There is a particular kind of panic that sets in when a brand becomes a trending topic for the wrong reasons.The notifications multiply. The screenshots circulate. Somewhere in a …
What Indian brands need to unlearn and relearn, to earn Gen Z's attention
There are roughly 380 million Gen Z consumers in India. They are between 13 and 28 years old…
There is a moment in every technology cycle when a tool stops being a novelty and starts being a necessity. For artificial intelligence in marketing, that moment has not just arri…
There’s a quiet but dangerous disconnect playing out inside the marketing rooms of India’s legacy FMCG giants. On one side sits the perfectly polished television commercial, metic…
Campaigns launch faster. Dashboards refresh in real time. Optimisation feels almost automatic. But beneath that smooth interface, the real competitive ground has shifted.
It is…
Business bookshelves groan under the weight of success stories. Every year, another title promises to decode the habits of winning companies and visionary leaders. But there’s a c…
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…
