22 Sep 2017

2017, Branding
 It's nearly the end of the rainy season (well, considering recent storms in Mumbai - even the end is not here!) but we'll leave the weather aside! The fields are verdant green, the trees washed clean, their leaves glistening.Wear green today!Green represents fertility, growth and yes - abundance. It's all about greenbacks - the money. Green means plenty. Green also ...
Read more

21 Sep 2017

2017, Training
Today is the first day of the Navratri, the nine nights of festivities that will culminate in Dussehra - the triumph of good over evil.Wear yellow today!Bring on the sunshine, the cheer, the joyous spirit! Yellow is the colour of optimism, of hope, of confidence. As sure as sunrise, yellow stands for positivity. Here are some examples of how well yellow is used in logos.T...
Read more

20 Sep 2017

2017
It’s upon us once again: the festive season. With the start of the Navratri – the Nine Nights of the Divine Feminine. It matters not whether you celebrate it or not, there is a so much ‘singing and dancing’ around this one that you simply cannot ignore it.What has fascinated me about this festival over the last couple of years is the plethora of information that is available around i...
Read more

16 Aug 2017

2017, Content
We recently published a series on problems that plague content marketing. Five problems all starting with the C of Content. Here is a consolidation of those posts.To wrap it up, there is no silver bullet. Content marketing needs to be dynamic and upgrade every day. And while 5 problems may come your way, there are also infinite number of solutions to counter them. And as the shifting s...
Read more

13 Jul 2017

2017, Content
They say you can lead the horse to the river but you cannot make him drink. This post is about telling the horse that you've led him up to the river so he can drink and quench his thirst.Which brings us to the fifth C in this series - the Call to Action (CTA).You know that statement about how most people don't know where half the advertising money went? Well, half has gon...
Read more

10 Jul 2017

2017
Once you’ve got all your numbers right and your content has been sufficiently #hashtagged you feel you’ve got it all in place. All the words, numbers and pictures are there. But that's an encyclopedia. It's not a bestseller.B OOOO RING!So obviously you are missing something. (Probably a good writer.) Or simply good writing. (My fellow writers will agree here.)As far back in the six...
Read more

06 Jul 2017

2017, Content
When Harry Met SallyEveryone has a friend like that. You see them all the time and yet when you need them they are not available. Not contactable. Not there.Seen it? When Harry Met Sally ?Seen the classic romcom, When Harry Met Sally?  Sally is the one with the heartbreaks. And Harry is her friend. Her best friend. Fun friend. Confidante. BFF. The shoulder she cries on. Why? Becaus...
Read more

05 Jul 2017

2017, Content
If you’ve not read the first part of this tiny little five-part series on content, here’s the link.The first problem we covered is Content itself.The second one here is Clarity.Leading people down the garden path is great if you are taking them to a garden. If not, it’s best avoided.Remember, it's a VUCA world. Volatile. Uncertain. Complex. Ambiguous. Life is too difficult for pe...
Read more

04 Jul 2017

2017, Content
5 Problems with your Content Marketing – All with C!Talk about digital marketing and the word content flies around like a bee buzzed on beer. Everyone agrees that content is king and that SEO and SEM are the ones that will get the clicks and the conversions. But is that true? What If you’ve got all the right buzzwords in place, and tagged the right hashes. And yet you don’t seem to be ...
Read more

28 Jun 2017

2017, Branding
Did you just have a brand moment?Everybody talks about what their brand stands for. Large campaigns are devoted to clever tag lines and signature statements. Lavish events launch the campaign and… then… all…of…it… dies… down. Settles into normalcy. Into the daily humdrum.And then you see one irate customer venting about something. Others join the chaos. More rabble-rousing happen...
Read more