Isn’t that standard practice? The way the industry works? The option is to set up email with your friendly local provider because that is sure to be cheap. But again, the local provider may or may not have enough resources to devote to keep the service up and running all the time. Plus, if you …
Is it time the format of selecting the agency to work with changed? It does not tackle the most essential component – building trust between client and agency, without which great communication cannot happen
President Obama’s election marked the first use of mining voter information and appealing to perfectly targeted sections to influence them through social media. Then, it got weaponised
The first two are easy – complain and consume. But the third, which is where the solutions are, is the most difficult. It’s easy to buy anything these days. A phone. A car. A television. Then complain about all the things that are wrong with it. But to create anything new requires extraordinary effort and …
One of the measures of social media relevance is the number of ‘likes’ you can get on the brand page. But like using megapixels to determine the clarity of an image, it’s probably the least effective metric of engagement. Imagine you were a speaker at a convention. And at the end of your talk, the …
It’s the most widely available in the world. And completely useless, at least in solving the issues at hand. You see armchair experts everywhere. Lounging in street cafes holding animated conversations. Or consigned to a little square on your TV screen. Waiting patiently for nearly an hour to get two minutes and answer a question …
According to a feature in Wired, Audi is now the car of choice among young entrepreneurs and venture capitalists in Silicon Valley. It’s the mark of having arrived and reached a certain status among peers. The BMW, or the Beemer, is apparently no longer as ‘cool’ as it used to be. It’s become a victim of its …
Imagine that every channel is a slice of bread. And a slab of butter is the money available to spread across the slices. The smaller the loaf, the easier it is to spread generously. But as the number of loaves and slices mount, it becomes one of the hardest jobs to do. Which is the …
A couple of days ago, an anguished sports writer said what we all know – India is a one-sport nation. He moaned that we treat all our Olympian heroes who toil away unknown for nearly four years with such callousness, it undermines our ability as a nation to win more Olympic Golds. Which is true. With a …
We’re addicted to speed. We want cars that go faster with every new model launched. Automatic guns that discharge hundreds of bullets every second. There are drugs nicknamed ‘Speed’ because they provide an instant high – never mind the crash landing and the burn later. There’s even a new invention that allows you to inhale …
