Choosing between Technology, Social Media or PR for a startup
Hey Shipra
As a startup, I’m afraid you can’t decide to pick only one of the three – you need to fire on all cylinders and the......
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Archives forMarketing
Emotional vs functional messaging
Emotional vs functional messaging is the most misunderstood area in branding, Anahita so no wonder that you are confused. Somewhere along the way,......
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How to market an astrology startup
Very interesting Gaurav. I haven’t had time to checkout your site but do wonder what a truly good digital avatar for astrology would look ......
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Should digital marketing teams report to CMO?
This is a hotly debated question Srikant, with no easy answer, at least in the short-term. Long-term, the answer is unequivocal. Your digital marke......
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Quick metrics for marketing effectiveness
I sympathize with your dilemma Hitesh. The truth is that investment in brand does require a long-term view and not too many metrics will reflect ch......
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Quick, cheap startup marketing
Anshul, I know it can seem daunting when you are trying to launch a new concept, so break the task down.
- Who you are speaki......
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Startup marketing: Advertising vs PR
Hello Rohan,
Advertising is primarily to target end-customers while PR is more effective for investors. Here’s what I would recommend:......
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Growth-versus-profit dilemma for young startup
Hello Sonal
Congratulations on the fund-raise. The pressure to grow with decent unit economics is actually a blessing in disguise because it......
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So many ecommerce ads! Why do ecommerce companies advertise on TV?
Hello Curious Guy,
I get asked that question a lot by sceptics. The biggest benefit of advertising on TV for ecommerce companies is an immed......
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Starting Banana Chips Brand
Creating a new food brand is an ambitious goal but the good news is that as you say, I don’t believe a big banana chips brand exists yet. I ......
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Meeta Malhotra
I work at the intersection of design, brand and technology. Over the last few years, I have added mindfulness to the mix in an attempt to understand how we can be the best version of ourselves.
A closet geek, I started my career with Infosys when they were just starting up. I was one of two partners at Ray+Keshavan, a brand and design consultancy, before its acquisition by WPP-owned Brand Union in 2006. I co-founded KineticGlue, a social enterprise platform that was acquired by BMC Software in 2013. I am currently co-founder at startup No 3, which will bring two unique brands from India to global markets. Varana, an East-meets-West fashion and lifestyle brand (www.varanaworld.com) and Almora, a personal care brand based on Contemporary Ayurveda (www.almorabotanica.com). I am also an active angel investor and advisor with Kstart, Kalaari Capital’s seed stage fund.
What we need right now are less ivory-tower discussions and more voices from the trenches. This site is an attempt to share whatever knowledge I have gained. Be it branding or mindfulness and meditation, the caveat is that it must be something I have actually practiced and not mere theory. If you have a question, send it in and I’ll do my best to answer it.