MAM
Global Branding Is Now A Global War
Globalization is at a crossroads, and businesses are now entering into a major war. We must take some very aggressive action because at this very second, we have already entered a new frontline where there are brand-new rules for this brand-new world in this brand-new mega-search-engine-driven e-commerce marketplace.
E-commerce is causing a global turmoil in trade and competition. Those on the frontlines know exactly who is winning and who is losing. According to Reuters, Bill Gates said: “We have to go into the risky areas. That’s what’s going to allow the United States at the forefront.”
He further added, “We’re at the start of a process where the whole world is getting into this virtuous cycle.”
Warfare related to both global marketing management of the supply chain and to strategies for managing global corporate branding and image are in a spin. Nationalistic brand posturing by corporations against other competing countries is setting a new stage for economic tussle.
Globalization is at a crossroads, and businesses are now entering into a major war. We must take some very aggressive action because at this very second, we have already entered a new frontline where there are brand-new rules for this brand-new world in this brand-new mega-search-engine-driven e-commerce marketplace.
Listening to the Music?
Brilliant warriors of the entertainment industry were all fooled by not recognizing the phenomena of the upcoming technological revolution. Surprisingly, academia, along with the supporting professional services, was convinced that downloading was just for kids. Global denial and hypocrisy created this musical comedy.
Now this is a big lesson to other industries. If you are not aware of what is about to hit your industry today, it might already be too late. This is because those industries that are facing a meltdown in the delivery of goods and services have no other option but to go to war and fight to win. The older and more established the organizations, the more vulnerable they are. You should raise questions, because denials will not help. Take charge or take cover.
Outsource the Thinking?
Goodness gracious, for only 10 cents an hour, should we let some guy in India do the hard thinking for us?
No, but it certainly feels that way, as if we all outsourced our thinking a long time ago. Why is it that we normally respond when we are hit head-on, otherwise we take everything for granted, ignoring the big signs on the highway? Ask directions? Heavens, no. Decades ago, it was clear that the days of the elephant rides in India would one day turn into sophisticated cyber-bazaars in cyber-jungles. Never mind the Forbidden City, China will become a wide-open country.
Ignore them, deny them or join them. There are enormous opportunities in this free market, but only to those who can play the new global game. Reconfigure your entire marketing and corporate branding for this new marketplace. Find the
answers quickly or outsource the thinking too.
Marketing 101 or 202
During my days as marketing consultant to the 1976 Montreal Summer Olympic Games, there were 117 countries that participated. In Athens in 2004, 202 countries participated. Most educated people simply can’t recite more than a few dozen of those countries’ names. Traditionally, in America, shipping product to Canada or Mexico makes a business international.
The problem is very obvious. If you do not try to go global on an organized basis, you will never be global and will simply be taken over. Marketing to a couple of hundred countries is so much fun. Ask executives from Japan, Hong Kong, China or India. This is how they have created a strong base and a global reach. Just create global thinking, global name brands and name identities. The rules of global corporate branding demand a deeper understanding of creating a friendly presence, which is more than just a name, a logo and a Web site.
Rediscover global marketing and regroup your teams. Go in any direction and be prepared to attack. Arm your organization with new marketing rules and strategies.
Battle Plans
The new art of war gives you only three battle plans:
Plan One:
Create a home-based security plan within your organization. Form a team of experts; seriously investigate the racial profiles of your corporate image, name brands, name identities and branding personalities of each and every product and service you’re pushing in each of your various markets. Figure out quickly if these name identities are widely acceptable, or if they could be rejected based on their alpha-structures, as they may emulate certain signals unintentionally or get locked into regional or certain nationalistic identities.
Transparent names are the best, as they work all over the globe. Check for hidden strengths, and push on positive messages associated with the name. If there is life and vigor, use it, if not, kill it, fast. Check on Google and try 10 other search engines
to see if your names pop up.
Make a blueprint, a master game plan on how you will tackle your own battle, and aim for victory. It is always easy to hide in a comforting blanket of gigantic billboards, million dollar Web sites or 24/7 zippy branding gimmicks. Only globally acceptable names and identities have a chance. There is now a new attitude, an “us-against-them” mentality is setting in. Global consumers are judging names emulating national pride and regional personality. Furthermore, all will fail if names are lost in search-engines or simply not visible on e-commerce.
Plan Two:
Create a covert task force, with a tactical mission to project your image with force. Open a dialogue with all your suppliers of creative and advertising services, and make sure that they are with you.
Study and make sure that they clearly understand the current challenges of your image and can make your names visible. Very little from the branding glory days of the past is going to work. Ask serious questions and interrogate hard. Remember the torchbearers of the traditional big budget branding and advertising era wouldn’t even know how to spell the current laws of corporate nomenclature and global cyber-visibility.
This is now a highly sophisticated science and has nothing to do with expertise in logos, billboards or making TV commercials. Go deep into the subject; discover how your portals, Web sites and your entire corporate empire can unfold to millions of undiscovered customers worldwide. All will fail without a major change in attitude. Absolute and brand-new skills with a brand-new approach are mandatory. Be brave, stand up and fight for survival.
Brands
Netflix India names Rekha Rane director of films and series marketing
Streaming giant bets on a seasoned marketer who helped build Amazon and Netflix into household names
MUMBAI: Netflix has put a proven brand builder at the helm of its films and series marketing in India, naming Rekha Rane as director in a move that signals sharper focus on audience growth and cultural cut-through in one of its most hotly contested markets.
Rane steps into the role after seven years at Netflix, where she has quietly shaped how the platform sells stories to India. Her latest promotion, effective February 2026, crowns a run that spans brand, slate and product marketing across originals, licensed content and new verticals such as games.
A strategic marketing and communications professional with roughly 15 years’ experience, Rane has spent much of her career building technology-led consumer businesses and new categories, notably e-commerce and subscription video on demand. She was part of the early push that introduced Amazon.in, Prime Video and Netflix to Indian homes, then helped turn them into everyday brands.
At Netflix, she most recently served as head of brand and slate marketing for India from March 2024 to February 2026, leading teams across media and marketing for global and local content portfolios. Before that, as manager for original films and series marketing, she led IP creation and go-to-market strategy for titles including Guns and Gulaabs, Kaala Paani, The Railway Men* and The Great Indian Kapil Show, spanning both binge and weekly-release formats.
Her earlier Netflix roles covered product discovery and promotion in India and integrated campaign strategy to drive conversations around the content slate, product awareness and brand-equity metrics.
Before Netflix, Rane logged more than three years at Amazon in brand marketing roles in Bengaluru. There she handled national and regional campaigns for Amazon.in, worked on customer assistance programmes in growth geographies and contributed to the go-to-market strategy for the launch of Prime Video India.
Her career began well away from streaming. At Reliance Brands in Mumbai, she worked on retail marketing for Diesel and Superdry. A stint at Leo Burnett saw her work on primary research for P&G Tide, mapping Indian shoppers’ paths to purchase. Earlier still, at Orange in the United Kingdom, she rose from sales assistant to store manager, running a team and owning monthly P&L for a retail outlet.
The arc is telling. As global streamers fight for attention in a crowded Indian market, executives who understand both mass retail behaviour and digital habit-building are prized. Rane’s career sits at that intersection.
For Netflix, the bet is simple: in a market spoilt for choice, sharp marketing can still tilt the screen. And with Rane now leading the charge, the streamer is signalling it wants not just viewers, but fandom.
Brands
Orient Beverages pops the fizz with steady Q3 gains and rising profits
Kolkata-based beverage maker reports stronger revenues and profits for December quarter.
MUMBAI: A fizzy quarter with a steady aftertaste that’s how Orient Beverages Limited, the company that manufactures and distributes packaged drinking water under the brand name Bisleri closed the December 2025 period, as the Kolkata-based drinks maker reported improved revenues and a healthy rise in profits, signalling operational stability in a competitive beverage market.
For the quarter ended December 31, 2025, Orient Beverages posted standalone revenue from operations of Rs 39.98 crore, up from Rs 36.42 crore in the previous quarter and Rs 33.53 crore in the same quarter last year. Total income for the quarter stood at Rs 42.24 crore, reflecting consistent demand and stable pricing across its beverage portfolio.
Profit before tax for the quarter came in at Rs 3.47 crore, a sharp improvement from Rs 1.31 crore in the September quarter and Rs 0.39 crore a year ago. After accounting for tax expenses of Rs 0.79 crore, the company reported a net profit of Rs 2.68 crore, nearly three times the Rs 0.99 crore recorded in the preceding quarter.
On a nine-month basis, the momentum remained intact. Revenue from operations for the period ended December 31, 2025 rose to Rs 117.66 crore, compared with Rs 106.95 crore in the corresponding period last year. Net profit for the nine months climbed to Rs 5.51 crore, more than double the Rs 2.18 crore reported in the same period of the previous financial year.
The consolidated numbers told a similar story. For the December quarter, consolidated revenue from operations stood at Rs 45.06 crore, while profit after tax came in at Rs 2.06 crore. For the nine-month period, consolidated revenue touched Rs 133.57 crore, with net profit of Rs 4.49 crore, underscoring the group’s improving profitability trajectory.
Operating expenses remained largely controlled, with cost of materials, employee benefits and other expenses broadly aligned with revenue growth. The company continued to operate within a single reportable segment beverages simplifying its cost structure and reporting framework.
The unaudited financial results were reviewed by the Audit Committee and approved by the Board of Directors at its meeting held on 7 February 2026. Statutory auditors carried out a limited review and reported no material misstatements in the results.
In a market where margins are often squeezed by input costs and competition, Orient Beverages’ latest numbers suggest the company has found a reliable rhythm not explosive, but steady enough to keep the fizz alive.
MAM
Washington Post CEO exits abruptly after newsroom cuts spark backlash
Leadership change follows layoffs, protests and a bruising battle over trust.
MUMBAI: When the presses are rolling but patience runs out, even the editor’s chair isn’t safe. The Washington Post announced on Saturday that its chief executive and publisher Will Lewis is stepping down with immediate effect, bringing a sudden end to a turbulent two-year tenure marked by financial strain, newsroom unrest and public backlash.
Lewis’s exit comes just days after the Bezos-owned newspaper announced sweeping job cuts that triggered protests outside its Washington headquarters and a wave of anger from readers and staff. While newspapers across the US are grappling with shrinking revenues and digital disruption, Lewis’s leadership had increasingly come under fire for how those pressures were handled.
The Post confirmed that Jeff D’Onofrio, a former Tumblr CEO who joined the organisation last year as chief financial officer, has taken over as CEO and publisher, effective immediately. In an email to staff, later shared by reporters on social media, Lewis said it was “the right time for me to step aside.”
The leadership change follows the announcement of large-scale redundancies earlier this week. While the Post did not officially confirm numbers, The New York Times reported that around 300 of the paper’s roughly 800 journalists were laid off. Entire teams were dismantled, including the Post’s Middle East bureau and its Kyiv-based correspondent covering the war in Ukraine.
Sports, graphics and local reporting were sharply reduced, and the paper’s daily podcast, Post Reports, was suspended. On Thursday, hundreds of journalists and supporters gathered outside the Post’s downtown office in protest, calling the cuts a blow to public-interest journalism.
Former executive editor Marty Baron described the moment as “among the darkest days in the history of one of the world’s greatest news organisations.”
Lewis defended his record in his farewell note, saying “difficult decisions” were taken to secure the paper’s long-term future and protect its ability to publish “high-quality nonpartisan news”. But his tenure coincided with growing scrutiny of editorial independence at the Post.
Owner Jeff Bezos faced criticism for reining in the paper’s traditionally liberal editorial page and blocking an endorsement of Democratic presidential candidate Kamala Harris ahead of the 2024 US election. The move was widely seen as breaking the long-standing firewall between ownership and editorial decision-making.
According to a Wall Street Journal report, around 250,000 digital subscribers cancelled their subscriptions after the paper declined to endorse Harris. The Post reportedly lost about $100 million in 2024 as advertising and subscription revenues slid.
While the wider newspaper industry continues to battle declining print advertising and the pull of social media, some national titles have stabilised. Rivals such as The Wall Street Journal and The New York Times have managed to build sustainable digital businesses, a turnaround that has so far eluded the Post despite its billionaire backing.
As Jeff D’Onofrio steps into the role, the challenge is stark, restore confidence inside the newsroom, win back readers who walked away, and prove that one of America’s most storied newspapers can still find its footing in a brutally competitive media landscape.
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