Blog
8 branding failures in the digital world for marketers to learn from

The past decade has witnessed a paradigm shift from analog to digital. Every industry has witnessed and accepted this change of medium and has reaped the benefits of greater brand awareness and customer engagement. The digital medium does provide a scope to experiment with marketing & promotions. Multimedia options have paved the way for innovative concepts to connect with the target audience. And that audience is growing. Ernst and Young […]

Continue Reading


Brand Strategy Inside- Out

Branding is a lot more than just a cool logo or catchy tagline. Building a brand is a process; a process that starts by identifying your core and defining yourself. For it is the culture that attracts customers, and customers that direct the nature of your communications. This will result in establishing long-term relationships with your customers. That, in turn, will lead to more word-of-mouth referrals, a steady increase in sales, and […]

Continue Reading


What brands can do when things go dramatically wrong

From airlines getting into trouble due to racist comments to carbonated beverage giants trivializing real issues, there is sometimes a fine line between creativity and disaster. Finding this fine line can be a challenge, and many brands have fallen flat as a result. But it’s not just the branding and messaging that can go wrong, you can also ruffle feathers with terrible customer service. United Airlines received a lot of […]

Continue Reading


6 Brands Millennials Can’t Help But Love!

Millennials are a much sought-after demographic with several brands. But not all brands can strike a chord with them. Millennials are known for adopting the latest technologies and rejecting traditional modes of advertising. Brands also eye the demographic because of their purchasing power. It is speculated that they are “expected to accrue more wealth by the year 2020 where they are speculated to spend $1.4 trillion.”  While it is true […]

Continue Reading


8 of the Best Brand Purpose Articulations

There’s a reason why you would rather have no coffee instead of a brand other than what you’re used to. There is a reason why you would rather pay a higher price for a cotton t-shirt or almost triple the price for a bamboo toothbrush. It’s not because you love parting with your money, or because it’s what you’ve been told to do. It’s because you believe in what the […]

Continue Reading


8 Brand Communication Trends to watch out for in 2019

The brand landscape is evolving at a pace like never before, making it extremely tough for existing brands to survive, and new brands to flourish. While a herd of new brands is being launched, and a massive amount of money is being put into brand evolution, many are falling by the wayside. In an age of uncertainty, the power of communication is unimaginable; the right communication can do wonders for […]

Continue Reading


What customer engagement is and 6 reasons why it matters

These words by Jobs hold true for companies, individuals, multi-national corporations, and most of all, Brands. Customer engagement is now of utmost importance to every one of them. One may ask why? While there are many reasons why Customer Engagement is important, the essential rationale is simple – a highly engaged customer invests emotional bandwidth in building a relationship with the brand. Such enduring relationships create loyal customers who tend […]

Continue Reading


Why brand loyalty matters…

In a world driven by instant gratification and countless choices, companies have to be hyper-focused on their Purpose to create brand loyalty. However, with the consumer becoming savvier than ever before and enjoying a plethora of options, driving brand loyalty in today’s marketplace is not easy. Customers today are spoilt for choice – with competing brands, numerous marketing channels, and the rise of influencer-driven recommendations. It is hard enough to […]

Continue Reading


7 Logo Design Failures Every Brand Should Learn From

It is undeniable that a great logo is a powerful marketing tool. It not only gives a brand an easy to recognize identity but also communicates volumes about what the brand stands for, what its values are, and what it has to offer. We have written in the past about the factors brands must consider while creating truly effective and evocative logos. The first feature of a great logo is […]

Continue Reading


You Say Zo-may-to, I say Zo-mah-to

  A single delivery guy in a dimly-lit street carefully opens the food packets he is (presumably) delivering and has a few bites from each before systematically sealing each and proceeding on his job. BW (Before WhatsApp), this would have been a small story. Today, there is a sharp debate ignited pitting those who blame corporate greed against those who blame human greed. But ignoring that juicy debate for a moment, […]

Continue Reading