The Shift from “We” to “Me”: What 2025 Demands from Brands
For most of the last decade, brand purpose sounded like a global rallying cry. From saving the planet to fixing inequality, brands released glossy films, manifestos and pledges that painted…
The Making of a CEO Brand
Starting off with the notion that each individual is a "brand" with a unique selling point, the idea of personal brand has evolved over time and branched out into different…
Persuasive Marketing: How Brands Win with Rapid Testing
The Engagement Trap Marketers have always loved numbers. Clicks, likes, shares, impressions - they look neat on dashboards and make for convincing slides in boardrooms. Digital advertising supercharged this obsession…
Decoding Netflix: A Case Study In Customer-First Innovation
In 2007, JPMorgan analyst Barton Crockett issued a statement stating that Netflix was facing tougher competition from Blockbuster than originally expected. In 2007, Netflix was facing a peculiar crunch situation.…
The PR Advantage: How Brands Build Trust Where Ads Fail
Earning the trust of younger generations has become the critical factor for success in a crowded digital world, alongside the need for visibility. In today’s fragmented digital landscape, capturing the…
Shelf Life: Why Some Brands Endure and Others Fade
In the UK, several heritage food and drink names are leaning on nostalgia. Walkers added two new flavors in 2024 after 20 years without change, while Nik Naks brought back…
Physical support to Digital
May be in ’92 or ’93, the son-in-law from the family that owns a big conglomerate gave 2 cans of condensed milk to my mom. “Bhabi, our new product!”. My…
REBRANDING BANGLADESH: FROM STRUGGLE TO STRENGTH, FROM HOPE TO HORIZONS
In the heart of South Asia lies a land stitched together by rivers, resilience, and revolutionary dreams—Bangladesh. For long, the narrative around this nation has been tethered to natural disasters,…
Eco-Conscious Branding: How Ethical Sourcing is Reshaping Business Practices
Let us start by asking ourselves some simple yet important questions- Are the products that we use every day manufactured in ethical conditions? Do the products create wastes that are…
WHY AESTHETIC EMPATHY IS THE SECRET INGREDIENT IN TODAY’S TOP BRANDS
Imagine a business that not only provides excellent products or services but also appears to understand exactly what you enjoy and which experiences make you happy. This is the power…
From Recessions to Pandemics: What Bangladesh’s Businesses Can Learn About Resilience
From the Great Depression to the recent COVID-19 pandemic, economic downturns have tested countless companies. While many have not only survived but thrived, many others ended up losing in the…