AI-Generated Content Is Quietly Killing Brand Voice
Strip a brand to its parts. The product can be copied. The same four words as everyone else’s, reshuffled. What can a competitor not screenshot and rebuild over a weekend?
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Keeping purpose-driven marketing safe from boycott campaigns
Thirteen years after the Gapgate, planning and running iconoclastic brand campaigns has only grown far more challenging and risky.
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The most important goal for mobile marketers
Speakers at the Dream 500 million smartphones event last week sought to debate on two important drivers for smartphone adoption in India. The first driver was pricing; the argument being that a smartphone priced at below Rs. 5,000 had a significantly higher probability of mass adoption in India. The second driver was language customization; or…
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The point of brand personality
Do all brands have a personality? Do all of them need one? A brand personality is simply a set of human characteristics associated with a brand – think Virgin’s fun and irreverent personality vs British Airways’ warm, comforting albeit a staid one, or Johnson & Johnson as a nurturing and caring brand vs Harley Davidson’s rugged one….
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Why content curation matters
It’s a paradox of our times that people still crave for a good read or a watch, even when they are drowning in the content deluge, especially online. Even as mainstream content consumption increasingly shifts to online from TV and print; the volume of new content being generated online and pushed out to people is…
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How Xiaomi built its brand in India
Chinese phone company Xiaomi recently sold a few thousands of phones to eager Indian buyers in a matter of seconds. Xiaomi hosted two online sales in two weeks on partner Flipkart.com’s website; and saw over 100,000 people register for the sale. Remember, this is a brand that is new to India, alien to most India-based…
