New Delhi — In the early 2010s, purchasing a smartphone felt like a major milestone. Consumers would meticulously research processors, camera megapixels, and battery life, yet the final protective case was almost always an afterthought. Buyers routinely settled for generic, unbranded plastic shells bought from local vendors—cheap, commoditized items largely imported from manufacturing hubs in […]
The Currency of Credibility: Redefining Brand Trust in the Age of Commodity
17th Digital Leadership Summit, Bengaluru | July 31, 2026 In an era defined by the frantic pursuit of digital visibility, where marketing budgets are often measured by "cost-per-click" and "share-of-voice," a fundamental shift is occurring in the Indian business landscape. The 17th Digital Leadership Summit in Bengaluru, held on July 31, 2026, served as a […]
Beyond the Commodity Trap: Insights from the 17th Digital Leadership Summit
Bengaluru, 31 July 2026 — As the marketing landscape undergoes a seismic shift driven by the democratization of AI and the rapid commoditization of convenience, the 17th edition of the Digital Leadership Summit, held at the Taj MG Road, provided a sobering reality check for the industry. Co-hosted by Google and Cheil, the summit brought […]
Escaping the Commodity Trap: Why the Pursuit of Cheap, Fast, and Good is a Losing Game for Modern Businesses
GLOBAL BUSINESS DESK — In the modern commercial ecosystem, the holy grail has long been perceived as an unyielding triad: providing a product or service that is simultaneously the cheapest, the fastest, and the absolute best in the market. Conventional wisdom suggests that if an enterprise can successfully unlock this mythical combination, it will permanently […]