Marketing Mentalist Desk
Trust, not tech, is the real AI adoption barrier
New Ipsos data across 23 markets shows emotional connection, not AI capability, drives customer adoption. Trust is the real barrier.
What Paramount-WBD Rebrand Churn Teaches Brands
Frequent logo overhauls at Paramount and Warner Bros. Discovery reveal how brand identity becomes shorthand for strategic instability.
Why AI Efficiency Alone Won’t Fix Customer Experience
Ipsos research across 23 markets shows 48% of interactions feel ‘Nothing Notable’. Frictionless AI doesn’t build loyalty; emotional peaks do.
Consumers Are Rethinking Sustainability in 2026
Ipsos finds climate concern remains high, but cost, trust and health now shape which sustainable choices consumers actually make.
Cashfree Uses Soan Papdi to Challenge Default Payment Gateways
Cashfree’s festive campaign uses the familiar soan papdi joke to challenge default payment gateway choices and introduce its new AI-native identity.
India Is L’Oréal’s Pressure Test for Global Beauty
L’Oréal SAPMENA president Vismay Sharma says India’s demanding consumers are its global beauty lab—where science, accessibility and authenticity win.
When Ads Say More Without Words: Cadbury and Fevicol
Why Cadbury’s 2007 Gorilla and Fevicol’s Bus film worked without product demos—and what brand leaders can learn about feeling-led advertising.
Reddit Is the AI Recommendation Engine Brands Keep Getting Wrong
Brands are chasing Reddit as AI recommendations cite it most. But promotional tactics get them banned. The answer is contribution, not selling.
The Psychology Behind Converse’s Ad Backlash
A single Instagram image triggered a brand crisis for Converse. Here's the cognitive blind spot that lets offensive imagery sail through review.
Why Cricket Fans Now Want Participation, Not Just Scores
CREX turned cricket's second-screen habit into scale: 125M+ downloads and 22-24 minutes of daily engagement. Here's the psychology behind it.
Coca-Cola Golden Cans: The Psychology of Owning a Win
Coca-Cola turns Spain's World Cup win into a limited-edition golden can sold via Zepto and Blinkit. Here is the psychology driving the…
How Festive Ads Can Feel Bigger Without Bigger Budgets
Festive advertising can think bigger by blending live action with AI-led production—without losing cultural context or emotional craft.