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Some say branding is a science. Others call it an art. Yet others put it down as a combination of the two. Whatever it may be, there is certainly agreement about one thing. That branding is not a one-time activity. It is an ongoing process that needs to be performed in a systematic and consistent …

Media Panther – Customer Relationship Management View more presentations from Media Panther

The online world is abuzz with activity. Unfortunately though, the social world is not necessarily all that rosy as it is made out to be. Yes, I’m talking about that negative review. In the olden days (before the Internet really set in), an upset customer would spread the word to perhaps ten others. In a …

There are enough articles written about foreign companies entering India with their mismatched products and services. Some of the oft told stories are those about Kellogg’s and how they got it wrong by assuming that Indians would switch from warm milk to cold milk for breakfast. Or McDonald’s and how they got it right by …

Retrospective thinking dominates the world of marketing. The past serves as an indicator for decisions that determine the future. That’s how the human mind works for the most part. It serves to identify patterns and then imbibes them into the decision making process. Even at the simplest levels of human existence, we make decisions based …

Death the Leveller, a poem by James Shirley, aptly captures the essence of death. And that is, its equalizing nature. The digital playground is something akin to death. It equalizes. And that is precisely the dilemma that luxury brands face today. The essence of any luxury brand lies in the exclusivity it offers. It is …

The quest for data has reached ridiculous proportions. The other day, a company called to actually check if the data they had on me was correct. This was a company I had never even heard of. To me, that was the height of a world that has gone berserk about data. Today, everyone is obsessed …

There is going to be a mad rush for the .xxx domain names which will kick off publicly in 2012. It’s to be expected. After all, pornography is the most profitable online industry. Now before you get the wrong idea, this post is about an initiative by the ICM Registry, the company in charge of …

I was on my way to meet a client when I suddenly remembered an advertisement I had watched on television a few days ago. I couldn’t help but chuckle as it was a really funny one. As would be natural in such a circumstance, I then tried to remember the brand. But I couldn’t do …

The concept of franchising is a relatively new one in India. But it seems to be catching on really fast. As are many other things, franchising too is a predominantly American import. The United States is a hot bed for franchising activities. However, this concept has evolved over decades there. Unfortunately, what we are seeing …