Of brand positioning statements in the digital media age

At the recently concluded Social Media Week event in Bangalore, one of the panelists at a discussion said that the classic 'Brand Positioning Statement' is dead. This was in the context of today's digital media being conducive for two-way communication with consumers who have their own perceptions about a brand. It is another matter that… Continue reading Of brand positioning statements in the digital media age

The good and bad of brand name as verb

'Google it' - used as a generic term for 'searching for information on the internet' has a positive ring to it. I guess the usage helps the brand Google , as it subliminally cues the undisputed leadership position of the brand in the 'search' business. It unambiguously conveys that Google equals generic search. Also, chances… Continue reading The good and bad of brand name as verb

10 must-see slides on digital and mobile for marketing & advertising folks

Business Insider's CEO Henry Blodget delivered the 'Future of Digital: 2013' presentation recently.  The presentation covered a lot of topics from the smartphones to tablets to mobile operating platforms and the data therein could be debated, especially given Mr. Blodget's penchant for painting a bleak picture of Apple & iOS. A handful of slides relevant… Continue reading 10 must-see slides on digital and mobile for marketing & advertising folks

Weightless Project: ingenious, simple and a global idea for positive change

As ideas go, this one ranks high up in terms of ingenuity, simplicity and more importantly - the potential to be a catalyst for global change. The Weightless Project, aims to monetize every attempt at losing weight and thus bridge the gap between obesity and undernourishment. Aside from the do-good objective, what makes it praiseworthy is its… Continue reading Weightless Project: ingenious, simple and a global idea for positive change