brand-equity
The revival of "Googly Woogly Wooksh" also highlights the importance of protecting creative equity
Industry heads opine that brands may have become too reactive but the need is to invest in long-term strategy, instead of just chasing engagement and virality
Sandhi Sarun Jul 21, 2026 9:13 AM
As brands pour bigger budgets into stand-up comedians, the shift highlights what is fuelling the investment and where marketers set boundaries
Sandhi Sarun Jul 13, 2026 8:53 AM
Candour Communications strengthens its leadership with Jayshri Goswami as Chief Growth Officer, bringing 17 years of expertise in corporate communications and growth strategies
Guest Column: Ganapathy Viswanathan, Independent Communication Consultant & Author, decodes RCB’s emotional bonding fans
Ganapathy Viswanathan Jun 2, 2026 12:40 PM
Competitor keyword bidding generated an estimated $50 billion a year for Search platforms globally. India's courts have now decided that it was never theirs to sell
Anuja Jain Jun 1, 2026 4:55 PM
According to the Kantar report, 73% of influencer campaigns sit in the ‘amber zone’—the middle percentile for short-term sales likelihood
e4m Staff Jul 11, 2025 11:24 AM
Kantar's study, in collaboration with ASCI, also revealed that brands can unlock higher marketing ROI through the use of progressive portrayals of women
exchange4media Staff Apr 20, 2022 12:45 PM
TEA@Rediffusion will be rolled out to all offices this month
exchange4media Staff Feb 16, 2022 10:07 AM
Guest Column: Ronita Mitra, Founder, Brand Eagle Consulting, writes why an environment fraught with squabbles amid the recent TRP scandal is an unnecessary risk to any brand’s equity
Ronita Mitra Oct 13, 2020 1:50 PM