Brand Authenticity and Inclusivity : Future Growth Engines An authentic brand has principles, moral values and helps us be true to ourselves. I was first made aware of the growing relevance of Brand Authenticity years ago, by a close dear friend and eminent Digital Marketing professor at NYU, Ms. Sharma. Then, the world had come…
The Return of the Product (Experience) Reconnecting with consumers through the product experience Did you ever play a Fender guitar, drive a Ford Mustang GT, listen to music on an iPod or shop in a H&M store? These are some of the high intensity brand experiences we heard from studies on how people around the…
The Rise of the Responsible Consumer. A ‘reset’ button for all of us COVID-19 has had a dramatic impact on our lives as consumers and shoppers. In just a few months, the pandemic has in many ways made us ‘reset’ our attitudes, behaviors and purchasing habits, many of which will ‘stick’ in post-pandemic times. …