Aqumena Review

Curating thought-leading developments in the science and art of marketing. In our Posts, we share insights from our leadership team. In Sightings, we share links to insightful articles from India and abroad. Your feedback is welcome.

Posts

Of Milk, “Lab Rats” Research and Deprivation Marketing

Some in the US are celebrating the 25th anniversary of the iconic “Got Milk?” campaign. “Got…

Marketing Enlightenment

Read Steven Pinker’s new book “Enlightenment Now”. There are many of us who see tribalism, authoritarianism,…

Neo-Tribalism and The Emerging New Marketing Paradigm

The world is transiting from modernity to a post-modern world of neo-tribalism. Michel Maffesoli, a French…

Legacy Newspapers as Social Media Platforms: An Opportunity

There is unease in the boardrooms of the Indian newspaper industry. This despite the fact that,…

Narrative Coherence: The Emerging Measure of Brand Equity?

Over the past decades technology has wrought many changes around us. The most important change has…

A New Era In Advertising Creativity?

The most effective of creative people in advertising people have always known that engagement in the…

The Emergence of Self-Segmentation

In the late 1990’s Thomas Siebel announced the death of CRM. And this came from a…

The Importance of Cumulative Advantage

A.G Lafley, the legendary chief of P&G, writing with Roger L. Martin lays out the case…

Content Marketing & The Winds of Change in B2B Marketing

Reams have been written about  B2C marketing to Millennials and the shifts in marketing paradigms that…

Personality Based Targeting: Will Marketing Come Full Circle?

Is marketing coming full circle? In the days of the bazaar and the mom-and-pop store the…

Generation Z in India – Viva La Difference!?

Segmenting consumers by generations is an American practice that has spread by imitation to other countries…

Marketing to Bots: The Coming Paradigm Shift?

In my business of crafting and advocating marketing, brand and marketing communication strategies, imagination is an…

Sightings