Winston Churchill famously asserted, “The difference between mere management and leadership is communication.” Effective leadership communication is the bedrock of trust, engagement, and a shared sense of purpose within organizations. It entails sharing information, ideas, and values between leaders and team members, fueling growth and enhancing the Employer Brand. True leaders not only guide but...Read More
Influencer marketing or social media marketing has been associated with B2C for a very long time. But given its reach and credibility today, it is slowly and steadily gaining importance in B2B companies too. With paid marketing becoming evasive, B2B companies are finding new ways to connect with their target audience authentically to drive value. ...Read More
Two recent adverts tugged at heartstrings and brought forth fond memories of the nineties in the Indian diaspora. The first ad, launched in July 2023, celebrated India’s ‘social network’ with the popular tea brand – Red Label, which had teamed with Ogilvy’s creative team to pay homage to social networking – online and offline. Close...Read More
Recently, I had a disappointing interaction with the customer service of a well-known brand. I had purchased a laptop from a reputed electronic store, and despite their initial setup, the system failed to boot upon delivery. I reached out to customer service multiple times, and after much persistence, an executive finally came to address the...Read More
End of the world epidemic or wonder box of unlimited potential – the expectations from Artificial Intelligence (AI) are immense. When Geoffrey Hinton, ex VP Google and one of its founding fathers, calls AI posing “existential crisis” and Yuval Noah Harari, author, philosopher and futurist, calls it the Oppenheimer moment ,, something definitely sounds off. ...Read More
It was 1947. Like thousands of others, a young man arrived in Delhi from Sialkot, Punjab, fleeing the horrors of Partition. With just Rs. 1,500 in his pocket, he rented a tiny shop in Karol Bagh. From there, he hoped to rebuild his family’s pre-Independence business of selling ground spices. Cut to almost three quarters...Read More
A kaleidoscope is always intriguing. As a child, I was captivated by the array of diverse, colourful designs. Unaware of the workings of a kaleidoscope, it remained magical and mysterious until the science was explained to me. Did the explanation ruin the magic? I would say no. The kaleidoscope of diversity at workplace has its...Read More
When was the last time you were enthralled by a story? I am sure there would have been nights where you couldn’t help but stay awake to finish a gripping novel or movie. Or perhaps, changed your perspective to something after reading an intriguing story in a newspaper, magazine, or on social media. We have...Read More
Diversity and Storytelling in B2B Marketing and Branding Stories have fascinated both children and adults for centuries. People are drawn to stories because of their inclination to find meaning in everything. Every moral or virtue can be associated with an account in all cultures across the world. After all, stories create an experience that can...Read More
The story of content as a tool of engagement goes back to 1800. Librairie Galignani, a bookstore in Paris, took a novel route to attract people to their reading room. They started printing a newspaper showcasing articles from influential authors and books at the time. Although the story has not changed much, from then, the...Read More
