While startup growth is a buzzword, different startups have different renditions of it. That in itself is fine, but limiting it to simply say, performance marketing is suboptimal for […]
A well-thought-through content strategy can be of great help in creating ‘pull’ for a brand. There are three critical points to note though. One, ‘content’, is a very generic […]
Most founders I have met or worked with believe that marketing and brand are essential to their startup’s success. But between changing market dynamics, fickle funding cycles, and reducing […]
From being part of the BTS Army to getting nostalgic about Backstreet Boys, millennials are a diverse cohort, and have many sub-segments. Based on the recent CAMS report, ET Now gave me […]
The metaverse is increasingly becoming a frontier for tech companies to deploy the narrative that suits them. Even as AR and VR tease out the various possibilities, what could it all lead to?
In the initial years of my career, I worked with brands where content was the product. In the last decade, a part of my job has been the creation and marketing of content as a component of brand and digital acquisition strategies. The video captures what has been an interesting journey. We also briefly chat about the future of content.
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, […]
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?
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.
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 […]
