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The cult of the silicon valley founder is fading

Once celebrated, charismatic founders are hurting the brands they built. What can Indian founders learn from the meteoric rise and fall of their Western counterparts?

How Cinderella phenomenon can help create better customer experiences

Shoe shopping experiences are a treasure tote of insights. Here’s how brands can leverage the ‘Cinderella phenomenon’ to create better customer experiences.

Dear customer relations: The fury of the festive shopper

At a time when shopping and sentiments hit stratospheric heights, complaints, too, are bound to rise.

Influencer marketing done right: Brands need a scalpel, not a sledgehammer

Brands often rope in popular people aka influencers on social media to endorse their products to their legions of followers. It works best when the influencer is a subject matter expert.

How legendary entrepreneurs created a brand of their own

In the past, a legendary gallery of inspired souls created wealth through growing brand-new opportunities or dramatically redefining and expanding current business opportunities, often globally.

How to win hearts, minds and the Internet: The Greta Thunberg Way

If you observe Greta's speeches, she smartly uses provocation to grab the attention of those that matter.

How tech companies are cashing in on sports sponsorship deals

Tech-based brands like GoDaddy, Uber, Booking.com and Byju’s are spending top dollars on sports sponsorship.

Using social media to build a brand

To ensure your communication is effective, it is important to ensure you have a good grip on the language.

How brand debt plays a significant role in an organisation

As an organisation grows bigger, there are many voices that impact a brand’s choices. If not monitored well, this can quickly snowball into an incoherent and schizophrenic appearance for the brand to its customers.

Why neutral is no longer a viable stand for brands

What are the lessons for brands to pick from the recent case of Zomato's stand? Can a brand appeal to all?

Corner Office: What does it take to be a modern day CEO

Corner Office: What does it take to be a modern day CEO

CEOs represent an exclusive, highly qualified, well networked, influential and prosperous class of people.

Why sports celebrity businesses are more T20 than test cricket

Why sports celebrity businesses are more T20 than test cricket

GoDaddy's Nikhil Arora shares his take on what these businesses need to do to turn fans into loyal customers.

A pivotal influencer: Unlocking possibilities through digital branding

A pivotal influencer: Unlocking possibilities through digital branding

Digital platforms have boomed and are increasingly becoming the pillars of lead generation and efforts for stratezing and planning for brand recall.

How to revive brands

How to revive brands

What are the rules of bringing back brands from the dead?

Short form content in digital media offers opportunities for brands

Short form content in digital media offers opportunities for brands

Interactive content is finding its way into the world of short-form content in a very fascinating manner.

How brands are using online influencers in TV commercials?

How brands are using online influencers in TV commercials?

In the recent past, Uber Eats, Amazon Pay, Sharp TV, Godrej Aer and QuickBooks among others, have featured web-born influencers in their TV ads.

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