Exchange4Media

The rise of national payment networks and the rapid scale up of ubiquitous tech options point to a rapidly changing regulatory and competitive landscape. The walls will go up higher as sovereign entities, independent institutions and large corporations all move to protect their data interests.   [siteorigin_widget class=”SiteOrigin_Widget_Image_Widget”][/siteorigin_widget] This is not something that is unique …

Data over money – What Mastercard development tells us Read More »

The exchange4media India Brand Conclave 2019, which is in session today at ITC Maratha, Mumbai, has a plethora of talks on the key pillars of a brand, need to build connections with communities and more. Shubranshu Singh, Head of Global Brands, Royal Enfield, conducted an intriguing session – ‘Building a brand through the community’ – …

India Brand Conclave: Community is heart of our brand: Shubranshu Singh, Royal Enfield Read More »

“Plus ça change, plus c'est la même chose”– the more it changes, the more it's the same thing. This is one of French novelist Alphonse Karr’s often quoted epigrams. But is it true for brand building? It is good to provoke the debate. Is it right to be starry eyed about the profound change of …

Brand building in the churn and chaos of new world Read More »

The largest 100 multinational corporations rule the markets across the world and dominate the profit pool on offer. When an MNC’s business model interacts with a market, both are bound to be impacted and undergo a change, especially when the global corporation rides into a market as large as India. Those who internalize the lessons …

Global, Local or Glocal – The brand rules all Read More »

In the world of marketing bureaucracy, there is a large premium attached to ‘disruption’ and ‘innovation’. These magic words can win promotions. At both the plan and execution stages, innovation work self-selects the elites of marketing management. It makes reputations for marketers. In the public esteem, the canals carrying credit run deeper when a marketer has …

Tinkerers, Talkers and Bureaucrats: Marketing management in decline Read More »

Behavioural research is trawling through the human psyche and coming up with huge insights. We are now in the era where behavioural science and economics have merged and produced Nobel laureates. We live in a world where even the universe is being mapped and its dimensions being determined. Yet, we know very little about the …

Listen To The Subconscious Mind Read More »

Mumbai is a 'Maya Nagri', a land of dreams and dream merchants. As many come here for fame as do for moolah. Most barely subsist, but the dream never dies. Nowhere else in India has creative expression been as successfully commercialised and made part of Indian culture as it has in Mumbai. The last day …

The show must go on Read More »

The word ‘trend’ itself originates from an Old Viking word ‘trendan’ which means a warm sea current that runs in a particular direction. The Viking warriors out on a raid would see one and put their rowing boats on it to minimize effort and ‘ride the trend’ of warm rushing water. Therefore, from a business …

Technology is primed to be yoked to the creative cart Read More »

First, a quick recap of our telescopic view of Buzz and Virality last week: 1. Consumers are sated with plain vanilla advertising 2. Marketers are desperate to put brands in a context 3. Brands that stand out in a cluttered landscape get business advantage 4. Virality is promising because it gives a huge boost to …

The Virality Cookbook Read More »

“It has gone viral,” these words are a source of immense joy to marketers. Stated inelegantly but accurately, something ‘going viral’ is instant proof of success. On gazing upon it with a telescope we can plainly see that Virality – Buzz – Word of Mouth, are all different expressions of the same underlying phenomenon. Since …

‘Going Viral’ is instant proof of success Read More »