What if Santa had an agency? Part II

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Santa's agency has come a long way since last year. Here's a look at some of the goings-on over at the North Pole. Created entirely in paper. Merry Christmas. If you missed Part I, see it here. 

Real-Estate: Changing the focus from advertising to branding.

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The boom has come and gone. And it’s not that the demand has trickled down. Still, developers are grappling with a large unsold inventory. Many theories blame the surge in costs, taking most projects out-of-bounds for the average buyer. Yet, a look at the unsold inventory shows almost an equal amount of low-range, mid-range and luxury projects suffering. Real-estate is at the cross-roads req...

How Brand Purpose is driving the new-age business

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There’s a reason why the Brand Purpose is redefining the way businesses are thinking. It permeates brand strategy, corporate culture and even product positioning. We think it’s because the Brand Purpose distances itself from marketing objectives and management directives. It’s the simple essence of a brand. It’s not something created. It’s not aspirational. It’s defined collectively by customer...

The writer who became a copywriter: Things I learnt on the job – Part Two

Insight, Insight, Insight. What? Are we still talking about advertisements? Yes, we are. The word might be a misnomer, considering the field, for the philosophers around the world, but it is this. Insight. The long and short of it. You can compare it with that miniscule flash of revelation that you grapple with while trying to write about a character, that hidden, almost-uns...

Theres more to real-estate advertising than an ad in Times of India:  Part 1

First things first. Theres no denying the reach power of a publication behemoth such as the TOI. It's still one of the best go-to sources for a consumer. The same way a realty exhibition is also a good source. The same way a billboard campaign makes sense sometimes. The same way 20-second spots on the radio might reach the consumer. But these are your cut and dried solutions. It may work, it ...

Naming your company, product or service – Tips & Tricks

So you have that great idea and you just can’t wait to approach investors or roll it out in the market. But it needs a name. And it needs that beast of a name which’ll stand out immediately and create recall. Do you hire an agency or do you do it yourself? Whatever the case, the process is simple. More often than not, you won’t have the time to follow the process thoroughly. Enter the creati...

Nobody needs Advertising

Nobody needs advertising. Woe betides the brands whose managers place sole responsibility on advertising agencies to build sales. Pick up a newspaper. Retail and real-estate brands clamour for attention with full-page spreads cluttered with discounts and offers. Why is advertising today aimed at short-term profits? It never builds a brand, and never brings in long-term, sustained and growing...