brand building

Can performance marketing despite scoring highest on ROI, lead to brand building?

In-depth: 'Purpose-driven advertising should first solve the purpose of brand's existence'

Jewellery brands betting big on regional language newspapers

Myntra's 'Rising Stars' programme to help 200 D2C fashion and lifestyle brands scale

Buzzwords vs Impact: How can the industry move beyond the nemesis of overhyping and retrofitting?

'Marketers should measure creativity, creatively, and longitudinally with regards to LTV'

Our work is anchored in data-backed strategic rigour and not personal opinion or gut feeling: T Gangadhar

Why Marico roped in Alia Bhatt for Nihar Naturals after 13-year-long association with Vidya Balan

ROAS vs engagement: What role can magazines play in brand building?

The role of brand building in reducing customer acquisition cost