In the initial years of my career, I worked with brands where content was the product. In the last decade, a part of my job has been the creation and marketing of content as a component of brand and digital acquisition strategies. The video captures what has been an interesting journey. We also briefly chat about the future of content.
A chat with exchange4media on what we have been up to at Scripbox in terms of brand and marketing strategy, and a few thoughts on the role of digital, […]
We already know about Systems 1 and 2 in decision making, and it has had many use cases in marketing (Nudge). But I recently learned about System 3. This post is some thinking on how it can be applied in marketing.
A bit of crystal-gazing for 2021, in the context of brand narratives. Many aspects of our lives are in a chimeral state, and we’re continuing the balancing act from 2020. How does this affect brand communication, customer engagement, and media choices?
Across the world, inequities are becoming more stark, and increasingly, brands are being pushed to move from activism to action. Where do things go from here for a business and its communication, for us as consumers, and for (some of us) as marketers?
On one hand, the pandemic has taught us the value of empathy, on the other, marketing efficiency continues its race to convert the customer into a numerical possibility. Can a brand then be truly empathetic?
First published in ET Brand Equity Fintech is one of those small words that contains worlds. Just like marketing. While the former could be payments, lending, insurance, wealth management, […]
In the not-so distant past, determining the audience of a brand, and the success of its campaign was not very complicated. Relatively speaking. But with VC funding and digitisation, ways of building a business have changed. And so must brand storytelling. Add to that a polarised world and social media amplification, and there’s enough material for a smart brand to game it.
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.
The pressure test being carried out thanks to a virus induced lockdown has resulted not just in shifts in consumer behaviour, but a trend among brands to espouse social causes. In an earlier post I had commented on the challenges of brands becoming “woke”, but what is the long term impact on consumption and brand building?
