Page 3 - Ambi Parameswaran

Content marketing post-ChatGPT

Creation of tools like ChatGPT that are powered by AI systems, is set to create new playing field for copywriters. Will we see more brands resorting to ChatGPT and eliminate need for human writers?

Buy a brand or build a brand?

One simple reason why companies acquire brands (and businesses) is because that is an easy way to show growth. But the cost can be huge

Growing importance of employer brands

If you are a company, big or small, you have customers to appeal to. So you build your customer-facing brand

Not-so-hidden persuaders

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

Do you know your customer's decision journey?

Often, just a few key activities are all that you need to ensure that your brand does not become a leaky bucket that keeps losing customers at the last stage

Changing how consumers view cooking

During the pandemic, with kids locked up, moms and dads learnt how to cook up new dishes watching shows like the Amul Live Recipe

Branding lessons from IPL teams

If you disregard all the defunct teams, we are left with 10 IPL teams now

Do we know our customers?

What is true for a luxury brand may also be true in a jewellery showroom or a durables showroom

Lifestage marketing & New Year resolutions

It was the banking industry that pioneered the concept of lifestage marketing

How many words can you pack in an ad?

It is said that Japanese television ads pack a lot of words, of­ten in just 15 seconds

Bollywood's reflection of tastes

Have Bollywood movies, in terms of genres, been changing as well? Or is Bollywood still churning out a standardised masala mix product

Rural consumers' brand adoption

The question remains whether rural households that experimented with a packaged branded atta or packaged branded detergent will continue to use the same

Message in a bottle

When Cristiano Ronaldo moved the Coke bottles from the media table, he was changing the nature of the Coke-FIFA Euro 2020 sponsorship contract

Influencing the influencers

Why is ASCI asking social media influencers to flag that they are paid when a celebrity is featuring in an ad but is not disclosing that s/he is a paid endorser?

Bindi hits the spot

It is now left to be seen if the bindi gets a global sheen, thanks to Nasa's Swati Mohan

Ready for a reboot: How B-Schools can adapt to the new normal amid Covid-19

The pandemic has been a period of serious rethinking at all B-schools

Appointment viewing will live on

Human beings are creatures of habit and appointment (viewing) is a habit that they have perfected over the many millennia they have inhabited this blue dot we call Planet Earth

Markets crowded, but malls empty

From Ranganathan Street in T Nagar, Chennai, to Dadar market in Mumbai, there was frenzied shopping during Diwali. But malls have not had such luck

Rejection? Face, process, learn, reboot

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

Companionship that comes on four legs

One of the reasons touted for the rise of dog ownership in the US has been the rise of single-person households and aged living as empty nesters. This could also be happening in India