Truth About Branding

Clarity & Conscience

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  • We need a Creative risk-o-meter.

    We need a Creative risk-o-meter.

    The investment consultants first assess the risk appetite of the consumer before suggesting investment products. Maybe, advertising needs a similar model as the FIRST STEP in onboarding a new client. We pitch blind. We flex our creative muscles to the max. We try to ‘sell’ the fact that creativity works. Often without knowing the kind […]

    Ajinkya Pawar

    January 17, 2023
    Business of advertising, Uncategorized
    advertising, creative risk, creativity, growth, marketing, optionality, risk
  • The Lightness of Brands.

    The Lightness of Brands.

    The lightness of brands. Reality has two sides –the heaviness of worries, anxieties, uncertainties, responsibilities, roles…and lightness of love, laughter, kindness, fun, hope, shared memories… Brands have historically belonged to the lighter side of life. Hope, excitement, and optimism sit at the very core of brands. Hope & optimism are not mere idle thoughts. They […]

    Ajinkya Pawar

    May 7, 2022
    Common sense marketing
    asymmetry, climate change, data, ideology, mindfulness, reality, utopia
  • Future is cow

    From my fourth-floor window, I can see a bunch of cows sitting a fair distance away.Sitting idly. (or so I think)Its been an hour almost, no one’s moved much.Like me!I have been glued to my seat for an hour now, furiously trying to complete a deck.for the cows gazing in (if they had binoculars for […]

    Ajinkya Pawar

    March 8, 2022
    Uncategorized
    cow, future, metaverse, technology
  • First-principles for branding in Metaverse.

    Metaverse seeps in. It’s 2022 and we still do not have flying cars. But we do have UPI. We have been obsessed with flying cars. We made movies featuring it. Some of the smartest humans have been hard at work to make this dream a reality. Yet, many entrepreneurs tried and failed to market a […]

    Ajinkya Pawar

    February 24, 2022
    “Insights”, Uncategorized
    brand safety, branding, facebook, meta, metaverse, microsoft, virtual worlds
  • Two kinds of ‘busy’

    Busy as in ‘busy with work that adds up’. Work that improves with every failure. Busy doing epic shit. Busy BUILDING something. Busy learning and growing. Busy as in ‘busy ensuring that the blame doesn’t land on me’. Busy as in busy playing a role (e.g. of a knowledgeable strategist who can wax eloquent on […]

    Ajinkya Pawar

    December 7, 2021
    @agencies
    busy, focus
  • No PPT Decembers.

    Pavlov’s dog was conditioned to salivate at the sound of a bell. It is not natural for dogs to associate sound of a bell with food.But it can be CONDITIONED to do so. ___ Similarly, its not natural for humans to make PPTs when confronted with an interesting problem to solve. But it seems so […]

    Ajinkya Pawar

    December 7, 2021
    @agencies, Uncategorized
    conditioning, pavlov, ppt, silos, work
  • Live commerce is inherently anti-humanity.

    First-principles. Live commerce short-circuits desire. Live commerce’s raison d’etre is reducing friction between impulse and action. It came into existence because of the phenoenon called ‘cart abandonement’. This happens when people pick stuff to buy, but then don’t complete the transaction. for fashion industry, cart abandonement is 90%, it seems.Often because better-sense prevails. An hour […]

    Ajinkya Pawar

    November 18, 2021
    climate change, Futures, Uncategorized
    climate change, consumption, influencer, marketing, social commerce
  • What media teaches us?

    To confuse exceptions with norms.To think of outliers as mainstream.To confuse the noisy game of chance with the linear arrow of fate. As media becomes overwhelming, the sanest people are those that are able to appreciate this and consequently separate signal from noise.

    Ajinkya Pawar

    October 27, 2021
    Media effects
    education, hate, media, Media effects, noise, sanity, signal
  • 2021. The Year of Humanity’s Burn Out.

    One of the defining experiences of the pandemic has been the constant anxiety grating at our conscience, not letting us recharge completely – the burnout. The overwhelmed medical fraternity experienced it. So did the migrant workers orphaned from the mai-baap sarkaar. The anxious and overworked security guard felt it. So did the digital worker straining […]

    Ajinkya Pawar

    August 3, 2021
    “Insights”, Uncategorized
    2021, burn out, climate change, existentialism, human condition, lockdown, meaning, mental health, pandemic, uncertainty
  • “Insights” as revelations of hidden optionalities

    “Insights” as revelations of hidden optionalities

    As the world moves faster and drags the advertising industry along with it, the concept of ‘insight’, which resolutely stood at the centre of the advertising industry for long, is appearing blurred. Often, we find ourselves in meeting rooms sharing a scratch of the head, “what’s an insight, anyways?”. Here’s my take. What is an […]

    Ajinkya Pawar

    July 8, 2021
    “Insights”, Common sense marketing, Uncategorized
    advertising, boundaries, epistemology, insight, meaning, philosophy, strategy
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