LESSONS FROM M S BANGA

Many years ago, I had the opportunity to attend the AdAsia conclave in Jaipur, and I listened to this insightful presentation by M S Banga, former chairman of Unilever India. He said that to become an iconic brand, you need to have four ‘I’s. First, the brand should treat you as an individual. Second, the brand should inspire you to do something right, something different. Third, it’s about intimacy – you as a customer need to have a loyal and a lasting relationship with the brand. Lastly, it should appeal to your inner self. This is a valid proposition even today, and will continue to be relevant in future as well.