“Brand Leadership”, “Top Brands under Fire”, “The future of Brands”, “The Brand Gap”, “The Brand Wars” — the list is endless and one can write a complete book using the titles of the books published on brands and branding. Let’s try to form a sentence from the titles we listed above. “The future of brands depend upon the brand leadership brands can maintain during the recent brand wars, where we have seen many top brands under fire…” possible? Yes, it is.

So, what’s the need for another post on branding? Don’t we have enough stuff to read from many Brand Gurus. And btw, who are you to give us gyan about brand and branding? Is it from Google? Well, my dear friends – I am the Guru of all Gurus, the king of all marketers and lord of my wallet. I am the consumer. I decide the future of your brand. I decide the present of your brand and I can even decide the past of your brand.

I was reading somewhere that the more choices we have on the menu, more wiser we become in choosing the right kind of food to eat. I think it was a Harvard study, if I am not wrong. I would like to believe that, because it’s from Harvard and that institute has earned my trust – that brand has my faith.

Whenever I walked into a Landmark (a bookstore!) it inspires me. It connects with me immediately not just by the look and feel of the store, but I know for sure that whatever book(s) I need, I will get it there. They know where the books are and they will get it for me. And yes, there are some cherished memories too, which comes naturally to such an environment. Feels more like a library than a book store. This brand inspires me.

I am not in the showbusiness but by being in the business of communication, I do realise the importance of looks. I went to some of the most expensive highly recommended saloons of the country but you know what, they confused me more than anybody else in this world. Rather than having that confused looks on my face, I switched back to my little ‘Bhavna Hair Dresser’ and my old friend, who does his job tirelessly and with lots of personal attention and care. He made everything easy for me. He may not give me the best look a JH or a JUICE Saloon can give me, but sometimes he surprises me! This brand has made it easy for me.

I was writing this blog from quite sometime and was looking for some good designer to design it. Was searching for some ready themes as well. This theme allowed me to not only to customise my design, but also allowed me to have lots of cool features. They put me in charge of what I always wanted to do. This brand made me feel like top of the world. With Streamline, I am in charge.

I always get confused what to wear for the work. Most of the time I decide on my own but sometimes I seek help. I have my little tiger decide my wardrobe and what should I wear on a particular day. Most often than not, he would choose the same colors he would be wearing that day, but it makes my life so much easier. He becomes my guide.

Now many of my readers know that, I have insomnia and do lots of stuff in the wee hours of morning. I needed something from my bank and I wasn’t able to do it through my net banking account. I called up 24/7 helpline printed on my card with some hesitation, but the lady on the other side was not sleepy at all. She helped me with my problem in a jiffy and that too with a smile. Well, now I am a consumer for life – not because of that lady, but because she answered all my silly questions with smile at 3:00 AM in the morning.  They are available to me 24/7.

I use only one credit card and not so far stayed away from any other card, not because I can’t get them – but because I don’t need them. I have one and that’s more than enough. They do everything for me. They organize cars for me, they organize birthday cards and cakes for me, they organize whatever I want and treat me as an exclusive customer. They know me well. They know my preferences and they remind me about my appointments too. In short, they know me and by doing this, they will continue to know me throughout my life. This brand knows me.

I use services of one mobile service provider. I do have complaints and face lot of resistance from many sales & service people at their ‘happy to help’ counters and at call centers. One gentleman, my relationship manager surprises me every time and get things done without any of these hassles, he always exceeds my expectations and he’s probably one of the reasons, why I am still with Zoo Zoos and not with Dhoni or SRK! This brand has always exceeded my expectation. The brand is not the company, but the person – after all he’s the brand for me and not Zoo Zoos.

I receive some complementary copies of magazines, some unexpected gifts and some surprises once in a while from my bank and my card company. Sometimes I use them, sometimes I share them with friends but it feels like to be rewarded. At least, these brands are rewarding me for my love and loyalty in this brutal and cruel world!

Some brands will always stay with me. I had issues with my car and the service advisor stayed with me till the time it was solved. Now, he’s my brand and I will not change the workshop, because he stayed with me. The brand stayed with me. I am very loyal to people who are loyal to me and that’s the law of universe, isn’t it.

Now, this post has gone in one particular direction and that direction is again inspired by a very old book called “The Ten Demandments” by Kelly Mooney & Laura Bergheim. Must read for all marketers and communicators. I have read it 10 times and will continue to read it as long as I have it. It deserve to be read.

I do. Do you?

Take care.