Back in 2019, when I first wrote about Narrative Coherence as a brand equity dimension, social media, influencer and performance marketing were beginning to push traditional advertising to the margins. In 2025, as the transition is almost complete and another transition – the age of AI – looms, I revisit the topic
Societal Distancing, as opposed to Social Distancing, has been gathering force well before the pandemic and will continue to be a paradigm-shifting force in human society and, of course, marketing. My blog post today examines this issue. I published a version of this post in MxMIndia on 28th April 2022.
Software as a service underwent a paradigm shift over the past few years. In this post I discuss the possibility of a fundamental change in the marketing strategy B2C brands driven by the maturing of the Internet Age, flexible and contract manufacturing and e-commerce.
Much has changed over the four decades in my career as a brand and communication strategist. From the certainties of mass-media to the flux of the digital world. From the world of product UPSs to psychographic segmentation. However I find that the fundamentals of brand-building remain much the same. This post outlines three.
There should have been a marketing revolution with the coming of the digital age. And the leaders of the revolution should have been the big brands with their big resources. Instead the big brands are mostly following the old template missing the real opportunity the digital world presents. This post outlines one such opportunity area,
Marketing is a socio-cultural and socio-economic activity. Great marketing success often lies in anticipating and acting on change in societal and cultural trends which are not yet mainstream but around the corner. Today’s post on my blog is about one such change waiting to happen at the deepest level of society and culture.
Here is the second of the series “Decoding Creative Advertising” where I reference Apple’s advertising over the decades to discern a greatness-making creative strategy driving some of their campaigns. The first of this series was published on my blog on June 3 where I examined the creative strategy driving the Volkswagen Beetle campaign of the 50s.
He was once a Silicon Valley entrepreneur now focused on entering the real estate development sector in India that he … More
While celebrity-driven Influencer Marketing is high-profile there is a lower profile but as if not more effective arm of marketing that is gaining traction. Today’s post takes a brief look at this phenomenon
Today’s post on my blog highlights and briefly discusses a question the answer to which is increasingly central to the business and marketing strategy of a new or small consumer business.
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