Category: <span>Branding</span>
Louis Philippe’s Premium Push Is a Brand-Stretch Test
Louis Philippe is stretching a formalwear Crest into casual, denim and small-town retail. Here’s how to tell premium expansion from brand dilution.
Fake feminism fails: what the Novig ad teaches brands
A sports prediction brand's Sydney Sweeney ad sparked athlete backlash. The psychology of why borrowed empowerment creates an authenticity gap.
Liberty’s Multi-Brand Bet: A House of Brands in Footwear
Liberty built 10+ sub-brands to match India’s occasion-driven footwear market. Here’s the psychology and trade-off behind a house of brands.
When a Business Outgrows Its Brand: The Vantora Rebrand Lesson
UP.Labs became Vantora because the company had outgrown its old name. Here is what the rebrand reveals about making value easier to…
Decathlon India’s Private-Label Stress Test
Decathlon India out-earns global sportswear rivals, yet FY25 shows how fast a private-label price promise can crack when costs rise. Here’s the…
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.
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 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.
India’s FMCG label claims are becoming a legal minefield
FSSAI's 150+ notices and proposed red front-of-pack warnings are forcing FMCG brands to rethink label language and evidence.
Why Indian Legacy Brands Are Suddenly Winning Again
Dormant brands are turning consumer memory into a moat, with Campa, Chetak and Sierra proving legacy recall can cut awareness costs.