The summer is well and truly upon us and our salute, respect and support to the devout and spirited who fast through the Holy Month of Ramadan. As is our norm, this issue packs a lot of punch. Amazon is all set to rewrite the rules of Influencer Marketing and marketers will be keeping a close watch. After three decades or more, the departure of one of marketing’s greatest icons, CMO of Coke, Marcos De Quinto, is attracting a lot of attention. Brands can learn a lot from the feature on Advertising in the Age of Distraction. If ever there was a divided and distorted way of doing PR Management in a Crisis, United Airlines showed us how. There have been a lot of epitaphs written about the death of Broadcast TV but they are not going away in a hurry as Advertisers seem to stick together and buy together. If you want to look at a brand transformation exercise, read this feature on Air Canada’s rebranding exercise. Thought Leadership and building Brand Awareness goes hand in hand. Understand how on the article carried in this issue on the same subject.If Marketers can master the Art of Storytelling, they would be in clover, read more here. Plenty of content to relish and use as evidence. Till the next edition...

We have rung out the old and brought in the New. Here’s wishing you & yours a BrandKnew 2018 loaded with actionable insights, brand wellness and perpetual prosperity. This issue we are digging deep on quite a few issues that will tickle and excite the imagination of brand marketers. For eg What will be in store for Advertising this year. And the 5 Marketing Trends that will influence the budget for 2018. We take a hedge and say it as it is that Nike’s ‘ Just Do It ‘ is the best brand story ever created. We extend that a bit through the feature on How to tell a great brand story. Those at the fulcrum of Content Marketing will adore the article on The Secret to Successful Content Marketing. The feature on Global Packaging Trends will excite many a marketer especially those in the CPG sector. Place has a place in marketing is best exemplified by the story on the same subject in this issue. There is ample more to soak in as we look ahead to embrace some exciting and challenging times. Until the next... 

It’s that time of the year when we bid as the French say it au revoir to what has been a momentous year for the world of branding and marketing. 2018 promises a lot and we do take a look at what CMOs have to say about the technology trends that will dominate in the coming year. Since disruption and tectonic shifts have become routine,we examine in this issue why the future of Ad Agencies in the times to come will not be Advertising at all. VR has been a story waiting to be told and now at the cusp of critical mass eruption and we look here how Socialization will take the technology mainstream. A related article on how budget headsets will change the VR landscape would also find serious interest with brand marketers. For the purists, in these days of influencer marketing, the feature on how to master branding will be like manna from heaven. We also take a deep dive into why not all influencers are created equal. It’s said the ‘automobile ‘ is going to be the most significant marketing destination in the future and the article on Marketing in a Driverless World will bear testimony. There is heaps more to soak in and all of us here at BrandKnew look ahead to continuing this exhilrating journey with you in the New Year as we wish you and yours the very best for 2018. Till the next… 

We are getting into the real tail end of what has been a tumultuous year, and interesting tales are emerging from the world of branding and marketing. As we enter into yet another winter of (Dis)content, what is worrying marketing gurus and brand owners is not the uber dominance of the duopoly Google and Facebook but the significant rise of E Commerce Machiavelli Amazon. Read more about it here and get it straight from none other than Sir Martin Sorrel, Chairman, WPP, one of the world’s largest advertising firms. Till very recently, LinkedIn was the butt of many jokes, but not any more. Corporates, brands and professionals are engaging very strongly with the platform (and it has nothing to do with Microsoft’s acquisition of the Social Platform nine months ago).So know more about the hot new kid on the social media block, right here within these pages. If you want to know about some of the ideas that are shaping the future of design, from the likes of IDEO, Autodesk, MIT, Microsoft etc, dive right in. To make a statement, get ahead and be successful is not just about innovation but re invention. Soak in the feature on how the likes of Virgin, Cold Stone, Zappos, Hotmail, Walt Disney, Dominos Pizza has done it. With digital dominating marketing, understanding how PR, Content & SEO can work for you is best articulated in the article in this issue. There is ample more for the unsatiated So, until the next.… 

The October heat is on for sure and the mercury on the brand horizon is on the rise. As we head towards the close of yet another tumultuous and challenging year for brand owners and marketers, here is another issue of BrandKnew packed with distilled learnings and actionable intelligence. There has been talk about the ‘ duopoly ‘ culture that Google and Facebook has been imposing and now you can know more about how Amazon is taking these two media giants on much to the relief and excitement of many. It’s getting to be all about ‘ Six in the Ad City ‘ as more and more brands and agencies settle for 6 second ads to suit the social viewing and fatigue syndrome. In our feature on AR, you get to understand how Augmented Reality’s future is the Car and not Lenses. For all the CEOs and CMOs that are challenged in the retail eco system, the feature on how 10 brands are disrupting the retail industry will be a huge learning. From the Mecca of Creativity(Cannes), we bring you Lessons from the Cannes Lions for you to devour. As Content Marketing becomes sine qua non for marketers, the article on branded content and how it facilitates brand lift is very insightful. One can never under estimate the power of a Headline and get to understand more of those secrets in this issue. Plenty more in the BrandKnew October tank to sink your teeth into and I wish you stimulating moments as you travel through. Till the next, my very best!

Every time we enter the month of September, I am fondly reminded of the Ventures classic ‘Come September‘- soothing, uplifting, nourishing the mind. Well, the content in this issue of BrandKnew promises to do just that. Understand how we are migrating from IOT to the Internet of Changing Things. For a long time, pundits have been advocating the need for brands to have culture, history to augment their story telling- read how the KFC brand’s turnaround is rooted exactly in that- history! Blockchain has been on the fringes for the past few years but it is now time to know how it is going to impact advertising. Read about it here. The feature on Creative Collaboration and all that Jazz explores how marketers and creative community can learn from the world of jazz music, the fine art of true collaboration. Common baby, make some some noise is what they seem to be saying as Voice Search is finding more entrenchment in consumer’s lives and therefore every marketers’ as well. We also deep dive into how AR and VR are altering things for marketers. For the brand sensitive our featured list of 25 Brands That Matter Now will make interesting reading. There is loads more. So venture in and enjoy the journey. Till the next... 

Welcome to the summer of quality content. Actionable, evidence backed intelligence, all ripe for the picking in this issue. Nostalgia can be a potent marketing tool and understand more about it in the feature carried here. Amazon’s home assistant is poised to change the face of advertising for ever. Read more of it in the feature on the same subject. The omnipresent argument continues and it is SALES VS BRANDING! Want to know more about generating great ideas: the 3Cs viz Culture, Code & Creativity will help. The flavour of the season is AI and get to see what Predictive AI can do for marketing, careers and collaboration. As they say, ‘ it’s all about people ‘ and all the more so in the quest for people based marketing. As we become a world of story tellers, get a deep dive into how best you can create your narrative. All of this and bagfuls more packed into this issue. Soak it in with pleasure and admiration just as we did bringing it to you. Till the next… 

The summer is hurtling along and saying the heat is on would be an understatement.Things are no less frenetic in the world of branding. See what New York Times COO has to share about the winners and losers in the digital revolution. Another seasoned stalwart WPP’s Martin Sorrell articulates that Amazon’s Alexa provides the greatest data threat that there could be in the times to come. Read more about what he has to say here in this issue. In these days of micro and macro influencer marketing, where do brands draw the line on social media endorsements? The jury seems to be out on that one. Branded content most certainly is the flavour of the season but in terms of impact and effectiveness, it is recommended to take the brand out of branded content. Understand more on that in the feature published herein.There is so much hype and hoopla about VR but the question everyone wants to know is will Virtual Reality ever be mass entertainment? Read about in this issue. The CFO is more concerned about the painless ways of measuring marketing effectiveness. There seems to be a way out as highlighted in this edition. All these and more that will keep providing you brand guardians with actionable evidence, as always. Till the next...

I can sense the spring in your step before the summer sets in. Loads to accomplish and the world of branding and marketing is increasingly restless. The heat is truly on. What with how ad agencies are re engineering influencer marketing to be programmatic or How Google is branding Tech’s next big paradigm. Soak both of these high calibre content in this issue. When Elon Musk talks, the world listens. The Founder CEO of Tesla/Space X(and many more) offers his Ten Commandments on Twitter Marketing. Go for it and come our enriched. Yes, it is certain, the world does not need another agency but it needs an other agency (get what we mean?). Space the bar, raise the bar. If not, the feature on the subject in this issue will truly provoke a new line of thinking.The amoebic, all pervasive penetration of social content & 24X7 social listening comes with it’s own set of jungle law. Understand how agencies & PR firms are investing social media damage control in the article featured herein. Top designers predict the radical future of branding and the trends that will emerge in the year 2017 itself. All this and much more to relish. Dig deep, stay cool and get nourished. 

January has just whizzed past and now we enter the month of Valentine where our love affair with all things brands and branding continues unabated. Not unlike earlier issues, this edition too is feature rich. Right from how Advertising is tackling the Anti Muslim attitudes(and rightly so) to Marketing Trends that we can expect to see in 2017.Not exactly espionage but the feature on how brands can capitalise on Competitive Market Intelligence is really worthy of soaking in.The creative community and all marketers will find the article on What is Common to both Beyonce and Shakespeare and their Key to Creativity very uplifting.Contrary to predictions, it’s no time to write an Obituary for Email Marketing just yet as the feature on the same will share and testify. We have all been through this(and continue to do so) but relief is at hand. The story on how to avoid Death By PowerPoint will be an eye opener. Often neglected(thinking inside the box os needed here), in this issue we tell you how your Employees can become your best Brand Ambassadors. For those obsessed with User Interface Design, we take a blast from the past and feature The Best and Worst of UI in 2016. There is bags more as you dig deep and I wish you happy and fruitful engagement with the February edition of BrandKnew. Au Revoir till the next. 

Wish you and yours a very happy and BrandKnew year! As we look ahead, what we will be writing and featuring this time next year looks to be quite different and the thing to understand is that none of us are very sure what that would be considering the furious and tectonic changes that we are witnessing. Coming back to the present, this issue (as has been the convention) covers the Best and Worst Branding of 2016 and also Why Brands will be ‘ less Branded ‘ in 2017. Another subject that has been the epicentre of many a conversation is about What makes a Logo great and we take a look at it in this issue. We believe that two brands in the coming year will be waking up and smelling the coffee ie McCafe Vs Starbucks. Read what’s brewing on that front in this issue. IOT (Internet of Things) is changing the rules of marketing for ever. The feature on that topic shares more. What will be of high interest to branding and marketing professionals will be the article on the 5 Rules of Branding that will make you a sought after Superstar. There is loads more on offer and we promise to be at the forefront of everything relevant, cutting edge and actionable in the issues to come. Happy New Year!

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We are in an eco system of deficit and surplus. There is deficit of trust, time, attention and resources. There is surplus of products, goods,services & information. How do brands stand out and create the all important emotional connect with consumers? What does it take for a brand to ensure customer loyalty in an over commoditised world? In an era where new age brands are getting valuations several exponential times over far more established,old world brands, what is your strategy? How do you tackle customer infidelity? BrandKnew is an amalgam of the very finest, distilled essence from all over the world put together in an easy to consume, reflect, apply manner. It articulates, suggests, disseminates, shares, educates, provokes, inspires brand owners and brand professionals to take the next logical step in realising their branding goals.

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BrandKnew Magazine - June 2017

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