Year: <span>2026</span>
How a record 45% of independents reshaped campaign branding
When 45% of U.S. adults call themselves independent, candidates strip party colours from logos. Here's what brand managers can learn from the…
Why SharkNinja Put Beckham’s House at the Mercy of His Friends
SharkNinja’s first global holiday ad turns a Beckham house-sit into a product demo with Tom Brady, Kevin Hart and Aryna Sabalenka.
Five Fonts Give Major League Baseball a Brand Built to Last
Inside MLB's multiyear brand refresh: five type designers revive early baseball styles for a system that works on apps, venues and social…
Asian Paints turns Diwali prep into the celebration
Asian Paints' 2026 Diwali film turns cleaning and painting into the first act of celebration—and the brand into part of the ritual.
10 brand maxims that backfire when read literally
Familiar management lines can quietly hurt a brand when taken literally, argues ESAF's Sony V. Mathew. Ten maxims worth re-examining.
John Lewis bets on a glamorous grandma to reclaim Christmas
John Lewis's 20th Christmas ad casts Kristin Scott Thomas as a glamorous grandma to reframe gifting as thoughtful, not perfect.
Why Mantra Group’s film leans on a 2007 parallel
Mantra Group's new film pairs Ranbir Kapoor with founder Rohit Gupta over a shared 2007 start. Here's the psychology that makes that…
After Six Decades, Taj Mahal Tea Bets on A.R. Rahman
HUL's Brooke Bond Taj Mahal Tea signs A.R. Rahman and launches 'Awaken Your Masterpiece'. Here's why the campaign is about borrowed meaning,…
iD Fresh’s ad turns Mom’s approval into a convenience strategy
iD Fresh's latest ad transfers Mom's authority to a batter pack. A look at the behavioural levers behind the iD Ka Idea…
70% of Marketing Leaders Are Stuck on Channels, Not Business
The India CMO Index 2026 finds 70% of marketing leaders cite short-termism and ROI pressure. Here's how to shift reviews from channel…
South Korea’s Gen Z reading rate tops 75% despite short-video boom
South Korea's Gen Z is turning books into a visible status symbol, with reading rates above 75% even as adult rates fall.…
Differentiation starts with customer problems, not tech specs
ServiceNow's CMO on why B2B brands should lead with buyer problems, balance pipeline and brand, and win visibility before AI-led buying journeys.