Tag: <span>brand strategy</span>
John Lewis bets on a glamorous grandma to reclaim Christmas
John Lewis's 20th Christmas ad casts Kristin Scott Thomas as a glamorous grandma to reframe gifting as thoughtful, not perfect.
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…
South Korea’s Gen Z reading rate tops 75% despite short-video boom
South Korea's Gen Z is turning books into a visible status symbol, with reading rates above 75% even as adult rates fall.…
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…
KFC bets on store design to win back the chicken wars
KFC lost its top-three U.S. chicken spot in 2025. Now a store-first redesign, refreshed menu and Colonel Sanders aim to turn latent…
The 4 PM Slump Is the New Growth Engine for QSRs
Indian QSRs are chasing snacks, drinks and desserts as hybrid work loosens fixed meal hours. The real trick: telling an upsell from…
The CMO Signs the Ads. The CEO Signs the Brand
Why Tony Hsieh built Zappos without call scripts or call-time targets—and why the CEO, not the CMO, signs the real brand. A…
India spirits growth slows to 4.6% from 6.4% as mass lags
India's spirits growth slowed to 4.6% in the September quarter from 6.4%. Premium grew 5.7% while mass lagged at 3.7% as inflation…