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The art and science behind rebranding and renaming a brand

It is quite common for established companies to have their names changed for reasons varying from business expansion and mergers and acquisitions to new identity and brand crises.

Can Indian brands continue to rely on celebrities?

In today’s reality, what used to be safe bet has become, in an increasingly social world with fewer controls and more pressures to voice opinions, a ticking bomb.

GenZ wants to ‘stay woke’. Can brands help?

Purchasing power as a tool for activism is a concept that Gen Z views as inherent to who they are as activists. Internationally this trend is quite visible where Gen Z has clearly demonstrated their preference for brands that do more than just sell a product for profit.

Shopping-as-a-service model to dictate consumers’ loyalty towards brands

There’s a visible shift of brands to personalization and hyper-segmentation and increasingly modern and traditional retail are joining hands. Technology and digitization was proactively adopted by the various brands as they started realizing the importance of joining the digital revolution.

Twenty ways marketing will change in 2020

Notwithstanding my vision nowhere close to being 20/20, I have attempted to share what I see happening in India in 2020.

How data privacy could be a competitive advantage towards customer trust

The trust customers once gave, almost blindly, to brands and institutions has been slipping away for some time. They now demand something else: transparency of data associated with products and services.

How brands are waking up to the big sleep economy

In today’s context, a sleepless person is also at the risk of being an unhealthy one. And as a result of waking up to the importance of rest, helping people sleep longer and better is becoming big business.

Bacardi's bet on marketing through experiences

John Burke, global chief marketing officer of Bacardi, tells Brand Equity why it is important for the brand to find ways of connecting with consumers through culture, and not through the core product - alcohol...

How companies can manage the ‘brand slowdown’

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.

The rules of brand matchmaking

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.

Understanding brand tribalism: The creators of culture

Understanding brand tribalism: The creators of culture

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.

The cult of the silicon valley founder is fading

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

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

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

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

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.

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