Marketing consultant and business leader, Collins Oforgu, is not new to the world of brand campaigns. But what he sees now, more than ever, is a shift that many Nigerian agencies are not prepared for.

Recognition is meaningless when people quickly grow bored with brands. Brand awareness is a shallow metric. It tells you if ...

"A fundamental aspect of a brand's role is to reduce risk in decisions," says Kaustuv Chatterjee, Brand Director at Bennett Coleman & Co. Ltd. Check out this video to know more.

In a marketplace saturated with messages, platforms and products, brand awareness isn’t just about being seen. It’s about ...

The brands that succeed aren't merely selling products; they're building audiences by operating like media companies.

SEO data isn’t just for rankings. It’s a tool for brand intelligence. See how search trends exposed big shifts in the sports drink industry.

Researchers from the University of Rochester and the University of Maryland have published a study that examines whether and ...