said that he’s pausing the endorsement deal with CoinDCX until there is clarity on the legality of crypto currency in India.

  • Kill jargon, before jargon kills your message Oct 15, 2021 04:41 PM IST

    Kill jargon, before jargon kills your message

    Using jargon often raises more questions than it answers. The goal of a communicator should be to avoid jargon from creeping into press releases and presentations.

  • Storyboard | Brand Air India 2.0 ready to fly?​ Oct 09, 2021 07:46 AM IST

    Storyboard | Brand Air India 2.0 ready to fly?​

    Experts weigh in on what the future could hold for the airline brand and its Maharajah as they return to the Tata Group.

  • Storyboard | Marketing 007: How James Bond has shaken & stirred brand business Sep 26, 2021 02:16 PM IST

    Storyboard | Marketing 007: How James Bond has shaken & stirred brand business

    007 and his chemistry with brands return with the 25th James Bond film 'No Time To Die'. Here's a breakdown of how marketers bond with the secret and suave agent. 

  • Review | 'What’s Your Story?' is a handy guide to content strategy in a hyperconnected world Aug 28, 2021 04:29 PM IST

    Review | 'What’s Your Story?' is a handy guide to content strategy in a hyperconnected world

    The book does not demand to be read from cover to cover. Once you zero in on the skills that you need to hone, check out the relevant chapter and explore it slowly.

  • Storyboard: How brands can avoid the moment marketing minefield Aug 14, 2021 04:48 PM IST

    Storyboard: How brands can avoid the moment marketing minefield

    Advertising agencies and brands need new frameworks, fresh creativity and better understanding of laws and regulations for ‘moment marketing’ to not backfire in the future.

  • Storyboard | Hockey 2.0. Are brands ready to play?    Aug 05, 2021 07:53 AM IST

    Storyboard | Hockey 2.0. Are brands ready to play?   

    The resurgence of hockey, propelled by national teams' performance at the Tokyo Olympics, has given brands an opportunity to own hockey in a manner that is impossible in a sport like cricket, say marketing and media executives.

  • Storyboard Exclusive Interview: Meet Ogilvy’s global CEO Andy Main, the "outsider" scripting the legacy ad agency’s transformation Jul 31, 2021 06:58 AM IST

    Storyboard Exclusive Interview: Meet Ogilvy’s global CEO Andy Main, the "outsider" scripting the legacy ad agency’s transformation

    On his one-year anniversary in the role, Ogilvy’s global chief executive officer, Andy Main, talks about future-proofing the business, his “spirit connection” to David Ogilvy, and a world tour through WhatsApp, among other things.

  • What’s in a real estate project’s name? A lot – if it conjures images of the pandemic Jun 15, 2021 01:24 PM IST

    What’s in a real estate project’s name? A lot – if it conjures images of the pandemic

    Homebuyers are likely to favour advertising that plays on keywords like ‘open spaces,’ ‘wellness’ and ‘self-contained,’ which have had appeal even before the Covid-19 outbreak

  • Bengaluru as TecHalli, nah! Jun 13, 2021 08:13 AM IST

    Bengaluru as TecHalli, nah!

    The city of a thousand potholes. The city with a traffic cop on a flyover. The city where the groundwater ran out. There were so many options which would perfectly sum up the experience of the intrepid visitor to Bengaluru.

  • Neglect of creativity is the data-driven marketer's biggest mistake May 25, 2021 12:29 PM IST

    Neglect of creativity is the data-driven marketer's biggest mistake

    Put ideas at the heart of the marketing profession or a robot will generate your ‘acceptably creative’ obituary

  • Brand Insight 2021: Leading strategists share how branding matters to scale up business Apr 17, 2021 12:58 PM IST

    Brand Insight 2021: Leading strategists share how branding matters to scale up business

    Sharing the marketing strategies of fashion brands, Achint Setia, Vice President and Head of Marketing at Myntra highlighted role of emotion in building a brand.

  • Why don't cars in India come with Indian names? Apr 03, 2021 01:18 PM IST

    Why don't cars in India come with Indian names?

    The short answer: most car makers believe that the aspirational values that come with buying an automobile in India are best addressed by foreign-sounding names.

  • With fewer ads on streaming, brands make more movies Mar 24, 2021 01:42 PM IST

    With fewer ads on streaming, brands make more movies

    With more people home and glued to their streaming services, many of which don’t allow advertising, companies are finding that they need to be creative about the ways they get in front of audiences no longer seeing 30-second commercials.

  • Two stars and their secrets to branding Dec 12, 2020 08:04 AM IST

    Two stars and their secrets to branding

    December saw the launch of sneaker lines by basketball hero Steph Curry and tennis star Naomi Osaka. Here’s what they had to say about their approach to branding.

  • Can machines connect with ‘the human’? Dec 04, 2020 10:51 AM IST

    Can machines connect with ‘the human’?

    Do you think the machine has smartly tracked the emotion and subtly touched the customer in a way that leaves him or her feeling great about the organization and with good memories to share with family and friends?

  • Emotions and risks that companies must be mindful about during brand promotions Sep 16, 2020 12:16 PM IST

    Emotions and risks that companies must be mindful about during brand promotions

    The issue of branding is both art and science. It is complex and the right communication, positioning, brand promise and consistent delivery will help overcome this. And it is crucial for businesses hit by the “lockdownomics” to revisit the fundamental of branding.

  • A new exercise in corporate branding Jul 02, 2020 09:33 AM IST

    A new exercise in corporate branding

    Facebook ad boycott campaign underlines the power of inclusivity in marketing and product development

  • Wanted – A marketing revolution by real estate developers Mar 13, 2020 02:45 PM IST

    Wanted – A marketing revolution by real estate developers

    Admittedly the external environment is not easy but there has been little or no introspection or adaptability by the builders themselves.

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