TIMES OF INDIA

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Chetan Bhagat, Barkha Dutt And A Tale Of Two Chitthis

I was pleased to read Chetan Bhagat's letter to the youth of Kashmir. It seemed like a sincere attempt at conveying a heartfelt opinion to perhaps the most disenchanted group of citizens in India. I remember feeling an urge to send him a tiny tweet back, appreciating his write-up. But in the meantime, Chetan Bhagat unravelled himself on Twitter. He did not have to seek the assistance of a troll to do so. Instead, he shot off a tweet to the famed Barkha Dutt, seeking feedback...
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Brand Stories Are Co-Created, Not Just Told

Consumers today don't just receive the story being written and disseminated by the custodians of a brand. Despite the clutter of established and emerging brands in every sub-segment, consumers are able to identify what a brand stands for. Not what a marketer communicates, but the sum total of what the consumers understand and experience, how they endorse or communicate about a brand. Consequently, consumers are happy to script their own stories of what a brand means...