Category: <span>Branding</span>
The Napkin Test: When Packaging Becomes a Brand Asset
Good packaging wins the shelf. Great packaging escapes it. A designer's four-bucket framework — and the napkin test that separates assets from…
What a B2B CMO’s Rise Teaches About Brand Building
Schneider Electric India's Ratnesh Pandey moved from digital marketer to CMO. His playbook shows how B2B brands buy attention with purpose and…
SBI Life’s Para-Sport Bet: Meaning Over Media Metrics
SBI Life is deepening its para-sport association and refusing to judge it on reach or ROI. Here's the brand psychology behind that…
Hyundai India’s 20% Women Executive Target Is Brand Strategy
Hyundai India wants women in 20% of executive roles by 2030, up from 8%. Why this talent target is really an employer…
Haier India’s Sport-O-Tainment Bet: Challenger Brand Psychology
Haier India runs no single big campaign. Its Sport-O-Tainment strategy buys year-round attention instead. Here's the psychology behind the challenger play.
India’s Flat Tourist Numbers Are a Mental Availability Problem
Foreign tourist arrivals to India are set to stay flat in 2026. The deeper issue isn't price or visas alone - it's…
JK Cement’s Paint Play: Trust Transfer as Brand Strategy
JK Cement is using putty and white cement trust to sell paint. A look at premiumisation, trust transfer and the psychology of…
Glenmark Names Priyanka Tewari Head of Marketing: Why It Matters
Priyanka Tewari joins Glenmark Pharmaceuticals as Head of Marketing with 18 years in pharma brands. What her move signals about branded generics…
Leadership Churn Signals a Reset in How Brands Are Built
From Adobe's CEO handover to Parle Biscuits' new chief, this week's leadership moves reveal what brands now value: AI fluency, experience and…
Build Brands, Not Restaurants: Speciality’s Scaling Playbook
Speciality Restaurants runs 118 outlets and 20 brands. CEO Avik Chatterjee's approach shows why distinct brand identity beats outlet count in scaling.
Uniqlo India Bets on Brand Over Performance Marketing
Uniqlo India's marketing director says brand awareness sits near 59%. Here's why the retailer is choosing relevance over CPM, and what marketers…