Blog
March 26, 2015
In
Blog
Why the traditional construct of brands is counter to the new environment of social networks?
Brands are constructed as artificial beings. They are constructed to the whims and fancies of some brand-mapping tool, which fits them into prisms or pyramids, or any other geographical shape that the model dictates. The social (media) space is about people and it demands them to be real, it rewards...
March 12, 2015
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Blog
Advertising Was Selfish, Engagement Is Social
The counter argument to the world of 24X7 connectivity is already taking shape. The once celebrated idea of the digital natives, living a life that’s always on, seems to be meeting with some protest. Crispin Porter Bogusky’s campaign for window’s mobile 7, titled ‘really’ gives us a peek into the...
February 22, 2015
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Blog
The World Belongs To Tweakers, Not Essentially Innovators
Its ironical that in these decades that have seen unprecedented change, the idea of ‘iterative success’ seems to be overpowering that of ‘dramatic innovation’ in this new age. To borrow from the lexicon of the digital world, our world seems to be in a ‘beta’ stage – in a stage...
February 18, 2015
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Blog
We Need Culture To Rescue Digital
What we obsess about is a good reflection of what worries us. As an industry therefore, the debates and conversations at the Cannes Lions 2011 are reflective of what’s keeping the marketing and communications community of the world awake at night. And while digital has dominated the debate for a...
February 10, 2015
In
Blog
Brand Ambassadors are like rockets, they help brands get there quicker
Brand Ambassadors are like rockets, they help brands get there quicker ...
February 5, 2015
In
Blog
Are Brands Fair-Weather Friends?
That brands have to be a part of people's lives is now an established tenet. But when India was pouring on the roads against corruption, when Egypt was leading a revolution against dictatorship, when the streets of London were burning under riots, marketers were sitting on the sidelines and the...