Brands Marketing

Influencers work with companies to promote their products and services

Remarketing is a paid marketing tactic that allows users to serve ads to individuals who have previously visited a website or engaged with his (the user's) content on a social platform

Is the revival of iconic brands driven only by nostalgia?

Brands like Campa Cola, Chetak and Yezdi remind us of simpler times - when we were not spoilt by choices. Companies are now trying to revive these classic brands. Will the nostalgia turn into sales?

The whole field of cookie-based marketing and "retargeting" is aimed at persuading you, wherever you may be

Despite the frugal ad spends, Zomato's IPO managed to generate bids worth Rs 2.1 trillion

Book review of Control the Narrative: The Executive's Guide to Building, Pivoting and Repairing Your Reputation

In taking on Coke, Ronaldo may have unintentionally set a precedent for other players

Media experts point out various flaws in the BARC television rating system. But what they don't point out is that BARC ratings (or the earlier TAM ratings) are not used by advertisers in isolation

Advertising has ceded power at the pulpit. From being one of the key custodians of the brand and its persuasive voice, it has let itself be hostage to the pied pipers of social media

If applied well, this simple four-step formula can help you revive the falling fortunes of any brand

Becoming data-rich has not necessarily meant that brands and marketers have become data-savvy

He was so knowledgeable about design that any astrologer could have predicted that one day there would be a Ray & Keshavan

It is the age of the aggressive marketer as brands jostle to get up-close and personal with the consumer

The current focus on data to measure marketing success could herald the end of an era - or the beginning of a hype cycle

Brands are turning up the pitch on voter participation, targeting millennial consumers in their fold

SPN is continuing an experiment it started in 2014 where it had multi-lingual feeds for the FIFA World Cup with a Bengali feed on Sony Aath, the Bangla entertainment channel under the network