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CONTENT & CULTURE

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This week, Hamsini Shivakumar, Founder, Leapfrog Strategy Consulting, writes that brands need to do more just than inject pleasure and enjoyment into consumers' lives. They need to impose the importance of living cautiously upon their audience

By Hamsini Shivakumar
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Read Hamsini Shivakumar, Founder, Leapfrog Strategy Consulting's analysis on brands that want to get their money's worth through more long-term returns than a mere uptick in positive sentiment for a brief period. It is a list definitely worth discussing at the next team meeting

By Hamsini Shivakumar
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Through content, brands are trying to undo the definitions of parenthood set by advertising, which have been largely focussed on the mother-child unit, and expand its understanding to something more gender-neutral, writes Hamsini Shivakumar, Founder, Leapfrog Strategy Consulting

By Hamsini Shivakumar
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At a time most brands across the globe are theming their content around hope and positivity, only being able to resonate with the consumers' cultural background can help them stand out in the clutter, writes the Founder of Leapfrog Strategy Consulting

By Hamsini Shivakumar
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To help answer this question, Shivakumar, Founder, Leapfrog Strategy Consulting, has studied four examples of branded communication – two with child influencers and two storytelling-driven pieces featuring kids

By Hamsini Shivakumar
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After writing 30 articles for BuzzInContent's section Content & Culture and analysing more than 80 pieces of branded content in over seven months, this week, the Founder of Leapfrog Strategy Consulting looks back at all the insights and lists them as five stages one must pass through in his or her journey to creating meaningful branded content

By Hamsini Shivakumar
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The Founder of Leapfrog Strategy Consulting writes that given the times we are living in, if brands start relevant and wide-reaching conversations to grow awareness around mental well-being, they could make a dent in the social handling of the issue and, of course, be remembered fondly as changemakers by consumers

By Hamsini Shivakumar
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The Founder, Leapfrog Strategy Consulting, says there is almost a white space when it comes to branded content which furthers the cause of eco-friendly, cruelty-free, sustainable and zero waste consumption in India. Unilever's entry into this space – even if at a global level – is a sign of a growing clientele for such products

By Hamsini Shivakumar
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The Founder of Leapfrog Strategy Consulting writes that CarDekho's example is a lesson in how brands can bring synergy between branded content and ads. Just because the two formats serve different requirements and may be used to address different segments, it doesn't mean they need to differ in how they build the brand

By Hamsini Shivakumar
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The founder of Leapfrog Strategy Consulting writes about the similarities and differences between the purpose-driven branded content created by non-profit organisations and commercial brands

By Hamsini Shivakumar
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This week, the Founder of Leapfrog Strategy Consulting analyses branded content created by Wakefit, Philips, Duroflex, Centuary Mattresses, Peps Industries and how it is helping them to create a habit of good sleep and set them up as shapers of culture and culture change

By Hamsini Shivakumar
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The Founder of Leapfrog Strategy Consulting writes how the agency breaks the boundaries between marketing and HR by introducing branded content to the latter through 14 short minisodes, showcasing the work atmosphere at the company

By Hamsini Shivakumar
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Hamsini Shivakumar, the Founder of Leapfrog Strategy Consulting, writes that by turning into a publisher instead of seeking sponsorship for visibility, Asian Paints shows how brands can reclaim importance by retraining the focus on their audience instead of themselves, unlike in the past where visibility came at the cost of interruptions in the consumption experience

By Hamsini Shivakumar
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The founder of Leapfrog Strategy Consulting writes that Cookbook is a reminder for those who see branded content as equal to online content – that while brands must talk to consumers in the virtual space since that is where they spend a large part of their day, brands must also communicate with them in a world that is more real and tangible to them

By Hamsini Shivakumar
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This week, the founder of Leapfrog Strategy Consulting deciphers how Women's Day as an occasion resonates with Indian women and why do brands go gaga over it. She writes it is unclear what gap Women's Day is filling. Often, its messaging overlaps with the kind created for Mother's Day and Rakshabandhan

By Hamsini Shivakumar
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Hamsini Shivakumar, Founder, Leapfrog Strategy Consulting, writes that the brand's attempt at visibility has turned into sponsorship, what should have painted a brand persona has become a confused mix, and going for distinctiveness has landed it with an unsteady approach to comedy

By Hamsini Shivakumar
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Hamsini Shivakumar, Founder, Leapfrog Strategy Consulting, writes how performance poetry is the new kid on the block, a new approach to build and sustain an emotional connection. Its strengths are the very opposite of human-interest story videos — the videos are indirect, polished and slick; and deal in fictional emotions

By Hamsini Shivakumar
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Hamsini Shivakumar, Founder, Leapfrog Strategy Consulting, writes that stand-up comedy as branded content can only succeed when it is based on the fundamentals of what branded content is supposed to be — a way for brands to participate in culture

By Hamsini Shivakumar
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