Today, the focus has shifted from achieving consistency across all touch points to being useful to the consumer, notes Charles Wright, MD, Wolff Olins
Ruchika Kumar Oct 23, 2012 8:11 PM
Innovations are not the prerogative of media agencies & media owners only, but also of advertisers & creative agencies, says MEC's MD
Ruchika Kumar Jul 23, 2012 7:31 PM
The current spurt of innovations is another tool to grab attention that somewhere dilutes brand integrity, feels the CEO of ZenithOptimedia
Ruchika Kumar Jul 23, 2012 7:23 PM
Both time & capturing the relevant space in the newspaper are important aspects for brand building, says Volvo India's Mktg & PR Director
Ruchika Kumar Jul 23, 2012 7:22 PM
Conceptual messages create brand connect but tactical ones overshadow brand importance, cautions the Prez of RK Swamy Media Group
Ruchika Kumar Jul 23, 2012 7:21 PM
MART’s Pradeep Kashyap stresses on the importance of good roadways and increasing employability to get rid of much of small town India’s problems
Ruchika Kumar Jul 3, 2012 7:10 PM
Ford India boldly challenges competition and names rivals in its campaign. The ‘Swap Your Drive’ campaign started with the company engaging directly with actual consumers. The company then gathered real reactions and candid feedback from these competition car owners to create content for the commercials.
Ruchika Kumar Sep 5, 2011 9:57 AM
How and when do brands move from offering functional benefits to building emotional connect? And how do they do it?
Ruchika Kumar Aug 17, 2011 1:12 PM
Marketers and media owners should build a better eco-system and the latter should be accountable to the former, says Mohit Beotra, Head, Brand & Media, Bharti Airtel, India and South Asia.
Ruchika Kumar Feb 28, 2011 8:12 AM