The Internet has revolutionized the world in many ways. But when it comes to copywriting, it has had a negative impact. Now while there is no doubt that this medium has significantly increased opportunities when it comes to this field, it has also had a detrimental effect upon its professional aspects. Before the widespread proliferation [...]

We at Media Panther really pride ourselves on our website. I have lost count of the number of occasions when companies have approached us to create their corporate websites modeled upon ours. However, we have declined every single time. The reason is very simple. It is just not possible. But let me explain before I [...]

Today’s customers are inundated with marketing promotions involving contests, lucky draws, sweepstakes and a wide variety of other such schemes. I remember participating in a few of these as a child, especially during the release of the animated feature, The Jungle Book, and during the cricket world cup, in the 1980’s. The marketing paradigm was [...]

Branding is all about the experience. The mind dithers, but the senses create an emotional connect that can translate into strong brand loyalty. The more senses you bring into the equation, the stronger and more memorable the experience for the customer. For instance, think of Subway. The smell of freshly baked bread instantly draws you [...]

When it comes to the media, it is usually the big brands that get all the coverage. I mean, flip through any magazine or switch to any television channel, and we generally see familiar brands hogging all the attention. It is an obvious outcome given the kind of financial muscle they have (although the converse [...]

I like telling stories. Not the kind where your mother would yell “Don’t tell stories” as a child but the kind where people get immersed in the tale. Stories take people away from the vagaries of life, from the harsh reality that they find themselves trapped in. Stories allow a person to suspend disbelief, to [...]

If you are in the process of adding a new service or product, do you introduce it into the market under your existing brand or do you market it under a completely new brand? The reasons for creating a new brand may be valid, but then again, they may not. For instance, creating a new [...]

The children’s market for everything is booming. After all, which parent can deny their child something when they screw their tiny noses and make that puppy dog face? This fact has not gone unnoticed with marketers. That’s why we see so many children’s brands popping up all the time. But in the race to grab [...]

There was a time when networking actually meant something. I’m not sure it means much nowadays. For instance, people boast of all the connections they have made on social networks. Yes, I understand that these are ‘networks’, but please note that simply having someone in your phone diary never constituted as networking. So simply having [...]

A brand has its values. But should these values be restricted to creating brilliant customer experiences or should they also play more active roles in supporting social causes? I’m not talking about muted corporate social responsibility activities which happen in a mechanical manner. I’m talking about brands aligning themselves with causes that are extensions of [...]