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

From pushback to progress

Resilience in communication comes from being prepared. Whether you are introducing a new idea or facing resistance, using these approaches will help you stay ready, confident and resilient.

by Isobel Rimmer
Indian Management December 2025

Financial metamorphosis

Domestic financial institutions need to embrace global expansion and innovation and view IFSCs as facilitators rather than rivals. Building regulatory trust, streamlining processes, and aligning incentives will all contribute to the development of a cooperative ecosystem that fulfills the promise of financial transformation.

by Dr Manik Chakraborty and Pallavi Banerjee
Indian Management December 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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