Brands Marketing

The 200-year-old company is now called aberdeen group, effectively reversing a decision to rebrand as abrdn in 2021 in a bid to pitch itself as a modern, agile, digitally-enabled brand

Influencer marketing agencies are strengthening their content approval process and seeking regulatory approvals for major campaigns

The customer's decision journey is becoming more complex, requiring brands to create a constant stream of content to engage with their audience

Dominance of general trade, low penetration of e-commerce helping large brands in India, says report

Incumbent Ahmed El Sheikh will move to lead beverages and snacks company's Middle East business unit

After 'challenging summer', Coca-Cola India expects strong demand in H2

As the euphoria around the nation's first successful moon landing slowly winds down, chances are the Brandyaan will roll on for a few more days

Zomato, Swiggy, Tinder, Netflix India among those beginning to experiment with the 'Twitter killer', but the engagement so far is limited and infrequent

Influencers work with companies to promote their products and services

Remarketing is a paid marketing tactic that allows users to serve ads to individuals who have previously visited a website or engaged with his (the user's) content on a social platform

Brands like Campa Cola, Chetak and Yezdi remind us of simpler times - when we were not spoilt by choices. Companies are now trying to revive these classic brands. Will the nostalgia turn into sales?

The whole field of cookie-based marketing and "retargeting" is aimed at persuading you, wherever you may be

Despite the frugal ad spends, Zomato's IPO managed to generate bids worth Rs 2.1 trillion

Book review of Control the Narrative: The Executive's Guide to Building, Pivoting and Repairing Your Reputation

In taking on Coke, Ronaldo may have unintentionally set a precedent for other players

Media experts point out various flaws in the BARC television rating system. But what they don't point out is that BARC ratings (or the earlier TAM ratings) are not used by advertisers in isolation

Advertising has ceded power at the pulpit. From being one of the key custodians of the brand and its persuasive voice, it has let itself be hostage to the pied pipers of social media

If applied well, this simple four-step formula can help you revive the falling fortunes of any brand