Reactive advertising keeps brands in the cultural conversation, but does it build loyalty or just fuel fleeting buzz? As Pepsi and Coke trade jabs, the debate over competitive advertising’s true impact continues.
True
navonil chatterjee
Brand banter or brand blunder? The fine line in cola wars
ambush marketing
brand chatter
chord
coca cola
gautam reghunath
navonil chatterjee
pepsi
shivangi shekhar
talented
thought blurb communications
titus upputuru
vinod kunj
When your product makes health claims, but your brand ambassador suffers a heart attack
Dentsu
navonil chatterjee
In India, Sourav Ganguly’s heart attack has become an issue for Fortune Rice Bran Oil. Brand strategists explain Fortune’s possible roadmap and how brands can learn from this unforeseen backlash.