Marketing

Why Technology and Thought Leadership Are Inextricably Linked

Digital transformation, the Internet of Things and other innovations will further revolutionize human surroundings. Meanwhile, thought leaders will help society prepare itself for -- and respond to -- the digital transformation.They will also help market leaders mould their research and development to make people-friendly products and services.
John Wohlfeil via Getty Images

A Serious Case Of Loyalitis

Loyalitis is a condition that affects 1 in 4 adults, and is defined by certain characteristic traits. It starts with an inability to say NO, when the smiling customer service agent (usually an attractive person of the opposite gender) explains the benefits and perks of their 'unique' Loyalty or Reward program in a soft, dusky and slightly heavy voice, while their perfume dulls your senses and makes you take irrational decisions.
Hindustan Times via Getty Images

Selling Start-Up India: What Modi Should Learn From Arindam Chaudhuri

In this piece I will not go into a detailed analysis of the merits and demerits of the Start-Up India initiative because enough has been written on the subject, but suffice it to say that it has failed to meet expectations. My endeavour here is to find answers as to why this programme and many others of the Modi government fall short on delivering on their promise, despite what photoshopped images on social media might lead you to believe.
triloks via Getty Images

How To Make Your Brand Matter In Asia

There are thousands of brands in Asia, with more cropping up each day. How do you ensure your brand grabs the attention of consumers for the longest time? Each country in Asia is as heterogeneous as all of Europe. Many are yet to consume brands that the West takes for granted. More importantly, many are yet to realize why they should consume them in the first place.
Bloomberg via Getty Images

Here's A Gear Change That Could Finally Get Tata Nano Back In The Race

The car's dismal performance proved that marketers should never undermine the role of human psychology while crafting their strategies. Our societal norms do not allow the ego of a man to drive around in a cute Nano -- it makes a lot more sense for the car to go for a novel (albeit risky) gender-based segmentation in the face of competition such as the recently launched Renault Kwid. Nano's future lies in becoming a symbol of "woman power", much like what the Scooty brands accomplished.
Pratishtha Kaura

‘Scion of Ikshvaku': The Ramayana Reimagined

Following an extended marketing campaign, the first book, Scion of Ikshvaku, of the new Ram Chandra series by author Amish Tripathi, was released on 22 June 2015. So, does the book live up to the hoopla? I got my pre-ordered copy from Amazon on 23 June, and was not disappointed. The book is a rollercoaster ride taking readers through the familiar tropes and themes of Indian mythology, but with new twists and turns provided by the author.
YouTube

Why A Celebrity Endorsement Is A Double-Edged Sword

We all know the value of brand equity and the significant role it plays in the marketing strategy of every business. Increasing market share and customer acquisition (as well as retention) through the use of celebrities like Amitabh Bachchan or Priyanka Chopra and so on has been a consistent practice of brands for years now. And why not? These celebrities are strong brands in themselves and attract instant attention with their presence both on and off the screen.