Did Identity Politics influence Identity Marketing?

i Over the last 5 years we have seen the rapid rise of what is being called Identity Politics. Where people of a particular race, religion or social background form political alliances and move away from traditional broad-based politics. The election of Donald Trump, the change of government…

The Magical Nostalgia of Old Brands

( This article was first published in THEWIRE.IN on July 7, 2018 ) Brands are like people. They grow old. Some wither and die. Some barely manage to stay alive, and others achieve near immortality. What is it about some brands that can keep them going for hundreds of years while others fade away?…

Are Kellogg and Haldiram strange bedfellows?

With the possibility of an alliance between Kelloggs and Haldirams which of course did not have any official confirmation from either companies, Kellogg and Halidram’s is an interesting combination for a merger. If you look at the history of Kellogg it was the first company to place a…

The New Face of Creativity

Without making a grand announcement, how we define the creative department in an agency may have quietly changed. Perhaps the biggest change started taking place when the large media agencies started hiring creative people realising that their clients were not looking for just media solutions from them. Besides…

The New Face of Creativity

Without making a grand announcement, how we define the creative department in an agency may have quietly changed. Perhaps the biggest change started taking place when the large media agencies started hiring creative people realising that their clients were not looking for just media solutions from them. Besides…

The Client-Agency Relationship : Where is it going?

To investigate the changing dynamics of the client-agency relationship, one needs to delve into a bit of history. Until the 90s, ad agencies for almost a century were compensated by a 15% agency commission. While it might seem that it was the client who compensated the agency, the…

The Return of Sorrell

If you thought that Martin Sorrell’s exit from the WPP group was the end of a great career you were wrong. Sorrell now 73, who stepped down from WPP a few months ago, is making a comeback with a new advertising (and marketing services) venture. With his experience…

How Nervous CMOs nail their Ad Agencies to Save their Skin

My weekly column Ad Buzz which appears in mxmindia.com The General Motors diet became famous some years ago as an effective means of slimming down and losing weight, although why it was attributed to a car maker completely alluded me. I later discovered it was an eating plan…

Raymond’s deserts Complete Man and Sonic Branding

A version of this article was first published on afaqs.com on March 26, 2018 Raymond understood sonic branding long before it became fashionable to apply it as a discipline to brands. In the UK they are called sonicons. Joel Beckerman hailed as equal parts of Philip Glass and…

Videocon Shows What Debt and Bad Brand Management Can Do to a Company

First published in thewire.in on 18 April 2018 Textbook marketing says that a price warrior has a limited life because he will sacrifice long-term brand values for short-term sales. And that is exactly what Videocon might have inadvertently done. The current ICICI Bank-Videocon loan controversy, where Venugopal Dhoot…
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