Marketing

For a long time, attention was treated as the ultimate prize. If something could go viral, dominate feeds, or trend for a moment, it was assumed to have value. That assumption is …

In an age when complexity is the defining characteristic of markets, organisations and societal challenges, the traditional model of siloed thinking – where departments, disciplin…

Every brand aspires to have passionate advocates—people who voluntarily recommend, defend, and amplify the brand because they genuinely believe in it. And for good reason: advocat…

Retailers and brands are entering a radically different landscape – one where customers increasingly rely on autonomous AI agents to search, compare, transact, and even negotiate …

Retail is entering one of the most profound transitions since the birth of e-commerce. What began with online catalogues, search bars, and shopping carts is evolving into an era w…

Walk into any pet store today, and you'll be overwhelmed. Joint health treats. Gut wellness kibble. Anxiety-reducing supplements. Probiotic chews. Even daily multivitamins for dog…

There's a pattern hidden in plain sight across the world's most successful companies. Facebook didn't launch for everyone - it launched for 6,000 Harvard students. Amazon didn't s…

For decades, firms chased feature lists: lighter, faster, cheaper. But the competitive edge now belongs to experiences - the feelings, rituals and contexts that surround a product…

Some brands enter the market with a halo. Others walk in carrying a suitcase full of history, criticism and public suspicion. They may have faced a crisis (such as Volkswage…

Economists often say that when one thing becomes abundant, another becomes scarce. You see this everywhere: when information became free, attention became valuable. When mass prod…

Some brands win not because their products outperform everyone else, but because their story does. You’ve seen this play out in real life. A quirky, borderline pointless pro…

Digital disruption may be accelerating, but human habits evolve more slowly. Even after the upheavals of the pandemic, several consumer behaviours have not disappeared - they’ve r…

1. The Birth of a Revolution (1981–1990s) When MTV (Music Television) launched in 1981, it didn’t just create a new TV channel- it created a cultural movement. With the slogan …

When the world feels noisy and uncertain, Indians are finding calm — and connection — in the company of their pets. Across Indian cities today, the signs are everywhere — from …