I’m a Partner at Shift., and have been working in marketing, advertising, market research and brand consulting across India, China and South East Asia for 20 years.
We started Shift. with the conviction that branding in emerging markets needs an approach that is practical not pedantic, diverse not formulaic. Our goal is to create brands that mirror the energy and boldness of the markets we operate in. And to build a business characterized by passion, brutal honesty and a sense of humour.
At Shift. I develop brand strategy for our clients, making recommendations on portfolio architecture, customer insights, positioning, communication planning and their implications for brand expression. All too often companies treat strategy and design as distinct functions, but at Shift. we believe strategy needs to be insightful and imaginative, just as design needs to be strategic. That’s what keeps us honest and relevant. And helps our clients turn ideas into profits.