Taking the message to the target group is getting more challenging than ever before. There are many reasons: competition is getting fiercer, customer expectations are reaching new heights, and people…
Brands Are Back—And They’re Driving Growth. Both the nature of the conversation and the mix of attendees gathered on the Croisette highlighted a shift back to brands this year. The…
I wrote this piece while preparing for a brand strategy planning session for a growing consumer product brand. From what I've seen, this ongoing dilemma among entrepreneurs and marketers is…
In the summer of 1994, a job posting for software engineers was made on Usenet, an early forerunner of Internet forums. The firm in question intended to "pioneer commerce on…
In many organisations, restructuring is an unexpectedly common event, often occurring as a semi-annual effort to manage expenses. Following the COVID-19 pandemic, this feels like coordinated action as most companies…
How would you feel as a customer if you could find the product you need without much research? How would you like it if a brand you know reached out…
Branding is the last thing that comes to mind when the world is falling apart, gradually. But unbeknownst to mankind, branding, in times when social movements are reshaping the ways…
How do we define branding? According to the Oxford Dictionary, branding is the activity of giving a particular name and image to goods and services so that people will be…
These days, the term "boycott" is being applied to various issues and situations. But what about brand boycotts? I think the ever-changing world of consumer activism and corporate accountability has…
Adidas and Nike, household names that have dominated the sports scene for decades, started with shoes catered to professional athletes and are now huge brands in sports that sponsor the…
After getting recognised as a GI product, a request for the delivery of 1,600 packets of Bogra Yogurt has been received by the Akbaria Hotel Authority from the United States…
The struggle between established and upstart labels is as old as advertising itself. Think about the difficulty of securing advertising time, the fierce rivalry for screen time, and the anxiety-inducing…
Undoubtedly, Apple is one of the most recognisable and successful companies of our time. It doesn't matter where you go; many people have heard of their brand, and when they…
When a company makes a misleading statement, it will sometimes come back to haunt them. The question of ethics in advertisements arises to ensure that your product or business is…
In today's interconnected world, global brands have the opportunity to expand their reach and explore new markets. However, brands must undergo a localisation process to succeed in these markets. Brand…