26 Sep 2017

2017
STOP!It's time for Red now!It's time to draw all your attention to the high energy, high activity, high energy colour.Think of all the brands that use red and you'll sit up and take notice."Gimme Red" proclaimed a popular brand of battery cells - bringing in the energy, the light and the passion of the colour into the brand.Closer home two popular telecom brands are ...
Read more

25 Sep 2017

2017
White is no colour. It's the absence of colour. Or if you spin a colour wheel all colours unite to form a lovely white light. White is all colours and yet none! Pristine. Pure. And very importantly, 'uncomplicated'. And no brand has done it better than Apple. Remember the first iPhone? And how everyone clambered for white, having had enough of their 'black'berries and their Samsungs?...
Read more

24 Sep 2017

2017
Welcome the orange. The colour of fire. Fire the purifier! Wherein only the good remains and the evil gets destroyed. Here's what I wrote in an earlier post:While orange is everything bright and beautiful that India and Indians stand for what’s really worth talking about is the symbolism of orange. Most people know that orange has immense religious significance because most of the mo...
Read more

23 Sep 2017

2017
It's all there in black and white - the significance of grey and it's importance as a very corporate colour. Grey or Gray... the colour remains the same - and could have 50 shades! But hush.. we don't talk about them here!Gray is the color of intellect, knowledge, and wisdom. It is perceived as long-lasting, classic, and often as sleek or refined. It is a color that is dignified, conse...
Read more

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