With convergence of markets, proliferation of choice and information more accessible than ever, the challenge for brands to present and mould themselves into distinct personalities is ever increasing. Going beyond a product or service function and becoming a set of values, symbols, icons that target consumers can relate to is a key goal for brand owners. This is a relationship building function that needs to evolve along with culture, society and changing preferences.

Read more »

At advertising conferences you often hear people saying things like “Back in the day, consumers were considered eyeballs with wallets” – like passive captives unable to look away, imbibing messaging and responding as intended.

A bit odd (and amusing) to think of consumers of yore as such pliable, complacent beings. More likely that they were a lot more forgiving of messaging because there wasn’t quite so much of it around. Read more »

I had the luxury of a long break in December during which I went to a friend’s wedding in the Himalayan foothills.

When distracted by the stunning scenery, a light fingered passerby made away with my unattended purse. Luckily it had been emptied of passport and wallet the previous day, so the only real loss was my Smartphone. My pathway to friends, chronicler of past and diarist of the future, irreplaceable extension of my bionic existence – I was crushed. Well…briefly anyway. Read more »