Brand Strategy for startups : 5 ways a Fractional CMO can help
Many people equate a television ad, or social media content, or even a tagline for a brand strategy. While all of these are possible elements, you still need a […]
Picture abhi wonky hai (movie marketing)
I had a lot of fun using a business and brand framing to look at movie marketing in the context of the Pan-India vs Bollywood debate. Thank you Guru […]
Marketing @ Scripbox during Covid
A chat with exchange4media on what we have been up to at Scripbox in terms of brand and marketing strategy, and a few thoughts on the role of digital, […]
2020 (1)
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?
The business of brand
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.
Woke it out for yourself!
The pressure test being carried out thanks to a virus induced lockdown has resulted not just in shifts in consumer behaviour, but a trend among brands to espouse social causes. In an earlier post I had commented on the challenges of brands becoming “woke”, but what is the long term impact on consumption and brand building?
Mind your language?
Brands not using the local language has long been a pet-peeve for many consumers and marketing practitioners as well. It is true that sometimes the reasons offered are callous, but there are chances that there has been some thought put into it. This is an attempt to bring out a few of these possibilities.
Old bottles, new wine
I recently contributed a column in Pitch on the role of mass media in building ecommerce brands. You can catch it here.
Clear Blue Oceans
The last week, I encountered a few ‘brand response scenarios’ – two of them in which I was directly involved, and one where I was just an onlooker. Since […]
Coffee and brand stories
One of the best Indian brand stories I have seen in recent times is Chetan Bhagat. He has pretty much nailed the product, price and promotion, and gets better […]