The Ripening of the Influencer Economy
Reading Time: 9 minutesInfluencing needs to be legitimized as a formal job. This will also be good for the country.
The next frontier of marketing: community flywheels
Reading Time: 7 minutesWhether you are a legacy brand or a startup, if you are not investing in a community right now, you might get left behind in 2033
A simple influencer framework. Too simple perhaps?
Reading Time: 7 minutesWalk with me as I explore the influencer landscape and psychology of influence to arrive at a simple framework – influencers help sell product, celebrity influencers help build brands
The brand vs product see-saw
Reading Time: 9 minutesIf both product and brand are in equilibrium, business is stronger. Examples from L’Oreal, Lipton Ice Tea, Amazon, Lifebouy, Lux, Dove, Sleepy Owl, Blue Tokai, Patanjali, Coke, and Pepsi
Gods, Demi-Gods, Celebrities, and Influencers
Reading Time: 8 minutesIndia is a culture of hero-worship. Our heros fall along a continuum based on their role in our life and the psychological distance between us. And what this means for brands
Boring and unboring marketing
Reading Time: 8 minutesBoring = consistency that compounds, Unboring = trajectory-shifting creativity. Examples from ABInBev, Michelin and Ceat + my experiences from Lipton Ice Tea and Closeup
It takes skill to get lucky in marketing
Reading Time: 7 minutesEven though marketing outcomes are influenced by luck, being skilled is better than being unskilled. And skilled marketing is a combination of boring and unboring.
Dance The Dance Between Standing out and Blending in
Reading Time: 9 minutesWhen is blending in a good strategy and when does it become a malady of mediocrity? Like life, there is no failsafe formula – blending in and standing out fall along a continuum.
The Seen and The Unseen – II
Reading Time: 5 minutesWhen it comes to big life decisions, we are paralyzed by the fear of unknown unknowns. we regret the decisions we make (the seen) and also the roads not taken (the unseen)
The Seen and The Unseen – I
Reading Time: 7 minutesWe value what we can see, and find it easy to overlook what we can’t see. This leads to both good and bad consequences.