marketing-metrics

Viral. Then What?

Shantomoy Ray?blur=25

Guest Column: Shantomoy Ray, Founder and Director of K Factor Communications, examines the growing obsession with social media virality & explores why brands may need to shift their focus to relevance

Shantomoy Ray Aug 12, 2026 8:13 AM

The Ownership Illusion: Why brands never owned customers—only their preference

Ketan K Bharti?blur=25

Guest Column: Senior brand, growth & media leader Ketan K Bharati explores why brands don’t own customers, only their preference, in an era of greater choice and AI-driven decisions

Ketan K Bharati Aug 5, 2026 12:33 PM