The Return Of Truth Branding

 

The Return Of Truth Branding

 

Truth hurts. Yes we all know that, have experienced it in some way or the other. But today we’re talking about the truth about shaped behaviors. 

 

Let’s go back to how it all began (the farthest I can decipher): During the Indus Valley Civilization spanned from roughly 3300 to 1300 BCE – products were “branded” in this way:

 

Steatite Seals: Thousands of seals, primarily made of fired steatite, were found. These were likely used by merchants to stamp clay tags on goods for trade, acting as a signature or brand to guarantee quality.

Standardized Trade Goods:  burnt bricks and weights suggests a highly organized, "branded" production system across different cities.

Iconography: Seals often depicted animals (bulls, elephants, rhinoceros) which likely served as insignia for clans, cities, or merchant guilds.

Pottery Marks: Distinctive pottery, such as red ware painted with black designs, served as a recognizable brand for their craftsmanship. 

Along with the cave era and the million carvings, symbology emerges from here. Fast forward to our most cherished era of Ramayana and Mahabharata. In that, each person is a brand that is drenched in value and highest integrity. Back then, brands were empires, kings and queens, the fights they lost and won, the sacrifices they made and the people-centric approach that persevered.

 

So if brands are personified- why did we- Indians not focus on the real brands? The real heroes of our history, culture, our values and our guides – Ram, Krishna, the Indian army officers who stood for duty and loyalty, Netaji Bose. The list goes on. Ofcourse we have Indian brands deriving meaning for their brand names but did they proudly talk about it? Nope. For example:

Maruti: Derived from another name for Lord Hanuman, signifying speed and service.

Lakmé: Named after the Goddess Lakshmi, often associated with beauty and wealth.

Ambuja Cement: Derived from Amba Mata, symbolizing strength. The list can go on.

 

One of the reasons why many well-known Indian brands took inspiration from our rich history is because they actually earned their place in our everyday lives. It wasn’t a luxury. All the historical figures were easily accessible to all people without any distinguish. Hence they were called “mass” brands.

 

Fast forward to today, we are told to get inspired by how the “evolved” countries brand their products but the truth is we don’t have to look West or East, we only have to dig deeper into our own treasure to create any brand-mass or luxury.

 

We think brands shape our behaviors but the truth is brands will shape our behaviours only IF we let them. If we are too busy to question them, too comfortable to challenge them, too ignorant to understand the WHY- we will forever be the victims of brands and not champions of them. We are only vulnerable to consumption of multiple brands when we are unaware of who we are and what principles we stand by. Current brands tend to define who you are, don’t let them because brands are created to serve, not define and use you.

 

We can either seek inspiration from the echoes of our historical & cultural brand behaviors that once were an invitation to meaning and eternal value or choose to swim in the shallows of the fishes (current brands) that have worn the mask of sharks primarily begging for its bounty. 

 

Let’s reshape our behaviors. Brands will follow. 

The Nest News Website: Real Time News Analysis

 

 Reference: Truth Branding