Category: <span>Branding</span>
Burger King India rides Avengers: Doomsday hype with Rs 99 menu
Burger King India has launched a limited-edition Avengers: Doomsday menu with themed burgers, merch and a Rs 99 entry point. What fandom…
The tool that graded Converse’s ad an F
ChatGPT called Converse's ad a B minus; Digital Culture Group's ARI gave it an F. Inside the new pre-flight tool for cultural…
How a record 45% of independents reshaped campaign branding
When 45% of U.S. adults call themselves independent, candidates strip party colours from logos. Here's what brand managers can learn from the…
Five Fonts Give Major League Baseball a Brand Built to Last
Inside MLB's multiyear brand refresh: five type designers revive early baseball styles for a system that works on apps, venues and social…
10 brand maxims that backfire when read literally
Familiar management lines can quietly hurt a brand when taken literally, argues ESAF's Sony V. Mathew. Ten maxims worth re-examining.
Why Mantra Group’s film leans on a 2007 parallel
Mantra Group's new film pairs Ranbir Kapoor with founder Rohit Gupta over a shared 2007 start. Here's the psychology that makes that…
After Six Decades, Taj Mahal Tea Bets on A.R. Rahman
HUL's Brooke Bond Taj Mahal Tea signs A.R. Rahman and launches 'Awaken Your Masterpiece'. Here's why the campaign is about borrowed meaning,…
Differentiation starts with customer problems, not tech specs
ServiceNow's CMO on why B2B brands should lead with buyer problems, balance pipeline and brand, and win visibility before AI-led buying journeys.
Decathlon India: sales up 3%, costs up 12.3%
Decathlon India built a value giant on private label control. FY25's revenue up 3% and costs up 12.3% expose the strain in…
Whirlpool Got Bigger, Not Better—Over US$7B in Debt
Whirlpool's 2026 loss exposes a decade-old mistake: buying scale and asking for protection instead of innovating. Here's the brand lesson.
AR Rahman Takes Taj Mahal Tea’s Wah Taj Legacy Forward
Taj Mahal Tea taps A.R. Rahman to carry the Wah Taj legacy after Zakir Hussain. Here's what the new platform says about…
Starbucks’ $1B+ U-Turn on Fast Coffee
Starbucks spent years optimising for speed and saw its 'third place' brand meaning fade. Now it's spending $1B+ to bring back comfort…