In an age where customer acquisition costs are spiralling, and brand switching is one tap away, Ulta Beauty has done something remarkable. It has turned a rewards programm…
A traditional Sadya, the grand Kerala feast served on a banana leaf, is not just a meal. It is an experience carefully arranged with order, balance, and etiquette.
Interestingl…
Vodka rarely gets the poetic admiration of whisky or the ritual of tequila. It is simple, clear, and often underestimated. Yet, that simplicity hides an interesting lesson.
In …
Whisky and corporate life may seem like unlikely companions. One lives in oak barrels and crystal glasses; the other in boardrooms and spreadsheets.
Yet, the deeper you look, t…
At first glance, tequila and corporate life seem to belong to two entirely different worlds. One lives behind the bar counter, the other inside glass-walled boardrooms. Yet, if yo…
Why brand strength comes from alignment across the entire organisation
There is a persistent misunderstanding in business: brand building belongs to the marketing department.
…
Behind every iconic brand, there is usually a relationship that never appeared on the org chart.
Not a reporting line. Not a committee.A conversation.
A sustained partnershi…
Every era of commerce has had its version of the same puzzle: what makes something valuable when identical things are freely available?
In the physical world, this was straight…
Aspiration no longer lives exclusively in the luxury tier. It has migrated – quietly and completely – into virtually every category where consumers make choices that reflect who t…
From Talking to Doing
There was a time when marketing meant a clever tagline, a catchy jingle, and enough media spend to make sure it stuck. Brands talked. Consumers listened. …
The Question That Should Make Every Marketer Uncomfortable
Ask a marketer what builds brand value and the answer will almost always involve some variation of emotional connecti…
Fear is the world's oldest salesman. Long before there were brands, there was the survival instinct - and the two have never cleanly separated.
What began as a primal biologica…
Why the Way Things Look, Feel, and Sound Is Never Just About Looks
There is a moment most of us have experienced but rarely stopped to analyze. You walk into a store, open an a…
There is a particular kind of confusion that plagues boardrooms when the word "brand" comes up. Finance teams interpret it as a discussion about advertising budgets. Operations le…
