Category: <span>Branding</span>
SMOOR rebrands beyond chocolate as gifting drives 25–30% revenue
SMOOR says festive gifting now drives 25–30% of revenue as it rolls out a SMOOR 2.0 rebrand, United by Flavors, to sell…
The 10-item rule: why singular focus wins crowded markets
Laura Ries and Dheeraj Gupta explain why singular focus, not more products, builds legendary brands, using a 10-item menu lesson.
Hyundai’s Samarth: from sympathy to systems for 26.8M
Hyundai's Samarth initiative moved 26.8 million Indians with disabilities from sympathy to systems — and built long-term brand equity along the way.
Microseries budgets settle around $200K a season
Brands are splitting between joining hit microseries and building their own. A $200K average season buys distribution or control, but not guaranteed…
Flipkart’s Own turns 7 quality checks into its pitch
Flipkart launches Revant Himatsingka's Own protein with a classroom ad that turns seven quality checks into the brand's core trust message.
Parachute Advansed is selling softness as romance
Marico's new Parachute Advansed Body Lotion campaign turns softness from a functional claim into a cue for touch and everyday affection.
ChatGPT’s Hindi voices signal a local-first brand shift
OpenAI's festive ChatGPT campaign adds Hindi voices Neer and Leher, then uses a family story about land and belonging to show why…
Arsenal’s Rocastle Font Turns Club History Into Brand Equity
Arsenal's new Rocastle blackletter typeface shows how a 140-year-old club turns player legacy and archive into flexible brand equity.
What Zuck’s Guinness wince reveals about brand authenticity
A viral clip of Mark Zuckerberg grimacing at a Guinness shows how public consumption has become an authenticity test for founders and…
ICICI Life swaps fear for ease in new brand platform
ICICI Life and Ogilvy reframe life insurance from risk and anxiety to calm, everyday ease—and show why that emotional shift matters for…
AI Now Makes Your Brand’s First Pitch Without You
AI assistants now filter brands before customers ever compare options. A mention is no longer a recommendation; here's how to get chosen.
81% of CMOs say AI makes brand preference matter more
IKEA's CMO says LLMs should distribute a brand, not create it. New CMO survey shows 81% expect AI agents to make brand…