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Tag: <span>brand strategy</span>

Why 'my first video call home' still does the selling
Marketing Psychology

Jio Story: The Nostalgia in a First Video Call

How a 2016 data moment became a shared memory of first video calls home—and why collective nostalgia is a strategic layer brands…

2 min read
The Welcome Offer that reset what India expected from data
Marketing Psychology

Jio Story: The Welcome Offer That Reset India’s Data Reflex

The 2016 Welcome Offer rewired what India expected from data: from cost anxiety to utility behaviour. A marketer's read of the reset.

3 min read
Melbourne Star’s Rise Above campaign
Viral Ads

The psychology behind Melbourne Star’s Rise Above ad

How Melbourne Star’s ‘Rise Above’ brand film uses reframing and awe to turn a troubled attraction into a city comeback.

2 min read
The data question India stopped asking
Consumer Behaviour

Jio Story: The Shift From Data Rationing to Data Reflex

Data was once a budget line checked before every video. Now it is an invisible reflex. This Jio Story reads the 2016-to-now…

3 min read
AirTouch: Comfort at a Touch
New Ads

AirTouch sells smart climate control as one-touch comfort

AirTouch’s first national campaign turns smart climate control into a one-touch decision by targeting the anxiety of smart-home complexity.

3 min read
CTV budgets are up 43%; brands still measure views, not action
Marketing Psychology

CTV spend jumps 43%, but Huella says views are not enough

Huella's Singapore push bets that interactive CTV formats, not just better targeting, can turn viewer attention into measurable action.

3 min read
Wellbeing is going camera shy. Time to rewrite the brief.
Consumer Behaviour

Wellbeing is going camera shy. Brands need a new script.

Ipsos research across the US, France and China finds wellbeing is moving from self-optimisation to privacy and connection. Here's how brands can…

2 min read
Jellycat's 50% margin is a masterclass in leaving the commodity trap
Branding

Jellycat’s 50% Margin Shows How to Beat a Commodity Trap

Jellycat grew 43% to £450 million and passed a 50% margin while plush grew 2%. The lesson: change the buyer, the product…

3 min read
Only 12% expect a pay rise that beats inflation
Consumer Behaviour

Only 12% expect pay to beat inflation in 2023

Ipsos's 36-country study finds only 12% expect an inflation-beating pay rise, while 7 in 10 expect higher bills—changing how people buy.

2 min read
Airbnb festive searches rise 40% as Gen Z leads
Consumer Behaviour

Airbnb festive searches rise 40% as Gen Z leads the shift

Airbnb's festive domestic searches grew nearly 40% year on year, led by Gen Z and families seeking culture, meaning and non-urban getaways.

2 min read
India's data decade made four characters: which one are you?
Consumer Behaviour

India’s Data Decade Made Four Characters. Which Are You?

India's data decade created four characters: the saver, the binger, the hotspot hero and Reel Royalty. They show how behaviour changed when…

3 min read
Apple Music's new logo is a physical ripple from sound
Branding

Apple Music’s new logo turns sound into ripples

Apple Music's new identity turns sound into ripples—built with a transducer, mineral oil, and a sonic logo constrained by what the eye…

3 min read