Marketing becomes much more complicated when the person who buys a product isn't the person who actually uses it. A parent may buy a smartphone for a teenager. A company may purch…
Competition is usually something companies prefer to manage quietly. Marketers track competitors, compare prices, study product launches and monitor advertising, but most brand co…
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…
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…
Most brands think they have a loyalty programme. What they actually have is a discount engine with a fancy name.
Points for purchases. One-off coupons. Maybe a bi…
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…
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…
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…
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…
