Sharan Koonjul

Marketers don’t usually miss deadlines because they lack creativity. More often, they miss because the brief at the start is vague. Global research shows that around one-third of marketing budgets is wasted due to poor briefs and rebriefs (BetterBriefs & IPA, 2021). A clear brief is like a funnel: what you put in determines what comes out. If the inputs are sharp—goals, audience, message, and channels—the outputs are strong. But if the brief is fuzzy, the result is almost gua

If you’ve ever worked with a truly creative mind, you’ve probably felt the frustration: the deadlines stretch, the process looks chaotic, and their workspace is… let’s just say “curated in layers.” But here’s the twist — this apparent “inefficiency” isn’t a bug. It’s the hidden mechanism that often fuels breakthroughs. In an age where businesses are obsessed with operational efficiency, creativity is quietly being squeezed out of the system. And yet, the brands that win — App

Why the “Before” Phase Might Be Your Brand’s Most Powerful Asset Imagine you’ve booked a stay at a boutique wine estate. Weeks before your arrival, an email appears in your inbox. It doesn’t scream “Sale” or “Last Chance.” Instead, it greets you with the glow of a winter greenhouse, baskets of fresh produce, and a quiet note about seasonal treasures waiting for you. You haven’t even packed your bags, and yet — in your mind — you’re already there. That’s the psychology of anti