Venu Gopal Nair

CEO at Ideascape Communications, a branding and advertising agency based in Chennai, India

Indian brands using chatbots

Chatbots are a fairly recent development, the result of all the hype around machine learning and AI. But what is the picture on the ground? How are brands using chatbots to drive different aspects of their business?

The ‘Post-it’ local brands

Only a limited set of brands make it to the inner circle of a customer’s mind. The process is linked to several aspects of memories, events and relationships,and which brands have limited access to.

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 surveys

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 society

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 extension

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.