Educational Institutions as Brands

This is an article I wrote for LinkedIn as it was prompted by a share there. However, the subject of educational institutions as brands has been on my mind for quite a while now. Especially India's institutes of excellence in engineering and business management, the IITs and IIMs. Like many companies, educational institutions don't see… Continue reading Educational Institutions as Brands

Open Sesame… Big Other is Here

We have allowed so much technology into our lives, we are hardly conscious of it. From checking our mobile phones for messages from the time we awake, to streaming a film before going to bed, our entire day is lived in a technology bubble or envelope. We have never ever questioned its relevance, nor the… Continue reading Open Sesame… Big Other is Here

Much Ado About Behavioural Insights

How do you teach an old dog new tricks? By subjecting it to experiments, of course. Perhaps the best known experiment in behavioural science – and the oldest trick in the book - is the Pavlov experiment, now considered standard in generating conditioned responses. Nowadays, behavioural economics, behavioural insights, behavioural tech are all the rage.… Continue reading Much Ado About Behavioural Insights

Building Brands in the Digital Age

As an advertising and brand communications professional from the days of adverts in column centimetres and VHS tapes and DVDs, I have to admit I am a little overwhelmed in the age of digital and social media communications. For starters, nothing communicates “excess” more to me. The age of the internet is supposed to have… Continue reading Building Brands in the Digital Age