Page 7 - Brands

Unlike tactical cashbacks, loyalty plans are strategic: Payback India CEO

The design of a loyalty programme needs to ensure that there is a clear and defined objective, says Gautam Kaushik

The rapid rise of user-generated content and brands' TikTok challenge

User-generated content has upended the rules of traditional communication

Consulting to tech firms, brands are busy swatting away online crusaders

Rage and fulmination are the norm and brands are vulnerable as they define their online identities, said several experts

From Airtel to SpiceJet: Brands gather around for the Rajini stardust

Airtel, Bookmyshow, SpiceJet, Cadbury and several other brands have hitched their wagons onto the superstar's upcoming cop thriller Darbar

Brand persuasion: How firms lean on influencers to rope in loyal customers

With brands of all sizes, and across categories, leaning heavily on influencers, the world of online persuaders is in for a makeover

Reflections of one of the most dynamic, volatile economic periods in India

The most pronounced transformation has been India's accelerated adoption of the digital way

Storytelling, influencer & personalisation: The art of brand communication

Only the methods that get to the heart of the matter and look at long-term gains really stick the landing

How the digital media has changed the very fabric of marketing industry

Thanks to technology, the gap between the brand and consumer was bridged

Digital trappings: Brands lobby for influence in a data-rich world

Data allows you to map, target and deliver relevant content says K V Sridhar, founder and chief creative officer at HyperCollective.

What makes Sourav Ganguly the outspoken administrator and brand that he is

Sourav Ganguly has used his trademark aggression to build a unique brand identity, markedly different from his peers. Can he continue to do that, in his new role?

Bad news: What you say doesn't matter

The impact of user-generated content which takes the brand out of the brand owner's control is only growing

Chinese electronics brand Haier looks for glamour away from the spotlight

With three women sportspersons as endorsers, the Chinese consumer electronics brand is tapping into the appeal of underdog branding

Brands, corporates should look at rural India's aspirations as opportunity

Brands must not forget the context when devising strategy

The invisible endorser: Why brands have steered clear of Rohit Sharma

Sharma has only 5-6 active endorsement deals-Adidas, Hublot, CEAT, among the major brands. In contrast, Captain Virat Kohli has 24

2% of Indians loyal to brands; discounts don't keep them hooked: Experts

While experts argue that the plethora of choices fosters disloyalty, reality is that building brand-consumer connections is getting difficult

Flavoured milk shakes up market; Britannia, Cavin's, Amul get aggressive

All these companies are relying on innovation, launches, and competitive pricing

Amul to Jio: Ads with attitude give brands punch in fight with rivals

It is the age of the aggressive marketer as brands jostle to get up-close and personal with the consumer

Ads with a cause: Brands work their way on Independence Day, Raksha Bandhan

From consumer goods to fashion and lifestyle as well as aircraft manufacturers, cause-led advertising rules the day

Our next big focus area is Li-Fi, says Signify's Maria Letizia Mariani

There is a huge step to take to make people aware of what light can do for them, explain it to them in a better manner, says Mariani

When advertising created celebrities

Airtel 4G girl Sasha Chhetri is a better-known face across India than most Bollywood starlets