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A successful brand is not an overnight phenomenon. It is built, nurtured and the purpose behind it is crafted meticulously with strategy and one more important ingredient – the fine art of brand storytelling. This does not mean we can dismiss it as a fantastic narrative that aims to temporally engage the target audience. The...

The changing landscape of marketing Since the last couple of decades, Performance Marketing has taken the drivers seat with companies pushing for metrics, analytics and the all beloved numbers at the end of allocating budgets and implementing the much evolved performance marketing tools. However, the unasked  question remains : Is Performance Marketing adequate to drive...