Marketers, leave them kids alone! Why it's time to rein in the prying data mafia

A brand needs to have a reason for its existence, beyond its functional benefits. Its power is the experiences that it creates every day. When responsibility fails, so …

Find, Buy, Service, Help: The four-word code with which traditional retail can take on the Flipkarts and Amazons

At the customer-journey mapping workshop at the Star FLOW marketing festival, I posed the question, “How can retail be structured better?” The discussion yielded a valuable insight: What …

Following their Dreams

Agritech needs indepth Customer Journey Mapping

When I was small, I remember that farmers in my village could smell the soil to decide if it was ready for sowing. For people who lived off the land, …

Subscriptions will drive the brand agenda in 2019

In the desire to innovate and be quick to change companies are creating disruptive models. While speed and efficiency are gaining priority, customer trust is at an all-time …

The Best a Brand Can Be

In the recent past, the trend of connecting causes to people has been catching on. For instance, connecting hand-washing to people’s need for better health can be seen …

Blockchains and Responsible Business

Blockchains are here to stay. It is incumbent upon companies to use the technology smartly to reap the many benefits of secure transactions, faster dissemination, equal availability …

How CSR Can Help Improve Healthcare

About 24% of the total spend on CSR is focused on healthcare. However, much of the spend tends to be focused on health camps and building hospitals or …