Management Perspectives

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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

Building cultures of adaptability

Organisations often forget that their earliest successes were built on curiosity, creativity, and constant reinvention. As AI reshapes the nature of work, these qualities become essential for survival. Reinvention cannot be delegated to innovation teams or episodic transformation initiatives.

by Dr Helmut Schuster and Dr David Oxley
Indian Management March 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

The real leadership risk

"Debunking the following myths-
Myth 1: Ego is a character flaw.
Myth 2: Strong leaders are above the ego.
Myth 3: The ego only appears as arrogance.
Myth 4: Ego management is ‘soft’ leadership work.
Myth 5: Managing ego weakens ambition."

by Christie Garcia
Indian Management February 2026
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