The slowdown is not as much of a worry as is the perception of the slowdown. Perception is a reasonable multiple of the actual slowdown that is biting our markets currently.
Online education mega brand Byju’s is creating co-branded products and, recently, the company collaborated with Disney to create an early learning app for young kids. Experts believe it will help the app garner reach and equity with kids on the back of Disney.
Devotion to a brand or high engagement intensity in an activity does not mean one is automatically a member of a tribe. There is a degree of socialisation required.
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?
Shoe shopping experiences are a treasure tote of insights. Here’s how brands can leverage the ‘Cinderella phenomenon’ to create better customer experiences.
At a time when shopping and sentiments hit stratospheric heights, complaints, too, are bound to rise.
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.
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.
If you observe Greta's speeches, she smartly uses provocation to grab the attention of those that matter.
Tech-based brands like GoDaddy, Uber, Booking.com and Byju’s are spending top dollars on sports sponsorship.
To ensure your communication is effective, it is important to ensure you have a good grip on the language.
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.
What are the lessons for brands to pick from the recent case of Zomato's stand? Can a brand appeal to all?
CEOs represent an exclusive, highly qualified, well networked, influential and prosperous class of people.
GoDaddy's Nikhil Arora shares his take on what these businesses need to do to turn fans into loyal customers.
Digital platforms have boomed and are increasingly becoming the pillars of lead generation and efforts for stratezing and planning for brand recall.
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