Marketing Mentalist Desk
Samsung’s Apple Roast Is More Than Just Twitter Banter
Samsung turned Apple’s iPhone Duo launch into a real-time roast. Here’s what the banter reveals about challenger positioning and share of voice.
Cheesecake Scarcity Is Fueling a 36-Outlet India Expansion
The Gourmet Cafe plans 36+ India outlets in five years and a multi-brand play. The real story is how scarcity and anticipation…
Marketing Leadership Moves Signal AI, Content and Experience Bets
From Accenture's AI-focused CMO hire to Network18's content-first elevation, this week's moves reveal where brands are placing strategic bets.
Complan Turns a Real Teen Cricketer Into Its New Brand Icon
Complan is shifting its iconic Complan Boy from advertising character to real teen achiever. Here’s why the refresh works for a legacy…
CEAT’s Brand Evolution: From Rugged Rhino to Smart Mobility
CEAT replaced its rhino and ‘Born Tough’ tagline with a safer, smarter mobility purpose. Here’s what the repositioning teaches brand leaders.
What Somany’s Brand Refresh Teaches About Durable Positioning
Somany's shift from a celebrity tagline to an architect-focused identity shows how brands stretch across emotional and technical buying jobs.
Amazon India Hits 20 Lakh Sellers: A Friction Lesson
Amazon India crossed 20 lakh sellers ahead of the festive season. Here's how lower fees, AI tools and timely recommendations are changing…
What BMW’s Ranveer Singh bet says about brand voice
BMW India has named Ranveer Singh as Brand Voice for the new 7 Series. Here's why the pairing is a lesson in…
What France’s Anxious Shoppers Reveal About Consumer Psychology
French shoppers are splitting steaks, skipping wine and watching prices. Here's what that anxiety reveals about consumer psychology.
Why Havas Bet on Luxury Experience Design in India
Havas India has launched Shortcut Shobiz India with Paris-based Shortcut. Here's the consumer psychology behind why luxury brands are buying experiences, not…
India’s D2C Growth Goes Under the Lens at e4m Summit 5.0
The e4m D2C Summit 5.0 gathers India's direct-to-consumer leaders to decode consumer behaviour, digital-first strategy and what actually drives durable growth.
20 Years Of Brand Ideas: What Still Holds True
Branding Strategy Insider marks 20 years of brand thinking. Here's what its anniversary essay reveals about positioning, clarity and brand value in…