Page 8 - Brands

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

My favourite campaign is MuscleBlaze's 'Tum Nahi Samjhoge': Shrenik Gandhi

The brand seems to have taken an anthropological approach rather than the traditional marketing science to derive consumer insight, says Gandhi

Leading edge, engaging, trustworthy: What makes brands influential in India

Some attributes that helped brands earn the most influential tag in a recent survey

From Ola to Zomato, brands are rethinking old school loyalty programmes

The programmes, besides providing an assured base of users, help strengthen the networks being leveraged on the aggregator's platform

From Mastercard to HDFC Bank, brands tune in to the sound of music

Mastercard, HDFC Bank, Vistara, Raymond among others seek an aural identity, look to differentiate their brands and drive a deeper engagement with customers

Brands, products and politicians

Much like a shopper in a supermarket, voters look for the brand name they know and trust

Customer experience-focused brands gaining more growth in APAC: Survey

Organisations that prioritise holistic customer experiences report higher costs

Changing consumer dynamics: Brands are targeting young urban singles

The traditional narrative has changed. No longer are women looking for validation from family, peers or significant others

Revenge of the challenger brands

Strategy

Waste not, want not

Brands can turn frugality into a differentiated purpose, build an identity in keeping with the times

Brands at the time of VUCA

A strong brand is often the only dependable constant in volatile and uncertain times

Brands zero in on service

Firms such as Samsung and Ford are going back to the promise of superior service

Experience makes the brand

Bajaj Auto, Puma, Starbucks and multiplexes Inox and PVR have used an array of touch-and-feel experiences to grab customer attention in 2016

Breaking away from the pack

Banks and insurance companies are climbing up the brand tables by swinging the spotlight on to customer experience and digital marketing

Power of missing brands

What keeps state-run oil companies, one of the largest employers of sports champions, from making them the face of their brands?

Learning to manage performance assets

How companies can unlock real and lasting value for shareholders

Brands swing to the national tune

A more aggressive brand of nationalism is playing out in a bunch of new advertisements. Do brands gain from the strong desi pitch?

Aaron Ricadela: It's stars over teams for sports gear brands

As the month-long Euro 2016 kicks off today, Adidas, Nike and Puma are relying more on individual players than team sponsorships to sell cleats and jerseys

Amul, Amazon among most recalled brands this IPL

Coca-Cola, third on the brand recall list, culled by Hansa Research, has a better recall ROI