Aqumena Review

Curating thought-leading developments in the science and art of marketing. Please give us your feedback!

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Insights from our leadership team

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…

The Business Case For Using AI Now? Two Words – Better Predictions

A key function of business planning – both at the strategic and tactical levels – is…

Sightings

Links to insightful articles