Articles

What's a Brand without Character?

Branding is often confused with marketing communication. Marketers are busy creating ads and taking them to the market, rather than investigating and presenting the characteristics that define and qualify the personality of the Brand. The focus seems to be only on reaching the targeted segments with any message, whether the message projects the brand's intended personality or goes completely against it is considered inconsequential. The nature of these marketing communications is such that the collective impression created on the receiver is left to chance.

It's time to move from Marketing Communications to Brand Communion.

Communication is the first step in the journey towards the intended destination. The destination is the stage when the brand’s message is understood and accepted by everyone. The stage when there is no consumer resistance to the marketing message, and the customer feels at peace with the association, can be named Brand Communion.

Mathematics of Artificial Intelligence (AI) and Growth Hacking

Yes, growth hacking is real and it's happening right now. It requires a marketer, a mathematician and a psychologist. The math of reaching the numbers and the science of converting them into business-leads is easy to master by a modern digital marketer.

Yes, We Time Travel.

Yes, we time-travel. It is one of the most natural processes. We have the technology in-built in our human biological system. It's child's play. History never actually happened. Those books were written only to influence your present. This is a game. Things have always been exactly the way they are right now, yet constantly changing. Yes, they are constantly changing while still remaining exactly the same. We would not be too far from the truth to say that the real name of the universe is "Change". The changing, yet constant, universe is a slave to our imagination.

Branding to sub-cultures in the digital era!

The key decision makers and top influencers are continuously forming their perceptions and opinions on various topics and brands. The topics and subjects that they are thinking about drive the kind of online groups and social forums they join and follow. These online groups/ virtual communities are analogous to sub-cultures that share similar perceptions and preferences. These perceptions and preferences, held by CXOs of organizations, play a major role in the decisions around what brand they would buy, and which brand they would hire for service.

4 Drivers of Human Behavior!

"Utkramantam Sthitam va-api Bhanjyanam va Gudaanemitam; Vimoodha Na-anupashyanthi Pashyanti Gyan-Chakshushah." The verse is in Sanskrit and carries a very deep mean. This is text from the civilization that has spent centuries to understand human existence, its meaning and purpose. Marketers can learn a lot from these lines. The meaning of the verse follows -