Articles by Pooja Nair

Most mentions of Gen Z tend to be clubbed with millennials. Several research reports from notable authorities do the same. As a millennial, this feels…

Customer trust is key to driving business success. There were times when trust could be fortified with endorsements, testimonials from seemingly real users, or even…

I was introduced to the technicalities of operating a SLR camera back when I was pursuing post graduation in mass communication in 2002. I found…

Generation X was named after a book. Author Douglas Coupland’s 1991 novel, Generation X: Tales for an Accelerated Culture, struck a nerve and the name…

When Facebook validated ‘it’s complicated’ as a relationship status back in the mid 2000s, it was an amusing novelty for many. Others nodded in approval,…

This is arguably the most dramatic of changes to hit brand building and marketing as a domain, in the last decade or so. Customers have…

I am a product of 20 years of mainline advertising consultancy experience. However, in the last 3-4 odd years especially, I felt the pressing need…

To quote American Blues Musician, who goes by the stage name Little Axe, “If you want loyalty, get a dog”. It poignantly illustrates the futility…

The year was 2010. I was working at Publicis India in their Mumbai office. The planning lead there had implemented an initiative in office, which…

Uber, WhatsApp, Airbnb, Canva. There are many such brands born in the past decade worthy of mention, but to make our point, these 4 brands…