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✦How The Vertical Frame Became The Default✦The Prompt Is Not The Asset✦Who Pays For The Tokens✦Why Good People Leave Advertising✦The Festive Creator Rate Card✦Spec Work Just Got Cheap. So Did The Pitch.✦R.G. Chandramogan, Who Started With Ice Candy✦Licensing A Face In The AI Era✦What Gen Z Actually Means By Work-Life Balance✦Ten-Minute Delivery Changed What Fitness Brands Can Sell✦OptimizeGEO Crosses 100 Brands As Michael Kassan Invests✦Abhigale Barretto Moves To Alkem From The Agency Side✦How The Vertical Frame Became The Default✦The Prompt Is Not The Asset✦Who Pays For The Tokens✦Why Good People Leave Advertising✦The Festive Creator Rate Card✦Spec Work Just Got Cheap. So Did The Pitch.✦R.G. Chandramogan, Who Started With Ice Candy✦Licensing A Face In The AI Era✦What Gen Z Actually Means By Work-Life Balance✦Ten-Minute Delivery Changed What Fitness Brands Can Sell✦OptimizeGEO Crosses 100 Brands As Michael Kassan Invests✦Abhigale Barretto Moves To Alkem From The Agency Side
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#brand strategy

A flat vector figure holding up a small brand sign while a large magnifying shape reads the evidence scattered around them, on cream
The Ai Shift

The New Cost of Market Entry: Building a Brand AI Can Trust

4 days ago

Halftone collage of a trophy repeated in a row, each one smaller than the last, for the follow-up to a hit campaign
Creative Room

What Happens After A Hit Campaign

2 weeks ago

Halftone collage of three megaphones stacked and overlapping, for brands built without advertising
Tribe Ticks

Why Some Of India’s Biggest Brands Were Built Without Advertising

2 weeks ago

A halftone figure standing on a cut-paper platform that is visibly being pulled out from under them, on a saturated coral ground
Social First

What Happens To A Brand When The Algorithm Changes

2 weeks ago

Halftone collage of a ribbon and scissors on a torn horizon band, for how D2C changed brand launches
Tribe Ticks

How D2C Changed What A Brand Launch Looks Like

3 weeks ago

Halftone collage of an empty pedestal in deep negative space, for why brands stopped making mascots
Tribe Ticks

Why Indian Advertising Stopped Making Mascots

4 weeks ago

Purnima Lamba, chief brand officer at Mahindra Group, photographed against a flat butter yellow background
People

Purnima Lamba Leaves Unilever To Run The Mahindra Brand

Sep 3, 2026

A halftone paper cutout of an electric scooter and a charging plug on a flat coloured background
Brands

Ather Builds An Ownership Business Around The Scooter

Aug 31, 2026

Gatha Dhingra, brand strategy lead at Snitch
People

Gatha Dhingra Joins Snitch As Brand Strategy Lead

Aug 31, 2026

The Minimalist wordmark in white on a hot pink background
News

The Minimalist Deepens Its AFC Furniture Solutions Mandate

Aug 28, 2026

Sai Karthik, senior vice president and head of strategy, South, at Ulka
People

Sai Karthik Joins Ulka As SVP And Head Of Strategy, South

Aug 26, 2026

Achyuth Chirravuri, brand marketing lead at UMM Skincare
People

Achyuth Chirravuri Joins UMM Skincare As Brand Marketing Lead

Aug 21, 2026