Authors

Gaurav Sood
guestcolumn@exchange4media.com @Gaurav Sood

Guest Column: 2014, a year of online salebration: Gaurav Sood

Guest Column: 2014, a year of online salebration: Gaurav Sood?blur=25

The online shopping trend is set to scale greater heights in coming years; even business veterans like Ratan Tata and Azim Premji could not resist jumping the bandwagon to be

Gaurav Sood Jan 19, 2015 10:02 AM

Guest Column: 2014, a year of online salebration: Gaurav Sood

Guest Column: 2014, a year of online salebration: Gaurav Sood?blur=25

The online shopping trend is set to scale greater heights in coming years; even business veterans like Ratan Tata and Azim Premji could not resist jumping the bandwagon to be

Gaurav Sood Jan 19, 2015 8:56 AM

Brand Modi: Leveraging secondary brand associations

Brand Modi: Leveraging secondary brand associations?blur=25

Modi needs to be applauded for leveraging secondary associations like Sardar Patel, Mahatma Gandhi, Martin Luther King, Ice Bucket Challenge, Amitabh Bachchan, among others,

Gaurav Sood Nov 24, 2014 8:25 AM

Guest column: Brand Hacktivism: A weapon of brand destruction

Guest column: Brand Hacktivism: A weapon of brand destruction?blur=25

Brands need to recognize the power of brand hacktivism and develop integrated social media strategies to diffuse negative sentiments on social media or pay the consequences, observes Gaurav Sood, Brand Communication Professional & Consultant

Gaurav Sood Oct 14, 2014 10:26 AM

Guest column: Brand Hacktivism: A weapon of brand destruction

Guest column: Brand Hacktivism: A weapon of brand destruction?blur=25

Brands need to recognize the power of brand hacktivism and develop integrated social media strategies to diffuse negative sentiments on social media or pay the consequences, observes Gaurav Sood, Brand Communication Professional & Consultant

Gaurav Sood Oct 14, 2014 8:33 AM

Guest Column: Culture Jamming: Creating the monstrous Brandenstein - a brand doppelganger

Guest Column: Culture Jamming: Creating the monstrous Brandenstein - a brand doppelganger?blur=25

"Should big brands rush to sue for alleged trademark violations and take culture jammers to court for parodying brand messages?" asks Gaurav Sood, Brand Communication Professional

Gaurav Sood Sep 17, 2014 10:57 AM

Guest Column: Culture Jamming: Creating the monstrous Brandenstein - a brand doppelganger

Guest Column: Culture Jamming: Creating the monstrous Brandenstein - a brand doppelganger?blur=25

"Should big brands rush to sue for alleged trademark violations and take culture jammers to court for parodying brand messages?" asks Gaurav Sood, Brand Communication Professional

Gaurav Sood Sep 17, 2014 7:59 AM

Guest Column: Brandenstein: A brand's biggest fear is its own Doppelgänger imagery

Guest Column: Brandenstein: A brand's biggest fear is its own Doppelgänger imagery?blur=25

Doppelgänger brand image, comprising negative perceptions, creates a compelling set of motifs that influence the impact of a brand. It confuses customers and can lead

Gaurav Sood Sep 1, 2014 9:50 AM

Guest Column: Brandenstein: A brand's biggest fear is its own Doppelgänger imagery

Guest Column: Brandenstein: A brand's biggest fear is its own Doppelgänger imagery?blur=25

Doppelgänger brand image, comprising negative perceptions, creates a compelling set of motifs that influence the impact of a brand. It confuses customers and can lead

Gaurav Sood Sep 1, 2014 7:57 AM

Guest Article: Don’t freeze. Stay warm, hospitable and smiling

Guest Article: Don’t freeze. Stay warm, hospitable and smiling?blur=25

Freeze. Believe me, this is the word that is haunting ad agencies and ad executives, leaving them in the cold, literally. Freeze refers to “no new recruitments” in the advertising world. And ‘freeze’ is something that is not desirable in these times of economic crisis.

Gaurav Sood Aug 17, 2009 8:32 AM