Tag: branding
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Four Principles for Building Brands in the Climate Change Epoch.
How dare you. You have stolen my dreams and my childhood with your empty words. Greta Thunberg How dare we? Even as ecosystems collapse, climate change exacerbates refugee crisis and our survival becomes more and more precarious, we continue to go on with our business as usual. We tell ourselves that it’s someone else’s job. […]
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The business of transformation
WPP is now a ”creative transformation” company. I am cautiously optimistic about this facelift. I hope there is more to come. And that WPP will go beyond the facelift and the simplification. fingers crossed. But… After Ogilvy‘s ‘refounding’ and Publicis’ marcel attempt and now WPP’s structural simplification & brand identity ‘reveal’, it feels as if […]
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Essential Mutations for the 21st Century Brands
1. Rise of the walls 21st century weather report The world is reeling under the hate wave of right wing xenophobia, binaries of ‘Us vs. Them‘. The hate wave is projected to continue and expand as people turn their back on ideals of liberty, equality and fraternity, which had yielded unequal fruits for the globalised […]
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Right to a marketing free life
I am taking a marketing refresher course these days. In that course, marketing is defined as an exchange of values. Seller gives products/ services/ experience in exchange of buyer’s money/ attention/ time/ trust. The thing that struck me is that that in real life this exchange is not equal at all. The professor’s talk made […]
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“Being a force for good to grow”
“Perhaps the loudest alarm is that despite spending $600bn (£454bn) a year on marketing, our collective industries still aren’t growing enough, holding stubbornly on to low single digital market growth,” Marc Pritchard said. “You might say that never have so many done so much for so little.” Marc Pritchard makes some very important points in […]
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What is “Positioning”? Separating faff from fact.
<Cryptic high brow summation> Knowing simply what something is, is not enough. One must know what is it for, to know it well. </Cryptic high brow summation> 1. Positioning as a consumer’s idea of your brand Recently, I was left scratching my head after an hour of brainstorming session with my colleagues for re-positioning a […]
Truth About Branding 