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Branding
A new kind of white revolution in the milk industry
Everyone wants a piece of the milk cake, it seems, as the industry is seeing an influx of new players.
The selfie quarantined: Unveiling new consumer truths
Understanding the consumer truths of a post-pandemic world which will redefine how brands engage with people.
Indian consumers are using voice technology to get things done. Brands are you listening?
Brands today are observing change in consumer behaviour and have begun offering Indian customers new kinds of products, services and experiences on a new platform. With voice becoming the new UI after touch, it is also creating a different kind of marketplace.
Businesses that take purposeful approach to long term planning will emerge successful
For those that think marketing is a discretionary expenditure the red pen has been easy to apply whilst even those who understand that marketing is an investment that delivers measurable returns are picking up the red pen.
How brands can transform in-store experience for the post-Covid world
Brands need to develop intuitive and customer-specific platforms where one can explore range, schedule test drives, check pricing and trade-in options and select from dealer inventory without having to go through one specific journey.
Ensuring brand protection and integrity in the times of Covid-19
Safeguarding an organisation’s brand integrity and consumer’s safety is now of utmost priority than ever before, owing to an increased efflux of counterfeit, damaged and expired products in the aftermath of the COVID-19 outbreak.
Building brand esteem in the instant information age
Building brand esteem and reputation is one of the most precious but least understood dynamics in the business world.
The art and science behind rebranding and renaming a brand
It is quite common for established companies to have their names changed for reasons varying from business expansion and mergers and acquisitions to new identity and brand crises.
Can Indian brands continue to rely on celebrities?
In today’s reality, what used to be safe bet has become, in an increasingly social world with fewer controls and more pressures to voice opinions, a ticking bomb.
GenZ wants to ‘stay woke’. Can brands help?
Purchasing power as a tool for activism is a concept that Gen Z views as inherent to who they are as activists. Internationally this trend is quite visible where Gen Z has clearly demonstrated their preference for brands that do more than just sell a product for profit.
Shopping-as-a-service model to dictate consumers’ loyalty towards brands
There’s a visible shift of brands to personalization and hyper-segmentation and increasingly modern and traditional retail are joining hands. Technology and digitization was proactively adopted by the various brands as they started realizing the importance of joining the digital revolution.
Twenty ways marketing will change in 2020
Notwithstanding my vision nowhere close to being 20/20, I have attempted to share what I see happening in India in 2020.
How data privacy could be a competitive advantage towards customer trust
The trust customers once gave, almost blindly, to brands and institutions has been slipping away for some time. They now demand something else: transparency of data associated with products and services.
How brands are waking up to the big sleep economy
In today’s context, a sleepless person is also at the risk of being an unhealthy one. And as a result of waking up to the importance of rest, helping people sleep longer and better is becoming big business.
Bacardi's bet on marketing through experiences
John Burke, global chief marketing officer of Bacardi, tells Brand Equity why it is important for the brand to find ways of connecting with consumers through culture, and not through the core product - alcohol...
How companies can manage the ‘brand slowdown’
The slowdown is not as much of a worry as is the perception of the slowdown. Perception is a reasonable multiple of the actual slowdown that is biting our markets currently.
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