shantanusengupta

[shantanusengupta]

Creating a Characteristically Complete Brand

When was the last time you had a grand all paid vacation that you reminisce still today? Each one of us, if lucky, have got ourselves that one vacation, which we remember throughout our lives. I want to focus upon that all one-paid vacation away from your home country, which started making an impression right from the moment you alighted from the aircraft! I had one such vacation in Cheju…

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How to elevate Brand relationship with Purpose

Purpose led brands have a larger connect 𝐃𝐢𝐝 𝐲𝐨𝐮 𝐤𝐧𝐨𝐰 𝐭𝐡𝐚𝐭 𝐁𝐫𝐚𝐧𝐝 𝐩𝐮𝐫𝐩𝐨𝐬𝐞 𝐜𝐚𝐧 𝘈𝘊𝘛𝘜𝘈𝘓𝘓𝘠 𝐡𝐞𝐥𝐩 𝐲𝐨𝐮 𝐭𝐨 𝐛𝐮𝐢𝐥𝐝 𝐬𝐭𝐫𝐨𝐧𝐠𝐞𝐫 𝐫𝐞𝐥𝐚𝐭𝐢𝐨𝐧𝐬𝐡𝐢𝐩𝐬 𝐰𝐢𝐭𝐡 𝐲𝐨𝐮𝐫 𝐜𝐨𝐧𝐬𝐮𝐦𝐞𝐫𝐬? If you have identified a strong purpose for your brand, it can build consumer trust by aligning your brand with the values of your consumer, and then creating a sense of shared mission. But what is Brand Purpose? 𝘉𝘳𝘢𝘯𝘥 𝘗𝘶𝘳𝘱𝘰𝘴𝘦 𝘪𝘴 𝘢𝘯 𝘢𝘴𝘱𝘪𝘳𝘢𝘵𝘪𝘰𝘯𝘢𝘭…

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How to paint your marketing Green!

Eight Forms of Envy that can change your marketing “Bhala uski saree meri sareese safed kaise?” (How can her saree be whiter than mine?). When it comes to TV advertising in India, there’s hardly anyone who lived through the 70’s and 80’s, would have missed this Hindi interrogatory line of RIN bar! Apart from thousands of parodies, this single line has been iconic, powerful and timely, in…

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A shift in focus for Brand Marketing

The ultimate ROI for marketing in the New Era Over the last few years – particularly since the paradigm of “Quantum Marketing” started gaining ground – the way we build and market brands has been changing dramatically.  We have come a long way ahead from what we can call “a long brand childhood”. The old model of marketing was focused on creating aspirational messaging and flashy campaigns to…

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How Inspiration will drive the Economy

ECONOMICS, by definition, is the study of the allocation of scarce resources for production, distribution, and consumption, both individually and collectively. When groups of people leverage their unique skills, interests and desires to willingly trade with each other, an Economy is born. They engage because of a mutual belief that it will make them better off. As a corollary from above two…

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Where have all the Mascots gone?

The Future of brand mascots in the age of digital marketing If you’ve lived through the 70’s and 80’s have you observed that barring a few, you don’t see the popular mascots in circulation anymore all of a sudden? In fact, Brand mascots have survived decades (in some cases a century or more) in business, through some great and successful patrons. Ronald McDonald, Tony the Tiger, Amul Girl and…

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How Hunger is the great motivator

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The Most Evergreen Brand Influencer

Have you ever realized how a mother’s influence permeates into brand marketing too? Agreed, that a mother’s role in our lives is undeniable! She is the first person we love, the first person we learn from, and the first person we look up to, for support. She is the first person who teaches us about the world, helps us develop our values, and nurtures our self-confidence. She acts as our guide,…

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How 2 schools drove Brand Thinking

What is the Connection Between Virgin and Honda? Or Between Al Ries and Procter & Gamble? For one, all these names are closely associated with brand marketing. However, their connection goes beyond a mere surface level. Interested to know more? Then read on… Cast your mind back to the 2000s… This was an era characterized by data-driven marketing – which was the third paradigm shift that…

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Marketing Lessons from an Edtech 'Decacorn'

Back in the year 2011, when the world was still reeling under the effect of global recession, one young Indian chose to establish his business, roughly based upon promoting thinking & learning, through a variety of learning products and services. To seek early adopters and promote his company, he traveled across the country, set up huge get-together sessions in stadiums and convinced his…

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Unveiling the Science of Natural Liking

Have you ever wondered why your enemy’s enemy becomes your friend? Or why your hero’s preference becomes your preference too? On the face of it, both are different propositions. However, both statements are closely related and has the same root – i.e. the psychological base – for explanation. This psychological base also explains how the Celebrity endorsements work in marketing. It also…

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Do you need a Brand Book or a Style Guide?

Within a digital-first work culture, many independent consultants and smaller agencies find it increasingly difficult to justify the asking price of a Brand Book, esp. when the client represents a startup. The usual question from these clients or founders is: “Why charge so much for a 20 page Style handbook?” Before addressing this issue, first let’s accept that a certain amount of confusion…

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6 Reasons why food preferences vary in India

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How to use Insights for Effective Decisions

Have you ever faced the challenge of synthesizing scores and scores of data generated during design thinking, in order to generate insights, and communicate them suitably to make decisions? Informed decision making is responsible and effective decision making.It depends upon synthesizing and communicating user insights from design thinking in a very systematic way. Roughly, the approach is as…

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9 Indian brands that excelled in Storytelling

📢 Stories play an important role in promoting the brand ethos and values of your brand. Storytelling succeeds most often in Brand Building, esp. because it tunes the finer aspects of the brand personality, and makes customers feel and care about the brand. Storytelling triggers attention, persuades and motivates potential customers, thus engaging them instantly. It establishes a human image…

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Harness the Power of Storytelling

📢 Brands as well as their customers just love stories. Hence one of the most important tools available with Marketing and Communication Strategist is #storytelling, which helps to connect on an emotional plane and create a personal bonding with customers. 👉 Storytelling is the art of evoking resonance and empathy between the brand and customers, by scientifically using a compelling narrative,…

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How to de-plastify drinking water

What form of packaging will you prefer for bottled water? Bottled water is available worldwide in 3 types of packaging: 1. Aluminium Cans 2. Plastic Bottles 3. Glass Bottles Without even looking into data, I can bet your preference will depend upon your current location, and the cost of living. For example, it’s more likely you’d pick up a plastic bottle in India, Korea, or the Middle East,…