Nov 21, 2021 03:13 PM IST
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
- Nov 16, 2021 10:58 AM IST
How some of the world’s most famous names of people, places, things and brands came to be.
- Nov 09, 2021 11:14 AM IST
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.
- Nov 02, 2021 10:58 AM IST
By changing the brand architecture to a House of Brands model, Mark Zuckerberg has effectively compartmentalized Facebook and saved his own career.
- Oct 26, 2021 11:21 AM IST
Brace yourself for a national outbreak of lump-in-the-throat advertising.
- Oct 23, 2021 10:58 AM IST
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.
- Oct 18, 2021 12:48 PM IST
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.
- Oct 15, 2021 04:41 PM IST
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.
- Oct 09, 2021 07:46 AM IST
Experts weigh in on what the future could hold for the airline brand and its Maharajah as they return to the Tata Group.
- Sep 26, 2021 02:16 PM IST
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.
- Aug 28, 2021 04:29 PM IST
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.
- Aug 14, 2021 04:48 PM IST
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.
- Aug 05, 2021 07:53 AM IST
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.
- Jul 31, 2021 06:58 AM IST
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.
- Jun 15, 2021 01:24 PM IST
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
- Jun 13, 2021 08:13 AM IST
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.
- May 25, 2021 12:29 PM IST
Put ideas at the heart of the marketing profession or a robot will generate your ‘acceptably creative’ obituary
- Apr 17, 2021 12:58 PM IST
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.
- Apr 03, 2021 01:18 PM IST
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.
- Mar 24, 2021 01:42 PM IST
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.
- Dec 12, 2020 08:04 AM IST
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.
- Dec 04, 2020 10:51 AM IST
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?
- Sep 16, 2020 12:16 PM IST
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.
- Jul 02, 2020 09:33 AM IST
Facebook ad boycott campaign underlines the power of inclusivity in marketing and product development
- Mar 13, 2020 02:45 PM IST
Admittedly the external environment is not easy but there has been little or no introspection or adaptability by the builders themselves.