Tag: brand marketing

Simply Speaking: Make the new familiar and the familiar new

Marketers must ‘make the new familiar and the familiar new’ But, how to do this in a deep, impactful and self-sustaining manner ? Use of a Metaphorical sensibility is one proven way. The use of Metaphor aids relatability and mental placement. The automobile, for instance, was initially described as "a horseless carriage”, the motorcycle as a “bicycle with a motor." The snowboard was simply "a skateboard for the snow." (Representational image: jianxiang via Unsplash)

It takes a brave company to take the long view, as few radically new products are an instant success. People appreciate innovations in hindsight.

Why do brands like CRED and Zomato not have a CMO?

The future-ready marketers are the ones who understand the importance of collaboration and identifying the right skills that they need to master and reset themselves time and again, based on a solid foundation of marketing fundamentals. (Representational Image: Amirhossein Hasani via Unsplash)

Startups have created decentralised systems to build brands and run marketing. The first casualty of the new system is the CMO role.

ASICS’ CEO Yasuhito Hirota: India is one of the top markets for ASICS

"India is an important market for ASICS and we are committed to contributing to the economy. India is one of the top markets the brand is focusing on globally and is looking at expanding its presence in the market -substantially because as a market, India is diverse, and each day we are learning more and more about the Indian customer." - ASICS’ CEO Yasuhito Hirota

A Tata Mumbai Marathon partner, ASICS’ CEO Yasuhito Hirota said that the sportwear company is committed to contributing to the Indian economy.

Weekly Shorts: How YouTube and its influencers stay relevant and at the top of their game

In 2021, influencers generated 20M posts, which increased by 2.21 percent to 22M in 2022, the greatest growth in the SEA area. It shows that with the rising popularity of short and long-form videos, companies and content producers view YouTube as a platform for sponsored partnerships and building multiple touchpoints with users. (Representative Image: Rachit Tank via Unsplash)

What’s buzzing in influencer marketing and the creator ecosystem? What’s the next big thing coming down the line? Catch the big trends and hot topics in our weekly shorts.

Home Credit India’s Ashish Tiwari: As a marketer, you need to be able to celebrate consumers’ lives and achievements

Ashish Tiwari says, "The entire category of finance is based on trust. Trust and transparency is the code of the category. What is necessary is how a brand communicates the right message to the consumers at the right time which is easier to comprehend." (Image source: LinkedIn)

Ashish Tiwari, chief marketing officer of Home Credit India on the supremacy of trust in building BFSI brands, marketing trends, Web3, finfluencers and more.

G.O.A.T Brand Labs acquires Chumbak, four other D2C brands

With these acquisitions, G.O.A.T Brand Labs' portfolio now includes 20 brands including The Label Life, TrueBrowns, Pepe InnerFashion, Abhishti, Neemli Naturals, NutriGlow, Voylla, Pet Crux, etc.

G.O.A.T Brand Labs, a roll-up e-commerce startup, plans to make Chumbak a Rs 500 crore brand by 2025.

ZEE signs key advertisers for inaugural edition of DP World ILT20

The co-developed framework allows GroupM Nexus’ team of commerce experts to evaluate where marketers are in their respective Amazon Marketing Cloud journeys. (Representative image: Vardan Papikyan via Unsplash)

Paytm, Kurkure Playz, Kent RO, Gulf Oil are some of the advertisers for the first season of the tournament that kickstarts on 13 January.

Shehnaaz Gill features in Tata Tea Premium AI-backed Lohri campaign

Through this initiative, users can enjoy AI driven hyper-personalized Tappas made in their own name, celebrating an occasion of their choice that can be seamlessly shared with their loved ones.

Tata Tea Premium built a microsite allowing consumers to create and share their own personalized music video ‘Tappa’, sung and performed by actor Shehnaaz Gill.

Media Mavens: Work-life balance is passé, what one does today is work-life integration, says Carat India’s Anita Kotwani

Kotwani says, "I do see a lot of my female peers leading other operating companies, and I personally feel very proud that the media industry has been able to drive this change. It’s the belief of the leaders at those operating companies where they have rewarded meritocracy and have chosen leaders that are able to drive the organization’s goal."

Anita Kotwani, CEO of Carat India, talks about the big trends of 2023, leadership mantras, work culture and more.