Category: Brand Makers

Al Ries, known as the father of ‘positioning’, dies at 95

Al Ries entered the advertising scene in the early 1970s along with American advertising executive Jack Trout with the radical concept of positioning. It emphasised that marketers must fix a place for the brand in the consumer’s mind rather than centering their focus on brand benefits. (Image source: Ries.com)

Al Ries is recognised as a “positioning pioneer” and is credited with establishing one of marketing’s most powerful principles.

This is the Indian decade. I would also say it’s the start of the Indian age: Mark Schneider, Nestle CEO

Schneider said, "You see a lot of the underlying strengths of this country coming to the forefront now... you see tremendous growth and momentum. We want to participate in that. We are deeply ingrained in the social fabric of this country. So I think we stand to benefit from that momentum quite well." (Illustration by Suneesh)

Nestle committed to investing Rs 5000 crore in India by 2025. India is Nestle’s 10th largest market globally and the fresh investments will help the company accelerate its core business in the country and leverage new opportunities for growth. In recent years, Nestle has been dialing up its growth strategies and sustainability efforts to address the many challenges it faces today. In a wide-ranging exclusive interview with Storyboard18’s Delshad Irani, Mark Schneider, CEO of Nestle, told us how the company is future-proofing its brands and business, and focusing on the new bottom-line – People Planet Profits.

Influencer Marketing Mavericks: How Mad Influence was built

Madhavan, now 26, runs a full-service digital marketing agency that started with one client in 2018. Today, they put together twelve to fourteen campaigns every day. What is it that they do exactly? Well, they work with influencers and, while technically Mad Influence is an influencer management agency, they do more than just connecting creators and brands. They are into digital marketing, social media management, content authoring and provide consulting services to businesses.

Gautam Madhavan, founder and CEO, Mad Influence, on why influencer marketing agencies are more than just talent agents.

38 things Dan Wieden did beyond creating ‘Just do it’ for Nike

Dan Wieden, co-founder of Wieden-Kennedy created the most famous tagline in advertising history, Nike’s ‘Just do it!’ He started off his career at McCann Ericksson where he met his future business partner David Kennedy.

Wieden+Kennedy India’s chief creative officer Santosh Padhi writes how his legendary boss Dan Wieden made advertising an aspirational industry.

CXO Moves: Gozoop, Dentsu, Benetton, Schbang, Cosmos Maya bolster leadership

The Glitch’s founders quit, the maker of Marlboro ropes in a Tata Group executive, United Colors of Benetton gets a new marketing head. Get the full picture on people and their moves on the corporate jungle gym in CXO Moves.(Representational image via Unsplash)

Executive moves in the world of brands and agencies. Find out who’s moved up, in and out.

Bookstrapping: Review of Getting Lost by Nobel-prize winner Annie Ernaux

'We cannot paint perfect pictures of our lives and mislead those who are in the middle of making mistakes.' Nobel Prize for literature for 2022 winner, Annie Ernaux is here to help us with her ‘sexually frank study of a woman in the throes of love and lust’, writes our reviewer.

Annie Ernaux, winner of the Nobel Prize for literature for 2022, will be remembered, just as we remember her compatriot Simone De Beauvoir. Bookstrapping Rating: 4 stars

Ram Krishnan, Priya Nair, Raja Rajamannar, Kainaz Gazder: Meet the top Global Indian Marketers

Ram Krishnan, Priya Nair, Raja Rajamannar and Kainaz Gazder are some of the top global Indian marketers building and growing multi-billion dollar brands and businesses. (Illustrations: Suneesh, Moneycontrol)

Marketers of Indian-origin are leading global brands across the world. Take a look at some of the CXOs from that elite club.

WPP acquires remaining stake in MediaCom in India from Sam Balsara and Lara Balsara Vajifdar

The initial agreement between WPP and Sam Balsara, who is the chairman of homegrown media investment company Madison, and his family dates back to 2008, under which the Balsara family owned 51 percent. In 2017 the Balsara family sold 25 percent to WPP. (Representational image via Unsplash)

Sam Balsara and daughter Lara exit MediaCom after WPP purchases the remainder of their stake in the media agency.

Benetton India appoints Kaveri Nag as head of marketing

This is Nag's second stint at Benetton. During her last stint with BMW India, leading marketing for MINI, she directed a comprehensive marketing and communications strategy with a 100 percent digital mindset, mapping customer journeys to augment brand resonance and equity.

Kaveri Nag will spearhead the Marketing, PR and growth strategies for Benetton in India.