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The battle for brand purpose: It is not CRS

Ralph Tathagata
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Time to get back to reality Holly Tucker MBE, founder of Not On The High Street recently delivered some ‘sage’ advice for brands at her keynote at MAD/Picnic. The resulting soundbites have snaked like demonic whispering tendrils through social media, finding sycophantic agreement on LinkedIn and confused disbelief on #strategytwitter. For those that missed it, […]
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India’s latest Google probe sparked by junior antitrust researchers

Marketing Edge
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NEW DELHI: Two junior Indian antitrust research associates and a law school student were behind a complaint that sparked a probe into Google‘s alleged anti-competitive practices in the country, in what has become another regulatory challenge for the U.S. firm. The Competition Commission of India (CCI) ordered a full-blown investigation into Alphabet Inc’s Google in April for alleged abuse of […]
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Three Crowns treats ‘Mothers’ Heart’ with free milk-based breakfast on World Milk Day

Ralph Tathagata
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To care for their hearts and physical well-being, over 8 000 consumers, especially mothers, have been provided with low cholesterol milk-based breakfast by Three Crowns Milk, one of Nigeria’s leading dairy brands. Endorsed by the Nigerian Heart Foundation as the nation’s only heart-friendly milk low in cholesterol, Three Crowns made by FrieslandCampina WAMCO tagged its […]
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Pepsi plans to test out selling water in cans

Ralph Tathagata
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PepsiCo Inc., facing an industrywide backlash against plastic, will experiment with putting its Aquafina water in cans. The beverage giant will begin selling the cans next year, offering them to partners such as stadiums and restaurants, PepsiCo said on Thursday. The company also will try out the repackaged product at some retail stores. If the […]
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Is your brand telling a compelling story?

Ralph Tathagata
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Data-driven storytelling has radically altered how stories are told in the 21st century. According to a report, by 2020, 1.7 megabytes of data will be created every second, for each person on earth. Leveraging the colossal amounts of digital data available to create highly visual, engaging and targeted stories will prove incredibly potent from brands and […]
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Marketing gave me the opportunity to satisfy my natural instinct, says former NIMN President

Ralph Tathagata
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The former President, National Institute of Marketing of Nigeria, NIMN, Omoba Yemisi Shyllon, has revealed that he chose marketing as a profession because it gives him the opportunity to satisfy his natural instinct. Omoba Shyllon stressed that he was still practicing marketing as a profession because he runs one of the most arts marketing organisations […]
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Jumia Declares 58% GMV Growth in Q1

Ralph Tathagata
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Jumia has announced a 58 per cent growth in its Gross Merchandise Volume (GMV). This development was made known in its first quarter 2019 financial results. As stated by the results, Jumia’s adjusted Earnings Before Interest, Taxes, Depreciation and Amortization (EBITDA) loss as a percentage of GMV, improved from negative 19.8 per cent in the […]
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