Blog

Why should your new brand exist?

The old paradigms of Unique Selling Proposition don’t apply to a whole range of products anymore. The reasons to launch a new brand have to be determined. And if you look hard enough, customers will tell you what they like through behavior and on social media, not surveysRead more

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Tackling the riddle of internal communications

Internal communication is a crucial part of creating and establishing company culture. The attention paid to it is sporadic and intermittent. That’s also because defining internal communication objectives and implementing them is a daunting taskRead more

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What Marketing Managers should learn from Mary Meeker

Mary Meeker’s Internet Trends Report is eagerly awaited by every industry head as each of the developments has a bearing on how businesses are evolving in a highly networked society. In a sense, it is a moving chronicle of the times we live in and helps us to understand how the changes impact countries and societyRead more

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The 24-hour advertising channel

At one time, it would have seemed impossible – having an online channel with only ads playing on it. But when you consider the rationale and the purpose for which it was created, it is a perfectly logical extensionRead more

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Are you working for Google? Or Facebook? You may be!

Content needs distribution to reach the largest number of people at the lowest cost. And that’s what both Google and Facebook do. But they now find themselves in a difficult situation. The side-effects of ‘Free’ have come back to haunt the platforms with consequences that could not have been anticipated.Read more

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Content Vs Copywriting- what’s the difference?

It seems almost trivial, the way advertising is seen as compared to literary prose. Literature is a higher calling, driven by deeper concepts and the other, by crass commercialism. How can one even be compared to the other, or discussed in the same breath?Read more

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Vertical Video for marketing- the way to go?

Are vertical videos going to be the next wave in marketing? Looking at the way smartphones now dominate our lives, it seems perfectly natural to plan videos to be shot and made in the vertical format specifically for smartphone viewing.Read more