Marketing Mentalist Desk
Why AI Won’t Replace Creators—It Just Raises the Stakes
Creators are moving from AI fear to leverage, but the real moat is human judgment, voice, and trust. Here’s the psychology behind…
What flydubai’s brand chief signals about reputation-led growth
Siddhartha Butalia moves from Tata Group to flydubai to lead brand and comms amid rapid fleet and network expansion.
BCCL Hires FMCG Veteran Badri Beriwal to Rethink Brand Portfolio
The Times of India parent BCCL hires Badri Beriwal to lead brand and portfolio strategy. Here's what that signals for brand-led growth.
What Streaming Price Hikes Teach Us About Pricing Psychology
Streamers have raised prices repeatedly since 2019. Digiday maps the shifts: why small hikes, anchors and bundles keep consumers paying.
Email Marketing at Scale: Why Good Tactics Fail
Enterprise email teams often master basics yet still see deliverability and engagement unravel. Here's why governance, data, and measurement gaps compound.
Firefox Bikes and the Limits of Experience-Led Premiumization
Firefox Bikes used experience centres, not mass ads, to build a premium cycling brand. Post-Covid correction shows where retail theatre breaks.
Mahjong Is Now Luxury’s Slow Attention Playbook
Why Hermès, Prada and Indian luxury brands are investing in mahjong—and what slow rituals teach marketers about attention and community.
Why Gen Z Buys Health Insurance But Skips Term Plans
Policybazaar data shows 61% of Gen Z have bought or considered health insurance, but only 19% term. What the psychology behind the…
What Reuters’ Dynamic Paywall Teaches About When People Pay
Reuters adjusts its paywall in real time to news-cycle demand and user behaviour. Here’s why that boosts subscriptions without killing ad revenue.
Why Kalyan Jewellers Built a Separate Brand for Tamil Nadu
Kalyan Jewellers launched Akshaya Thanga Maligai as a separate Tamil brand, revealing how regional identity and mental accounting shape buying.
Why Consumers Are Fighting Back Against Lost Agency
From surveillance pricing to AI comparison tools, consumers are demanding more control. Here's how brands can return agency and win trust.
Why Gen Z Can’t Recall Ads: The Psychology Behind the Shift
TV's share of ad spends fell from 39.2% to about 21%, digital rose to 44%+. What the shift means for brand recall,…