Marketing Mentalist Desk
Haier India’s Sport-O-Tainment Bet: Challenger Brand Psychology
Haier India runs no single big campaign. Its Sport-O-Tainment strategy buys year-round attention instead. Here's the psychology behind the challenger play.
India’s Flat Tourist Numbers Are a Mental Availability Problem
Foreign tourist arrivals to India are set to stay flat in 2026. The deeper issue isn't price or visas alone - it's…
JK Cement’s Paint Play: Trust Transfer as Brand Strategy
JK Cement is using putty and white cement trust to sell paint. A look at premiumisation, trust transfer and the psychology of…
Attention Isn’t the Problem. Decision Confidence Is.
Honasa's Saahil Nayar argues brands don't lose because of clutter but because they fail to reduce buying uncertainty. Here's how to build…
Why Anthropologie Bet on Sneakers – And Landed Nike
Anthropologie says sneaker shoppers rose nearly 30% in a year and its shoe buyers are its most valuable cohort. Here's the psychology…
Glenmark Names Priyanka Tewari Head of Marketing: Why It Matters
Priyanka Tewari joins Glenmark Pharmaceuticals as Head of Marketing with 18 years in pharma brands. What her move signals about branded generics…
Leadership Churn Signals a Reset in How Brands Are Built
From Adobe's CEO handover to Parle Biscuits' new chief, this week's leadership moves reveal what brands now value: AI fluency, experience and…
Build Brands, Not Restaurants: Speciality’s Scaling Playbook
Speciality Restaurants runs 118 outlets and 20 brands. CEO Avik Chatterjee's approach shows why distinct brand identity beats outlet count in scaling.
Predictive AI in Marketing: From Signals to Action, Carefully
Predictive AI can spot consumer intent earlier than ever. The harder question, marketers at CMOs' Charcha argued, is when to act on…
Half of B2B Buyers Now Ask AI First, Not Google
G2 research says 51% of B2B software buyers now start with an AI chatbot more often than Google. Here's what that shift…
Why Finolex Markets to Plumbers, Not Homeowners
Finolex built its pipe brand around plumbers, not homeowners. Here's the psychology behind marketing an invisible product through a trusted intermediary.
Uniqlo India Bets on Brand Over Performance Marketing
Uniqlo India's marketing director says brand awareness sits near 59%. Here's why the retailer is choosing relevance over CPM, and what marketers…