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Ideas, perspectives and intelligence shaping modern marketing, media, sports, digital and brand growth. Written by Founder Faiz Asmal, sourced and dated. For company announcements, see News.

Influencer & Creator Marketing · 20 September 2026 · 7 min readInfluencer Marketing: Why Follower Count Is No Longer EnoughFor years, influencer marketing was built around one number: followers. That logic is becoming hard to defend. Influence isn't the same thing as audience size — and brands need a better way to evaluate creators.

Marketing & Strategy · 20 September 2026 · 7 min readWhat 360° Marketing Really Means for Modern BrandsMost "360° strategies" are a list of channels on one slide. Real 360° marketing is a single consumer journey, with every channel given a distinct job.

Media & Advertising · 20 September 2026 · 7 min readWhy Media Planning Needs to Become More IntegratedNobody moves through their day channel by channel, so a media plan built that way works against them. With India's ad market at ₹1.11 lakh crore and digital at 44%, this is what an integrated plan looks like.

Sports & Partnerships · 20 September 2026 · 8 min readHow Brands Should Evaluate Sports Sponsorships in IndiaIndia's sports economy has passed ₹18,800 crore, and cricket takes 89% of it. Here is how to judge a property on rights quality, audience fit, activation cost and business outcomes, not reach alone.

Digital & Discovery · 20 September 2026 · 8 min readSEO, AEO and GEO: How Brand Discovery Is ChangingRanking on Google still matters, but it is no longer the only way people find brands. As search turns conversational, SEO, AEO and GEO serve one goal: being the answer when people ask.

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