Between Equity and Valuations, What Brands Represent

We all talk of brand equity, especially in the advertising and brand communications industry. The Economic Times in India even has an advertising and marketing supplement called Brand Equity. What exactly do we mean, when we speak of brand equity? The term has come to encompass many aspects of a brand’s growth, from brand awareness… Continue reading Between Equity and Valuations, What Brands Represent

Truly at Home in The World

Finished reading Amartya Sen’s Home in The World, that my parents had gifted me for my birthday this year. The first I heard of it was in an article by Edward Luce of The Financial Times that he shared on Twitter and I remember thinking, well, it’s been a long time since one saw or… Continue reading Truly at Home in The World

Of Writing and Writing Instruments

The act of transcribing one’s thoughts on a page or any surface dates back millennia and is inextricably linked with our being human and needing to communicate. Whether expressed as ideograms or drawings, like the Lascaux cave drawings in the Dordogne region of France, this form of communication developed even before languages and scripts were… Continue reading Of Writing and Writing Instruments

Europe’s Economic Recovery Could Be Hit by Own Goal

The last time I wrote about Europe’s economy, it was in the context of global economic recovery, jobs and employment and how many people who had been furloughed were back to full-time work. Now that we know that the European economy has grown healthily in the second quarter of 2021, we must remember that it… Continue reading Europe’s Economic Recovery Could Be Hit by Own Goal

Setting the Record Straight on Moment Marketing

For the past few years, I have noticed a new craze in marketing circles in India called moment marketing. I have even seen posts shared on LinkedIn about great moment marketing activities and how marketers were smart enough to cash in on opportunities. I also discovered recently that LinkedIn has a page devoted to #momentmarketing.… Continue reading Setting the Record Straight on Moment Marketing

Market Segmentation: Different Strokes for Different Folks

As an advertising and brand communications professional who has been observing and working on brands for many decades, it strikes me that there are many industries and indeed companies in India that are ripe for market segmentation. In marketing, of course, that would mean tailoring specific products/brands to meet the specific requirements of select groups… Continue reading Market Segmentation: Different Strokes for Different Folks

Ideas to Help Jaguar Leap into the Future

In an increasingly polluted world of congested cities and long commutes to work, do luxury cars have a future? And as much of the world recovers from the Covid-19 pandemic and returns to work, will preference for private transport drive the growth of luxury cars, as well as all the others? We have seen the… Continue reading Ideas to Help Jaguar Leap into the Future

India at 75: Sisyphus in the Himalayas

The occasion of India’s 74th Independence Day is a major milestone and I am sure it will prompt many articles, stories, films, songs, poems, speeches, etc on the subject. And so, it should, for it is no minor accomplishment. Guess what? As I typed the page heading “150th blog post for Peripatetic Perch” to start… Continue reading India at 75: Sisyphus in the Himalayas

What Women Wear to Office

I normally don’t write on fashion, but having created a brand campaign for a British brand of women’s clothing, I am forced to opine on the subject. It’s not that I don’t think about clothes and what we women wear, but I think it is largely a matter of personal choice and should be left… Continue reading What Women Wear to Office

Road to Economic Recovery and Obstacles Ahead

It’s a year and a half since Covid-19 made its appearance in China and went on to ravage the world with amazing speed and virulence. China managed to control it effectively since they locked down Wuhan completely and prevented the spread of the virus while the infected were being treated. Other countries managed to control… Continue reading Road to Economic Recovery and Obstacles Ahead