The CFO asks what the brand campaign returned. The marketing team says "it's hard to measure". Both leave unhappy. Brand marketing isn't impossible to measure. It's just slow, and most
For years, cheap electronics in India came with a quiet apology. boAt removed the apology. It sold affordable earphones as something you'd be proud to wear, not something you settled
Google changed a familiar design, then made the obvious joke about it before the internet could. The joke gave people a way to join the launch, but it could not
A recruiter tells you that you're "too agency" for a brand role. Now you're wondering if three years of late nights were a mistake. They weren't. But there's a translation
Every relative asks about CAT. Every brand manager on LinkedIn seems to have an IIM tag. So do you actually need an MBA to build a marketing career? It depends
In February 2025, a listed education company announced its mascot had died. The internet held a funeral. The owl came back weeks later. Here's why it worked, and why most
Some products can be judged before you buy. Some only after. And some never. If you sell the third kind, you are not really selling a product. You are selling
Brand architecture sounds like a problem for conglomerates. It is actually the second product decision you make, made silently the day you name your second line, and reversing it later
A vacuum-sealed box does not make meat fresher. It gives an Indian household a way to judge a quality it has no way of inspecting, and it moves meat out
Everyone remembers the invite-only gate and the celebrity ads. The mechanism that actually built CRED was smaller and stranger: it manufactured a number young Indians could screenshot, and gave them