Anand Mahindra

6/20

I’ve been keenly collecting definitions and quotes on brands and branding ever since I started my career.

The way Anand Mahindra (Chairman of the Mahindra Group) defines a brand as a collection of stories resonates with me very much. I was interviewing him for the naming of Mahindra’s premium SUVs and during that conversation he shared this definition. He also spoke so eloquently about how the best brands continue to weave their narratives around their core essence which endures for decades. Anand is super passionate about brands and that comes through clearly.

I also learnt from Anand that the strategic and creative work we produce must sell itself to his team through. the storytelling. It was an important lesson in seducing a large and diverse team with both logic and magic!

Storytelling is something that is in our DNA as humans - we’ve been doing it for ages. We can look at the best practices of storytelling to deepen the bonds your brand has with all its stakeholders.

Are you a good storyteller? How much are you tapping into the power of stories to build your brand?

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