Modern culture is inconceivable without brands. The more brands proliferate and expand, the more the economic and socio–cultural model seems premised on brands being the engines of growth. There is often a co-existence of three types of brand marketing and consumer interactions because different brands have evolved at different pace and markets have embraced change …
Marketing absolution – build culture, not brands Read More »
Across the leading economies of the world, economic nationalism is being resurrected and globalisation is being looked at askance. The sovereign right of a nation state to act, and its conflict with the obligations of various multilateral agreements, is at the top of the agenda for political action. Brexit to ‘Trump Tariffs,’ the world is …
Provocation is hardly one’s style but the truth needs to be inquired after. Can you mention five brands in India that have been built relying on social media? How about three? Not even one? Hmm. What a long time a decade seems to be in the frenzied rush of marketing. Recall how digital and social …
The noxious duo ruining brand building: Shubhranshu Singh Read More »
No matter which public or private enterprise you work for, I can confidently claim that you are spending a good portion of your working life in meetings. The very concept of formal organizational work is unimaginable without the central presence of meetings. This centrality has been strengthened despite everything that ought to have logically weakened …
In the purposive development of consumer facing communication, the role of the brand owners and marketing managers is exalted, whereas the credit due to a larger network of associates is often not in the spotlight. All communication works, at once, at several levels – the literal, metaphorical, allegorical and symbolic. The networks of people that …
Over the past couple of long weekends, a couple of conversations prompted me to think about the profound impact that globalisation has on our conscious mind, particularly as we relate to things as consumers (and of course, as marketers!). Two of my team members from my earlier jobs called to seek my advice and help …
Many argue that the ‘creative urge’ is an individualistic calling. Surely there is evidence of this from the commencement of civilization to the present time. However, the steady ascent of commercial (corporate) interest as the moving force of social change has led to the presently dominant model where, perhaps, no significant achievement can possibly happen …
Perhaps, one day it will be possible to formulate scientific laws for generating effective creative ideas, but till then, we have got do better than cross our fingers and pray. In my opinion, the most important pre-requisites for excellent creative output are creation and sustenance of high performing creative groups and collaborative success with chosen …
“Tomorrow’s biz success will come from today’s creativity” Read More »
The Cannes Lions International Festival of Creativity in its 60th year has commenced! What a grand show it promises to be. Seven days, thousands of professionals, glorious sunshine, a sea salt kissed crisp breeze, fashion parade on the promenade, an endless procession of vintage cars which makes you ignore the numerous Ferraris and Lamborghinis, sea …
