Tag: <span>brand strategy</span>
Visa’s playbook: invisible payments, memorable experiences
Visa's CMO says payments are becoming invisible—so the brand must show up at concerts, travel and sport. Here's the N=1 personalisation shift.
The Pavlovian myth: relevance beats emotion in ads
Watson brought Pavlov's conditioning to ads and the industry followed. Modern search experiments suggest usefulness, not emotion, drives sales.
Fevicol Bus: the psychology of an unbreakable ad
How an overloaded bus turned Fevicol's 'mazboot jod' tagline into Indian culture's default phrase for bonds that simply do not break.
Jio Story: One Data Habit From Village Call to Festival Feed
How village-to-city calls, hostel Wi-Fi rituals and festival reels became one shared behavioural pattern across India's data decade.
The Four Data Selves on One Jio SIM: A Behavioural Reading
Inside India's data decade, the Data Saver, Midnight Binger, Hotspot Hero and Reel Royalty reveal how users shift between occasion-based data selves.
Fourteen People, One Phone: The Shared Viewing Ritual
A cricket huddle, a finale night, wedding reels on one connection show why shared pop culture is marketing's most underused ritual.
Sterling’s Rule: Standardize the Invisible, Localize the Visible
Sterling Holidays' CEO shared the brand rule behind its resort expansion: standardize operations, localize food, architecture and stories. Here's why it works.
Jio’s 5G, Cloud and AI Future, Explained by One Dal Question
What a mother's dal question reveals about Jio's 5G, cloud and AI promise—and why the next tech pitch will be won in…
How Airtel Made Friendship a Product Benefit
A throwback look at Airtel’s Har Ek Friend Zaroori Hota Hai: the behavioural levers that made a mobile network feel like friendship.
Jio Story: The Habit Utility Behind a Normal Day
When data fades into daily routines—UPI at the chai stall, a study video call, maps on a road trip—it becomes habit, not…
Jio Story: The Welcome Offer That Reset Data’s Baseline
How Jio's 2016 Welcome Offer reset India's reference point for mobile data—and the behavioural lesson marketers still use.
Kinnect hires 19-year strategy veteran to lead planning
Kinnect appoints Shipra Chinchankar as National Planning Director, betting classic brand planning will sharpen its multi-platform strategy.