As defined in a dictionary Sustainability is the ability to exist constantly. As we examine the world today, the principle is applied to our world and our environment and the ability of the biosphere and humanity to coexist. What, however, is a sustainable brand? Obviously an attention to the environment is key, but what is sustainability from a brand and business perspective? On the 12th of February 2020 I had the privilege and pleasure of being invited to present a guest lecture at the School of Marketing at the Indian Institute of Technology in Delhi. The subject of my talk was “How to build a Sustainable Brand.

Accessibility is the science of developing technologies and interfaces in such a way that users with limited abilities (visual, auditory or control impairments) can use tools and channels to achieve parity with those whose abilities are not. Web pages separate text from the interface and the design, so that screen readers can read out text to those who cannot read.  Assistive input devices like sip & puff devices and wands allow input without keyboards.

You would ask me, why go to such extremes of building assistive technology and capabilities into what is ultimately a short lived campaign? Our budgets and timelines would never allow for it.

Content marketing is amongst the most popular marketing strategies in the world today. Defined as any format of marketing which involves the creation, publishing and sharing of content with a view to acquire customers. Content marketing as a principle is not new. In as early as 1895 John Deere launched a magazine titled The Furrow providing information to farmers on becoming profitable.

One key aspect of content marketing is obviously the content. While it is obvious that the content being developed has to be inline with the product or service being marketed, there are some subjects which can act as an ideal support. Read on to know about the ABC’s of those subjects for India.

Why do digital agencies offer complete resistance to ROI or performance based models of marketing? Instead why are agencies and Internet companies adopting ‘soft bullying’ methods to increase digital spends and increase revenue? There has been a recent glut of press releases and statements made about how marketers would be substantially increasing the spends in their marketing budgets for the digital medium. Forester recently released a report which said said that marketer spend on Interactive is expected to grow to $55 billion by 2014. Impressive analysis and seemed quite logical, What no published story about the report mentioned, was that possibly TV would possibly grow to.

The NASA Mars Lander was a highly watched experiment, by the world’s scientific, space faring and geological community. The possibility of life on the Red Planet, and any fears of attacks from Martians, due to constant jibes by Bugs Bunny have to be inspected! (And kids if you don’t know what I’m talking about here, you need to watch some Looney Tunes – the Original ones ) It is another fact of this whole operation that the digital marketing community should also look at this project, as a correct way of how to propel a subscription based model of providing information.