Corporates need to overcome the “War-lingo”

War room. Execute. Killing it. Guerrilla marketing. Bleeding edge. Make it viral. These are all war metaphors, used ad nauseum in corporate corridors and board rooms. At the same …

In Whom we Trust

While customers are re-evaluating what they really need and what they can do without, within the lockdown period, companies are hoping that post the lockdown things will get …

Transitions

We are in a state of transition. No one really knows what the future will hold. But there are many pushes and pulls that are happening as we collectively navigate …

Choose Well

Someone asked on twitter, “What do you miss most in the lockdown?” There were many answers, a large number of them were about missing travel, shopping, hanging out …

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, …