Tag: brand strategy

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. …

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…

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 …

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…

(Hint: "Minimal vibes" aren't a strategy.) Would Anyone Recognise Your Brand Without a Logo? Open ten DTC websites and you'll see the same template: Muted pastels Saf…

Raksha Bandhan or Friendship Day has seen an outpouring of emotional creativity from brands. This is an indication of social mores, as we as consumers have become more socially aw…