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  • Editorial Calendar 19-20

Latest Articles in branding

The Consumer & The Idiot Box

Today a big dilemma among marketers is to choose between following the beaten path or the road less travelled

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Marketing Outlook For 2018

Marketers today are rich with data through availability of variety of analytics tools to understand customers

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The 4Ps Hinder Marketing Integration

Integration is clearly in the hands of educators, not practitioners or managers

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More Or Less

Customers are willing to invest their time and attention on advertising that is narrative-driven and takes audiences along on a journey

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Identifying Your Consumer Is Half The Battle Won

For a relatively matured sector like mobile handsets which has high penetration, faster replacement cycle and heavy competition, identifying your consumer can be the start point to success

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Floating your (Paper) Boat

Kite-flying, like brand management, is exhilarating. Few remember the battles lost and won after a point; only how it feels when your kite is up in the clouds, among many others, adding colour to the skies, and you are the pilot on the ground, floating your (paper)boat

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Brand Ignition: Interruptive Communication

It’s time for advertisers, the media and consumers to feel “Sorry for the Interruption”!!

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8 Rules Of Positioning

In a market crowded with a lot of brands offering similar products, a good positioning makes a brand and its products stand out from the competition

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Quibbles On Media Piggybacking

The visual assault such a flyer-cloth makes on flyers erodes, I believe, Spicejet’s own value

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Is Your Brand 'Hot' Enough?

Loyalty is dead! It is a world moving towards 'gigs' rather than job security. Brands are/will re-orient themselves from trying to chase customer loyalty to becoming all-time relevant

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Uber India Appoints Sanjay Gupta As Head Of Marketing

With over 15 years of experience in brand and consulting, Sanjay will focus on further strengthening brand Uber in India

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Amit Tiwari Steps Down As Director Marketing, Brand, Communication & Digital, Philips India

Tiwari was associated with Philips for nearly a decade. He joined the company in 2008 as Country Manager Marketing Communications and Media before taking over the role of Director Marketing, Indian Subcontinent - Brand, Communication & Digital, Philips India, in 2014

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Women Have Gone Further Than The Ad World Knows

The Indian Air Force ad, ALT Balaji’s show ‘The Test Case’ are making a strong case for women equality, but these messages are behind time, and merely reflecting the on-ground change

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What’s Your God Strategy?

So how do you find God? You don’t have to. He or she is in you, around you, has created you...

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Book Review: Choosing A Brand

The book tells us how desire is a constantly evolving sentiment, however, there are basic sources that are said to instill desire for a brand — sensuality, surprise, authenticity, meaningfulness and social identity

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