Articles for Opinion & Analysis

Sonic Branding: The Soundtrack To Building Stronger Brand Connections
Sonic Branding: The Soundtrack To Building Stronger Brand Connections

Whether through a sonic identity which includes a consistent ‘musical logo or personalised audio experiences, sonic branding has the potential to forge deeper connections, enhance brand loyalty, and attract new consumers, writes Rajeev Raja

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From Frustration To Satisfaction: Rethinking Customer Experience Journey
From Frustration To Satisfaction: Rethinking Customer Experience Journey

An organisation must realise that customer experience is not the purview of the marketing team only. It starts with the CEO and ends with the last man standing in a customer-facing role, writes Debal Dutt

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Leveraging PLI To Achieve 'Make In India' Goals In The Consumer Electronics Sector

To fully realise the potential of the PLI scheme, the government needs to complement it with other supportive measures, feels Kagalwala

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Ecommerce, Quick Commerce & The Flood Of Choices
Ecommerce, Quick Commerce & The Flood Of Choices

As data consumption and broadband increased, more and more people got on to the online bandwagon with ecommerce and quick commerce, writes Niranjan Gidwani

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Challenging Conventional Wisdom: A Call For A New Perspective On OOH Advertising
Challenging Conventional Wisdom: A Call For A New Perspective On OOH Advertising

We must craft campaigns specifically tailored to the unique strengths of the OOH medium, urging the industry to move beyond the outdated notion of treating OOH as merely a giant poster, writes Ashish Mishra

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Unveiling Brand Purpose Amidst Market Progression

In such dynamic environments, companies that can effectively align their brand purpose with local values and needs are poised to thrive, says Sonar

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A Delicate Balance: How Global Brands Are Harmonising Cost & Luxury

For brands, the key lies in understanding the nuances of consumer demand, leveraging competitive pricing, and staying true to the core values that define luxury, says Sawhney

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How India's Fuel Stations Must Transform To Meet Modern Consumer Expectations

By proactively adapting to the evolving new consumer expectations, fuel stations can secure their place not just as service points, but as integral and cherished parts of the community, says Karihaloo

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Precise, Personal & Precious - How Behavioural Psychology Drives Marketing Success

A deeper understanding of behavioural psychology is the key to attracting, influencing and nurturing lasting relationships with a variety of audiences, says Krishna

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Web 3.0: Map To Modern Marketing’s Next Chapter
Web 3.0: Map To Modern Marketing’s Next Chapter

The marketer of tomorrow will be able to focus on creative and strategic tasks, free from mundane, repetitive work—an incredibly powerful shift. Gen AI will also enable micro-personalisation at scale, splitting cohorts into micro-segments and customising creatives to drive engagement and eventually consumption, writes Rohit Talwar

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