The pursuit of material possessions is passe for a generation that accumulates experiences not 'roti, kapda aur makaan'. But are marketers creating transformational experiences that matter?
The brand is re-defining itself. While the manufacturer definition of a brand remains largely the same, the consumer-perspective of the brand is changing and the direction is not positive.
Charanjeev Singh wants to take the brand offline with its first store in Mumbai in a space his grandfather purchased after the partition of India in 1947.
With the right premeditation, brands can wield backlash as a powerful tool to gain both exposure and support.
Social Tech - the charming and entertaining companion who makes us feel so good and whom we embrace throwing caution to the wind – has revealed a sinister side.
For SMEs, the most effective approach to managing brand reputation involves promoting your company honestly, implementing customer experience processes, redressing complaints and engaging with customers online.
It is well established that digital content is a vital currency of any business in the present day and age. Stories untold and untouched on TV have been reaching the audience hungry of them.
For businesses, the challenge for the next few years is to identify the shifting moments of truth and align strategy. The war for individual consumer engagement has started.
Some Indians might also know Bumble for its famous Bollywood investor, Priyanka Chopra Jonas. Her maiden venture as an investor.
Are new-age men's grooming brands doing enough to make their presence felt on and off the shelves?
Raising money relies a great deal on how the company is perceived. This perception is the company's brand. The first round of money is largely driven by this brand perception.
The biggest hurdle for most companies is that they have no vision for creating a customer-centric business model, whereby they can use opportunities like customer service to build brand equity.
With display ads you can reach new customers, build positive brand perceptions and reach wherever they are on the web.
The building blocks of branding consist of moves that endear you with your customers.
Knowing what a customer wants cannot be emphasized enough and a company must do everything within its means to understand that and make relevant iterations.
SMEs should shift their mind-sets and make branding an integral part of their business plan rather than an afterthought.
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