Brands Marketing

When corporate rebranding backfires: Lessons from past successes and flops

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

Ranveer Allahbadia row: Brands retreat, agencies tighten vetting process

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

Content marketing before its time

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

TIPS for Effective Marketing Management (Part two)

Incumbent FMCG brands continue to corner 65% market share in India

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

PepsiCo India appoints marketing chief Jagrut Kotecha as new CEO

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

TIPS for Effective Marketing Management

Coca-Cola India's brand marketing spends to be highest-ever in H2

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

From Zomato to CCD, brands are lining up for a ride on Chandrayaan success

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

Indian firms slowly begin to weave Threads into their marketing strategy

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

What are 'influencers', and how do companies use them for marketing?

Influencers work with companies to promote their products and services

Remarketing adoption in India jumps 50% during festival season: Study

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

Is the revival of iconic brands driven only by nostalgia?

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?

Not-so-hidden persuaders

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

Zomato's slim ad-spend sets marketing benchmark for firms seeking to list

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

Creating 'Me Inc'

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

'Brand dissidence': Ronaldo eschewing Coca-Cola has a lesson for companies

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

Eyes and ears of marketing

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

The price of influence

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

Rejection? Face, process, learn, reboot

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