Across the world, inequities are becoming more stark, and increasingly, brands are being pushed to move from activism to action. Where do things go from here for a business and its communication, for us as consumers, and for (some of us) as marketers?
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?
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.
A couple of months ago, I attended an event on brand building. The gentlemen who presented had a lot of experience between them – agency and client side, as well […]
Remember the post on Social Media Explorer titled ‘Is Content Marketing the new Advertising?’ I had linked to earlier, while on the subject of content, media and distribution? To […]
The Economist has an excellent read titled ‘The Future of the Internet‘, where it details the possibility of a Balkanisation of the internet, by forces such as Network Operators, […]
This post over at GigaOm, titled “Apple doesn’t target markets, it targets people” sparked a tiny debate between Mahendra and me, on the effects of ‘antennagate’ on Apple fanboys, […]
I ended last week’s post with the view that removal of labels and building in the intent and components of these labels into an organisation’s processes might result in […]
Media Post reports that Yahoo’s latest campaign caused its perception among U.S. adults to fall steeply – apparently, YouGov’s BrandIndex, which tracks daily consumer perception of brands, found that […]
When Vodafone took over Hutch, many were concerned about the pug. But this put everyone’s concerns to rest. However, a lot of communication after that was dogged about its non – […]
