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…
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…
Do you remember the 'Ice Bucket Challenge'? It was an interactive marketing gimmick seen by millions of people, ranging from ordinary people to former President Obama. In order to bring…
Brands today represent a set of ideas and beliefs. They aim to create a positive image in the minds of their customers and employees. For example, a brand that strives…
As the business world evolves, the importance of brand image in shaping consumer perception is becoming increasingly crucial. In this era, advertising holds a pivotal role in building the brand…