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…
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…
Performance Branding: The Future of Integrated Marketing
The distinction between branding and performance marketing has become increasingly blurred in today's evolving marketing landscape. Traditionally, these two disciplines were considered distinct, with branding seen as a creative endeavour…
REJUVENATING BRICK-AND-MORTAR
The emergence of e-commerce and shift towards digital channels was seen by some as the death of traditional brick-and-mortar retail stores. Apprehensive of the dynamic change, many traditional retailers opted…
MERGING RETAIL WITH EXPERIENCE
Apex, a successful Bangladeshi footwear brand, has been operating in Bangladesh since the early '90s. Founded by Syed Manzur Elahi, Apex started its operations as an export-oriented company. The retail…
By Oliver1983 (Own work) [GFDL 1.3 (www.gnu.org/licenses/fdl-1.3.html)], via Wikimedia Commons
Nation Branding
Nation branding has become increasingly popular over the past two decades. It is hard to not be exposed to campaigns such as “Dubai: The Jewel in the Desert,” “Incredible India,”…