Hello there,
In the complex world of modern brand building, success demands a
holistic view that seamlessly blends financial strategy with deep consumer psychology and this week's insights show just how intertwined these elements have become.
We start with
Raj Rishi Singh, MakeMyTrip's CMO and CBO
, who embodies this new reality, sharing how his journey from P&L roles to managing Brand Pepsi taught him that even digital businesses must achieve both brand love and continuous screen presence; he views the customer lifecycle from a single vantage point, recognising that travel has become a
subculture, a basic need that requires the brand to be "always on," creating content (often AI-generated and celebrity-led) that consumers enjoy watching, rather than skipping.
This pursuit of loyalty and engagement is perfectly mirrored by branding master
David Aaker's framework
, who stresses that the ultimate loyalty experience lies in Brand Communities, which provide essential Self-Expressive and Social benefits to members, injecting the brand with crucial energy and visibility and offering an impenetrable barrier to competitors, proving that community is a game-changer
for commitment.
Finally, we see these high-level strategies distilled into the tactical arena of family consumption, where a few smart brands have cracked the "
Pester Power Playbook
"âfrom turning vitamins into desirable treats to making study funâby understanding the influential "Mom Network" and realising that parents are willing to pay a premium for their children's well-being, thus turning a household challenge into a profitable business built on satisfying both a
child's desire and a parent's intention.
It's time to stop thinking in silos and start viewing your brand through this combined lens of P&L, Passion, and Psychology. Dive in.
Happy marketing,
The ETBrandEquity Team
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