Tag Archives: COMMUNICATION

SMALL OR BIG – REPEAT OFFENDERS- NOT AFRAID OF ASCI

I am not sure. What should be the reaction? Should one be happy, seeing 10-plus pages of more than 12,000 words in repetitive boring style listing details of the upheld complaints, keeping it transparent and open? Should one be sad, that after so many initiative, tie-ups, education, there are repeat offender category, brands and companies… Read More »

The GOOD, The BAD And The UGLY

GOOD, BAD AND UGLY is contextual and relative terms, they have a lot of subjectivity built in. Here I share some Good, bad and Ugly examples from advertising, communication, marketing and society in near past. THE GOOD The best if in recent times been the interview of Army Chief Bipin Rawat. It is direct from… Read More »

7 Brand Creative you can’t ignore

This week I am taking a detour to share some of the work, which I believe must be appreciated. Story-telling is a key pivot for the communication business. And if one can make the static medium like Print come alive with a story that involves and engages the reader, the job is done. Unfortunately, such examples… Read More »

Why Brands must consider sequential story telling for impact and involvement

Who doesn’t love storytelling? I love the stories, where a chapter is closed in duality compounding the ambiguity. It forces the reader to acknowledge the power it wields, and the reader ends up turning the page for more. How many times have I been held captive by such narrative, ending up finishing the it in… Read More »

8 FILTERS TO EVALUATE CAUSE DRIVEN BRAND INITIATIVES.

I got up to a tweet that introduced me to the latest ad in the ‘JAGO REY’ series. I loved it. Here was a brand that has found relevant cause and could rejuvenate it frequently. On the same day, I read the probing blog by Lakshmipathy Bhat, ‘Cause – driven advertising’: does it help in… Read More »

Can you really blame organisations to equate pregnancy with unproductiveness

When the recent MYNTRA ad opened for comment in the positively inclined diverse set of people who primed themselves  for being open, transparent and seeking diversity in opinion- all hell broke lose. Now if you have missed the ad- you can see it here before you proceed further being an opinionated ‘Fly-on-the-wall’ while I reproduce the interesting… Read More »

SIMPLE WAYS TO KNOW IF THE BRAND IS DEVELOPING POSITIVE IMMUNITY

Tweet   Follow @s_kotnala In the last two articles ‘Are consumers developing Immunity to your messages’ and ‘How to develop Positive Immunity’ we have discussed the concept of PBI (Positive Brand Immunity). For the brand custodian, it is important to know the impact of their messages. There are three possible outcomes to such efforts. The consumer… Read More »

Is the Consumer developing IMMUNITY to your brand messages

Tweet   Follow @s_kotnala I hate it, when I am suffering from fever and my doctor refuses to prescribe painkillers or antibiotics. But his logic is simple. My body may develop immunity against prescribed chemicals and then I will need a higher dose. One day even the higher doses will stop working. A new prescription will… Read More »