How it Works – Page 256

Simply Speaking: Emotion as a marketing lever – you can’t wish it to happen!

It is fundamentally important that we aim at emotional responses geared to build habit rather than love. (Representational image: Nihal Demirci Erenay via Unsplash)

Whether the Barcelona football club, Elvis Presley or Laphroaig single malt, brands can provoke emotions up to the levels of frenzy, devotion or ecstasy.

How the Indian gaming industry is gearing up to cross $7 bn revenue by 2025

In less than two years of launching it in the country, BGMI claimed to have clocked over 100 million cumulative users shortly after a year of its launch. (Representative Image: ELLA DON via Unsplash)

Led by subscriptions, micropayments and ad revenues, gaming companies are looking at monetization more seriously

Disney Star’s $3 bn bid helps it keep ICC rights for India market

There has been no formal announcement of a new global sponsor from the ICC. A decision is likely to be made on the same at the end of the T20 World Cup.

Disney Star’s bid was about Rs 24,000 crore for both television and digital streaming rights, as per reports.

Decoding the new dress code at the workplace

Recently for a client meeting, Singh deliberately chose to wear a shirt of the brand's colour. The client took notice and appreciated the detail, she writes; "it was my way of sending a soft signal of our understanding of their brand." (Representational image: Kristina Petrick via Unsplash)

What you wear sends nonverbal cues to people, writes Josh’s chief Rubeena Singh as she breaks down how office attire has evolved in the post-pandemic era.

Late payers and defaulters: Why clients don’t pay their ad agencies on time

Clients not paying on time or not paying at all is a critical issue that’s not received enough attention from stakeholders. (Representational image via Unsplash)

And how to get clients to pay up and pay on time.

How can India Inc. drive mental health conversations

Mental health is still a taboo subject that makes people sweep the issue under the carpet and suffer in silence instead of speaking out and seeking help, mental health poses several challenges. (Representational image: Tim Mossholder via Unsplash)

Corporate India can play an important role in alleviating the country’s burgeoning mental health crisis.

Simply Speaking: A brand mosaic and the little things that make it

Distinctive assets make brands much more recognizable by the public. You don’t even need to mention its name for it to be remembered. (Representational image: Giulia May via Unsplash)

Think of Netflix’s “ta-dum”, Tiffany’s patent colour, Coca-Cola’s red or Nike’s swoosh. Then think if you recall anything more. Do you need to?

The big break-up: What happens when influencer couples split?

Signing individual contracts is one way to prevent heartbreak from breaking deals. (Representational image: Dollar Gill via Unsplash)

Influencer couples are a hot deal for brands, promising double engagement and reach. But when couples part ways do they have to kiss brands goodbye too?

Embedding your brand in the consumer’s memory

Unit case volume grew 2 percent for the quarter, primarily driven by growth in juice, value-added dairy and plantbased beverages and sparkling flavors. The growth was led by India and China.(Representational image: Monica Silva via Unsplash)

What marketing actions can enhance the probability of getting into the unconscious memory of consumers.