Aditya KilpadySUBSTRACTION IS STRATEGY.Strategy is about choices — about what not to do, rather than what to do.Feb 16Feb 16
Aditya KilpadyRisky Business.What connects McDonald’s, Dell, Starbucks and Marmite?Oct 19, 2023Oct 19, 2023
Aditya KilpadyA Return to the Kitchen Table InternetAs contributed to the UM Outlook 2023 Southeast Asia POV.Sep 7, 2023Sep 7, 2023
Aditya KilpadyEverything marketers wanted to know about sustainability (but didn’t dare ask).UM’s Aditya Kilpady examines the concept of sustainability and how marketers should approach it through the lens of people, planet and…Aug 23, 2023Aug 23, 2023
Aditya KilpadyOPTIMISING THE MOST POWERFUL SEARCH ENGINE — THE HUMAN BRAIN.What’s the world’s most powerful marketing-optimised search engine? Is it Google? Bing? Baidu? None as powerful as the human brain, opines…Aug 23, 2023Aug 23, 2023
Aditya KilpadyWelcome to Subscription World — From Ownership of Products to Usership of ExperiencesRather than placing the spotlight on the product or the transaction, subscription puts the focus back on the customer, shifting to…Aug 23, 2023Aug 23, 2023
Aditya KilpadyLifecycle Loyalty — or reimagining the codes of loyalty in South-East Asia.Sharing my POV on ‘Lifecycle Loyalty’ that was published in the UM Outlook 2022 for South-East Asia.Mar 15, 2023Mar 15, 2023
Aditya KilpadyBoredom: The playground for creativity.Boredom is generally viewed as an unpleasant emotional state. But being bored can be our best ally in an anxious world. My thoughts on why…Mar 15, 2023Mar 15, 2023
Aditya KilpadyStorytelling from the Masters of Storytelling.Last year, while teaching ‘Brand Storytelling’ to Integrated Marketing Communication students, I did one session on ‘Pixar’s recipe for…Mar 15, 20231Mar 15, 20231
