Opinion

THE BATTLE OF TRADEMARK CONTINUES FOR SOLID IDENTITY

Trademark – a name, set of words, design logo or any combination of words & logo, that allows its holder to restrain others from using the mark without the owner’s permission. Trademarks help identify and distinguish a particular source of

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WHY FINANCIAL FREEDOM IS A KEY FOR GENDER EQUALITY

Financial freedom is a subjective concept. The term may hold different meanings to different people. To a teenager, it might mean freeing himself from his parents’ resources and using his own earned money for his expenses. To a young adult,

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SHIFTS IN THE EQUILIBRIUM

By Farhat Zishan “Any serious shift towards more sustainable society has to include gender equality.” – Helen Clark, 37th Prime Minister of New Zealand. Contributions of women in the history of mankind have been profound and magnanimous, yet there are

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THINKING POSITIVELY ABOUT NEGATIVITY

BY SAMANTHA LOW, LEAD, QUANTUM, SINGAPORE BRAND COMMUNICATION: IT’S ALL POSITIVE! Brands have traditionally been built upon strong positive communications that are intended to drive engagement by evoking uplifting emotions such as joy, happiness and optimism. One such brand that

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CREATIVE CAMPAIGN MASTERPIECES OF 2018

2018 has been an amazing year for the creatives all across the world. From coming up with some of the greatest campaigns to crafting meaningful storylines – this year surely got brand enthusiasts glued to their seats. Let’s take a

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WHY ADVERTISERS SHOULD CARE

In a growing market with so many competitors and having access to social media all over the world, it is a race to catch clients and customers before everyone else. The easiest way of grabbing the attention of people since

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IS CHINESE MASCULINITY IN CRISIS OR AN OPPORTUNITY FOR BRANDS?

There is more to the emerging Chinese masculinity landscape than effeminate, androgynous good-looking males Acrush is the latest hot boy band to appeal to the insatiable taste for “little fresh meat” – young good-looking male celebrities, in the mainland Chinese

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HOW READY ARE WE TO ADOPT NEW MARKETING TRENDS?

The economy of a delta driven by 1.6 billion people has suddenly discovered itself turning into a beautiful butterfly from a small neglected caterpillar. As the economy of the new Asian tiger has diversified, so has the buying behavior of

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WHY ACQUIRE WHEN YOU CAN RETAIN?

If seen from a holistic perspective, Marketing is all about creating value. Whether in the form of a campaign or an activation or even a winter sales offer, creating value – both extrinsic and intrinsic – for the customer, is

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EDUCATION AND DESIGN THINKING

BUSINESS OF EDUCATION Education is a business of creating human capacity. So, schools today are manufacturing more and more human capacity. The question is – what is the capacity for? The simplest answer one gets is to go out and

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USA VS CHINA: DECODING THE WORLD’S BIGGEST TRADE WAR

It is often said that the days of a powerful nation conquering weaker ones are long gone. Time has changed and so has the economic condition of all the nations. Hence, the war these days is all about conquering markets.

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BUZZWORD OR LEGACY

From the early days of mankind, we have witnessed the inception of things that have single-handedly changed the way we live, the way we commence business or even the way we interact. Mankind’s pursuit of travelling has changed when the

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KEY DRIVERS OF SUBSCRIPTION-BASED ECONOMY

What is a subscription-based economy? Subscription-based economy is the outcome of a new business model where a customer pays a subscription price to have access to a product or service. The subscription either has a time-based or a quantity-based validity.

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A DAY WITH BANGLADESH ON YOUTUBE

By Arafath Hossain This article is about a follow-up study on analyzing YouTube contents about Bangladesh similar to the one done before on tweets about Bangladesh. In that last article I analyzed tweets that contained ‘Bangladesh’ to understand the topics

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THE PURPOSE OF PURPOSE

WHY DOES IT MATTER TO THE CONSUMER? It is now beyond doubt that purpose is critical for branding and how brands perceived as meaningful are benefitting from significantly higher share of wallet globally. The Millennials are also being referred to

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