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, …

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 …