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Rethink your brand playbook

by Kevin Perlmutter
Indian Management November 2025

"Busting the following myths-
MYTH 1: Marketing should be persuasive.
MYTH 2: People care about your brand's ‘why’.
MYTH 3: B2b brands should avoid emotion in marketing.
MYTH 4: Company leaders know why people buy their brand.
MYTH 5: Customers are brand loyal."

Kevin Perlmutter is the author of Rethink your brand playbook

Latest Articles

Lead change before it happens

In an era of constant disruption, the most effective boards are those that anticipate change rather than react to it.

by Marianna Zangrillo and Thomas Keil
Indian Management May 2026

Designing work, not decorating it

"Myth 1: Employee experience is about ping pong, perks, and parties—not profit.
Myth 2: HR is in the Employee Experience driver’s seat.
Myth 3: We handled this a few years ago.
Myth 4: An annual engagement survey is enough.
Myth 5: Technology will make work less human."

by Dean E Carter
Indian Management February 2026

More From The Category

Designing work, not decorating it

"Myth 1: Employee experience is about ping pong, perks, and parties—not profit.
Myth 2: HR is in the Employee Experience driver’s seat.
Myth 3: We handled this a few years ago.
Myth 4: An annual engagement survey is enough.
Myth 5: Technology will make work less human."

by Dean E Carter
Indian Management February 2026

Resilience is not optional

Busting the following myths:
MYTH 1: Resilience is a personal trait.
TRUTH: Resilience is a collective strength.
MYTH 2: Resilience is optional, something we build only when times get tough.
TRUTH: Resilience is the foundation for lasting success.
MYTH 3: Resilience means pushing through no matter what.
TRUTH: Real resilience requires pause, reflection, and recalibration.
MYTH 4: Resilience and vulnerability do not belong in the same conversation.
TRUTH: Vulnerability is a catalyst for resilience.
MYTH 5: Resilience is about returning to normal.
TRUTH: True resilience transforms what comes next.

by Dr Lamell McMorris
Indian Management December 2025
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