In the News : The Uberisation of the Chief Marketing Officer (afaqs)
The basic premise for my ‘Fractional CMO’ pitch has been that in a certain context, renting can be better than buying. Venkata Susmita Biswas (afaqs) has captured this very […]
Startup Growth: How a Fractional CMO’s full funnel, 4 stage approach can help
While startup growth is a buzzword, different startups have different renditions of it. That in itself is fine, but limiting it to simply say, performance marketing is suboptimal for […]
The Definitive Content Strategy Guide for startups: A Fractional CMO’s 6 step process
A well-thought-through content strategy can be of great help in creating ‘pull’ for a brand. There are three critical points to note though. One, ‘content’, is a very generic […]
Brand Strategy for startups : 5 ways a Fractional CMO can help
Many people equate a television ad, or social media content, or even a tagline for a brand strategy. While all of these are possible elements, you still need a […]
When do you need a Fractional CMO, and how can they add value? A 10 point guide.
image via You’d have seen a version of this many times. The stage of your startup is indeed important, and it’s between seed and Series B that I believe […]
Fractional CMO: The 20-point ultimate guide for startup founders
Most founders I have met or worked with believe that marketing and brand are essential to their startup’s success. But between changing market dynamics, fickle funding cycles, and reducing […]
What makes a full stack marketer?
A question on Twitter prompted me to write about why I call myself a full stack marketer on LinkedIn. While one reason is the audience I connect to on LinkedIn and their familiarity with the phrase, the more important part is the experience and expertise that qualifies one for the usage. This is my version.
Consistency and cohesion
Google’s Search Plus your World once again made me think about consistency, (in terms of a brand’s voice) a subject that finds frequent mentions here. Consistency in branding has […]
Brands, Identity and Consistency
So, Google+ kindly consented to host brands and organisations on the platform (announcement) and immediately gave examples of pages already available. These include Pepsi, WWE, Burbery and so on. The […]
The idea of brand
A bunch of factors – ranging from an explosion of interfaces to the expectation from brands to take a stance on societal issues – made me reflect on the idea of brand. Is being consistent the way forward, or does retaining the brand essence in vastly different contexts warrant a different approach?
Has marketing left brand behind?
A couple of months ago, I attended an event on brand building. The gentlemen who presented had a lot of experience between them – agency and client side, as well […]
Changing brandscapes
Recently, I was part of an interesting round table discussion organised by afaqs and IBM around “Technology in Marketing“. While we did stick to the subject, in my mind, […]
Revisiting brand purpose
I had almost completed a post on brand purpose when I came across this. I have realised that in my personal life, even ‘what you want most’ is a […]
A new brand narrative
Dove’s immensely viewed ‘Real Beauty’ video has sparked a parody and many debates including how the content would (or would not) help sales. But what it actually reminded me […]
Building Brand Frameworks
It was an interesting coincidence that a couple of weeks back, around the time I posted on brand building and the effects of instant gratification (largely in the context […]
Brands – real and virtual frontiers
A few months back, I had written about the Balkanisation of the internet, in which I had asked how a brand could deal with the surge of not just […]
Internet and People States
The Economist has an excellent read titled ‘The Future of the Internet‘, where it details the possibility of a Balkanisation of the internet, by forces such as Network Operators, […]