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Woohoo! I hit 500!
500 issues of this newsletter ago, China had just overtaken Japan to become the world’s 2nd largest economy. WikiLeaks and Cablegate were big news. MakeMyTrip had just...
Diversity in the workplace is not a lady CMO
In my engineering batch there was precisely one female in the Mechanical stream. And the professors did their best to counsel her to move...
Apps are the new bling
At the beginning of the pandemic, I was very reluctant to pay for content. I was always trying to manage my reading within the...
Do you speak Manga?
“Noone reads any more!”, said the 12 year old defiantly. As the author of an upcoming book “Marketing Without Money” I certainly hope she’s wrong.
The...
Pick that fight! Comparative advertising works.
Most of us were brought up the old school way - don’t point fingers at the flaws of others. This reflects in our marketing...
Positioning strategy of AirAsia’s superapp
Positioning strategy determines what a brand identifies with. If you thought that AirAsia was in the airline business, you’d be wrong. They believe they...
Pathkind Fishes in Troubled Waters
The new tear-jerker Pathkind ad was shared on multiple groups. It is intended to bring to life Pathkind's (a part of Mankind Pharma) chosen position...
Framing: Viral Content Marketing Technique
Ronaldo brought down the market cap of Coca Cola by $4 billion, just by removing the bottles from the podium. That's what the...
How to Build your Personal Brand with a good GTM Strategy
I have written about Billie Eilish in the context of personal branding before - how she defines her self-image better than most. She’s rather...
Be Like Billie.
I’ve not been in the mood to write this newsletter for the last couple of weeks. It’s hard to be relevant when it seems like...