Branding

Over the years I have been part of a few corporate branding and rebranding exercises. The classic approach is to do a lot of discovery interviews with different stake holders to understand the history, the differentiators, relationship with customers, competition…

My birthday is coming up and my gift to myself this year is completing my first half marathon (Delhi, September 30th). I am super excited! I am benefiting from the experience and expertise of my runner friends who have helped…

In the good old days, when social media was not there, brand communication was a broadcast communication, a one way monlogue. The brand spoke and the consumer listened. The rise of social media has broken the iron curtain that shielded…

As Marketers we’re obsessed with heightening customer experience. Or there are a million books telling us we should be. Actually 24,306 according to Amazon. We undertake multiple research projects to determine that more than 3 clicks to purchase causes untold millions…

Regular readers know I’m a father of two young  daughters. You’ll also know how much I’m dreading the inevitable moment when they become teenagers. Boys, curfews, angst, allowances et al. Saturday night, just as I was shuddering at the thought…