Unwrapping good in the world — one pun at a time

Hiya! My name is Nitish (pronounced as ni.tish). In a nutshell, I’m a professional marketer at a firm that operates in the innovation consulting space in Toronto, a content writer, and a travel junkie.

I don’t typically like to write about myself. Honestly, I just wouldn’t know where to start. As a writer, you may wonder how is this a tough task?

Let me tell you, it’s probably the hardest piece I have ever attempted.

The idea behind this story is to tell you a little (or a lot) about myself, what I do, how I began my writing journey…


REALLY GOOD MARKETING

A reminder for us to appreciate the little things that were earlier taken for granted

Woman in front of a floral version of the Emirates aircraft.
Woman in front of a floral version of the Emirates aircraft.

The expression, “I can’t wait to walk down the aisle” may not only be reserved for brides or bridegrooms anymore. Especially after what we’ve been through.

In 2020 — at a time where most airlines weren’t placing any effort in creating ads to entice customers to travel, Emirates decided to launch a new one. Remember, this arrives at a time when global aviation was at a standstill and Emirates had their entire fleet and operations grounded.

Watch the heart-warming video below. You may or may not want to have a box of tissue papers around for this one.


Why B2B companies must find a balance between the two

Two boxers in a boxing ring.
Two boxers in a boxing ring.

The impact of COVID today may not seem as significant as they were a year back. However, business owners (especially in the B2B market) may disagree with this statement. The pandemic has thrown them off their game, forcing them to adapt to changing conditions and incur serious losses.

The adoption of digital and social channels has accelerated across industries and become the mainstay for most of the marketing campaigns launched today. However, B2B marketers have been crippled (of sorts) to resort to digital-first channels instead of their usual lucrative face-to-face meetings.

“When B2B marketers could no longer connect with buyers…


If your goals are nothing, you’ll hit them every single time

A potrait image of a man smiling in front of a dark background.
A potrait image of a man smiling in front of a dark background.

Setting goals are often misconstrued. They are thought to be boring exercises involving strict deadlines, targets, and milestones with no real reward at the end (unless followed diligently).

Goal setting, however, does not need to sound this boring or demotivating. We all understand its importance, but don’t pay enough attention to how impactful it can be as we progress through life.

Think about your goals. How often do you revisit them once set? You’re not alone. An article on Psychology Today, estimates that ninety-two percent of us generally struggle to stick to our goals.

Being absolutely clear about your goals…


Understanding customers will always be greater than your brand

A number of promise locks.
A number of promise locks.

The digital world we live in has people constantly battling between information overload, noise, and extensive marketing, making it nearly impossible to get your message across, or even be remembered.

Unless you can make people feel good about themselves. I mean who doesn’t like being coddled? And the quicker brands can understand this, the better they can get with their marketing efforts.

“Don’t push people to where you want to be; meet them where they are.” — Meghan Anderson, VP Marketing at Hubspot

As a brand, you may think this is an easy task considering the technology we’re presented with…


Hint: It involves a simple arm exercise, thanks to TikTok

Nurse placing bandage on female after the COVID jab
Nurse placing bandage on female after the COVID jab

You wake up early on a Monday morning, patiently waiting your turn on your healthcare portal to book a COVID vaccine. The light at end of the tunnel seems nearby, you only need to wait an hour and 20 minutes to get there. You seem anxious, yet happy that things are finally turning for the better.

Boom! You’ve done it. You managed to book yourself an appointment for next week. You’re ecstatic given how difficult the booking conditions normally are, but, nervous about what’s to come next. You even indulge in stress-eating leftover food from the previous night.

The day…


The unpopular opinion that separates the best from the rest

Woman wearing a pink top in front of a pink background.
Woman wearing a pink top in front of a pink background.

“Let’s include TikTok as part of our marketing strategy this year.”

Working in the field of marketing always keeps you on your toes. A large part of your work involves staying on top of ‘marketing trends’. Marketers need to focus on being quick, timely, smart, and creative while drafting out their new campaign or strategy.

Trends are inevitable in the field of marketing (or any industry for that matter). It’s as popular as the infamous New Year’s eve quote, “I’ll go to the gym next year” — of the marketing world. …


The tactical move reinforces their commitment towards saving our planet and building a sustainable future

Man wearing a green Patagonia vest
Man wearing a green Patagonia vest

If you currently own a corporate-sponsored Patagonia vest or are waiting on one, consider yourself among the lucky ones.

Patagonia’s recent announcement states that they are shifting away from adding custom corporate logos to their vests. The decision is backed by the rationale that embroidering custom logos on the vest shortens its life span. The move supplements their “highly sustainable brand” image as well.

“Each day at Patagonia, we look for ways to use our business to save our home planet. As a clothier, that starts with creating goods that last — if not forever, then for a really, really…


Why they can impact your business and how to navigate through them

A single blue fish in the ocean merged with a picture of a number of red fish in a pond
A single blue fish in the ocean merged with a picture of a number of red fish in a pond

The blue ocean strategy is considered one of the holy grails of marketing.

Most businesses often want to adopt this strategy while starting out. Honestly, who wouldn’t like to be part of a new, high-growth, uncontested market where the competitors are made to look irrelevant? It’s like selling candy to a kid without their parents around.

Pursuing a blue ocean strategy may sound like a great fit for your business, but it’s not always the case. It’s not always smooth sailing. If it were, every business would use it — which ruins the whole purpose behind the strategy.

Let’s begin…


And help you be more conscious of them next time around.

I’m not a psychology student or expert, nor have I ever worked in the field.

However, working in marketing, understanding human psychology is a large part of the job. Marketing is all about knowing your customers. And in most cases than not, must derive some kind of output (sale, profit, retention, etc.)

Over time, I have come to understand that humans have the potential to exhibit different actions or emotions based on the situation they are placed in. But, the emotions triggered don't help you understand why you feel that way.

Stay with me.

There’s a smart saying, “Sometimes the…

Nitish Menon

Marketer writing about business, marketing, strategy, and other experiences from life.

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