Tic Blog

Most organisations today are being oblivious to a deepening divide: the individuals with the most expertise are often the least visible. They are the resident experts, the go-to problem solvers, and have a repository of knowledge about their subject matter. Yet, outside their immediate circle, this expertise is largely unseen. What we see here is a powerful but often underutilised brand asset. Recently, in one of the leadership conclaves we attended, the CEO of the company spoke about the utmost importance of visibility, even within the organisation. Management, he said is the management of walking around. He urged the respective heads of his company to be vigilant and visible to their teams. Whether internal or external, think about the immense impact a brand could have if subject matter experts were trained to become thought leaders, an attractive but often overused term in the industry. But what does it actually mean to convert deep expertise into market-wide influence? And how can ...

The Next Reality is here. Are you designing for it? We’re entering an era where digital experiences are visceral, intuitive, and deeply human. It’s no longer about just grabbing attention, it’s about creating a genre-defining interaction. When we think of the digital interface today, we realise just how rapidly everything is evolving. Beyond flat screens and static interactions, engagement is now almost ‘skin-deep’. The idea is to always take engagement to the next level, to build an experience, and with what we have in stock, this experience is slated to be ‘genre-defining.’ So, now for brands aiming to capture attention, make an impression and build lasting connections, this ‘Next Reality’ (NR) is already here. Let us dwell on what the term implies. When we say ‘NR’, we are referring to an interface driven by the convergence of immersive experiences, intuitive conversational interfaces and much more. These are becoming key drivers of how users today are interacting, learning, and mak...

  Tip 1: Write Like You Talk, Not Like a Robot The most important change you need to make for voice search is to change how you think about your website’s content. Stop focusing on single, short keywords. People don’t talk in single words; they ask questions in full sentences. For example, someone might type “best sushi,” but they’ll likely ask their voice assistant, “What are the best sushi places in my area?”. Your website’s content needs to be ready to answer that full question directly. To do this, you have to think about what the person really wants to know, not just the words they use. Search engines are smart now. They don’t just look for matching words; they try to understand the meaning and feeling behind the question. The fact that only a tiny fraction of voice search results have the exact keywords in their title shows that simply stuffing keywords is a waste of time. Instead, you should create content that is truly helpful and answers people’s questions thoroughly. This...

AI (artificial intelligence) is supercharging content creation. It has made it easier for every team to write articles, posts or presentations very quickly. Sales teams produce their own customised decks. Marketing teams launch new campaigns overnight. Communication teams create videos and articles and posts at super speed. Great for speed and efficiency. But what does this do to your brand story? Your website says one thing; your LinkedIn feed says something else entirely. Marketing, sales, HR etc. each develop their own narratives. Add multiple geographies, product lines, and acquisitions to the mix and you have a brand narrative that looks more like a patchwork quilt than a coherent story. The result? Confused prospects who can’t clearly articulate what you stand for. Weakened trust because your narrative feels inconsistent. Internal misalignment as teams drift apart in their messaging. Why a unified brand story matters now For every company, whether B2B, B2C, startup or gl...