Authors
Shveta Singh is a senior marketing and advertising professional with over two decades of industry experience. She writes about marketing, media, and the assumptions that quietly shape contemporary business culture
Shveta Singh, Founder of Iridescent Lens & independent marketing consultant, questions whether the latest creator economy trend is genuine marketing innovation or simply direct selling in new clothes
Shveta Singh Jun 29, 2026 9:30 AM
Guest Column: Shveta Singh, founder of Iridescent Lens, explores whether the surge in independent marketing consultants represents a temporary boom or a structural shift in the marketing ecosystem
Shveta Singh Jun 23, 2026 3:53 PM
Shveta Singh, Founder of Iridescent Lens and independent marketing consultant, explores how founder narratives are creating new pathways to credibility and reshaping the way brands build trust
Shveta Singh Jun 5, 2026 9:05 AM
Guest Column: Shveta Singh, independent marketing consultant, explores why Sachin’s brand has done something more unusual
Shveta Singh Apr 24, 2026 11:18 AM
Guest Column: Shveta Singh, independent marketing consultant and writer, questions the first-party data narrative
Shveta Singh Apr 14, 2026 3:46 PM
Guest Column: Shveta Singh, independent marketing consultant & writer, explores how marketing’s focus on youth often misses real buyers, questioning if brands prioritise influence over actual revenue
Shveta Singh Mar 27, 2026 3:35 PM
Guest Column: Shveta Singh, marketing consultant & writer, writes on marketing’s ‘quiet shift’ from B2C to B2A (business to algorithm), and the question: who is really building the brand today?
Shveta Singh Mar 13, 2026 9:37 AM
Guest Column: Shveta Singh, senior marketing and advertising professional, analyses the migration of marketing value and what will command premium in an increasingly abundant ecosystem
Shveta Singh Feb 12, 2026 10:16 AM
Guest Column: Shveta Singh, senior marketing and advertising professional, examines why brands are doing more marketing than ever, yet building less meaning and recall
Shveta Singh Jan 29, 2026 11:04 AM
Guest Column: Shveta Singh, senior marketing and advertising professional, reflects on how the media industry witnessed a slow yet seismic shift over the decades
Shveta Singh Jan 19, 2026 3:02 PM