Brand Growth and Development

You don't have to have the most innovative or cool product to make millions. This is the story of how a 100+ year old product jumped from $74 million in 2019 to $750 million in 2023. In the last few years, we've seen quite a few weird products thrive...Liquid Death, flamethrowers, and even JPG art fetching millions. Yet, Stanley's remarkable brand success stands out as one of the most extraordinary and weird business stories...ever! How the heck an ugly, not innovative, not unique, very old product became the most desired water container in the world? Here's how... Community Over Product: Like Stanley, brands that focus on fostering a sense of belonging and identity among their users can transcend the physical value of their products. It's not just about owning a Stanley cup; it's about being part of a broader narrative that celebrates sustainability, health, and collective identity. People trust people: Stanley's explosion in popularity, significantly boosted by TikTok, underscores the power of digital platforms in creating and amplifying brand narratives. Content creators and customers become brand ambassadors, weaving personal stories that resonate deeply with their audiences. Old but new: The once blue-collar cup remained relevant by introducing innovative marketing strategies without altering the core product and its quality. This balance of tradition and innovation is crucial for long-standing brands looking to rejuvenate their image. Crisis as Opportunity: Challenges like customer concerns and competitive criticism were handled with transparency and led to reinforcing brand trust. Stanley's adeptness at managing potential setbacks highlights the importance of responsiveness and responsibility. Brand is slow but pays: Stanley's gradual ascent to success is a testament to the value of building brand affinity over time. Instant success is rare and often unsustainable. Brands should focus on gradually building a loyal customer base through consistent quality and engagement. Cultural Contagion: Stanley's ability to become a 'cultural contagion' demonstrates the power of a brand to not just participate in, but shape cultural conversations and identities. This level of engagement is something competitors are keenly looking to emulate. Conclusion: Stanley's journey is a masterclass in brand resilience and relevance. It teaches us that true brand strength lies not in the novelty of the product but in the emotional and cultural resonance it achieves with its audience. As marketers, embracing these principles can lead to enduring brand loyalty and unprecedented growth.

£137m revenue. £10m profit. 15 restaurants. And still, Dishoom refuses to act like a chain. In an industry addicted to scale, they chose soul. Shamil and Kavi Thakrar started with one café and a story about Bombay - and turned it into one of Britain’s most loved restaurant brands. The numbers (FY24): → Revenue: £137.1m (10-year CAGR: +22.6% p.a.) → Revenue per restaurant: £9.1m → Gross margin: 37% (+4pts over five years) → EBITDA margin: 13.6% (vs 4.7% in 2019) → Pre-tax profit: £10.1m (+36% YoY) → Employees: 1,977 across 15 restaurants So what’s the playbook? 1️⃣ Storytelling as strategy → Dishoom didn’t just reimagine Indian food - it reimagined Indian culture. → Every restaurant has its own backstory, rooted in the Irani cafés of 20th-century Bombay. → The result: not a chain, but a cinematic universe. 2️⃣ Operational craft meets behavioural insight → Breakfast and brunch keep kitchens busy while others sit dark. → Queues became theatre - free chai turns waiting into anticipation, and a visible crowd becomes social proof that fuels the next sitting. → Even the bill stage has its own psychology: roll the dice, win a discount, leave with a dopamine hit instead of a receipt. 3️⃣ Culture as the growth engine → For 14 years, Dishoom refused to chase scale. → One or two openings a year, culture before capital. → When they finally raised, it wasn’t to save the business - it was to export it. → Next stop: New York, 2026. Plenty of brands scale kitchens. Dishoom scaled feeling. The next test? Whether that feeling travels - from Covent Garden to Manhattan. -- I’m John - a CFO who loves brand and co-owner of Traction. Follow for insights on how - and why - brand building belongs on the balance sheet.

🍦WHY ARE BRANDS USING FOOD AESTHETICS MORE AND MORE IN THEIR MARKETING? Because visual hunger is just as powerful as physical hunger. We don’t just look at a product — we crave it. Brands like Rhode, Fenty Skin, Loewe, Glossier have tapped into something key: Food triggers emotional responses instantly. 🧁 Airy, whipped textures 🍬 Packaging that looks like candy 🍦Colors straight out of an ice cream shop It’s a language of pleasure — one the brain understands immediately. 🧠 Neuropsychology plays a big role here: Food-like visuals activate areas of the brain tied to reward, dopamine, and comforting memories. We subconsciously associate the product with something delicious, soft, and deeply desirable. So brands are selling a feeling: joy, indulgence, care, comfort. It’s instinctive marketing. And it works before you ever touch the product.

If Indian retail wants to win, it must shift its focus from discounts to this, Recently, in a conversation about retail strategy, someone asked me, “Why do so many brands struggle to build long-term loyalty?” The answer is simple: They’re addicted to discounts. Price cuts create a temporary spike in sales. But what happens when the sale ends? Customers move on to the next discount. There’s no loyalty in a race to the bottom. If a brand’s only value proposition is being the cheapest, it’s not a brand, it’s a commodity. And commodities don’t build relationships. The strongest retail brands win on something deeper: ✅ Product innovation: If your product isn’t unique, no discount can save you. UNIQLO doesn’t rely on markdowns, it invests in technology-driven fabrics like HeatTech and AIRism, making its products essential rather than seasonal. ✅ Customer Experience: Shopping isn’t just about the product, it’s also about how customers feel. IKEA built an entire ecosystem around its stores, cafes, play areas, interactive showrooms, turning shopping into an experience people return for, even when they don’t “need” anything. ✅ Community Building: The most powerful brands don’t have customers, they have believers. Starbucks doesn’t just sell coffee; it sells familiarity and personalisation. People go there for the experience of “their” drink, their name on a cup, their place to work or meet. That’s not a transaction, it’s a relationship. + The brands that rely on discounts are playing defense.  + The brands that invest in differentiation are playing to win. So the real question isn’t how much you can lower your price; it's how much value you can create. #retailleadership #beyonddiscounts #brandbuilding

Meet the man who saved Maggi in India. 🇮🇳 1. Suresh Narayanan was at a party in Manila when his phone started receiving multiple calls. But he did not hear the phone ringing, so Nestle's executive vice president messaged him: “Call me back”. 2. When Suresh finally spoke, he had to pack his bags and come to India. On 5 June 2015 - The Food Safety & Standards Authority of India (FSSAI) banned the ultra-popular Maggi noodles for containing excessive lead and mislabelling related to harmful monosodium glutamate content in its packets. 3. Nestle was stunned. Maggi was its most successful brand, contributing a staggering 2000 CR in annual sales. It was so popular that it had over 80% market share in the quick noodles segment. Nestle had created this category in 25 years. 4. Suddenly, it was banned in over 6 states in just 36 hours. The sales went down to 0. The Maggi ban had given a brand loss of 1270 CR to Nestle India and another 370 CR in recalling existing Maggi packets from the market. 😮 5. 55-year-old Suresh had to lead Nestle, the only Indian to head the Swiss firm after 17 years in India. He was creating history, but he had to make another - Save Maggi from this mess. 6. Suresh masterfully reached out to his employees who were feeling low on energy after the ban. He held meetings with everybody and gave confidence that the crisis was manageable. With employees, shareholders and the management by his side - Suresh moved to the next step. ✅ 7. He launched Project MIDAS to let Nestle make innovations and distribution by geography-centric data. Nestle knew which states were worst affected by the Maggi recall and could target customers specifically in that region. Suresh even brought 20% of a young task force to implement these data-driven decisions. Finally, Maggi got unbanned on 26 October, 2015. 🙌 8. The data layer enabled Maggi to scale quickly. Nestle penetrated 30% more deeply in such localities, and its sales volume grew by 20% consistently. Maggi was back on track again. To ensure its fast speed, Suresh moved the pedal on marketing. 👇 9. The famous "We Miss You" campaign was born. Influencers started promoting ads in a world without Maggi. Comedian - Vir Das even wrote a song about the love for Maggi. Following the love, Snapdeal sold out a whopping 60,000 Maggi Welcome Kits within 5 minutes of the Maggi Flash Sale. 🤯 10. By 2019, Nestle sold Nestle sold 264,000 mt of Maggi products, compared to 254,500 mt in 2014. It even surpassed the sales before the ban. 👑 ➡️Suresh led Nestle India to sell over 4800 CR of FMCG products in March 2023. It even distributed a dividend of Rs 27/ share to all the shareholders. He is The man who saved Maggi and Nestle India. 🇮🇳 #startup #india #maggi #casestudy #nestleindia

When we first started advertising, we didn’t have huge budgets, but we did have strategy. We were one of the first to go underground, literally. We negotiated great rates directly with the London Underground, and thought, this is perfect. People are stuck on the Tube, they’re underground, can’t look out the window, what are they going to do? They look at the adverts. What made it even better was that although we paid for a month’s campaign, the panels often stayed up for two, sometimes three months. Why? Because replacing 4,000 panels isn’t exactly easy. That meant massive extra exposure, for free. And the results? Phenomenal. We weren’t just catching the eyes of everyday commuters but retail buyers from Boots, Superdrug, Tesco, they were seeing our brand on their way to work. Senior management would say, “We’ve seen your ads all over, clearly you're backing your products.” That visibility gave us credibility. We didn’t stop there. Next came the backs of buses and big outdoor campaigns. While other brands ran complicated ads with small logos and forgettable messages, we went simple and bold: huge brand logo, product pack shot, one clear benefit. When someone saw our ad for 3 seconds, they knew exactly who we were, what the product did, and what it looked like. That clarity helped build recognition and trust fast. Today, advertising is still at the heart of our growth. From buses to billboards to digital screens across the UK, we invest heavily. And it all started with a decision to go underground and do things differently. Lesson? If you believe in your brand, back it loud and clear. Advertising isn’t just about awareness, it’s about showing up, standing out, and staying top of mind.

Psychology behind building objects of DESIRE. Lets talk about LIFESTYLE beauty, a territory beyond functionality. Think on aspirations, symbology, luxury, identity, and status. In lifestyle, desire is cultivated not just through product performance, but through emotional branding, scarcity, and curated experiences. you are looking for deep understanding of what your customers truly value, and what frustrations your brand can solve. The global premium cosmetics market is experiencing growth, with a market value of USD 153.68 Billion in 2024, and is projected to reach USD 353.93 Billion by 2034, growing at a CAGR of 8.70% >> PSYCHOLOGY OF DESIRE << Desire-driven purchases tap deeply into the brain’s EMOTIONAL and reward systems. When we encounter luxury or exclusive products, our brains release dopamine in anticipation of the reward, sparking motivation and craving. +72% consumers make purchase based on emotional connection with a brand or product. This anticipation is often stronger than the actual satisfaction of owning the item. Scarcity and limited availability trigger the amygdala, activating fear of missing out (FOMO) and increasing the product’s perceived VALUE. +332% conversion rates by Limited-time offers or “only 2 left” messages. +48% of online shoppers have purchased something due to FOMO. At the same time, mirror neurons make us subconsciously IMITATE influencers or aspirational figures who use these products, reinforcing the desire to buy. +84% Gen Z and Millennials are influenced by social media before making purchases. >>DESIRE BUILDING<< →Emotional triggers ⇒ Emotional design drives deep connection & impulse. →Dopamine surge ⇒ Reward anticipation, not the reward, excites the brain. →Scarcity ⇒ Limited triggers urgency & fear of missing out. →Mirror neurons ⇒ Aspirational figures builds subconscious imitation. →Exclusivity ⇒ Luxury signals status, elevating perceived self-worth. →Desire ⇒ Controlled access makes products feel more valuable. →Impulse buy ⇒ Emotional + social triggers pull quick decisions. >>RATIONALIZE MEMORIES ⇒ LOYALTY<< Emotional connection also plays a major role. The prefrontal cortex helps us RATIONALIZE emotionally-driven decisions, while the hippocampus links products to MEMORIES, making them more meaningful. Oxytocin fosters trust and LOYALTY when a brand aligns with personal values or tells a compelling story. In essence, we don’t just buy products, we buy identity, emotion, and experience. Final thoughts. In lifestyle beauty, products are desired, not just bought. It's about sparking emotion, not just solving problems. Build aspiration, connection, and identity by tapping into what truly drives your audience. Here’s my curated search of examples, get inspired for your next HIT! Featured Brands: Carolina Herrera Chanel Beautycrop Benefit Bubble Glossier Glow to Go Gucci Miu miu Rhode Some by me Tocobo #beautybusiness #luxurbusiness #beautyprofessionals #luxuryprofessionals

As a leader, you're always looking for ways to improve. But stepping into a legacy business teaches you a powerful truth: your first responsibility isn’t to change, it is to understand.   The instinct to offer solutions is strong. But over a period, I’ve learned that listening is often the most valuable action you can take. Listening to people’s stories, the pride they carry in their work, the relationships built over decades, and the legacy behind iconic brands that are now part of India's cultural fabric.   At DIAGEO India, every conversation teaches me something new about craftsmanship, business nuance, consumer insight, and often, about leadership itself. Trust isn’t built through declarations, it’s built through curiosity, consistency, and respect. When you honour what came before, people begin to trust you with what comes next.   If there’s one lesson, I carry from three decades of working across different industries, it’s this: curiosity is your best asset. Strategies evolve, models change but the discipline of listening and asking appropriate questions, to let teams explore their thoughts into solutions and the willingness to learn will always be timeless.   I'm still listening, still asking questions, still learning. And deeply grateful for every conversation that brings fresh insight. Because the best leaders don’t just guide change, they earn the right to shape it.   #Leadership

Am I the only brand designer who hates seeing logos everywhere? Nothing screams insecure brand like a poster, slide, billboard, hoodie and email footers all shouting the logo at you. It feels cheap, like a watermark on every thought. Last week I walked past a billboard that could have been interesting. Big photo, nice headline, then a the logo, huge in size, placed in two different versions. All I remembered was the clutter. When you overuse the logo, people stop seeing the brand and start seeing noise. Instead, strong brands build recognition without shouting their name every five seconds. Think McDonald’s. You can crop the Golden Arches into a corner, show a red panel with fries arranged as lines, or use that ketchup red and yellow and your brain fills in the rest. Tesco can lead with just one elements and no name, Heinz can drop the wordmark entirely and you still know who is speaking. That is identity as a system, not a sticker. And before someone shouts at me, I GET IT, a startup is not McDonald’s. In the early stage you need clear labeling. But the trick I think lies in using the logo as a signature, not a blanket. Your goal is to create brand cues that travel on their own. Here is how I approach it: • Pick two or three assets you can repeat everywhere: a color that is truly yours, a type system with character, a photography or illustration style, a layout rhythm, a tone of voice people can quote. • Design every touchpoint to feel like you even if the logo falls off. Test it. Cover the logo on a slide or ad. If it still feels like your brand, you are doing it right. • Place the logo with intent. Clear, consistent, same size rules, generous breathing room. Signature, not wallpaper. • For early stage companies: keep the logo present on high intent pages and sales materials, then let brand cues carry the storytelling on social, content and campaigns. People remember patterns faster than they remember names. Distinct color, shape, type and tone create memory hooks. Repetition builds trust. Overexposure creates banner blindness. The logo is not the brand. The logo is the receipt. Curious to hear your take: where do you see logos overused, and which brands do you think nail recognition without shouting? #BrandStrategy #VisualIdentity #DesignThinking #Marketing #BrandingTips

Founders, let me say this loud and clear: Discounting is NOT a growth strategy. It’s a trap. When we first launched Antati أنتَِ , I fell into the same pattern many early-stage e-commerce brands do: We ran discounts. Then more discounts. Then “exclusive” discounts. And you know what happened? Our customers started waiting. Waiting for the next 20%, the next code, the next price drop, because we taught them that value only comes with a slash through it. I learned the hard way that discounting creates short-term conversions, but long-term damage. It eats your margins, cheapens your brand, and worst of all, it conditions your audience to see full price as inflated. So I changed strategy. I transitioned from discounting to gifting. And it changed everything. Instead of slashing prices, we started: • Running product giveaways for engaged customers • Offering surprise gifts with purchase • Creating monthly draws to win luxury prizes, from electronics to even an upcoming trip • Giving loyal customers value without touching our brand equity The result? • Higher perceived value • No margin compromise • Excitement and brand love that spreads organically • Customers who buy because they want the product, not the price tag Founders, let me be real: In e-commerce, discounting is easy. Gifting is smarter. One erodes your value. The other builds a community around it. Protect your brand. Reward your customers. But never train them to see your worth only when it’s -20%. #FounderAdvice #EcommerceStrategy #BrandValue #Antati #TouficBraidi #GiftingOverDiscounting #BuildWithIntention