Melt Magazine

Articles in Melt Magazine

Marketing:

From Marketing To Marathons

Ushnota Paul profiles four top corporates in India who spill the beans on how running marathons has helped them in their professional career.

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.

Advertising:

The Gunn Report’s Cannes Lions 2017 Sweepstakes

Recently, the Gunn Report launched the Cannes Lions 2017 Sweepstakes, an annual contest predicting commercials that will win an award at the Cannes. We look at the 20 TV commercials.

Advertising:

Creative Picks: Motorola, Fanta, The Immunity Charm & More!

There are hundreds of commercial messages vying for our attention everyday across traditional and new media. Only a handful are noticed. Here are a few creative ideas which caught my eye, the week ending 16th June, 2017: Moto Z’s branded content initiative in Brazil, immunisation charm and more.

Research:

Point Of View: 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: The Other Sides Of The Marketer

Question: Name five books that you recommend to marketers and CEOs. Answer: CEOs and CMOs come with rich experiences, which not only set them a class apart, but also hold them and their brands in good stead. However, in today’s world, unlearning is as important as learning. And therefore, it is key for them to be refreshed with the new realities and opportunities. I would, therefore, recommend these 5 books with each bringing a unique but key learning.

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.’

Advertising:

Dave Trott: “Reinterpret The Brief”

Reading through an inspiring story written by Arthur Scargill, I've come to understand the power of interpretation. Like the author says, we could either choose to interpret a situation or brief in a disempowering way or interpret it in an empowering way.

Marketing:

Book Review: Patanjalize Your Brand

Marketer and author Paritosh Sharma’s new book Patanjalize Your Brand gives a solid insight into the rise and rise of this swadesi brand, notes Ushnota Paul.

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.