Premiumization vs Profiteering – How to Add Value, Not Just Cost
Last year, a popular coffee chain in the UK launched a limited-edition flat white. It had fancy packaging, a splash of oat milk, and a new name. The Price? Nearly…
Beyond the Broadcast: The Rise of Sports Audio and the New Age Fan
Whenever it comes to sports, I feel like those of us who had our childhood in the 2000s witnessed the best era of sports fandom. Be it cricket, football, or…
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…
Google Ends Opt-Out for Third-Party Cookies: A Strategic Pivot Point for Marketers
In April 2025, Google announced it would retain third-party cookies in its Chrome browser, reversing its earlier plan to phase them out by 2024. This unexpected shift, influenced by regulatory…
Why Most D2C Brands Hit a Growth Ceiling — And How to Break Through It
Before I dive into this edition of the newsletter, I want to take a moment to express my sincere gratitude to everyone who has shown their support and evangelized my…
Born Digital, Built Different: Understanding and Building for Generation Alpha
A Generation Unlike Any Before Today’s kids — the ones we call Generation Alpha — are growing up surrounded by screens and choices. From the time they’re toddlers, they’re swiping,…
Marketing’s Environmental Footprint: Why It’s Time to Rethink Events
Sustainability has evolved from being just another buzzword to a fundamental aspect across various industries. As the growing concern for climate change gains traction and consumers become more conscious of…
AI-Driven Ads Are Here—Is Your Brand Ready?
In early 2024, Vietnamese fashion brand Juno tested Meta’s AI-powered Advantage+ Shopping Campaigns against its regular ad strategy. The difference was stark. With deep learning in control, Juno saw a…
The Future of Design is Regenerative, and It Starts Now
Let’s think about a world where nothing goes to waste. Even the smallest element of organic or inorganic “waste” or the place we live or work in produces reusable energy.…
The Creative Budget Overhaul: What Smart B2B Marketers Are Doing Differently
In 2025, the rules of B2B marketing are being rewritten. With economic uncertainties, evolving buyer behaviors, and a hyper-competitive digital landscape, traditional approaches are falling short. Now is the time…
How Social Platforms Are Innovating to Keep Audiences Hooked
In October 2024, a Harris Poll survey revealed a hard truth for advertisers: 59% of viewers reported that seeing the same ads repeatedly ruined their viewing experience. Half of them…
Should Companies Keep Chasing Branding Trends in 2025
Coca-Cola’s iconic branding strategy has remained largely unchanged for over a century. The signature red-and-white color scheme, the dynamic ribbon, and the timeless typography have made it one of the…
Why Does the Best Product Don’t Always Win—But the Best Brand Does?
In today's saturated market, where consumers are bombarded with countless brands vying for attention, the traditional approach of touting a superior product is no longer sufficient. The real shock? A…
Marketing in 2025: Blink and You’ll Miss the Next Big Trend
Something changes instantly every time someone believes they have the whole marketing thing figured out. Additionally, marketers have likely had the same sense of whiplash as marketing trends change. Staying…
Long-Term Branding or Short-Term Performance Marketing: Why the Best Businesses Choose Both
The tug-of-war between long-term branding and short-term performance marketing is one of the most persistent challenges in business. On one side, branding builds equity, trust, and recall over time. On…
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