Blog – Page 11

24 Mar 21

PR can ride Integrated Comms to find that brand-gold

We talked of importance of PR campaigns, and their new strength when they are merged to Integrated Marketing Communications (IMC). It is time for a closer look at IMCs. IMC is a great way for PR and Advertising to strategically mix their content to reap bigger results for the brand rather than going the solo, […]

17 Mar 21

The new King of Content: “I’ll buy [#brand] that [#influencer] wears”

Despite the loss of its throne, Content is still relevant, though not in the way we envision it to be. Content has diversified from sole Press Releases of the company/organization to a multitude of types- online webinars, videos, live streaming, interactive content, various influencers and even Press Releases. Due to the mass use of digital […]

10 Mar 21

Should a brand conduct campaigns just because other brands are campaigning?

According to global communications firm Edelman, there is now a “trust problem” for almost all global brands. The 2020 Edelman Trust Barometer revels that this year, “trust” declined for ALL country brands surveyed across 17 economies. Unlike in previous years, Edelman Trust Barometer surveys in which some territories were seen sustaining trust on brands, brand […]

08 Mar 21

Empowering Women at The Workplace

‘Empower’, a word which carries a great weightage. We always talk about empowering women, especially at workplaces. My short experience of the past 7 years in the corporate world has made me realize, again and again, that empowering is not merely supporting a woman to rise up the career ladder. Yes, of course it is […]

03 Mar 21

Market Intelligence playbook opens with Research, not Search

As previously discussed, Market Intelligence (MI) is intelligence about the trade and industry a company is operating in and is unlike Business Intelligence which focuses on the company’s own processes. MI’s aim is to help the company grow. It is important to note that many companies use MI to provide context to its Business Intelligence […]

24 Feb 21

Empowering BI with Communications for profit, growth and transformation

Amex GBT -American Express Global Business Travel company- is a US based multinational travel and meetings programs management corporation based in Jersey City, New Jersey. Operating in nearly 120 countries it is one of the world’s largest business travel providers with 16,000 travel professionals in more than 140 countries, managing over $19 billion a year […]

17 Feb 21

Organizational DEI Initiatives from the Eyes of a Team Member

I am proud to be a part of an organization which not only focuses on business development but also the realization and achievement of the personal aspirations of the team members. This culture of ensuring that the team members are happy, comfortable and motivated is ingrained in the DEI initiatives of the organization. Inter-generational Empowerment, […]

10 Feb 21

Kicking off Market Intelligence to score organizational goals

Organizational Goals (OG) measure the progress of various organizational KPIs or objectives over a period of time. The sales target of a product division could be categorized as a goal. The target to reduce flight delays in an airline (may be shown by a %) is an (operational) goal. OGs’ purpose is to give the […]

20 Jan 21

Four inputs that drive Market Intelligence

Market Intelligence (MI) is a process of identifying the Competitive Advantage of the Company with the support of Product Intelligence (PI), Customer Understanding (CU), Marketing Understanding (MU), Competitor Intelligence (CI) and Competitor Intelligence (CI). One of the key areas MI tries to uncover is the Competitive Advantage that the company has within its industry sector. […]

08 Jan 21

What is Market Intelligence?

Market Intelligence (MI) is intelligence about the trade and industry a company is operating and is unlike Business Intelligence which focuses on the company’s own processes. MI’s final aim is to help the company grow. It is important to note that many companies use MI to provide context to its Business Intelligence and therefore MI […]

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