Is Marketing Science or Art

Is Marketing a Science or An Art?

“Half the money I spend on advertising is wasted; the trouble is I don’t know which half.” – John Wanamaker, 1838 – 1922,  Founder...
Do you speak Manga

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...

What is marketing communication

Effective communication ensures that the right channels are used to pass the information to the target audience. Effective marketing communication drives the achievement of set goals and objectives. These goals often include gaining popularity, generating leads, or driving sales.
Culture Drives Corporate Value

Building the Foundation of Corporate Culture

This article provides a handy framework, a template to define the culture across your corporate functions and examples from Ben and Jerry's, Infosys, Happiest Minds, Zomato and others.


HOW TO USE TECHNOLOGY TO TRANSFORM THE DIGITAL CUSTOMER EXPERIENCE Digital Customer Experience (CX) is the outcome of every interaction a...
Pick that fight! Comparative advertising works.

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...
Are you a platypus like aIrasia

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...

What is positioning strategy: how does it work

A positioning strategy is a strategic marketing plan that helps you determine where your business stands in the market and how it should be...
Advanced Methods for Your Personal Brand

How to build a Personal Brand: Advanced Methods

A strong suggestion – do not enter into these advanced methods if you have started and moved a fair bit on the basic steps. If you do so, you will be risking not having impactful and deep content on your chosen topic.

8 Indian Beverage Brand Stories You Should Know About

Indian beverage brands can help you take a walk down memory lane.  Thums Up, our very own thunder drink is now 40 years old....