Our Perspectives

Ever wondered what did Rudyard Kippling really mean when he said “East is East and West is West, and ne’er the twain shall meet.”
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What’s really behind "The East” and "The West”? Turns out, the ideas of ancient philosophers in Greece and China on Happiness, Productivity, and Good Conversation has had a major impact on Marketing and Branding Strategies. You will be surprised to know that the influence is driven as much internally by your brand teams as it is externally. While a deep understanding of the markets and consumers is important, managing the relationship of your teams with the brands they manage is critical to maximize growth on your brand.

The next big bet? A question we evaluate often in businesses and the answers are fairly predictable. but this year is different. The uncertainty is high and we're turning on a blank page.

A plethora of new behaviours, trends and categories have created so many new opportunities not only for product offerings but also for transformations.
While many trends and themes are obvious, we believe there are a few that will take center stage this year and if leveraged well, can open new doors for you.

Learn what the industry leaders have to say in our third reveal in the outlook series- business opportunities for 2021.

Our world today is undeniably digital. To survive and thrive again, marketers must be nimble and adapt new strategies quickly and precisely as 'Digital Transformation' will be the core enabler of this metamorphosis.

With all the excitement and potential that will spawn out, we present the second series in OUTLOOK 2021. Our industry experts share their thoughts on the inevitable risks and challenges that will need to be negotiated, and the steps you can take in 2021 to operate in a digital environment.

We saw a huge surge in celebrity endorsements in 2020. In fact, the IPL season alone saw an increase in the use of celebrities by 92% in 2020.
This got us thinking. How do you make such decisions and define the role of celebrities in marketing initiatives?

Read our perspective below on their role as brand assets and a framework to aid your decisions in the best way to include them in your marketing campaigns.

If you're a marketeer stuck amid such decisions, this is worth a read for you!

We spoke to industry leaders, we did some research and some crystal ball gazing to try and answer that. Here is the first in our series of Outlook 2021. In this report, we focus on changing consumer mindsets and suggests a framework to help you plan for the uncertain times ahead.

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Marketing initiatives for B2B businesses is often challenging as the strength of a brand is built on different foundations from a B2C company. Unlike the B2C category, which places consumers first, a B2B business needs to maintain a fine balance of their customers & consumer insights to drive growth.

Martek is a fine example of a company that managed to deliver on this front with a clear vision and focus. The case study on Martek shows how an ingredient supplier transformed itself within the DHA category.

Period of crisis plays an important role in defining and shaping the strength of brands. While every company intends to emerge stronger,  the CMO is often challenged to deliver growth with negotiated investments and spends.
How do you bounce back post a crisis and what lies ahead for the CMO?

The COVID-19 disease has taken the entire globe by storm that has forced the world leaders and organizations to resort to extreme measures of a magnitude  that we haven't witnessed earlier. The pandemic has impacted every global citizen at a personal level rolling out a wave of panic and paranoia.

While we find ways to adjusting to the 'new normal', brands are striving to stay relevant and engage with consumerism in meaningful ways.

Here is our perspective on their initiative, what do you think?

Recessions can be a challenging time for any company. While there are no playbooks to swear by, there are certain decisions that can help you bounce back from the storm. Apple is a perfect example of a company that pursued product innovation and uncovered insights that could create new markets for them.

The crisis has impacted consumer behaviour, beliefs and attitudes significantly. Some industries have benefitted while many are hurting and continue to debate the impact it may have on their businesses. If you're thinking what to do, we believe rooting your judgement in the fundamentals of consumer behaviour can help your business in the post COVID world.  

In times of crisis, consumer's sentiment towards discretionary spends is low and such industries are one of the hardest hit among all others.
But all hope is not lost. Crisis brings new opportunities and companies can capitalize on new emerging behaviours. Toyota found that opportunity and accelerated its long term growth story.

Lockdowns have brought life to a standstill. Everyone is confined to the boundaries of their homes and waiting for the situation to resume back to normalcy. But how would the world look like once lockdowns are lifted? Will people rush back or be apprehensive about the situation?
Here are 10 predictions about consumer behaviour once the lockdown is lifted.

Often the magic lies in execution. Read up on Domino’s Pizza and how they emerged out of the 2008 crisis in a far better shape and laid the foundation for a fantastic run.

E-grocery is one of the few sectors that is under the spotlight during the lockdown. They gained unprecedented demand spikes but very quickly went over a speed bump and lost out on that lead primarily due to supply disruptions. But what does the future hold?