WILDFIRE: A Framework for Governed Virality
A wildfire is exactly what most viral content actually behaves like: it spreads through a medium that's already primed to burn, it moves faster than anyone contr…
Marketing
When Humour Sells: Turning Laughter into Brand Advantage
In a marketplace where consumers are bombarded with advertisements, humour can give brands something increasingly valuable: attention. A funny advertisement can interrupt scrollin…
When Competition Becomes Content: The Strategic Power of Brand Rivalries
Competition is usually something companies prefer to manage quietly. Marketers track competitors, compare prices, study product launches and monitor advertising, but most brand co…
Categories Marketing
When Consumers Say “Yuck”: How Brands Can Make Uncomfortable Products Desirable
Some products have a marketing problem that cannot be solved simply by better advertising. They may be innovative, useful, sustainable and commercially viable, yet consumers hesit…
Categories Marketing
Why We Hate Breaking a Streak: The Psychology Behind Habit, Loyalty and Consumer Behaviour
There is something strangely powerful about seeing a number increase on a screen. Seven days, fifteen days, thirty days, one hundred days. The behaviour …
Categories Marketing
When Size Sells: How Packaging And Portion Sizes Change What We Buy And Consume
Packaging is not just a container. It can change how much we buy, how much we consume, and what we believe we are getting for our money.
We often think of packagi…
Categories Marketing
From Products to Worlds: The Korean Way of Building Brand Value
South Korean brands have mastered something that many marketers talk about, but few execute consistently: turning a brand into a world people want to enter.
They do not compete…
Categories Marketing
When Customers Feel More Than a Transaction: 9 Signs of a Healthy Brand-Customer Relationship
A customer buys a product. They use it. They pay for it. And then they move on.
That is the basic transaction.
But some brands manage to become much more than transactions. …
Categories Marketing
When Consumers Say They Love a Brand But Don’t Buy It
The Curious Gap Between Attitude and Behaviour
A fascinating contradiction lies at the heart of marketing. Consumers can say they love a brand and still buy something else. The…
When “Science-Backed” Is No Longer Enough: Why Indian Pet Brands Must Prove Their Products Work
For years, the Indian pet food and supplement market could win consumers with a familiar combination of ingredients, attractive packaging and reassuring words su…
From Selling Pet Products to Creating Social Impact: The Next Opportunity for Indian Pet Brands
The pet care industry is changing. Pet food, treats, supplements and other pet products are no longer being marketed only around nutrition, taste, ingredient…
Categories Marketing
Why Surprise Is the Secret Ingredient of Brand Loyalty
Most brands work hard to meet customer expectations. They deliver quality products, reliable service, and consistent experiences. While these are essential, they are…
Categories Marketing
Loyalty Programs Are Not Just About Points: Why the Future of Customer Loyalty Is Built on Relationships
Modern loyalty is built on meaningful relationships, memorable experiences, and emotional connections rather than simply rewarding transactions.
Customer loyalty has long been …
Categories Marketing
How Brand Loyalty Shapes a Brand’s Future
Every brand dreams of acquiring new customers. Yet the brands that dominate markets over decades are rarely the ones with the biggest advertising budgets or the deepest discou…