Do not wait for a viral campaign idea for your brand

As a marketing professional you’d have encountered these wonder stories about brands being built around viral campaigns. We had the Amyotrophic Lateral Sclerosis (ALS) Association become an overnight talking point with their “Ice Bucket Challenge.” There’s the ‘Pokémon Go’ buzz still doing the round for Niantic Inc. I admit to succumbing to the persuasive digital […]

Read more

What can make your campaign become viral?

Just off the top of your head, can you recall few social media campaigns that, as popular internet lexicon would label it, “went viral”? Campaigns that made you sit up and take notice… Campaigns that instantly struck a chord… Campaigns that spread like wild fire… Campaigns that influenced your buying decision towards the products they […]

Read more

Brand personality in the age of bots?

  David Ogilvy spoke about the importance of building a distinct brand personality way back in 1955 – when the formal discipline of marketing was being built by practitioners like him. In an address to the American Association of Advertising Agencies, he said, “Every advertisement is part of the long-term investment in the personality of […]

Read more