Point of View

Articles in Point of View

Opinion:

Nike’s first ever sports hijab is here and it’s a big leap in supporting diversity

It’s a celebration of different women and their choices

Marketing:

No Smoking? Philip Morris Vows To Quit

There was a time when smoking was cool, stylish and socially acceptable. Not today. From cigarettes to carbonated drinks, consumers today are not buying a lot of these things.

Marketing:

Homage To The Person Who Made The Drink That Officially Made Us An Adult

Brigadier (retd.) Kapil Mohan, the man behind the iconic rum Old Monk dies at 88; Ushnota Paul walks down memory lane.

Advertising:

Point Of View: Women In Leadership Roles In The Industry. If Not Now, When?

Talking about women and leadership today, we see how women have overcome the shackles of the world and how they've now been receiving support. But what happens when they get past that interview and what does it take to make that change?

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.’

Marketing:

Point Of View: The Challenges Of Being A CMO Today

We are seeing a new sort of consumer emerging of late. They are more ‘me centric’, and follow their passion into non-traditional jobs; ownership of assets is unimportant. They are active participants in the sharing economy. Loyalty is not a highly valued virtue. It is, in fact, a different value system altogether. Clearly, this means the traditional ways of looking at brands and brand positioning need to be revisited.