Brand Vision, Positioning & Purpose

I love reading about small brands ‘pivoting’ to save their businesses during these crazy times. These success stories appear like shafts of sunlight cutting through the clouds of doom [...]

Our 13th annual research project explores the impact of the Covid-19 crisis on brand strategy. Lots of research has been published about cuts in marketing investment, but what about the [...]

Predicting the long term implications of Covid-19 for brands is the hottest topic in marketing today. Most predict radical and permanent changes. “The emergence of a new behavioural group is [...]

Post by Prasad Narasimhan, Managing Partner based in Bangalore, India and Head of Brand Experience. Big brands are trying to fight back against a rapidly growing tribe of insurgent brands [...]

Post by Remona Duquense, Managing Partner for South East Asia. Luxury boutique hospitality business Alila is one my favourite examples of a distinctive service brand. And I was lucky enough to [...]

Post by Prasad Narasimhan, Managing Partner based in Bangalore, India and Head of Brand Experience. Today’s social world raises the bar for brands The best brands today recognize the need to [...]

Purpose is powerful stuff when done well. ‘Psychologists describe it as “the pathway to greater well-being” and doctors have even found that people with purpose in their lives are less prone to [...]

Post by Prasad Narsimhan, Managing Partner Asia based in Bangalore. A new campaign by Bournvita, Indian kids’ favourite malted drink, shows the challenge of balancing freshness and consistency to [...]

This week’s post is about a brand that literally combines product ‘sausage’ and emotional ‘sizzle’ to create a compelling proposition. I caught up for breakfast [...]

Over the years, I’ve walked into a number of advertising campaign briefings only to realise halfway through that the company didn’t need advertising, it needed branding. Advertising is only [...]