Today we need more! We need to mine more, scan more, find more opportunities and more responsibilities to shoulder. The only things we don’t have more of are time and resources.I believe we need to get down to practical, unit-level actions which one can implement for immediate impact. According to me the following points worth investment of budget and attention are:1. Brand positioning is vital as it sets the tone of the overall company vision.3. Measurement - it is becoming more and more sophisticated. When setting goals we need to work backwards from ROI to make sure we are able to prove results.4. Consumer & Market Research - the base of all innovation and must be backed by research and feedback. Our customer and competition is our best teachers5. TG and Account based marketing 6. Digital Marketing7. Consumer and Corporate PR8. Alliance and PartnershipsBarista - creating the first true coffee community in India with a great product, good service, innovative communication, positioned with intelligent PR and strong Alliances like MTV, Star World and in-film placement branding With a strong CRM it was the one of the limited no. of consumer retail brands to appear in the list of ‘Superbrands’ in 2004-05Future Group gave me the opportunity to work as a part of operations both in Hyper Markets and F&B retail chain while leading the core marketing team. It was imperative to observe every element that could induce sales/footfall triggers and keep the quest alive for the next big SALECarnival Cinemas gave me the platform to innovate the art of movie viewing - MoviEcard MoviEcard is a unique product with strong attributes, backed by dynamic technology, high recall rate and aiming to democratise the way people watch movies in Cinema TheatresA brand created purely on digital and viral marketing strategy, currently with over 9 lakh members, 64% monthly renewal rate and 2.5 visits per monthR - A CACTUS Solution Building an ecosystem (R - Researcher.Life) of online products, services and concepts for Researchers, to equip and empower them at every stage of their research journey.Creating the world's largest community of scientific innovators"Empowering the world of Researchers by democratising the ways of Research"This in a gist is my contribution over the past 20 years