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. …

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? …

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. …

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. …

A pandemic tests our resolve and determination. It tests our will to live, mourn the losses of loved ones, shattered livelihoods and our determination to keep our heads above the water. Consumer behaviour during pandemics throw out all rules that we have learnt. It is driven by extreme needs, most…

3 days away from starting a new decade but the consciousness of change keeps on declining. If there is one thing that the current decade has bestowed upon us, it is our resilience or numbness to change. Who or what has been the driver of this resilience or numbness? Without…

There are multiple perspectives on ‘growth’. We are at a point wherein the number of perspectives have outgrown their practicability and their ability to truly have a meaningful impact on a brand. The intention of this piece is not to add to these growing list but to make sense of…