A brand is not a brand if it's not aspirational

You know your POSITIONING is in place if your brand is aspirational. 

✨ Aspirational doesn’t mean premium. 

It means the business can deliver significant value to become Relevant for its audience and users.

When I work with founders, most goals are achieved collectively through brainstorming and sharing ideas. My role is to take on the role of an ADVOCATE for the consumer and FACILITATE the conversation for value generation through the consumer life-cycle. Founders job is to keep tab of the business model so that we are collectively still delivering 'value for money'.

A lot of businesses look at the Indian audience as consumers who want cheap buys. That's not true, whether you are building a mass brand, premium or mass premium; the ball that you need to keep an eye on is 'value for money'.

That value for money can be assured by taking care of functional needs, deep-seated emotional needs or enabling the consumer to make a social statement.

Commodities take care of functional needs, brands enable emotional/social needs apart from the functional.