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!
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
There is a fine line between riding a trend and copying others and falling into a cliche’ Continue reading 5 things marketers can stop doing right now
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
When the message is about speed, it’s best said quickly. That’s all. A breezy campaign from Russel, Ajmal and team at BBH. Continue reading Coverfox cuts to the chase
It needed a new kid in the block to show up that Fashion brands can be more than just quality clothing Or Good looks Or even a certain kind of look Or just about being trendy and with the times Or a certain lifestyle Or even just an attitude If clothing is a second skin, Why can’t fashion be a religion? Fear of God shows … Continue reading Fear of God: The future of fashion branding?
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