Akhil P Nair

This is part 2 of a two part series. To read the first part, click here. In our last FreeFlowing article we introduced the topic of employer branding and discussed why it’s important. In this newsletter, we will breakdown the concept of “Employee Value Proposition” or EVP, that is the bedrock for employer branding efforts. … Read more

This is part 1 of a two part series. To read the second part, click here. What is employer branding? Think back to the last time you were considering a job change. What made you choose one company over the other? What made you proactively apply for certain companies even when you were happy with … Read more

In our last edition we explained the nuances of B2B marketing that make B2B marketing landscape unique. You can read the article here. We also mentioned that B2B marketing playbook is evolving, thanks to a host of cultural and social trends. Let’s take a look at some of these trends and their impact: When it … Read more

This is part 1 of a two part series. To read the second part, click here. What is B2B Marketing? At its simplest, B2B marketing refers to the marketing of products or services to other businesses. B2B marketing is relevant to a spectrum of products and services – ranging from SaaS, security and enterprise solutions … Read more

This is part 2 of a two part series. To read the first part, click here. Principles, Perks and Perils of Personal Brand Building In our last edition of FreeFlowing we touched upon the premise of personal branding and explained why building a personal brand is important for everyone. In an increasingly individualistic and interconnected … Read more

A prophecy that turned true This is part I of a two part series. To read part II, click here. Way back in 1997, celebrated business consultant Tom Peters wrote a magnificently prescient article in the Fast Company magazine. Titled “The Brand called You,” it was almost a deep prophecy about how the hitherto nebulous … Read more

This is part 2 of a two part series. To read the first part, click here. Positioning: A quick recap In our last edition of free flowing, we talked about the concept of brand positioning and introduced the 3-R model for identifying a good positioning. You can read the full article here. We also touched upon … Read more

This is part 1 of a two part series. To read the second part, click here. What is Positioning? In their 2001 classic, “Positioning: The Battle for Your Mind”, Al Ries and Jack Trout defined Positioning as “an organized system for finding a window in the consumers’ mind”. This definition states 2 very important facts … Read more