Guest Articles

To Be, Or Not To Be – Loyal To Brands

The traditional reasons to be loyal to a brand are: Perceived risk Inertia, Habit Involvement Satisfaction Relationship between product or service providers (Source: Rundle-Theile and Bennet, 2001) I’m going to ...

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The Intellectual Yet Idiot

What we have been seeing worldwide, from India to the UK to the US, is the rebellion against the inner circle of no-skin-in-the-game policymaking “clerks” and journalists-insiders, that class of ...

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6 Tips to Write a Good Case Study

Most communication professionals’ blood runs cold with the words, ‘Case Study’. The challenge, in my view, is not the effort that must go into writing a case study; it is the ...

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