Branding and Marketing are used interchangeably. Branding is about building recognition and connections, marketing explores ways and means to get it done across a range of media by defining customer segments and the outreach to themRead more
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?Read more
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. Read more
Word of Mouth Marketing is overrated
In the world of branding, Word Of Mouth has mythical status. It is routinely dropped in conversations and stories of how brands have established a large base with minimal spends are just that – stories!Read more
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
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
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
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
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
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