Authors Corner

The past few months, I have been seeing a pattern that has started showing up on my social platform feeds....

For decades, real estate marketing operated with a fairly straightforward playbook. The narrative was built around location advantages, amenities, price...

For decades, advertising has been a relatively consistent process. Companies would plan their campaigns for weeks, launch the campaign with...

There is something quietly alarming happening in the world of brand communication. Open any major company's blog, social feed, or...

For Indian businesses, brand building is seen as a visibility tool. Running ads, getting covered in media, keeping social media...

There was a period, not too long ago, when the D2C playbook was almost embarrassingly simple. Raise capital, spend aggressively...

Designing has revolved around capturing the attention of humans for years now: what attracts the eye, what moves the emotions,...

Marketing built its entire foundation on segmentation: age, gender, income bracket, and geography. Those variables worked when mass media meant...

There was a time when brands had the luxury of time. A consumer would read a newspaper advertisement in the...

There was a time when the success of an event was judged by how loud it was, how bright it...