Finding the right business model to execute on is the first step on a long road for startups. What seems to be the perfect opportunity may just be a mirage. And the real opportunity will only appear after trial and errorRead more
India reinvents the digital newspaper
Newspapers haven’t really adapted as much as they have been forced into the digital era. Their existing models have been upended and they have had their brand identities dissolve into social media streams. But one newspaper is bucking the trendRead more
India’s No. 1 deodorant brand doesn’t have a website
It looks like successful brands in 2019 can still be built like they were in the 1980s when the internet and social media did not exist and the only options were press, TV, radio and outdoor advertisingRead more
The Industrialization of Advertising
A lot has changed in a couple of decades. The old media commission model still exists but digital spends are changing the landscape of advertising altogether. This is what advertising with a formula looks likeRead more
The ‘Good Old Days’ of Advertising
As compared to a few decades ago, the number of ads people see everyday is in the thousands. How do you make contact and an impression is what brands wrestle with every dayRead more
Ferrari’s Instagram clash
It seemed like another image on an Instagram feed. But it had been carefully cropped for a brand aspiring to reach another level in the marketing journey. Charges and counter charges flewRead more
Brands are your hanger-on friends
Brand relationships aren’t complicated like the ones between humans. Except for luxury products, they are low maintenance and you can slip in and out of them with ease. Read more
Talking Infographics
Infographics have the power to communicate concepts better than words can. They can be used to explain abstract concepts, simplify technical processes and break dense information into comprehensible piecesRead more
The launch of a new apple
Both fit into the palm of the hand. One of them is millions of years old while the other is of more recent vintage. What does it take to create a brand from what is seen as a commodity?Read more
Will Quibi be Queen bee?
Video content for the mobile is the hottest emerging area of growth. There is user-generated content and video which is being curated and produced. Quibi wants to be the leader of the pack by assembling a star studded line up of producers and creatorsRead more
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