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A Practical Framework for Meaningful Growth
For Indian SMEs, branding is often misunderstood as a logo, a website, or social media presence.
But in today’s competitive landscape, brand desire — not visibility — determines sustainable growth.
Inspired by the thinking of
Rethinking Meaningful Branding in the Modern Economy
Purpose has become one of the most overused words in business.
Every brand claims it.
Few embed it.
In Brand Desire...
We are living in the most data-rich era in human history.
Every click, scroll, search, pause, and purchase leaves a digital footprint. Artificial Intelligence can now predict behaviour, personalise communication, and optimise engagement at scale.
But here is the fundamental question:
Can technology create brand desire?
Or can it only ...
This blog is Inspired by Brand Desire by Nicholas Ind and Oriol Iglesias
Introduction: The End of Brand ControlFor decades, branding was a controlled exercise.
Companies d...
This blog has been inspired by “Brand Desire” by Nicholas Ind and Oriol Iglesias
Introduction: Visibility Is Not VictoryFor decades, branding was mistaken for visibility.
Logos, advertising frequency, media spend, recall metrics — these were considered indicators of brand strength.
But visibility creates awareness.
...