The playbook for personality-driven marketing.
Success in communicating a message through advertising depends on how well the message is crafted (creative), the way the message is communicated (avenues, platforms, format), whether it is reaching the ones who it is intended for (target group) and evaluating the effectiveness of it. Much or the entire set of activities in the advertisement or […]
Marketers have mostly relied on demographics to define their audiences: age, gender, location, income. It felt precise. It felt structured. But in an era of hyper-personalisation, that approach is showing its cracks. It also created a dangerous illusion — that people who look alike behave alike. Today, that illusion is costing performance. Psychometric segmentation breaks […]
Why do some customers stay loyal for years — even when logic says they should have moved on? In a world where switching costs are low and competition is just a click away, brand loyalty should be rare. Yet we continue to see consumers staying with the same skincare brand, renewing the same cloud software […]
When evaluating potential agencies, consider their aspects of branding and design.
The concept of a multi-brand system has gained traction to manage various brands.
A well-defined statement helps participants focus on creativity and ensures same page.
When everyone understands and believes in the shared goal, they are motivated to work cohesively.
Putting the customer at the core of your product development ensures relevance and resonance.
Students must be equipped with the skills to navigate the digital world effectively, including using computers.
