Hallelujah! Exult the day you quit a global brand!

Oh! The sheer joy and freedom of quitting a global brand! And working for an empowered local brand. No more matrix structures! No more global brand dictators! No more lofty sounding brand manuals – that restrict local creativity No more need to write, and present¬†creative¬†briefs to anyone other than the boss you can share a drink with! No more boringly tight creative guidelines that never … Continue reading Hallelujah! Exult the day you quit a global brand!

The old dog has run out of new tricks: The end of brand building as we knew it

OK, this obituary is a long time coming There are signs everywhere that everything we learnt and knew about brand building and all its allied disciplines of advertising, market research, promotions, media, sponsorships are past the sell by date. And neither are the digital era tools like branded content and social campaigns a panacea. It probably began when the consumer had an option to skip … Continue reading The old dog has run out of new tricks: The end of brand building as we knew it

The ultimate guide to viral videos

There comes a point in time when every self respecting creative professional is charged with his failure to do a viral video. Fear not. Just pick an idea from this ready reckoner and you’re good to go. These seemmingly simple instructions are carefully culled out from a lifetime (lifetime of the internet, that is) of studying videos that happen to go viral. Here goes the … Continue reading The ultimate guide to viral videos

Lies, damn lies and analytics

Analytics is the new god of the information age There could be nothing cleaner, purer and more truthful than analytics, as it descends from that holy science of mathematics. Unlike language and humanities that have always flirted audaciously with shades of grey, and have never admitted the presence of an absolute truth, mathematics has stood for a single solution to any problem. Of course, we … Continue reading Lies, damn lies and analytics