Remember when subscriptions felt like a perk? Now, for many, they're starting to feel like a
permanent bill, a convenient trap that's losing its lustre.
For the first weekly edition of our marketing newsletter, we're diving deep into the
"subscription revolt," exploring how consumers are taking back control and pushing brands to redefine "value". It's no longer just about endless access; it's about ownership, flexibility and empowering the customer.
As would be appropriate for our inaugural edition, we also draw insights from the branding master,
David Aaker, who gave wings to the term Brand Equity.
His column nudges you to understand how true disruptive innovation is fueled by branding.
Discover how brands are moving beyond just being liked to becoming "must-haves," creating new categories and building unshakeable
market leadership.
To put marketing theory to practice, we top up this weekâs edition with an interaction with
Ruchika Malhan Varma, CMO, Generali Central Insurance Company.
She drops useful tips on how marketers stay ahead of the curve in a dynamic environment. Join us as we uncover how the smartest brands are not just surviving, but thriving.
Happy marketing,
The ETBrandEquity Team
Also read:Fits, feeds and futures: How brands win Gen Z fashionWhen sneakers meet loafers: The rise of India's hybrid shoe revolutionBurgers to beauty: Brands ride Korean waveYoungistan drinks to good health with no/low alcohol spirits'Why not?' Europeans warming up to Chinese electric cars
