Marketing

Here is a question most brand teams cannot answer cleanly: What does "culture" actually mean in your marketing strategy?Not the word. The word is everywhere. Every b…

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…

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…

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…