Tag: <span>brand strategy</span>
Ghost Creators: The Psychology Behind Rented Authenticity
Ghost creators produce brand content under fake names and tight briefs. Here's why the tactic works psychologically, and where it quietly destroys…
Retail Media’s New Battle Is Positioning, Not Reach
Eleven retail media networks pitched advertisers in New York. The winners weren't selling reach - they were selling a distinct psychological context…
When Legacy Brands Outsource D2C, Who Owns the Consumer?
Colgate-Palmolive handed Palmolive's D2C business to Bombay Shaving Company. The real question for brands: how much of the consumer relationship can you…
Why Havas Is Betting on Luxury Experiences in India
Havas India has launched Shortcut Shobiz India with Paris-based Shortcut. Here's the consumer psychology behind why luxury brands are buying moments, not…
Digiday Tech Awards Finalists Signal a Shift in How We Discover
ShopMy, Google and WordPress VIP made the Digiday Technology Awards shortlist. The real story: discovery, trust and attention are being rewired.
Digiday Tech Awards: Trust Is Now Infrastructure
ShopMy, Google and WordPress made the Digiday Technology Awards shortlist. The pattern behind the finalists says a lot about how people now…
Gap’s Comeback: Why Brand-As-Democratizer Still Works
Gap's turnaround shows what happens when a brand rediscovers its founding promise. The lesson: democratization is about accessibility, not cheap prices.
Why Saatchi India Just Hired a Culture-First Creative Chief
Saatchi & Saatchi India names Mayuresh Dubhashi Chief Creative Officer. The real story: agencies are now hiring for cultural fluency, not just…
The Napkin Test: When Packaging Becomes a Brand Asset
Good packaging wins the shelf. Great packaging escapes it. A designer's four-bucket framework — and the napkin test that separates assets from…
SBI Life’s Para-Sport Bet: Meaning Over Media Metrics
SBI Life is deepening its para-sport association and refusing to judge it on reach or ROI. Here's the brand psychology behind that…
Haier India’s Sport-O-Tainment Bet: Challenger Brand Psychology
Haier India runs no single big campaign. Its Sport-O-Tainment strategy buys year-round attention instead. Here's the psychology behind the challenger play.
Glenmark Names Priyanka Tewari Head of Marketing: Why It Matters
Priyanka Tewari joins Glenmark Pharmaceuticals as Head of Marketing with 18 years in pharma brands. What her move signals about branded generics…