Before we go into what matters for web3 brand building, it is important to outline a single, fundamental principle — brand building in web3 is decentralised. Anyone serious about web3 brand building needs to start here. At this very point in time, there are stupendous success stories of native, web3…

When you are writing about a new topic, there is a balance that you need to achieve. This is between having a ‘relatively unbiased view’ (because you are new) vs ‘lack of expertise / depth of knowledge’ (because you are new). I am going to take this plunge with the…

I am a newbie to the world of Web3 and everything that comes with it. On the top of it, I am non-technical, which makes all my knowledge sources non-technical too. But there is plenty, for those who are eager to learn. A common advice from Web3 experts for newbies…

Multiple billion dollar industries have been built and sustained on a very common human trait — “impatience”. Think Uber. Think the concept of “fast fashion”. Think Deliveroo, DoorDash and GoJek. Think any form of on-demand service. All of these companies and the industries they created are driven by the impatience…

When Lehman Brothers went under it was a watershed moment. With the #iconic #debenhams now going under, it is one of those moments. With it comes the painful loss of 12,000 jobs. The future of #retail needs to move beyond the online vs offline debate. It needs to be about…

What would be keeping a #CMO up at night now? Let’s take some intelligent guesses: Spending on #advertising is not up for debate, but where and how much should I be spending? Television remains important but should I invest more on #digital advertising and reduce the size of my #media…

Adversities fuel innovation. The biggest leaps in our advancement as a species have been driven by adversities. The world of brand building is no different. If this ongoing pandemic is considered to be an adversity as big as the Spanish Flu, the two World Wars, the Great Depression of the…

Everyone wants to be someone else. This 6 word sentence props up billion-dollar industries, creates unrelenting waves of consumer demand, provides employment to millions and always keeps us wanting for the next best thing. Consider the scenario of you getting a radically different haircut — going from long to ultra-short…

Let’s start with textbook basics first. A strong brand aids in generating equity in the consumers’ mind, which is a valuable metric to measure and monitor. But having a strong brand is not a means to an end, and in many instances it is just the beginning. The product underneath…