Earlier this year, KFC debuted the KFC Innovations Lab to raise crowdfunding support for bold, attention-grabbing marketing concepts. The public can vote on wild ideas such as a Kentucky Fried Hot Tub and a figure skating show about the life of founder Colonel Sanders. KFC intends to find out what a kernel of creativity is worth to […]

Brand Aware” explores the data-driven digital ad ecosystem from the marketer’s point of view. Today’s column is written by Sachin Puri, vice president of growth marketing at McAfee. Not a day passes in the marketing world without someone name-dropping machine learning and artificial intelligence in a meeting. The underlying myth is that machine learning is the […]

A recurring concept that kept coming up throughout the conference was the idea of repurposing written content to video. GETTY Content marketing is part of the customer experience. But there is a better way of thinking about it. Even the term content marketing is, to borrow a phrase, “so last year.” The updated term is content experience. Even […]

It’s been a year since John Lewis and Waitrose unveiled their new visual identities and launched their first joint marketing campaign. A fiercely competitive retail market had prompted a rebrand a few months prior, adding ‘& Partners’ to both names. But the John Lewis Partnership (JLP), which owns both retailers, wanted to do something big to show customers what actually makes […]

The most popular metric to help determine marketing strategy is satisfaction, according to research from the University of Technology Sydney (UTS) Business School. The research team analyzed over 4384 managerial decisions from 1637 firms in 16 countries, including the US, UK, Australia, Russia, India and China. Over half (53%) of the marketing mix decisions analyzed […]

One of the core tenets of marketing is that a company should maintain voice consistency in everything it’s doing, including advertising. However, that may not be always beneficial, as personalization and customization of a campaign and by extension, a company’s voice in a given context, may yield much better results. This is the main idea […]

When you imagine what artificial intelligence (AI) “looks like,” you might be thinking of a synthetic consciousness developed by humans, as many sci-fi movies portray. Apart from the realm of fantasy, AI is simply a system that can perform tasks that normally requires human intelligence. These include problem-solving, recognizing emotions, and even diagnosing diseases. Artificial […]

In the ever-saturated landscape that is social media, you have to put in extra effort to stand out. In a sea of shiny graphics, immersive videos, and a slew of other compelling content, posting a bland image would definitely not fly. It’s imperative that you get creative to get people to pay attention to your […]

Do you have an idea and are launching your startup? But do you know that 90% of Indian Startups fail in the first few years and shut down within 5 years? If you are thinking that they shut down due to the lack of new ideas or lack of funds, then you are wrong. Many […]

Lidl is shifting the focus of its marketing communications to talk more about its quality and range and less about price in a bid to convince shoppers it can be a destination for their big weekly shop. A new ad campaign, that launches this evening (2 June), is markedly different from what we are used […]