Weekend-Reading

1. Brands need to tell stories for the greater good: In a challenge to brand custodians and business leaders during a forum session at Dubai Lynx 2014 called ‘Storytelling for the Greater Good’, I started a conversation on the need for corporates to work towards building brands that impact society positively, while practising a similar internal culture. The article talks about storytelling to story living. Read more here.

2. B2B Social Media Marketing - Don’t do it the wrong way: B2B buying decisions have a lot to do with social media. While social media has become crucial for B2B purchase decisions, there are some fundamental differences which B2B marketers need to be careful about. The article takes a look at them. Read more here.

3. Digital is a big pull for the customer in the insurance sector: Saujanya Srivastava, CMO, Bharti AXA Life Insurance: The digital revolution has brought about a sea change in attitudes giving the insurance sector a fresh impetus. Instead of postponing purchase decisions, the customer is now buying these policies online. Hence the online customer is a more active customer says Saujanya Shrivastava, Chief Marketing Officer- Bharti AXA Life Insurance. Read more here.

4. Sex, politics, religion and ‘sanskar’ – All India Bakchod’s mantra: The story talks about Tanmay Bhat and Gursimran Khamba, the co-founders of All India Bakchod, a startup that lives and sells humour. Read more here.

5. How the Compostwali is Helping Bangaloreans Clean Up Their Mess: Some 8 years ago, a woman who grew up in Bangalore figured out that the city was rapidly heading towards a major garbage crisis and there should be something she could do about it. Soon, Poonam Bir Kasturi, who lived in the garden city, decided to put her industrial design skills to test and build a simple composting solution for households. Read more here.