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“How” Design Can Reduce and Not Add to Entropy

Today from the laptop you buy to the detergent you use – brand design is about making everything ‘woke’. As the design for socially conscious marketing increases, brands are battling FOMO (Fear of Missing Out). Diving deep into social issues, aping other brands’ design and marketing strategies are tempting formulas of success. Why reinvent the wheel, most say? Brand marketers are quite obviously focusing on how to position their brand […]

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Don’t Confuse Charity with Brand Purpose

“It was the best of times. It was the worst of times”…Dickens could’ve been talking about the marketing and branding landscape of today. Indeed, it is the best of times. We have a global audience. We can reach them and connect with them across mediums. We can build meaningful connections. We can be creative, demonstrative, and responsive. And then just as we have the opportunities, we have the increasing cacophony […]

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“Why” design should focus on reducing/ not adding to Entropy

Entropy, the tendency of systems to move progressively from a state of organized to disorganized diffusion, is one of the most powerful forces of nature. It can be quietly deceiving, sneaking up on you when you are not looking. Much like an organized children’s toy shelf. Organize this shelf and look away and soon you’ll find it as disorganized as before…unless you continuously fight the entropy and consciously keep returning […]

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Designing immersive spatial experiences for reducing Entropy

Have you heard the story of Chicken Little? The story of the little paranoid chicken who kept alarmingly announcing, “the sky is falling”. Today, Chicken Little could very well be exclaiming “the experience is falling. The experience is falling” as we get sucked deeper into the experience economy. What’s alarming about being driven by the experience economy, you ask, especially in the context of branding. Aren’t experiences driving businesses? If […]

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What a Classic Brand Can Do to Stay Relevant to Gen Z

The arrival of the millennial generation has changed the business landscape beyond recognition in the last 20 years. Worldwide, millennials formed the largest section of the working population in 2018. To accommodate the needs of this generation, companies made several changes; they introduced the concept of remote working, flexible timings, non-hierarchical structures, and the extensive use of technology. The same has happened on the branding front. Brands had to adopt […]

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5 Myths about brand purpose that you must not believe

There’s a new kid on the block making a lot of noise – say hello to Brand Purpose, said every ‘purpose-driven’ marketing campaign ever. But if you take a pause and reflect, you’ll see that Purpose has always been the beating heart of the brand. Take a look at Nike, Dove, Body Shop…these brands live their purpose and hence always occupy a meaningful mind space with their consumers. However, we […]

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Effective Brand Strategies in the Age of the Distracted Consumer

In the digital era, we are perpetually surrounded by buzzing phones and notification alerts. Our consumers are no different from us; they are surrounded by distractions as well. Today, brands have a tough job in catching the attention of prospects. Marketing has never been more challenging, —especially for new brands. Influencing customers and getting their attention takes more than just an excellent product, customer service, catchy headlines, and an appealing […]

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6 brands that are killing it with a conscious consumer

Did you know: The apparel and footwear industries account for a combined estimate of 8% of the world’s greenhouse gas emissions. It takes 1200 liters of water to produce just one cotton t-shirt. Well, the regular consumer today knows -and cares! Sustainability, ethics, and transparency are taking center stage with consumers today. They no longer feel pressured to support brands for delivering nothing more than just a great product, they […]

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4 Most Common Brand Purpose Errors

Let’s say a company spent a lot on getting their name and brand established- they create a name, a logo, a tagline that makes a great promise the company intends to fulfil. They wove the brand name into their company culture to internally reflect their core values. They wrangle over the color scheme, picking some and discarding others. They launch the brand with a flurry of advertisements across print and […]

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What B2B companies should focus on in their branding efforts

  In today’s age of globalization and a free market, the competition has become cutthroat for B2B companies as well. Incentives from the government, innovations in technology, and opportunity have given rise to numerous B2B companies who compete with each other on every point. To stand out in this cluttered space, you will need a defined B2B-specific, branding strategy. Here’s how you can get started. Focus on brand stories The […]

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