brand strategy

The collapse of court‑ordered mediation in the trademark clash between InterGlobe Aviation Ltd (IndiGo) and Mahindra Electric Automobile Ltd has pushed a high‑profile brand dispute toward a full hearing in the Delhi High Court, with the matter listed for admission and marking of exhibits on...

Three different pieces of consumer technology—TiVo’s DVR hardware, Microsoft’s Windows 10, and Apple’s Clips app—reached the end of the line within weeks of one another, and the way each one was retired provides a practical playbook for how brands should manage obsolescence, protect users, and...

Two of the world's largest tech brands skipped the obvious ordinal, jumped a number, and left millions asking the same question: why was there no Windows 9 and why was there no iPhone 9? What looks like a quirky coincidence on the surface actually sits at the intersection of legacy technical...

Microsoft’s bold foray into nostalgia-driven fashion has arrived in the form of exclusive anniversary edition Windows XP-themed Crocs. Wrapped in the unmistakable colors and imagery of Windows XP's Bliss wallpaper, these limited-edition clogs serve as both a celebration of computing history and...

AI is rapidly reshaping the landscape of content creation, moving beyond mere productivity enhancements to fundamentally transform strategies in marketing, design, and consumer engagement. Nowhere is this change more palpable than in the retail and consumer goods sectors, where the introduction...

Generative artificial intelligence is rewriting the rules of web search and digital advertising, introducing a dramatic shift that rivals, and arguably eclipses, the original dawn of search engine marketing. Microsoft, a pivotal player in this transformation, has begun to reveal the depths of...

The red carpet at the Cannes Lions International Festival of Creativity has long been reserved for the world’s top advertising executives, visionary marketers, and multinational brand leaders. But as the creator economy continues its meteoric rise across digital platforms, the festival’s gates...

Microsoft Security, for a long time, conjured up the same images for most people: padlocks, digital chains, keys, and shields—iconic and undeniably overused tropes in visualizing security. With the cybersecurity landscape rapidly evolving and the average user’s expectations shifting, Microsoft...

With the automotive world’s growing fascination for special editions and unique themed releases, Mahindra’s newly launched Thar Earth Edition stands out as the latest entry in this high-stakes branding arena. Priced at Rs 15.40 lakh (ex-showroom), this special edition of the Thar is not just...

In the fast-evolving world of beauty and cosmetics, data is the new foundation for innovation. The Estée Lauder Companies (ELC), one of the world's largest and most prestigious beauty conglomerates, has made a decisive move to leverage artificial intelligence—partnering with Microsoft to launch...

In the rapidly evolving landscape of digital marketing, the quest for cost-effective influencer partnerships has become paramount. Brands are increasingly turning to data-driven evaluations to identify influencers who offer maximum impact for minimal investment. Recent analyses by leading...

Adobe has just made a bold move that is sure to ruffle the feathers in the creative technology space—and Windows users will want to sit up and take notice. In a recent announcement, Adobe revealed that Omnicon will serve as its Worldwide Agency of Record, signaling a strategic pivot in how the...

If you've been keeping tabs on Microsoft's branding strategies, you might have noticed that "Microsoft 365" recently underwent a significant identity transformation. Now called "Microsoft 365 Copilot," this new moniker is Microsoft's latest bid to integrate generative AI branding into...

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