LinkedIn unlike any other social platforms is focused solely on professional networking giving you access to rick user generated professional content. LinkedIn is today, where Facebook and Twitter were 5 years back with limited restrictions helping you reach more audience. The fact is that only 0.5% of users generate content on LinkedIn, and if the content is really good, it has a potential to reach even your 3rd level connections. Many friends ask me how I use LinkedIn and how I am able to write every day and how I am able to build such a large follower base, here are 4 simple tips: Your content needs to be audacious, engage on an emotional level, and also somewhat non-conventional and eyebrow lifting. Your connect should be more personal in nature, include personal stories, life lessons, failures, something astonishing that others can learn from Post atleast 3-5 times per week. Don’t analyze and justRead More
Media houses and digital platforms have a symbiotic relationship. Media houses generate news and digital platforms like Google and Facebook display this news in their feeds. Platform users benefit because they can get all the news in one place; platforms benefit by increased user attention leading to increased ad revenue and publishers benefit as the platforms send the readers back to the news sites. While this issue was debated on both sides for a couple of years, suddenly Covid19 happened and many journalists lost jobs as well as media houses shut shops. Few tried to monetize their content but are yet to be successful in making readers pay for the content. Looking at the current state of news organizations, few countries have decided to force Google and Facebook to pay news publishers under competition rules. Though Google has agreed to pay news publishers $1 billion over the next three years,Read More
Myntra, one of the top fashion #etailer, following a complaint by a Mumbai based activist changed their #logo. The complaint was filed by Naaz Patel of the NGO Avesta Foundation in December 2020. Changing the #brandidentity or logo is not an easy decision but the brand nevertheless acted quite swiftly on the complaint, probably to avoid any further escalations or with the fear of antagonizing their dominant target group. However, it did spark a huge debate on social media giving rise to the meme feast as well. Many experts felt that its high time brands should stop succumbing to bullying and take a stand. Nikhil Narayanan, Creative Director, Ogilvy, posted on his LinkedIn, “If brands begin catering to the whims of every individual, running a business might become next to impossible. Even worse, the devious ones might employ the very same tool to attack rivals who are doing better.” Also,Read More
Branding and brand strategy today are some of the most clichéd and monotonous words heard in marketing conferences, board room discussions and now webinars. What has changed however is the broad definition of the term and the scope of platforms where these can be implied. From smartphone screens to tablets, laptops, inflight and travel entertainment to the parallel universe of the virtual world, the canvas for painting the brand image has exploded, almost as existentially, as the Big Bang that created the universe. And while markets, consumers, the media universe, virtual world and economies themselves are still coming to terms with this massive revolution, it is the marketing minds that hold the answers to the ultimate brand evolution. While marketing plays a key role in every stage of brand evolution and business success, the tone of advertisement commercials, best exposure to vital demographics and ROI from the process demands dedicatedRead More
What is the best way to look at a campaign? Has one consultancy manage the end-to-end execution or bring in specialists to manage each unique part of the campaign that is best suited for? Do all integrated firms have expertise all across the value chain? Can they provide the same results as multiple independent experts can bring to the table? Do Independents have the expertise of understanding the whole piece and effectively aligning to the 360-degree campaign? These are some of the things that bother brand managers and marketers, while there is no one right answer, but here are few points to consider, while planning your campaign
Wish you a very happy Dussehra to you all, may Goddess Durga shower her choicest blessings on you all. Goddess Durga has nine manifestations and each has a story and lesson for us to emulate and learn. As the festival comes to an end, here are nine lessons we can learn from goddess Durga and her many forms.
Trolling today is a global menace and any brand can come under the attack with or without any agenda, hence the question brands are trying to answer is not, what if they get trolled but when? Social media today has given voice to everyone wielding a smartphone and we as brand custodians have to listen to those voices. Though not an expert on trolling but sharing few thoughts, which can be further expanding or corrected basis your feedback and experience. Please share your views in the comments below.
When George Floyd was murdered, many global brands came out of their comfort zones and took a stand against racial discrimination, changed their processes, branding and messaging to show solidarity with the movement #BlackLivesMatters. But in India, when thousands of country’s daughters are subject to gruesome acts of rape, murder, lynching etc., you rarely see any brand standing up and raising the voice. What stops them? Is profit everything? Will you buy from such a brand? Does #WomenLivesMatter or Migrants or Unemployment matter to brands? Will the new generation buy from brands who don’t have a purpose towards the society?
How #Covid19 has given a boost to influencer marketing like never before. When it becomes difficult for consumers to the difference between real and fake news, they turn to their trusted influencers to seek advice and opinion. Influencer Marketing will see a further rise in the coming months even post covid. Check the #Infographic
What brands should in times of Covid19, how they should communicate with their stakeholder