Opinion

By Rikki Agarwal The year 2021 has been phenomenal for Digital Marketing. From adapting to the new normal to churning out fantastic results driven by Artificial Intelligence. A roller coaster ride that has brought in a rapid switch…

What does loyalty really mean? Yes, consumers have some brands they feel a particular affinity for, but could it be said that they are truly loyal? And is driving an emotional response really what brands should be seeking? Or could…

By Klaus Jurgens "Abrand is as much an open invitation to complain as it is a promise to deliver," said Simon Anholt in 2003. Anholt, an independent policy advisor, is the founder of the Nation Brands Index (NBI), which was first…

By Chris Martin When I was first asked by a growing scale-up to build the brand a marketing team, I was perplexed. Rather naively, I thought that simply hiring good marketers was the winning recipe. I’ve learned a lot since then.…

By Forbes Communications Council With the ubiquity, consistent growth and innovation of online merchants and current events such as the Covid-19 pandemic putting a damper on in-store browsing, retail establishments and other…

Branding and advertising are the major tools used to promote businesses. They help brands to reach and acquire new customers and are also good drivers of sales and profits. For instance, presenting a brand on all platforms can increase…

Male hand holding TV remote control. OTT platforms have become increasingly popular among consumers, especially with the various streaming services now available in the market. The pandemic and lockdowns have also spurred the uptake…

In a world where perception is consistently shaping vital decisions, the recent release of the 2021 Corruption Perception Index, CPI, indicating that Nigeria ranked 154 out of 180 countries, would not come with excitement to most…

By Marieke Buis The Australian Open recently kicked off what's going to be a huge year for sports fans, with the upcoming Beijing Winter Olympics and a full schedule of events leading up to the FIFA World Cup in November. Marketers…

By Vinay Kanchan Sun Tzu’s epochal ‘Art of War’, was a landmark treatise on the thought preceding every battle fought. In many ways, it also laid the foundations for the practice of the business world borrowing strategic inspiration…