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Indranil Gupta

The author is Founder Director & Chief Executive Officer of BrandNEW Associates Private Limited

Latest Articles By Indranil Gupta

Looking Back To Move Ahead

Indranil Gupta

For people with confidence, nostalgia can be a great driver. Nostalgia can also power brands

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Learning From Mistakes

Indranil Gupta

A wise senior colleague used to say that business is always at the mercy of communications

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Going Up In Smoke

Indranil Gupta

The advertising idea needs to be crafted from an in-depth understanding of the problem

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Rebranding: Turning Over A New Leaf

Indranil Gupta

Indranil Gupta explains the art of rebranding with real life examples

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The Engagement Ring

Indranil Gupta

In a sluggish economy, agencies themselves are entering dog-eat-dog terrain

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Quest Of The Human Mind

Indranil Gupta

As institutions get older, they morph into the ‘exploiting’ mode, doing more of what works

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Battling Expectations

Indranil Gupta

Brands too need to be elevated with nourishment in thought. But if we let the voice of positivity remain a cry in the wilderness, we shall continue to live in peril of throwing the baby out with the bathwater!

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The Making Of Personality

Indranil Gupta

Knowledge without the ability to influence is akin to being “all dressed up and nowhere to go"

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The Futility Of Feedback

Indranil Gupta

Marketing isn’t about driving by looking at the rear-view mirror... but through the windshield

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The Music Metaphor

Indranil Gupta

In good branding, one can be tethered to an identity and yet indulge in creativity. However, too often brand owners themselves get tired of their own brand ad campaign (or logo) and force their agency to change even when the proposition has not been adequately registered

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