Provenance is not only a “Made in….” label

Ex-Hugo Boss art director and fashion designer Bruno Pieters’ company Honest By has been billed as one of the world’s most transparent companies. Pieters not only provides complete clarity on the whole supply chain of his company but also makes consumers aware of the source of each and every thread that has gone into the company’s clothes.... Continue Reading →


Conversational brand building is not about #hashtags

For ages, brands have talked to their consumers. In the majority of instances, this 'talk' is one-sided, which is defined as the continuous bombardment that consumers face from advertising stimuli through the day. Consequently all this brand talk has now been degraded to shouting. The sad part is that with the advent of social media... Continue Reading →

Build a brand, build on irrationality

We can blame the evolution of technology for a lot of societal evils, but nothing can take away its positive impact on our own development. On a similar vein, we blame technology for rising consumerism, increase in complexity of life, decline in productivity and a constant state of restlessness. But all this blame game does... Continue Reading →

A strategy for “voice”

According to ComScore (a respected name), close to 50% of search actions will be done through voice by 2020. I am still in the other 50%, having not done a single voice-enabled search till now. But I might "convert" soon. It is a known fact that Amazon's Echo has taken a march over Google Home... Continue Reading →

The art of rebuilding

Rebuilding anything is difficult. Rebuilding things that do not have a tangible presence is even more difficult. An architect can recreate a building like for like to the last brick by referring to the plan, design and a set of detailed pictures. A skilled painter can recreate a whole painting to the last brushstroke. A... Continue Reading →

Brand leadership – What does it mean?

Leadership is a much debated subject. The debates range from whether we are born or made as leaders, successful personality traits, do's and dont's, creating more leaders or followers, standing the test of time and hundreds of other topics. But at least there is consensus on who is a leader and what defines leadership. When... Continue Reading →

Blog at

Up ↑