Tag: brand marketing

Marketing Mocktail: The purpose of Brand Purpose explained!

Today, while many marketers have bought into the idea of Brand Purpose, it has its share of critics who label it as mumbo jumbo. While the cheerleaders argue that today a successful brand must have a reason for being, not just a reason for selling. (Images sourced via Twitter)

The biggest trend of the past decade – Purpose. But what does it really mean? Here’s the only primer you need on Purpose and how to wield it in marketing and brand building.

Simply Speaking: Buy or Bye Bye?

Humans have high risk consciousness but low risk assessment capability. The human mind does not appreciate probability instinctually. Therefore, risk is beaten by belief. Shared stories create belief. (Representational image by Jeffrey Grospe via Unsplash)

The tug of war between perceived risk and perceived value.

“Note” able advertising: Iconic ads of yore that said it with music

Titan watches and Garden Vareli sarees are examples of different brands united by a universal form of communication – music. While Titan retained the original classical piece in its commercial to celebrate its timepieces, Garden Vareli used a tune rooted in tradition to contemporize traditional attire. (Stills from ads)

For brands like Titan and Garden Vareli, music became the thread which helped them forge a relationship with the audience. The role of music, which is to influence emotion and drive brand associations and consumption stands universal. Further, it awakens a nostalgic factor or remembrance for the brand, whenever the tune played in advertisements.

Smriti Mandhana, Mithali Raj knock it out of the park; the duo score high on popularity, likeability: Hansa Research

Smriti Mandhana and Mithali Raj have excelled on a variety of metrics against some of their male counterparts on fit/energetic/has stamina, and overall personality parameters. (Representative image via Twitter)

Smriti Mandhana and Mithali Raj are currently the most likeable and popular female sports personalities in the nation surpassing some of the popular and young male cricketers such as Ishan Kishan, Rishabh Pant and Prithvi Shaw. Storyboard18 brings to you highlights from the Brand Endorser Report by Hansa Research.

HMD Global’s Sanmeet Singh Kochhar and Adam Ferguson on reviving Nokia for the consumer of today

Sanmeet Singh Kochhar, Vice President - India & MENA at HMD Global and Adam Ferguson, Global Head of Proposition, Partner and Product Marketing at HMD Global

In an exclusive conversation with Storyboard18’s Shibani Gharat, Sanmeet Singh Kochhar, vice president – India & MENA at HMD Global and Adam Ferguson, global head of proposition, partner and product marketing at HMD Global, speak on the love for Nokia brands, its durability, sustainability and long battery lives.

Plagiarism charges, credit hogging in adland sour social media timelines

Ad spats in adland continue. From plagiarism to credit hogging, agencies and brands battle it out on social media. (Representative image by Etienne Girardet via Unsplash)

Adland is no stranger to plagiarism and credit hogging. Recently, Ajay Shukla, ECD, Dentsu Creative has been accused of plagiarism by a former colleague, Diwesh Dishu for an idea that was conceptualised by him at his previous agency Publicis

#ShareThe Spotlight: Leap Club’s Ragini Das on making money and an impact, and leaders to spotlight

Ragini Das nominated Lulu Raghavan, MD at Landor & Fitch, Andrea Stone, Leadership Coach and Suchita Salwan, Founder LBB for their leadership qualities, smartness and kindness. (Top to bottom: Lulu Raghavan, Andrea Stone and Suchita Salwan)

Ragini Das joins the ‘Share The Spotlight’ movement to talk about her journey, making an impact, making money and empowering others.