ET – Insights

Pravasi Bharatiya: How Bharatiya culture has helped NRIs to achieve remarkable feat on global stage

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People of Bharatiya Origin are now leading the world’s biggest multinational companies and are also playing important roles in local governance. One of the crucial facts which have helped them achieve this remarkable feat is Bharatiya Culture, which promotes harmony, adaptability and sensitivity [siteorigin_widget class=”SiteOrigin_Widget_Image_Widget”][/siteorigin_widget] Ajay Banga, Indira Nooyi, Gita Gopinath, Rishi Sunak – any …

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Tata Motors’ Shubhranshu Singh on the rise of influencers in marketing strategies

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The Vice President, Marketing, Commercial Vehicle business, Tata Motors, talks about how the landscape of influencers is impacting marketing campaigns. [siteorigin_widget class=”SiteOrigin_Widget_Image_Widget”][/siteorigin_widget] It may seem as a tool for commercialism, but the growth of the “influencer-content creator” is a revolution. What began as blogging, advisory and “aficionado commentary” is now a global, multibillion-dollar industry touching …

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Make In India: Time to promote our cultural and civilisational heritage

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[siteorigin_widget class=”SiteOrigin_Widget_Image_Widget”][/siteorigin_widget] Bharat is on the road to being a great economic, geopolitical and cultural power in the world. This has become possible through a virtuous combination of political will, economic momentum and favourable social factors. While today is better than yesterday, our tomorrow will be better still. But though there are several global Indian …

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How Al Ries and positioning changed marketing forever

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Brands succeed mainly by inspiring loyalty, but consumers aren’t out there thinking about brands. When they do think about it, how a brand is positioned matters in it being recognised, retrieved. Al Ries and Jack Trout immortalised the word ‘positioning’ for generations of marketers. This week’s column of Brand Matters pays tribute to the marketing …

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What business is your brand in?

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The author explains his perspective on ‘business’ as an ecosystem and ‘brand’ as a platform. In 1960, an article titled ‘Marketing Myopia’ argued that companies and entire industries often misunderstand the business they are in. With a narrow-gauge definition, ideas, innovations and ways of working, all suffer from self-imposed constraints. [siteorigin_widget class=”SiteOrigin_Widget_Image_Widget”][/siteorigin_widget] Markets, brands, business …

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Brands are sustaining globalisation and preventing slowbalisation

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The recent age of globalisation created huge benefits but was accompanied by social costs and a widespread political backlash. The new pattern of commerce that replaces it will be no less fraught with opportunity and danger. Global power brands have played a role in being global catalysts. They strengthen world commerce and are, in turn, …

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AI AI Oh

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A tiger lives as long as its teeth. Likewise, AI feeds and lives off data. Chat GPT feeds on 1trn words and the more they feed the more ravenous they get. With such computing power at hand, the data sources within the present internet seem manageably finite and are near exhausted. [siteorigin_widget class=”SiteOrigin_Widget_Image_Widget”][/siteorigin_widget] In the …

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A brand is a live memory – remember that

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Brands are made from memory. Memory is made of stimulus. Memory is brand building. [siteorigin_widget class=”SiteOrigin_Widget_Image_Widget”][/siteorigin_widget] The modernist, playwright, memoirist, philosopher, psychologist, novelist and nonfiction writer Elias Canetti won the Nobel Prize in Literature in 1981. He was profoundly interested in the question of the individual versus the collective. He wrote “Of all the words …

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Envisioning A New Marketing Organization

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One of the shortest lived marketing concepts in recent years was interactive advertising. It was a deliberately hyped up utopia. It never worked. People don’t interact with advertising. Yet, common marketing delusion is that consumers want to have deep, immersive, engaging, conversational relationships with brands. Decades later, than required, the marketing world is waking up …

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