You are responsible for introducing terms such as mantra, astra and shaastra in the branding lexicon. How do these three concepts work?
A. Let me show you how… whenever a brand has to be built, you need to first define the Brand Asha which is a set of brand objectives. Thereafter, you need to develop Brand Shaastras, which are strategies to meet those objectives. Then, you need to develop Brand Astras which are weapons and modules to implement the Brand Shaastras and strategies. After that, you need to develop Brand Mantras, which are cumulative learnings over the years converted into tips. For example, one of my Brand Mantras is: Dont sell the right product to the wrong audience. I created Brand Shaastras, Brand Astras and Brand Mantras to help the corporate world as well as management students develop winning brands with the ingredients of conceptual clarity and practical experience. In fact, the Brand Shaastras are developed based on the Brand Asha, leading to implementation through Brand Astras, leading to learnings from Brand Mantras and finally through this Brand Shiksha achieving Brand Yash, which is success.
