A bit of crystal-gazing for 2021, in the context of brand narratives. Many aspects of our lives are in a chimeral state, and we’re continuing the balancing act from 2020. How does this affect brand communication, customer engagement, and media choices?
On one hand, the pandemic has taught us the value of empathy, on the other, marketing efficiency continues its race to convert the customer into a numerical possibility. Can a brand then be truly empathetic?
First published in ET Brand Equity Fintech is one of those small words that contains worlds. Just like marketing. While the former could be payments, lending, insurance, wealth management, […]
In the not-so distant past, determining the audience of a brand, and the success of its campaign was not very complicated. Relatively speaking. But with VC funding and digitisation, ways of building a business have changed. And so must brand storytelling. Add to that a polarised world and social media amplification, and there’s enough material for a smart brand to game it.
A question on Twitter prompted me to write about why I call myself a full stack marketer on LinkedIn. While one reason is the audience I connect to on LinkedIn and their familiarity with the phrase, the more important part is the experience and expertise that qualifies one for the usage. This is my version.
When Nike took a stand last year, I saw it as an excellent brand play. While that hasn’t changed, recent developments based on LeBron James and the protests in Hong Kong are proving to be a test of character for the brand, because billions of dollars of revenue from China are at stake. Despite the high stakes, this could prove to be an invaluable lesson for the brand on how to shape its personality to navigate the storms that lie ahead. The die is cast, and Nike now needs to fill its own big shoes.
One of my favourite business frames in the recent past has been Jeremy Liew’s “When a consumer market is new, distribution wins. As consumers become educated, product wins. When […]
My take on the importance of a world view in brand building. With the ever-reducing shelf lives of brand and marketing play books, a “skin in the game” approach is a strategic imperative. What is that, how does one arrive at it – my perspectives using Nike as an example.
Recently, I noticed yet another job listing that demanded the person to be “passionate about digital marketing.“ As someone who has been working in the domain since 2004, I […]
In Feels & Fields in Marketing, I had written about my view that the sustainable advantage in data driven marketing over the long term might be lesser than an […]
