About
The core idea for this blog came through a simple realisation: more than anything else, it is in the interactions between individuals that brands are built, adapted and evolve over time.

In other words, the most impactful way to build a brand is to do it through (your) people. Globally, brands are shaped in four key ways.

They exist in people’s minds

1The complex set of attributes, beliefs and views that people hold about brands exist primarily in their minds, as part of their mental space and how they view the world.

They result from tangible encounters

2Consumer perception is the result of a continuous series of experiences, with personal and tangible encounters making up the bulk.

They evolve over time

3With time, consumer perceptions of any given brand will continue to evolve in line with their experiences across touchpoints, time and space. There is no distinction between “click-call-face”

They are tested in the “real world”

4In spite of all the efforts by marketers to carefully mold brands to reflect the “right” characteristics in their target audience’s minds, brands are tested in the real world. Consumers’ opinions and perceptions will be drastically influenced by how brands behave and what type of experience they offer.