Marketing Mentalist Desk
Why Havas Is Betting on Luxury Experience Design in India
Havas India, Shortcut and Shobiz have launched a luxury experiential agency in Mumbai. Here's the consumer psychology behind the bet on experience…
AI Search Now Decides Which Brands Get Quoted
Answer engines went from 634 million to 904 million monthly visitors in a year. Here's what earns a citation, what's a myth,…
Why Hyundai’s Sheetal Devi Signing Is Smart Brand Psychology
Hyundai Motor India has named para archer Sheetal Devi its brand ambassador. The real lesson is in how earned, long-term endorsements build…
Why Havas Is Betting on Luxury Experiences in India
Havas India and Paris-based Shortcut have launched a luxury experiential agency. Here's the consumer psychology behind India's shift to premium experiences.
When 300,000 Creators Stop Feeling Like People
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Ghost Creators: The Psychology Behind Rented Authenticity
Ghost creators produce brand content under fake names and tight briefs. Here's why the tactic works psychologically, and where it quietly destroys…
India’s Gen Z Now Drives 43% of Consumption Spending
India's 377 million Gen Zs already steer $860 billion of spending, and most of it isn't their own money. What that means…
Cord-Cutting Is Slowing. Bundling Psychology Explains Why
US pay-TV losses are decelerating as cable operators bundle streaming apps. The behavioural science of bundling, friction and why cord-cutters never really…
Retail Media’s New Battle Is Positioning, Not Reach
Eleven retail media networks pitched advertisers in New York. The winners weren't selling reach - they were selling a distinct psychological context…
When Legacy Brands Outsource D2C, Who Owns the Consumer?
Colgate-Palmolive handed Palmolive's D2C business to Bombay Shaving Company. The real question for brands: how much of the consumer relationship can you…
Why Havas Is Betting on Luxury Experiences in India
Havas India has launched Shortcut Shobiz India with Paris-based Shortcut. Here's the consumer psychology behind why luxury brands are buying moments, not…
Digiday Tech Awards Finalists Signal a Shift in How We Discover
ShopMy, Google and WordPress VIP made the Digiday Technology Awards shortlist. The real story: discovery, trust and attention are being rewired.