Page 5 - Brands

Reflections of one of the most dynamic, volatile economic periods in India

The most pronounced transformation has been India's accelerated adoption of the digital way

Storytelling, influencer & personalisation: The art of brand communication

Only the methods that get to the heart of the matter and look at long-term gains really stick the landing

How the digital media has changed the very fabric of marketing industry

Thanks to technology, the gap between the brand and consumer was bridged

Digital trappings: Brands lobby for influence in a data-rich world

Data allows you to map, target and deliver relevant content says K V Sridhar, founder and chief creative officer at HyperCollective.

What makes Sourav Ganguly the outspoken administrator and brand that he is

Sourav Ganguly has used his trademark aggression to build a unique brand identity, markedly different from his peers. Can he continue to do that, in his new role?

Bad news: What you say doesn't matter

The impact of user-generated content which takes the brand out of the brand owner's control is only growing

Chinese electronics brand Haier looks for glamour away from the spotlight

With three women sportspersons as endorsers, the Chinese consumer electronics brand is tapping into the appeal of underdog branding

Brands, corporates should look at rural India's aspirations as opportunity

Brands must not forget the context when devising strategy

The invisible endorser: Why brands have steered clear of Rohit Sharma

Sharma has only 5-6 active endorsement deals-Adidas, Hublot, CEAT, among the major brands. In contrast, Captain Virat Kohli has 24

2% of Indians loyal to brands; discounts don't keep them hooked: Experts

While experts argue that the plethora of choices fosters disloyalty, reality is that building brand-consumer connections is getting difficult

Flavoured milk shakes up market; Britannia, Cavin's, Amul get aggressive

All these companies are relying on innovation, launches, and competitive pricing

Amul to Jio: Ads with attitude give brands punch in fight with rivals

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

Ads with a cause: Brands work their way on Independence Day, Raksha Bandhan

From consumer goods to fashion and lifestyle as well as aircraft manufacturers, cause-led advertising rules the day

Our next big focus area is Li-Fi, says Signify's Maria Letizia Mariani

There is a huge step to take to make people aware of what light can do for them, explain it to them in a better manner, says Mariani

When advertising created celebrities

Airtel 4G girl Sasha Chhetri is a better-known face across India than most Bollywood starlets

My favourite campaign is MuscleBlaze's 'Tum Nahi Samjhoge': Shrenik Gandhi

The brand seems to have taken an anthropological approach rather than the traditional marketing science to derive consumer insight, says Gandhi

Leading edge, engaging, trustworthy: What makes brands influential in India

Some attributes that helped brands earn the most influential tag in a recent survey

From Ola to Zomato, brands are rethinking old school loyalty programmes

The programmes, besides providing an assured base of users, help strengthen the networks being leveraged on the aggregator's platform

From Mastercard to HDFC Bank, brands tune in to the sound of music

Mastercard, HDFC Bank, Vistara, Raymond among others seek an aural identity, look to differentiate their brands and drive a deeper engagement with customers

Brands, products and politicians

Much like a shopper in a supermarket, voters look for the brand name they know and trust