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Latest Articles in branding

Marketing To The 'Always Connected' Customer

With traditional brand marketing moving the digital way, technology players have shown great interest in adopting it to boost their revenue prospects

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Case Study: To Be Or Not To Be In A Mall

“Your premium brand had better be delivering something special, or it’s not going to get the business” — Warren Buffett

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Case Analysis: ‘Kitney Footfall The?’

What distinguishes a good mall from others is the mall management’s positive approach to its shoppers

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Case Analysis: Good Company

Location and creating the right aura is a critical part of a brand’s success

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The Margin Of Error For Brands Is Diminishing

Marketers are truly living in interesting times. The recent experiences of Pepsi, Nivea and the airline wars are all proof that the consumer is watching, and in many instances, not forgiving…

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The Future Lies In Small Urban Markets

The growth that was possible from our magnet-Metros has tended to slow down. As the bigger metros get saturated with numbers, and as lifestyles alter dramatically with the availability of time and money, big cities are not necessarily big any more, in terms of opportunity for brands to grow

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Battling Expectations

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

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

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Leveraging Brand Licensing To Enter New Market Segments

Building new brands requires a significant amount of time and investment and the efforts may not always be successful

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The Futility Of Feedback

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

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Brands Need To Move Forward And Even Rebranded At Times

Radhika Piramal explains why brands may also need to be made relevant to today's time and why sub-brands need to be added to established brands at the Pitch CMO Summit

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The Music Metaphor

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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Championing A School Brand From Within

A brand's performance and sustainability primarily rests with the inner core of those who represent it - its champions from the internal organization; in a school context - the management, teachers and current students

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Start-up (Or Meltdown) Of A US President

Brand Trump and brand America are headed for either a classic cultural clash or a surprising cultural fusion and evolution

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