In the wild forests of Indian markets—where tradition jostles with tech and the consumer landscape changes by the hour—brands are facing a new survival test. It’s no longer enough to be fast or wise, nimble or deep. You must be both. Enter the ‘Ashwagaja’; a metaphorical hybrid born from the best traits of two powerful […]
It is a simple thought. Next generation marketing can be understood better by creating an equivalence between a techstack and a brandstack A tech stack refers to a combination of technologies and tools used by a company to build and operate its digital services. It consists of layers, each serving a specific purpose in the […]
Branding folklore says that good brands are akin to religions. At least, they feel like one at their utopian best. And, hence, it follows that we can learn good brand practices from how religious theologies are promoted. On the surface, most religions have gods (or god-like characters), some defining scriptures, a cohort of selected priests […]
It all started with an innocuous post on the author’s LinkedIn profile, which went something like this: #brandbuilding wars of the 21st century are between two apparently opposing forces of #influence. On the right is subconscious irrational #persuasion (led by Dan Ariely). On the left is the sheer might of mental and physical #availability (led […]
In today’s competitive business landscape, brand marketing has become a crucial element of any successful marketing strategy. However, as businesses strive to stand out in a crowded marketplace, they often face a conundrum: how do they effectively market their brand without coming across as pushy or inauthentic? The answer lies in understanding the changing dynamics […]
Let’s face it. As a human race, we have now been Chat-GPT’ised. Sounds awfully close to chastised. But that is a topic for another day. We have several real world challenges. Climate change, poverty, a cure for cancer; to name a few. But we have chosen to be fascinated by this new algorithm that pretends […]
Capitalism dominates the marketplace, but its blemishes can no longer be airbrushed. The unequal distribution of wealth, disproportionate use of resources, degradation of the environment, exploitation of labour and chasing profit efficiency at the cost of human effectiveness are just some of its gross imperfections in an otherwise flawless exterior. One particular alternative got a […]
Over the last three months, many column centimetres have been invested on articles from industry experts on brand purpose. They can largely be aggregated into three perspectives. Firstly, in an age of distraction and low attention, a strong purpose gets consumers to engage with your brand meaningfully. Obviously, these people are ‘for the motion’. I […]
By now, most of us know that we are just minor actors in the giant social media circus. Our limbic brain, much against the dictates of our cerebellum, voluntarily participates in this digital merry-go-round, yearning to lay claim on our own two seconds of fame. From here, it is just a hop and skip away […]
The Oxford Dictionary defines the word ‘normal’ as ‘Conforming to a standard; usual, typical, or expected.’ But nothing about the word feels usual or expected anymore. After a year of living through a pandemic, these abnormal times have started to feel like normal times. And the constant chatter about moving towards a new normal has […]