Management Perspectives

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Cognitive ease to the rescue

by Sandeep Dayal
Indian Management March 2022

Brands are not just built around beliefs and biases of the past. About 5 per cent of the time, we use a process of deliberation to make choices where we use spreadsheets to look at the cost benefits and logic to evaluate the pros and cons of choices. Marketers can leverage the power of cognitive biases for designing, positioning, and/or repositioning their brands.

Sandeep Dayal is a marketing and strategy leader. He is author, Branding Between the Ears: Using Cognitive Science to Build Lasting Consumer Connections.

Latest Articles

The living mentor

If academia learns to treat connection as a discipline, not an afterthought, it can turn its most intangible quality—trust—into its greatest strength. The choice is clear: either humanise leadership now, or risk losing the humanity we claim to nurture.

by Rajeev Kumar Mehajan
Indian Management November 2025

Leading with impact

Mastering the art of people management is an ongoing process that requires continuous learning, self-reflection, and adaptation. Effective people managers must develop strong communication skills, emotional intelligence, and a deep understanding of their team’s needs and motivations.

by Sanjay Koul
Indian Management November 2025

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Social commerce unboxed

The next few years will likely blur the boundaries further. Imagine a world where a viral Instagram reel leads to a purchase within seconds, payment happens instantly through UPI, and the item arrives at your doorstep in under an hour via quick commerce.

by Dr Sandip Nandi, Dr Tapash Ranjan Saha, and Dr Debasish Sur
Indian Management November 2025

Brand yourself

Whether you know or not, whether you like it or not, you are a brand. Your ‘branding’ happened soon after you were born, and has happened through the various phases of your life. In this age of branding, it is not just companies and products but also people who need reputation management.

by J Devarprakash
Indian Management March 2024
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