Branding agency costs
Reena, typically agency costs are calculated on a cost-per-day basis for all the different skill-sets needed for a project. The truth, howeve......
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Archives forStrategy
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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3 steps to building company culture
3 steps to building company culture. Here goes, Anshila
1. Define the values that will help you achieve your busine......
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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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Funding and mentorship for startup (MVP Ready)
Congratulations on the MVP, Bharat. In my opinion, there is only one thing you should focus on to get investors and mentors interested. Find a gro......
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Bootstrap or fundraise for a 2 year-old startup
I think you may have answered your own question, Saba. If you are out of runway, then the only thing to do is to put all your energy behind fund-......
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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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Inexpensive consumer research
As a first step, draft a maximum of 3 customer-related questions that you wish you had answers for. Two of these are likely to be: What do customer......
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Meeta Malhotra
Currently I am founder at The Hard Copy, an online publication focused on design, content, growth and innovation in India. It covers original content that you won’t find anywhere else, including case studies, interviews and industry analyses. Sign up here for our popular weekly newsletter, often written by me.
I have always work at the intersection of brand, design and technology.
A closet geek, I started my career with Infosys when they were just starting up. I was one of two partners at Ray+Keshavan, the country’s leading brand and design consultancy, before its acquisition by WPP-owned Brand Union. I’ve had the privilege of creating brands like Airtel, Kotak Bank, Mother Dairy, Titan, Arvind, Fortis, Max, Aditya Birla Capital, Vistara Airlines and many more. Because I’ve always wanted to develop a product, I co-founded KineticGlue, a social enterprise platform that was acquired by BMC Software in 2013. I was then part of the founding team at Varana, a luxury fashion brand that aims to take Indian craft and design techniques to a global market (www.varanaworld.com) I am also an active angel investor and advisor with Kstart, Kalaari Capital’s seed stage fund.