Category Archives: insights
The Press Release: Why Most Don’t Work and How to Fix It
About a year ago, a client briefed my team and me on an exciting new product they were launching that could have changed the way the world looks at the AI industry. It was so unique in the way it works but more importantly, a team of just a handful of engineers had created something […]
From Tom Sawyer to AP x Swatch: Why the Best PR Makes People Beg to Participate
Mark Twain understood demand engineering long before anyone invented the term. In The Adventures of Tom Sawyer, young Tom is sentenced to whitewash a long fence on a Saturday morning. It’s an acute form of drudgery, and such a punishment that Tom has every reason to be miserable. Instead, he makes the job look so […]
What is brand salience? How to build it for a startup? How to keep your brand top of mind with customers in India?
Brand salience separates brands that win from brands that disappear. Most Indian startups chase awareness and wonder why sales stall. Brands like Swiggy, Zomato, and CRED have built strong brand salience. They surface in consumers’ minds first, fast, and without prompting. So what exactly is it and how do brands achieve it? What Is Brand […]
Why India Is Growing in Influence for PR and Communications Strategies
Every global brand eventually confronts the same strategic crossroads. “Which new market will drive our next decade of growth?” Most boardrooms point to Southeast Asia or Latin America but the numbers point somewhere else entirely: India. It is already the world’s fifth-largest economy and the fastest-growing major one. India will become the world’s third-largest economy […]
How AI Companies Should Communicate Workforce Changes Without Destroying Their Reputation
AI companies face a uniquely brutal communications challenge. They sell the promise of intelligent automation while simultaneously managing the human cost of it. When workforce changes hit, how leadership communicates those changes determines whether the company emerges with its reputation intact or hands the media a devastating irony they will run with for months. This […]