Brand

Articles by Brand

Opinion:

Darren Burns on How China Is Transforming Global Communications at #ZeeMelt 2017

Darren Burns has been in China for more than two decades, and vouches for the increasing quality of Chinese marketing communications and practices.

Advertising:

Gonzalo Fuentes asks “Is Brand Building Advertising Dying?” at #ZeeMelt 2017

No consumer, on any screen, at any time, wants to consume advertising. Kantar Insight's Gonzalo Fuentes on how advertisers can tackle this insight.

Marketing:

Dion McKenzie on “The (New) Digital Consumer” at #ZeeMelt 2017

How do you define today's digital consumer? Dion McKenzie, Group Director - Marketing & Communications, Iron Group breaks it down in this session at the Disruptive Marketing hall at Zee MELT 2017.

Opinion:

Twitter’s Soumya Parmar on the Live Video trend at #ZeeMelt 2017

Real time broadcasts command premium consumer attention, but are successful only when planned well. Twitter's Soumya Parmar shares the know how in this session.

Research:

QSR Chains and the social media landscape

Social media is a great place to be in for brands in 2017. With more people logging in multiple times a day, there’s no better medium to reach the wi-fi enabled. And that’s exactly what brands from the QSR industry in India did. In this report by Unmetric, we take a look at the social media landscape of quick service restaurants and take a deep dive into the performance of 15 brands.

Research:

Point of View: Answer the call. Is your brand doing justice to its sermon?

What the world once trusted, it now doubts. The mainstream media has lost its monopoly on authority. Societal and economic fears are dominating the conversation, especially concerns about job loss, immigration restrictions, and the rapid pace of innovation. The chasm between views held by the elites and the mass population continues to widen.

Research:

Point of View: ‘Born on the web’, brands understand customer service

When everything is going well, no one notices. It is when things go wrong that reputations get built. One of my bosses, the founder of Direct Marketing, R Sridhar, published a booklet titled, ‘Life begins after the coupons come in.’ I think we can safely update it to ‘Brands get built when customer service kicks in.’

Research:

Celebrity Brand Ambassadors and Brand Fidelity

A celebrity, signed for a fee and for a period of time to endorse a brand, has the responsibility to do what is right for that brand.

Research:

The Social Media Habits of Top Aviation Brands

Airlines are very heavy users of social media. They vie with competitors to reply to their customers online in the most efficient manner possible, offer the best possible rates and the greatest experience.In addition to redressing consumer concerns, airline brands use social networks to engage their audience with relevant content and pass along information about flight schedules, new routes, discounts etc. This way, social media plays a key role in constructing a brand’s personality online. In order to understand how effectively airline brands used social media, Unmetric took a look at the top 15 brands across Facebook, Twitter, and Instagram during Q1 2017. These include: Aeromexico, Air Canada, Alaska Airlines, Allegiant, American Airlines, Delta, Frontier Airlines, Hawaiian Airlines, JetBlue, Southwest Airlines, Spirit Airlines, United Airlines, Virgin Airlines, Volaris and WestJet. Here’s what we found:

Media:

Burning Issues: “No one looked at the first cow and thought of making ice-cream”. Does your brand have a voice?

The voice must be original, interesting and, above all, experimentative. If ever a torrential deluge of content has threatened to drown us, it’s now.