Tag: <span>positioning</span>
Star Health turns a claim every 8 seconds into brand trust
Star Health's new campaign centres on one claim settled every eight seconds, turning claims support into a national trust message for India.
Cashfree Uses Soan Papdi to Challenge Default Payment Gateways
Cashfree’s festive campaign uses the familiar soan papdi joke to challenge default payment gateway choices and introduce its new AI-native identity.
Liberty’s Multi-Brand Bet: A House of Brands in Footwear
Liberty built 10+ sub-brands to match India’s occasion-driven footwear market. Here’s the psychology and trade-off behind a house of brands.
When a Business Outgrows Its Brand: The Vantora Rebrand Lesson
UP.Labs became Vantora because the company had outgrown its old name. Here is what the rebrand reveals about making value easier to…
Mahjong Is Now Luxury’s Slow Attention Playbook
Why Hermès, Prada and Indian luxury brands are investing in mahjong—and what slow rituals teach marketers about attention and community.
Check Reality Before You Try to Change Perceptions
Perception gaps in London policing reveal why marketers should diagnose before persuading. What people believe is often shaped by distance, not data.
Why Bathroom Names Are a Brand Naming Masterclass
Restroom, bathroom, water closet: the euphemism treadmill shows why consumers, not brands, ultimately decide what a name means.
What Somany’s Brand Refresh Teaches About Durable Positioning
Somany's shift from a celebrity tagline to an architect-focused identity shows how brands stretch across emotional and technical buying jobs.
India’s D2C Growth Goes Under the Lens at e4m Summit 5.0
The e4m D2C Summit 5.0 gathers India's direct-to-consumer leaders to decode consumer behaviour, digital-first strategy and what actually drives durable growth.
20 Years Of Brand Ideas: What Still Holds True
Branding Strategy Insider marks 20 years of brand thinking. Here's what its anniversary essay reveals about positioning, clarity and brand value in…
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…
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…