What sets 2018 apart from previous years is the magnitude of the shocks that hit our brand ecosystem, says Bharat Bambawale.

Marketers are required to be more Sisyphus than The Vitruvian Man, says Bharat Bambawale.

Adding oomph to an ageing brand?. When the first wrinkles appear, the search for the fountain of youth must begin!

There is a beguiling allure to 'masstige' brands, which trade places up and down the value spectrum. But they aren't always easy or successful.