Tag: <span>brand strategy</span>
Uber Japan Turns App Switching Into a Reichi Hip-Hop Track
Uber Japan and Special turn the Eats-to-Taxi toggle into a Reichi track, using an existing habit to beat app fatigue.
What Effectiveness Awards Teach Indian Marketers
The strongest Indian campaigns start with a business problem, not a brief. Here is what effectiveness awards reveal about insight, media and…
Thums Up: the behavioural science of Aaj Kuch Toofani Karte Hain
Thums Up's long-running campaign didn't sell cola; it sold a decision. Here's how arousal transfer, social proof and self-talk made it work.
SharkNinja Turns Celebrity Chaos into Entertainment-First Ads
SharkNinja's holiday campaign uses leaked security clips and celebrity denials to make an ad people choose to watch. Here's the strategy behind…
Asda’s BOOM energy skips sentiment for festive value
Inside Asda's 2026 Christmas films: how BOOM energy, value framing and pattern interrupts make value feel like the main event.
Ather’s 50,000-vs-30,000 Gap Is a Branding Test
Ather's demand of 50,000 scooters a month outruns its 30,000 supply. The upcoming Konarc tests whether premium product DNA can scale.
Campus Activewear’s Reset Lifted Consideration to 63%
Campus Activewear shifted from trade-first to a consumer-led brand platform, invested 8.5% of revenue in ads, and saw consideration hit 63%.
Coleman sells certainty, not tents, in Count on Coleman
Coleman Australia's first national brand campaign in years trades product specs for relatable camping chaos and family confidence.
Isabgol’s Gen Z Moment: Is Fibre the New Protein?
Isabgol is being reframed from an elder-friendly digestive remedy to a Gen Z fibre habit. Here is what the shift means for…
Why SharkNinja Put Beckham’s House at the Mercy of His Friends
SharkNinja’s first global holiday ad turns a Beckham house-sit into a product demo with Tom Brady, Kevin Hart and Aryna Sabalenka.
Asian Paints turns Diwali prep into the celebration
Asian Paints' 2026 Diwali film turns cleaning and painting into the first act of celebration—and the brand into part of the ritual.
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.