founder-and-director-of-k-factor-communications

When advertising stops feeling human

Shantomoy Ray?blur=25

Guest Column: Shantomoy Ray, Founder and Director of K Factor Communications, explores why trust is becoming the most powerful currency in modern advertising as AI reshapes consumer behaviour

Shantomoy Ray May 27, 2026 2:22 PM

The differentiation illusion: Why every brand sounds the same

Shantomoy Ray?blur=25

Guest Column: Shantomoy Ray, Founder and Director of K Factor Communications, examines why differentiation is losing its meaning in a marketplace where every brand claims to be unique

Shantomoy Ray Mar 31, 2026 10:21 AM