Category: <span>Branding</span>
India Is L’Oréal’s Pressure Test for Global Beauty
L’Oréal SAPMENA president Vismay Sharma says India’s demanding consumers are its global beauty lab—where science, accessibility and authenticity win.
When Ads Say More Without Words: Cadbury and Fevicol
Why Cadbury’s 2007 Gorilla and Fevicol’s Bus film worked without product demos—and what brand leaders can learn about feeling-led advertising.
Reddit Is the AI Recommendation Engine Brands Keep Getting Wrong
Brands are chasing Reddit as AI recommendations cite it most. But promotional tactics get them banned. The answer is contribution, not selling.
The Psychology Behind Converse’s Ad Backlash
A single Instagram image triggered a brand crisis for Converse. Here's the cognitive blind spot that lets offensive imagery sail through review.
Why ColorPlus Is Selling Stillness in a Hustle Market
ColorPlus's AW26 campaign with Abhay Deol turns slowing down into a brand position. Here's the psychology and the strategy lesson behind it.
Why Beauty Brands See No Ceiling in Sports Marketing
Beauty is moving from wellness's shadow in sports, with athletes becoming collaborators and fans hungry for off-court identity. Here is the psychology.
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.