<![CDATA[Suresh Dinakaran]]>https://thesaurustristis141219.substack.comhttps://substackcdn.com/image/fetch/$s_!BOfB!,w_256,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Fd322c6f0-8556-4688-8082-66c4821824e9_2657x2657.jpegSuresh Dinakaranhttps://thesaurustristis141219.substack.comSubstackMon, 24 Aug 2026 10:11:18 GMT<![CDATA[We spend so much time editing people. What if we just read the page first?]]>https://thesaurustristis141219.substack.com/p/we-spend-so-much-time-editing-peoplehttps://thesaurustristis141219.substack.com/p/we-spend-so-much-time-editing-peopleSun, 23 Aug 2026 05:24:45 GMTCirca 1930. Great Britain. The acronym ADHD did not exist. Gillian Lynne was considered the quintessential problem child. She did terribly in school. She couldn’t sit still, let alone focus. People called her Wriggle Bottom. Her mother, thinking that her daughter is a disorder, took her to the Doctor. And that visit would radically change the course of Lynne’s life.

What is important to note here is What the Doctor did not do. He did not label the child as difficult. He did not tell her to calm down. He did not automatically medicate her. Instead, he decided to follow a hunch. He turned on the radio in his room. And escorted the mother and himself out of the room.

The minutes the adults left the room, Lynne’s body began to move. As the music filled the room, Lynne couldn’t contain herself and danced all around, including on the Doctor’s desk. Through the transparent glass door both the mother and Doctor were watching this spectacle. A little later it was time for the Doctor to write the prescription. It said ” She is a natural dancer. Take her to dance class “. What followed was a lifetime of dance. Lynne danced in the Royal Ballet and choreographed Cats and Phantom of the Opera—two of the longest-running shows in Broadway history*.

*Extracted from Ozan Varol’s blog

Some games that we humans like playing include Scrabble, Sudoku, Monopoly, Poker, Chess and the likes. But, what takes the cake, along with the bakery and baker is a game called Find The Flaw. It is practiced with so much diligence as if it has to become an Olympic Sport. It could, you never know.

For all the unemployment and under employment that we talk about, I feel that most people are fully employed in a profession called ‘ judging others ‘. And no, the jury need not be out on that. The default setting is fault-finding mode—high-definition, surround sound, and zero buffering.

The uncomfortable, inconvenience truth is that ” we are addicted to deficiency detection “. There is a difference between flaws and fire. Flaws don’t define people. Their fire does.

Finding flaws is a cultural epidemic. For eg when it comes to performance appraisals- the reverse of the Pareto Principle works here. 80% of reviews and appraisals are spent on finding areas of improvement and 20%(condescendingly at that) on celebrating strengths. Because by focusing on whats wrong, makes one feel more productive, more in, more serious and more professional.

Classic example is the marketing manager who takes a lot of time on client calls. The common corporate refrain is ‘ she needs to be more efficient with her time ‘. But where we miss the wood for the trees is those long calls help client retention rates significantly and boosts organic revenues. What was considered wrong was actually right.

When we start looking for ‘ what’s right ‘, remarkable things begin to happen:

The what is considered as a ‘ difficult ‘ employee who asks too many questions is the one who insulates against groupthink, echo chamber and multiple projects being salvaged. She is not difficult. She needs to be rewarded.

Or the overthinking analyst who spots the minor details( after all both God and Devil are in the details) which helps the company its next major innovation. Give her a standing ovation.

How many times have we heard this ” He’s too emotional, or sensitive ” – well he is the exact same person whose empathy makes him anticipate and understand customer problems before they become too complicated to handle.

It wouldn’t be incorrect to state that we humans have a PhD in nitpicking.

People call Elon Musk ( yes, The Corporate Weirdo Who is Laughing All The Way To Mars) as erratic, unpredictable and obsessed. Maybe true. But, ask what’s right with him and you find in the least the following:

  • he made electric cars sexy and sought after (RIP Prius)

  • he made space travel into a side hustle

  • he breaks and bends every corporate rule in the book- yet, he owns categories, re-defines industries and of course prints more money than anyone else can fathom

And don’t forget he was almost written off in 2008 when Tesla was a few days away from bankruptcy.

Another brilliant example is Lady Gaga: considered by the purveyors of flaws as too eccentric, too over the top. The wrong end of the stick obviously. What if the right question to ask was ” Isn’t she a Creative Genius ?” And what is right with her includes:

-she owns her uniqueness and is unapologetic about it.

-she made music more about self-love than about Instagram hashtag.

-went from pop icon to Oscar winning actress– proving that reinvention is just not for iPhones.

And finally another example closer home. Virat Kohli. The What’s Wrong brigade had lots to say- too aggressive, too hot headed...Doesn’t ‘play it safe’ like old-school cricket legends- what about Just Too Damn Good ?

And whats right with him?

-he demands excellence not just from himself but from his entire team.

-he revolutionised the fitness culture in Indian cricket making 6 pack abs more common than match-fixing scandals.

-he wears emotions on his sleeve- because he cares that much.

The default ‘ nice and safe ‘ wouldn’t have helped him help India have so many of the wins it has had.

We are wrongly trained(or hardwired) to see ‘ What’s missing‘ instead of What’s magnificent? ‘

But here’s the most uncomfortable truth of all: Our obsession with what’s wrong doesn’t just hurt others – it blinds us to the extraordinary mosaic of human capability that surrounds us every day.

So I’ll leave you with this challenge: For the next week, ban “What’s wrong with them?” from your mental vocabulary. Replace it with “What’s right with them that I might be missing?” The answers might revolutionize how you see everyone around you – and maybe even yourself.

#mindset #possibility #capability #empathy #limitless

PS: On a completely different note, pleasure to share that ISD Global has introduced three new products viz the Strategic Foresight Almanac, BrandKnow and BrandKnew.They are available for review and purchase on these links below:-

BrandKnow https://www.magzter.com/AE/ISD-Global/BrandKnow/Business/

The Strategic Foresight Almanac https://www.magzter.com/AE/ISD-Global/The-Strategic-Foresight-Almanac/Business/

BrandKnew : https://www.magzter.com/IN/ISD-Global/BrandKnew-Magazine/Business/

I am also taking the liberty to share here that my other blog SOHB(State Of The Heart Branding) Story is now a Podcast as well. You can access it on these links below:-

Daily Hunt: https://bz.dhunt.in/148BKr

]]><![CDATA[Branding Matters. Because branding matters.]]>https://thesaurustristis141219.substack.com/p/branding-matters-because-brandinghttps://thesaurustristis141219.substack.com/p/branding-matters-because-brandingSat, 22 Aug 2026 02:35:31 GMT𝐀𝐜𝐜𝐞𝐬𝐬 𝐭𝐡𝐞 𝐁𝐫𝐚𝐧𝐝𝐊𝐧𝐞𝐰 𝐀𝐮𝐠𝐮𝐬𝐭 𝐄𝐝𝐢𝐭𝐢𝐨𝐧 at 𝐡𝐭𝐭𝐩𝐬://𝐡𝐞𝐲𝐳𝐢𝐧𝐞.𝐜𝐨𝐦/𝐟𝐥𝐢𝐩-𝐛𝐨𝐨𝐤/0𝐜50𝐜𝐜2860.𝐡𝐭𝐦𝐥

#Branding #BrandKnew #Marketing #SOHBStory #ContentMarketing

PS: On a completely different note, pleasure to share that ISD Global has introduced three new products viz the Strategic Foresight Almanac, BrandKnow and BrandKnew.They are available for review and purchase on these links below:-

BrandKnow https://www.magzter.com/AE/ISD-Global/BrandKnow/Business/

The Strategic Foresight Almanac https://www.magzter.com/AE/ISD-Global/The-Strategic-Foresight-Almanac/Business/

BrandKnew : https://www.magzter.com/IN/ISD-Global/BrandKnew-Magazine/Business/

I am also taking the liberty to share here that SOHB(State Of The Heart Branding) Story is now a Podcast as well. You can access it on these links below:-

Daily Hunt: https://bz.dhunt.in/148BKr

]]><![CDATA[𝐓𝐡𝐞 𝐂𝐚𝐦𝐩𝐚𝐢𝐠𝐧-𝐞𝐫𝐚 𝐦𝐨𝐝𝐞𝐥 𝐨𝐟 𝐦𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 𝐢𝐬 𝐧𝐨𝐭 𝐬𝐭𝐫𝐮𝐠𝐠𝐥𝐢𝐧𝐠. 𝐈𝐭 𝐢𝐬 𝐬𝐭𝐫𝐮𝐜𝐭𝐮𝐫𝐚𝐥𝐥𝐲 𝐨𝐛𝐬𝐨𝐥𝐞𝐭𝐞.]]>https://thesaurustristis141219.substack.com/p/faehttps://thesaurustristis141219.substack.com/p/faeFri, 21 Aug 2026 02:57:44 GMT

#𝐂𝐚𝐦𝐩𝐚𝐢𝐠𝐧𝐬 #𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠𝐒𝐭𝐫𝐚𝐭𝐞𝐠𝐲 #𝐁𝐫𝐚𝐧𝐝𝐊𝐧𝐞𝐰 #𝐒𝐎𝐇𝐁𝐒𝐭𝐨𝐫𝐲 #𝐈𝐒𝐃𝐆𝐥𝐨𝐛𝐚𝐥

PS: On a completely different note, pleasure to share that ISD Global has introduced three new products viz the Strategic Foresight Almanac, BrandKnow and BrandKnew.They are available for review and purchase on these links below:-

BrandKnow https://www.magzter.com/AE/ISD-Global/BrandKnow/Business/

The Strategic Foresight Almanac https://www.magzter.com/AE/ISD-Global/The-Strategic-Foresight-Almanac/Business/

BrandKnew : https://www.magzter.com/IN/ISD-Global/BrandKnew-Magazine/Business/

I am also taking the liberty to share here that SOHB(State Of The Heart Branding) Story is now a Podcast as well. You can access it on these links below:-

Daily Hunt: https://bz.dhunt.in/148BKr

]]><![CDATA[How Far Would You Go For Trust?]]>https://thesaurustristis141219.substack.com/p/how-far-would-you-go-for-trusthttps://thesaurustristis141219.substack.com/p/how-far-would-you-go-for-trustThu, 20 Aug 2026 04:55:17 GMT

#Trust #CompetitiveAdvantage #BrandKnew #BrandStrategy #SOHBStory #ISDGlobal

PS: On a completely different note, pleasure to share that ISD Global has introduced three new products viz the Strategic Foresight Almanac, BrandKnow and BrandKnew.They are available for review and purchase on these links below:-

BrandKnow https://www.magzter.com/AE/ISD-Global/BrandKnow/Business/

The Strategic Foresight Almanac https://www.magzter.com/AE/ISD-Global/The-Strategic-Foresight-Almanac/Business/

BrandKnew : https://www.magzter.com/IN/ISD-Global/BrandKnew-Magazine/Business/

I am also taking the liberty to share here that SOHB(State Of The Heart Branding) Story is now a Podcast as well. You can access it on these links below:-

Daily Hunt: https://bz.dhunt.in/148BKr

]]><![CDATA[Strategic Integrity: Your Best Brand Asset!]]>https://thesaurustristis141219.substack.com/p/strategic-integrity-your-best-brandhttps://thesaurustristis141219.substack.com/p/strategic-integrity-your-best-brandWed, 19 Aug 2026 03:20:29 GMT

More in the August Edition of BrandKnew.

#StrategicIntegrity #BrandAsset #BrandKnew #Branding #Marketing

PS: On a completely different note, pleasure to share that ISD Global has introduced three new products viz the Strategic Foresight Almanac, BrandKnow and BrandKnew.They are available for review and purchase on these links below:-

BrandKnow https://www.magzter.com/AE/ISD-Global/BrandKnow/Business/

The Strategic Foresight Almanac https://www.magzter.com/AE/ISD-Global/The-Strategic-Foresight-Almanac/Business/

BrandKnew : https://www.magzter.com/IN/ISD-Global/BrandKnew-Magazine/Business/

I am also taking the liberty to share here that SOHB(State Of The Heart Branding) Story is now a Podcast as well. You can access it on these links below:-

Daily Hunt: https://bz.dhunt.in/148BKr

]]><![CDATA[What's In A (Brand) Name?]]>https://thesaurustristis141219.substack.com/p/whats-in-a-brand-namehttps://thesaurustristis141219.substack.com/p/whats-in-a-brand-nameTue, 18 Aug 2026 03:40:37 GMT𝐆𝐞𝐨𝐫𝐠𝐞 𝐁𝐞𝐫𝐧𝐚𝐫𝐝 𝐒𝐡𝐚𝐰 𝐝𝐢𝐝 𝐧𝐨𝐭 𝐰𝐫𝐢𝐭𝐞 𝐚 𝐬𝐩𝐞𝐜𝐢𝐟𝐢𝐜 𝐰𝐨𝐫𝐤 𝐭𝐢𝐭𝐥𝐞𝐝 "𝐖𝐡𝐚𝐭'𝐬 𝐢𝐧 𝐚 𝐍𝐚𝐦𝐞"—𝐭𝐡𝐚𝐭 𝐟𝐚𝐦𝐨𝐮𝐬 𝐩𝐡𝐫𝐚𝐬𝐞 𝐚𝐜𝐭𝐮𝐚𝐥𝐥𝐲 𝐨𝐫𝐢𝐠𝐢𝐧𝐚𝐭𝐞𝐬 𝐟𝐫𝐨𝐦 𝐖𝐢𝐥𝐥𝐢𝐚𝐦 𝐒𝐡𝐚𝐤𝐞𝐬𝐩𝐞𝐚𝐫𝐞’𝐬 𝐑𝐨𝐦𝐞𝐨 𝐚𝐧𝐝 𝐉𝐮𝐥𝐢𝐞𝐭.

However, Shaw actively disliked his own first name and insisted on dropping "George" to be known professionally and personally as simply Bernard Shaw (or by his famous initials, 𝐆.𝐁.𝐒.).

What's in a 𝐁𝐫𝐚𝐧𝐝 𝐍𝐚𝐦𝐞? Examined in the 𝐀𝐮𝐠𝐮𝐬𝐭 𝐄𝐝𝐢𝐭𝐢𝐨𝐧 𝐨𝐟 𝐁𝐫𝐚𝐧𝐝𝐊𝐧𝐞𝐰.



#𝐁𝐫𝐚𝐧𝐝𝐍𝐚𝐦𝐞 #𝐁𝐫𝐚𝐧𝐝𝐢𝐧𝐠 #𝐁𝐫𝐚𝐧𝐝𝐊𝐧𝐞𝐰 #𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 #𝐀𝐝𝐯𝐞𝐫𝐭𝐢𝐬𝐢𝐧𝐠

More in the August Edition of BrandKnew.

PS: On a completely different note, pleasure to share that ISD Global has introduced three new products viz the Strategic Foresight Almanac, BrandKnow and BrandKnew.They are available for review and purchase on these links below:-

BrandKnow https://www.magzter.com/AE/ISD-Global/BrandKnow/Business/

The Strategic Foresight Almanac https://www.magzter.com/AE/ISD-Global/The-Strategic-Foresight-Almanac/Business/

BrandKnew : https://www.magzter.com/IN/ISD-Global/BrandKnew-Magazine/Business/

I am also taking the liberty to share here that SOHB(State Of The Heart Branding) Story is now a Podcast as well. You can access it on these links below:-

Daily Hunt: https://bz.dhunt.in/148BKr

]]><![CDATA[The Dopamine That Keeps Us Distracted!]]>https://thesaurustristis141219.substack.com/p/the-dopamine-that-keeps-us-distractedhttps://thesaurustristis141219.substack.com/p/the-dopamine-that-keeps-us-distractedMon, 17 Aug 2026 01:59:47 GMT#SocialMedia #Branding #Marketing #BrandKnew #Algorithm #Dopamine #BrandKnew

PS: On a completely different note, pleasure to share that ISD Global has introduced three new products viz the Strategic Foresight Almanac, BrandKnow and BrandKnew.They are available for review and purchase on these links below:-

BrandKnow https://www.magzter.com/AE/ISD-Global/BrandKnow/Business/

The Strategic Foresight Almanac https://www.magzter.com/AE/ISD-Global/The-Strategic-Foresight-Almanac/Business/

BrandKnew : https://www.magzter.com/IN/ISD-Global/BrandKnew-Magazine/Business/

I am also taking the liberty to share here that SOHB(State Of The Heart Branding) Story is now a Podcast as well. You can access it on these links below:-

Daily Hunt: https://bz.dhunt.in/148BKr

]]><![CDATA[How Unilever Converted The Fifa World Cup 2026 Into A Creator Siege.]]>https://thesaurustristis141219.substack.com/p/how-unilever-converted-the-fifa-worldhttps://thesaurustristis141219.substack.com/p/how-unilever-converted-the-fifa-worldSun, 16 Aug 2026 11:58:02 GMTThe final whistle at the MetLife Stadium in New Jersey was not the end of the story.

The tournament is over. But here’s the thing about the campaign that we are about to unpack in BrandKnew. It was not about the 90 minutes on the pitch. It was about the other 45 days.

I feel it was worth dissecting the sheer administrative genius of what Unilever pulled off. More in the August edition of BrandKnew. Take a look:-

Strip away the pop-ups and cocktail menus and you will see where brand building is headed in the times to come.

#BrandKnew #SOHBStory #Unilever #FIFA2026 #WorldCup #ContentMarketing

PS: On a completely different note, pleasure to share that ISD Global has introduced three new products viz the Strategic Foresight Almanac, BrandKnow and BrandKnew.They are available for review and purchase on these links below:-

BrandKnow https://www.magzter.com/AE/ISD-Global/BrandKnow/Business/

The Strategic Foresight Almanac https://www.magzter.com/AE/ISD-Global/The-Strategic-Foresight-Almanac/Business/

BrandKnew : https://www.magzter.com/IN/ISD-Global/BrandKnew-Magazine/Business/

I am also taking the liberty to share here that SOHB(State Of The Heart Branding) Story is now a Podcast as well. You can access it on these links below:-

Daily Hunt: https://bz.dhunt.in/148BKr

]]><![CDATA[Freedom didn't arrive with fireworks. It arrived with silence — of homes that lost someone and never said so.]]>https://thesaurustristis141219.substack.com/p/freedom-didnt-arrive-with-fireworkshttps://thesaurustristis141219.substack.com/p/freedom-didnt-arrive-with-fireworksSat, 15 Aug 2026 04:21:36 GMTThis August 15th, let’s not just wave the flag — let’s live up to it.

]]><![CDATA[The secret to future-proofing your brand isn't chasing the next big thing.It's brilliantly,boldly,owning the 'last big thing'—your heritage.]]>https://thesaurustristis141219.substack.com/p/the-secret-to-future-proofing-yourhttps://thesaurustristis141219.substack.com/p/the-secret-to-future-proofing-yourThu, 13 Aug 2026 03:06:16 GMTThe secret to future-proofing your brand isn’t chasing the ‘next big thing.’ It’s brilliantly, boldly, owning the ‘last big thing’—your heritage. Let’s dive into the paradox of powerful brand-building.

The Unlocked Fortress: Why Your Brand Culture is the Only Asset That Matters

We are living in the ‘Age of I’—an era defined by the individual, the algorithm, and the endless pursuit of the next shiny object. AI, the metaverse, a new platform hack... the scramble is relentless. We obsess over our brand’s image on the outside, desperately trying to appear relevant, new, and disruptive.

But here is a truth that whispers through the noise: The most powerful, enduring, and under-leveraged asset isn’t found in a code or a trend report. It’s found in the beating heart of your organisation.

It’s your brand culture.

Take a look at this feature in the August edition of BrandKnew.

The Paradox of Progress

We are taught to believe that progress means burning the past. To be innovative, we must be disruptive. To be relevant, we must be new. But the most successful brands tell a different story.

Think of the Seattle Seahawks. Their Super Bowl victory wasn’t just about athletic prowess; it was a masterclass in maximising the dynamic tension between heritage and innovation. Their owner tasked the new coach with a powerful brief: “Inject new ideas while building on the (Seahawks) culture.“ This is the power of contemporizing heritage. It’s not about preserving a dusty relic in a museum; it’s about using your origin story—your DNA, your very soul—as a wellspring of strength.

It’s the paradox that makes Apple so brilliant (complex technology made impossibly simple), and Diet Coke so iconic (great taste, zero calories). Successful brands don’t compromise on these contradictory benefits; they own them. They don’t abandon their past to embrace the future; they use their past to define the future.

Culture Eats Strategy for Breakfast

Management guru Peter Drucker famously said, “Culture eats strategy for breakfast.“ We’ve all heard it. But do we truly feel it?

A brilliant strategy can be derailed by a poor culture in a heartbeat. But a powerful culture? It can turn a decent strategy into a winning one. This is the unlocked fortress, the primary driver of sustainable value. Your brand isn’t just a marketing function; it is the very operating system of your company. It shapes how you make decisions, how your teams align, and how your strategy shows up in every product and experience.

In a world where everyone can create anything, the new frontier isn’t production; it’s curation. It’s taste and conviction. AI can generate a million ideas, but it cannot provide the courage to say, “This is the thing, and I’m going to do it.” It cannot truly push back, take a stand, or protect your brand’s soul.

A Wake-Up Call from the World Stage

We saw this dynamic play out powerfully recently, and for many in India, it hit close to home. The ‘Kolhapurich chappal’ controversy involving Italian luxury house Prada wasn’t just a story of cultural appropriation. It was a stark wake-up call.

Prada unveiled a sandal bearing an uncanny resemblance to the iconic Indian Kolhapurich chappal, selling it for over ₹85,000 without acknowledging its origins. The backlash was swift and powerful, forcing the global giant to open a “dialogue for meaningful exchange.” The lesson for Indian brands is profound: the world is looking to us for inspiration, yet we rarely capture the premium value our heritage generates.

But there is a counter-narrative. A homegrown sneaker label, Gully Labs, is building a global brand by doing the opposite. They are focusing deeply on Indian cultural references—their Diwali-themed debut, their collaborations with Royal Enfield—all anchored in an internal culture that rejects imitation and celebrates authenticity. As its co-founder said, “We want to be the Indian brand the world looks to.” This isn’t just a mission statement; it is a competitive advantage.

The Gritty Work of Building Culture

This isn’t about an inspiring quote on a wall. It’s about the daily, gritty work of building a culture where your people are:

  • Inspired: They understand and are motivated by a vision that is both rooted in the past and relevant for the future.

  • Educated: They know why this vision matters.

  • Influenced: They are part of a ‘brand business diplomacy’ that shapes action, not just policy.

  • Supported: They have the tools and training to perform at their best.

  • Evaluated: They receive regular, relevant feedback.

In the quick commerce space, where speed and discounts are table stakes, brands are realising that cultural storytelling is the only way to build lasting loyalty. As one industry expert noted, “Performance marketing captures demand that already exists. Cultural and brand-led work builds future demand.”

The Unlocked Fortress is Within

The central insight is this: In a world of surplus—surplus of products, information, and noise—the true competitive advantage is a unique, credible, and cohesive brand culture. It is the one thing that cannot be easily copied or commoditised.

It’s time to stop looking outward for validation. It’s time to stop chasing the next algorithm hack. The fortress is unlocked. The real work starts from the inside out—from the very culture that makes you unique.

Some Inspiring Takeaway

In a world of ‘AI slop’ and endless possibilities, the most radical act of defiance is to be unapologetically, unequivocally yourself. Your heritage isn’t a weight to be shed; it’s a compass for the future. The brands that will lead tomorrow aren’t the ones who master the algorithm; they’re the ones who master their soul. Build your culture from the inside out, and you will never have to beg for relevance on the outside.

#BrandCulture #Leadership #BrandStrategy #Authenticity #CultureEatsStrategy #Marketing #LinkedIn #SOHBStory #BrandKnew

PS: On a completely different note, pleasure to share that ISD Global has introduced three new products viz the Strategic Foresight Almanac, BrandKnow and BrandKnew.They are available for review and purchase on these links below:-

BrandKnow https://www.magzter.com/AE/ISD-Global/BrandKnow/Business/

The Strategic Foresight Almanac https://www.magzter.com/AE/ISD-Global/The-Strategic-Foresight-Almanac/Business/

BrandKnew : https://www.magzter.com/IN/ISD-Global/BrandKnew-Magazine/Business/

I am also taking the liberty to share here that SOHB(State Of The Heart Branding) Story is now a Podcast as well. You can access it on these links below:-

Daily Hunt: https://bz.dhunt.in/148BKr

]]><![CDATA[Certainty is a myth advertising sold itself.]]>https://thesaurustristis141219.substack.com/p/certainty-is-a-myth-advertising-soldhttps://thesaurustristis141219.substack.com/p/certainty-is-a-myth-advertising-soldWed, 12 Aug 2026 03:13:21 GMTYour brand strategy has a 30% chance of being wrong. Nobody tells you that in the boardroom. Behind every ‘data-driven’ campaign is a room full of educated guesses.

Bob Hoffman has been saying it for years: advertising was never a science. It was always a bet dressed up in decimal points and dashboards — and the smartest marketers in the room secretly know it.

So why do we keep pretending otherwise?

Because admitting you’re guessing feels like admitting you’re incompetent. It isn’t. It’s the first honest step toward getting better.

The brands winning right now aren’t the ones with the most data. They’re the ones who stopped chasing certainty and started building the muscle to adapt faster than the chaos.

The BrandKnew August edition dives deeper into this myth V reality- take a look below:-

Every “data-driven” campaign you’ve ever approved? It was a guess wearing decent clothes.

That’s not cynicism. That’s Bob Hoffman, and he’s not wrong.

We build models. We commission research. We deploy AI to find the “secret algorithm” of human behavior. And then a consumer does something no dashboard predicted — again.

The question isn’t how to eliminate the wobble. It’s whether you’re brave enough to admit it’s there.

Certainty was never the advantage. Adaptability is.

More in the BrandKnew August edition.

#Adaptability #Uncertainty #DataDrivenMarketing #ConsumerBehavior #MarketingPhilosophy #BrandThinking

Probability, not precision — that’s what’s always driven great advertising.

PS: On a completely different note, pleasure to share that ISD Global has introduced three new products viz the Strategic Foresight Almanac, BrandKnow and BrandKnew.They are available for review and purchase on these links below:-

BrandKnow https://www.magzter.com/AE/ISD-Global/BrandKnow/Business/

The Strategic Foresight Almanac https://www.magzter.com/AE/ISD-Global/The-Strategic-Foresight-Almanac/Business/

BrandKnew : https://www.magzter.com/IN/ISD-Global/BrandKnew-Magazine/Business/

I am also taking the liberty to share here that SOHB(State Of The Heart Branding) Story is now a Podcast as well. You can access it on these links below:-

Daily Hunt: https://bz.dhunt.in/148BKr

]]><![CDATA[Reach or Resonance? Lets Put Our Best Foot(ball) Forward]]>https://thesaurustristis141219.substack.com/p/reach-or-resonance-lets-put-our-besthttps://thesaurustristis141219.substack.com/p/reach-or-resonance-lets-put-our-bestTue, 11 Aug 2026 02:34:33 GMTWe are well after the final whistle. The fans(both jubiliant and despondent) have gone back. But, the lessons for marketers, brand strategists, social media practitioners derived from this World Cup will offer the most instructive insights well into the future.

BrandKnew August Edition takes a close look at what two well heeled global brands set out to do and what they ended up achieving. Take a look:-

That’s the final whistle on brand strategy, if you will. What this World Cup did- as do all great events- was high pressure stress test of the existing brand positioning.

Marketing is not about entertainment. Marketing is about selling more stuff to more people, more often, for more money, more efficiently.- Former legendary CMO of Coca Cola Sergio Zyman.

#BrandStrategy #BrandPositioning #Nike #Adidas #Reach #Resonance

You can access the BrandKnew August Edition here on this link https://heyzine.com/flip-book/0c50cc2860.html

PS: On a completely different note, pleasure to share that ISD Global has introduced three new products viz the Strategic Foresight Almanac, BrandKnow and BrandKnew.They are available for review and purchase on these links below:-

BrandKnow https://www.magzter.com/AE/ISD-Global/BrandKnow/Business/

The Strategic Foresight Almanac https://www.magzter.com/AE/ISD-Global/The-Strategic-Foresight-Almanac/Business/

BrandKnew : https://www.magzter.com/IN/ISD-Global/BrandKnew-Magazine/Business/

I am also taking the liberty to share here that SOHB(State Of The Heart Branding) Story is now a Podcast as well. You can access it on these links below:-

Daily Hunt: https://bz.dhunt.in/148BKr

]]><![CDATA[Brand Positioning Is No Longer A Marketing Exercise]]>https://thesaurustristis141219.substack.com/p/brand-positioning-is-no-longer-ahttps://thesaurustristis141219.substack.com/p/brand-positioning-is-no-longer-aMon, 10 Aug 2026 11:53:16 GMTLegend has it that when one talks brand positioning, it has to come under the aegis of Marketing.

The script is being re-written if you will. BrandKnew August edition takes a deeper dive into the established perception and distills some food for thought. Take a look below:-

Link to the full BrandKnew August issue below. Would love to know what lands and what doesn’t.

https://heyzine.com/flip-book/0c50cc2860.html

Onward! Let’s get into it.

#BrandKnew #Branding #MarketingStrategy BrandPositioning #BrandMeaning

PS: On a completely different note, pleasure to share that ISD Global has introduced three new products viz the Strategic Foresight Almanac, BrandKnow and BrandKnew.They are available for review and purchase on these links below:-

BrandKnow https://www.magzter.com/AE/ISD-Global/BrandKnow/Business/

The Strategic Foresight Almanac https://www.magzter.com/AE/ISD-Global/The-Strategic-Foresight-Almanac/Business/

BrandKnew : https://www.magzter.com/IN/ISD-Global/BrandKnew-Magazine/Business/

I am also taking the liberty to share here that SOHB(State Of The Heart Branding) Story is now a Podcast as well. You can access it on these links below:-

Daily Hunt: https://bz.dhunt.in/148BKr

]]><![CDATA[Reach is loud. Resonance is remembered.]]>https://thesaurustristis141219.substack.com/p/reach-is-loud-resonance-is-rememberedhttps://thesaurustristis141219.substack.com/p/reach-is-loud-resonance-is-rememberedSun, 09 Aug 2026 03:03:31 GMTThey said advertising was a science. They said brand positioning was a marketing exercise. They said your culture was an HR problem.

They were wrong.

And this month, at BrandKnew, we decided to debate it. The August edition of BrandKnew is a manifesto for the age of creative disruption.

For those who prefer a digital flip, you can access the interactive version here: https://heyzine.com/flip-book/0c50cc2860.html

Here are a few grenades we’ve lobbed into the mix this issue:

1. The End of the “Story” Your brand is no longer a story. It is a Universe. In a world drowning in content, attention is no longer won through frequency. It is earned through immersion. The future belongs not to brands that tell stories, but to brands that create worlds so compelling that people willingly step inside them.

2. The Death of the Campaign AI isn’t just changing how we work; it is dismantling the very architecture of marketing. We’ve moved from a world of “campaigns” to a world of “growth engines.” The brands that win in the next decade won’t be defined by how well they use AI tools, but by how well they connect insight, creativity, and execution into a single, continuous system.

3. The “Relevance Obsession” Stop trying to be the majestic eagle. Start being the resilient cockroach. In an era of AI sludge, standing out is a vanity metric. The real marketing priority is Relentless Relevance. If your customers don’t think about you when their world changes, you don’t exist.

4. The Luxury Blindspot This is the one that keeps me up at night. AI is rapidly becoming the new gatekeeper of consumer choice. But here is the kicker: AI understands the surface of luxury, but it is completely blind to its soul. Scarcity. Heritage. The unspoken signals. If you are a luxury brand, are you visible to the machines? Or have you been optimized out of existence?

We also dissect the great Nike vs. Adidas World Cup battle (Reach vs. Resonance), unpack Unilever’s staggering 50,000-creator siege, and explore why Frankfurt Airport is rewriting the rules of brand experience by following “desire lines” instead of dictated paths.

The BrandKnew Take

We don’t believe in neat little case studies. We believe in the wobble. The friction. The glorious mess of how things actually work. Certainty is not an advantage. Adaptability is.

This edition is not for the faint-hearted. It is for those who are ready to build, break, and rebuild.

I’m genuinely curious: What’s your biggest takeaway from the “Relevance vs. Reach” debate? And are you ready to build a universe, or are you still telling stories?

Let’s get into it.

Written to be read with a raised eyebrow, not a nod of agreement. If something in here annoys you or you think we’ve got it wrong — tell me. Genuinely. The last issue got better because of exactly that feedback.

Link to the BrandKnew August edition below. Would love to know what lands and what doesn’t.

https://heyzine.com/flip-book/0c50cc2860.html

Onward! Let’s get into it.

#BrandKnew #Branding #MarketingStrategy #AI #LuxuryMarketing #Creativity #FutureOfWork

PS: On a completely different note, pleasure to share that ISD Global has introduced three new products viz the Strategic Foresight Almanac, BrandKnow and BrandKnew.They are available for review and purchase on these links below:-

BrandKnow https://www.magzter.com/AE/ISD-Global/BrandKnow/Business/

The Strategic Foresight Almanac https://www.magzter.com/AE/ISD-Global/The-Strategic-Foresight-Almanac/Business/

BrandKnew : https://www.magzter.com/IN/ISD-Global/BrandKnew-Magazine/Business/

I am also taking the liberty to share here that SOHB(State Of The Heart Branding) Story is now a Podcast as well. You can access it on these links below

Daily Hunt: https://bz.dhunt.in/148BKr

]]><![CDATA[If patience is a virtue, tissue boxes are the ultimate virtue test. I have failed. Repeatedly!]]>https://thesaurustristis141219.substack.com/p/if-patience-is-a-virtue-tissue-boxeshttps://thesaurustristis141219.substack.com/p/if-patience-is-a-virtue-tissue-boxesThu, 06 Aug 2026 12:36:04 GMTThe Issue With The Tissue or Why We Should Declare War on a Cardboard Box

I want to talk about a design flaw so ancient, so universal, so deeply woven into the fabric of human suffering, that we’ve simply stopped questioning it. Like potholes.

Let me begin by stating the obvious: I am a grown man. I pay taxes. I have (almost) successfully assembled IKEA furniture without crying (the first time). I have navigated rush-hour traffic, corporate politics, and the dreaded Monday morning blues. Yet, every single day, I am defeated by a box of tissues.

Imagining The Back Story

Going back in time. Somewhere, in a laboratory or a research centre, a group of adults sat down and decided that pulling out one tissue from a box should feel like extracting a molar. You reach in for a single, humble tissue — you have a cold, you are not asking for much — and out comes an entire relay team. Just back from the Commonwealth Games. Four tissues, holding hands, popping up one after another like they’re taking a bow. “Thank you, thank you, we’ll be here all week.”

And mind you, the box knows. That’s the part that rankles me. The box knows you only wanted one. It has watched you do this a hundred times. And still, every single time, it pulls the same stunt — like a magician who’s done the same trick so long he’s forgotten it’s supposed to be a surprise, it’s just become plain bullying.

Then there’s the second tissue. The traitor. The one that peeks halfway out and just…stops. Doesn’t commit. Won’t come, won’t go back. Just sits there, popped up like a meerkat( yes, the same burrowing mammal belonging to the mongoose family), judging you, daring you to pinch it out with the precision of a bomb disposal expert while your nose is actively staging a protest. By this time, you can’t see beyond your own nose. Because who knows, when the next one will come out, if at all!

And don’t get me started on the box itself — that flimsy cardboard coffin that looks structurally sound on day one and by day four has the spinal integrity of a wet biscuit. You press it back into shape, it springs back into “abstract art( Andy Warhol, you listening?).” Every refill is a renegotiation with cardboard that has given up on life. Card Bored is more like it!

The Designated Crying Tissue

And while we’re airing grievances, can we talk about the DCT(Designated Crying Tissue)? Every box, at some point in its life, produces That One Tissue — sitting right at the top, a little too soft, a little too central, clearly put there by fate for a Moment. And the unspoken family law is: nobody touches it for something as vulgar as a runny nose( or that oily Samosa). It just sits there. Waiting. Reserved. Like a good tablecloth, or the good spoons, except its job is to catch tears during a family serial season finale. You’ll use six ordinary tissues for a full-blown cold before you dare touch The One. That’s not cardboard engineering. That’s cultural engineering. Somebody in R&D deserves a raise(or possibly a background check should be more like it). Clearly a species of engineer with a personal vendetta against ease.

Thinking Inside The Box

And let’s talk about the box itself, shall we? The slot. That narrow, sadistic little slit. Who designed this? An engineer who hates humanity? A cat? The slot is either too tight (so the tissues disintegrate on exit) or too loose (so the tissues just sit there, mocking you, refusing to surface). There is no middle ground. It’s like the Goldilocks of frustration—except every bowl is either lava or ice.

We Have All Been There And Had Issues With It

You’re sitting at your desk. You feel a sneeze coming. A glorious, nose-clearing, soul-evicting sneeze that demands immediate attention. Your hand darts to the tissue box with the speed and precision of a ninja. You reach in. You grab. You pull.

And what happens? The tissue rips in half. Not a clean tear—no, that would be too dignified. It rips diagonally, leaving one sad, crumpled corner in your hand while its twin siblings stage a mutiny inside the box. You now have shredded tissue on your nose, and the sneeze? The sneeze has already launched a full-scale assault on your shirt sleeve.

But it gets worse.

You try again (Remember, we are in the Republic of Resilience). This time, you’re smart. You go in again with the precision of a bomb disposal expert. You pinch, you wiggle, you coax. And out comes not one tissue, but seventeen. It’s a tissue parade. A paper waterfall. You’re now holding enough cellulose to reforest a small nation( let’s call it Nauru or by its new name Republic of Naoero). And you can’t stuff them back in—because that would violate the sacred laws of tissue box physics. So you’re stuck holding a bouquet of tissues while your nose runs like a leaky faucet. And you are left licking your wounds.

You Would Think Innovation Would Have Solved This By Now

We have self-driving cars. We have AI that writes poetry. We have robots that can perform surgery. But we cannot invent a tissue box that dispenses one tissue at a time? This is the greatest unsolved problem of our generation. Move over, climate change. Step aside, world peace. The real crisis is the tissue box.

Out Of The Tissue Box Thinking

Let’s redesign it. Let’s make it a button. One press, one tissue. Like a peppermint dispenser, but for adults. No ripping. No pulling. No crying. Just pure, unadulterated tissue extraction.

Until that day comes, we should continue our battle. Let us fight the good fight. We will sneeze with courage, pull with conviction, and weep in frustration—all while clutching seventeen tissues in one hand and a shred of our dignity and self-respect in the other.

It was, all along, a chaos delivery system with excellent packaging — and the only thing “out of the box” about it is the fourth tissue you never asked for, standing up, taking a bow, absolutely delighted with itself.

#TissueBox #Patience #Design #Provoke #Ideas

PS: On a completely different note, pleasure to share that ISD Global has introduced three new products viz the Strategic Foresight Almanac, BrandKnow and BrandKnew.They are available for review and purchase on these links below:-

BrandKnow https://www.magzter.com/AE/ISD-Global/BrandKnow/Business/

The Strategic Foresight Almanac https://www.magzter.com/AE/ISD-Global/The-Strategic-Foresight-Almanac/Business/

BrandKnew : https://www.magzter.com/IN/ISD-Global/BrandKnew-Magazine/Business/

I am also taking the liberty to share here that my other blog SOHB(State Of The Heart Branding) Story is now a Podcast as well. You can access it on these links below

]]><![CDATA[Brands: Your customers aren't confused about your product. They're anxious about their decision.]]>https://thesaurustristis141219.substack.com/p/brands-your-customers-arent-confusedhttps://thesaurustristis141219.substack.com/p/brands-your-customers-arent-confusedMon, 03 Aug 2026 05:54:59 GMTAnd therein lies the opportunity. Certainty is the new luxury.

We used to buy things.

Now we buy sleep.

A larger house doesn’t feel like luxury anymore. Neither does a faster car, or a finer watch. The new status symbol is quieter — it’s knowing your flight leaves on time, your money is safe, your child’s future still makes sense.

Somewhere between AI rewriting job descriptions and headlines nobody fully trusts, the world got smarter and blurrier at the same time. And blurred futures don’t need more options. They need fewer questions.

The latest issue of SOHB(State Of The Heart Branding) Story 👇 examines precisely that.

Here’s the shift most brands haven’t caught onto yet: customers were never comparing products. They were comparing how much doubt each one made them carry.

Apple didn’t win because the iPhone changed every year. It won because it barely did — and that predictability became the product. Volvo doesn’t sell horsepower; it sells fewer sleepless nights. Zerodha doesn’t promise you’ll get rich; it promises you’ll understand exactly what’s happening to your money.

They’ve become what we call certainty engines—because in a world of infinite information, predictability itself becomes priceless.

The strategy shift

Stop asking, “How do we build trust?” Ask instead, “Where are we accidentally creating uncertainty?”

Trust isn’t built—it’s a residue. The residue of repeatedly removing doubt.

None of the brands referred above chased trust directly. They just kept removing the small frictions — the vague email, the hidden fee, the confusing form — until trust was the only thing left standing.

Where are we quietly manufacturing uncertainty — without even noticing?

Because the next decade’s most valuable brands won’t be the loudest, or even the smartest.

They’ll be the calmest room in a noisy world.

Certainty is the new luxury. Are you selling it?

#Certainty #Luxury #Brands #BrandKnew #SOHBStory

PS: On a completely different note, pleasure to share that ISD Global has introduced three new products viz the Strategic Foresight Almanac, BrandKnow and BrandKnew.They are available for review and purchase on these links below:-

BrandKnow https://www.magzter.com/AE/ISD-Global/BrandKnow/Business/

The Strategic Foresight Almanac https://www.magzter.com/AE/ISD-Global/The-Strategic-Foresight-Almanac/Business/

BrandKnew : https://www.magzter.com/IN/ISD-Global/BrandKnew-Magazine/Business/

I am also taking the liberty to share here that SOHB(State Of The Heart Branding) Story is now a Podcast as well. You can access it on these links below

]]><![CDATA[Every calendar deserves one bad influence. August volunteered.]]>https://thesaurustristis141219.substack.com/p/every-calendar-deserves-one-bad-influencehttps://thesaurustristis141219.substack.com/p/every-calendar-deserves-one-bad-influenceSat, 01 Aug 2026 03:31:43 GMTCorporate Disclaimer: This video above may improve networking by approximately three pegs.

August HR Advisory

August is the Month of Rum.

Unfortunately, HR has clarified that Rum does not stand for:

Resilience Under Pressure Management.

We’ve filed an appeal.

Rum: Because Excel has feelings too.

August teaches us an important lesson.

Life is temporary. Emails are forever.

Rum merely helps you ignore one of them.

August is proof that calendars also have a happy hour.

Brand Positioning

Rum is perhaps the only brand category where consumers happily become unpaid influencers.

No loyalty program.

No CRM.

Just one more round.

The MBA Case Study

Q: What is the shortest distance between two strangers?

A shared bottle of Rum.

Q: What is the shortest distance between two marketers?

A free bottle of Rum.

Let’s Take A Look At The Corporate Calendar

January: New Year.

February: Love.

March: Targets.

April: Reviews.

May: Excuses.

June: Half-year panic.

July: Damage control.

August: Rum remembers everyone equally.

The “R” in August stands for Rum. The “U” stands for “U better pour me another.” The “S” stands for...well, let’s just say that’s the sound of my dignity leaving the room. Happy Rum Month, you beautiful people(disasters)!.

Brand Strategy

Now it can be told. The fastest way to build a community isn’t advertising.

It’s asking: “Who’s bringing the Rum?”

The Masterclass in Financial Planning

A bottle of Rum: ₹2,500( average depending on the brand).

Listening to your friend’s life story after Rum: Priceless.

Time For Some Networking

Networking Event:

Before Rum: “Pleasure connecting with you.”

After Rum: “Brother, let’s build a unicorn together.”

By Monday morning: “Who was that?”

The SOHB Story Special

At SOHB Story, we normally discuss emotions.

This August...

I asked the universe for a sign on how to survive August. The universe handed me a bottle of Rum. Who am I to argue with the cosmos? Cheers!

We’re simply acknowledging that some emotions arrive carrying a bottle.

Cheers to stories worth remembering...and forgetting.

Statutory Warning: Please consume responsibly. Especially your opinions.

#Rum #August #Brands

PS: On a completely different note, pleasure to share that ISD Global has introduced three new products viz the Strategic Foresight Almanac, BrandKnow and BrandKnew.They are available for review and purchase on these links below

BrandKnow https://www.magzter.com/AE/ISD-Global/BrandKnow/Business/

The Strategic Foresight Almanac https://www.magzter.com/AE/ISD-Global/The-Strategic-Foresight-Almanac/Business/

BrandKnew : https://www.magzter.com/IN/ISD-Global/BrandKnew-Magazine/Business/

I am also taking the liberty to share here that SOHB(State Of The Heart Branding) Story is now a Podcast as well. You can access it on these links below:-

]]><![CDATA[The Guru Who Sold You Enlightenment Hasn't Found It Either.]]>https://thesaurustristis141219.substack.com/p/the-guru-who-sold-you-enlightenmenthttps://thesaurustristis141219.substack.com/p/the-guru-who-sold-you-enlightenmentFri, 31 Jul 2026 02:53:01 GMTCaveat Emptor: “This isn’t about discrediting the messenger(in this case the influencer); it’s about reading the fine print on the package. We need to stop treating their mantras like scripture and start treating them like a marketing pitch—best consumed with a healthy dose of skepticism, and maybe a full shaker of sodium for the ones promising you a Ferrari in 30 days.”

The “ influencer “ promised nirvana still remains just out of reach.

We are drowning in a sea of “authenticity“ that is meticulously manufactured . What began as a promise of connection has devolved into a relentless marketing machine where we are either the product or the salesperson—often both . The “influencer” (in most cases) isn’t a friend giving advice; they are a specialist in online manipulation, blurring the line between personal expression and commercial transaction.

Are We Chasing A Ghost?

Most likely, yes. We log on hoping to find a community or an escape, and instead, we are marketed a lifestyle we can’t afford and a transformation that is physically impossible. The result isn’t inspiration; it’s resentment and depression.We feel shortchanged by our own lives, comparing our messy, unedited reality to their perfectly staged “realness.” We are being sold an illusion, and the harder we chase it, the further it recedes.

Is The Seller Also Trapped?

Here is the irony that you may take with a tumbler of salt. Even the influencer isn’t free. With 64 million of them globally, they are trapped in a “life cycle“ where their success becomes their straitjacket.The very image and lifestyle they cultivated to gain influence becomes the prison they cannot escape. The more successful they become, the less freedom they have to deviate from the script .They are no longer a person; they are a “content delivery system” for a large audience, scared to break character.

Hello: How About The Hypocrisy That Cuts Deepest: They Don’t Even Practice What They Preach

The wellness guru who preaches “digital minimalism“ while posting 27 Stories a day. The financial freedom expert who is drowning in debt, monetizing your desperation. The “hustle culture“ prophet who preaches 4 AM wake-ups while their team secretly manages their schedule because they haven’t seen 4 AM since college. The relationship coach with three divorces.The sustainability influencer flying private jets to “eco-retreats.” The “detach from ego” coach with a comment section built entirely to feed theirs. The minimalism influencer with a storage unit. This isn’t hypocrisy as scandal — it’s hypocrisy as business model. Practicing the thing would take time away from selling the thing. So the sermon gets polished while the practice quietly slides.

You’re not being handed wisdom. You’re being handed a performance of wisdom, delivered by someone auditioning for their own advice.

None of this means growth is a scam. It means borrowed maps — especially unwalked ones — rarely fit your terrain.

They are selling you a destination they have never visited themselves.They are tour guides for a country they only know from postcards.They tell you to “be authentic“ while every tear, every laugh, every “vulnerable moment” is calibrated for engagement metrics. They preach “self-care“ while burning out to maintain the very machine that feeds their ego. They tell you to “quit your 9-to-5” while they are more enslaved to their content calendar than any employee ever was to a boss. They are not living proof. They are living propaganda.

Distance is the Product

Every feed you scroll promises the same finish line: “5 habits to unlock your best self,“ “the mindset shift that changed everything.“ You’ve bought the course, journaled the gratitude, done the cold plunge. And yet — nirvana still sits exactly one horizon further than yesterday.

If the destination ever arrived, the subscription would end. So the finish line is engineered to move. Not maliciously — just structurally. An influencer’s business model requires your transformation to be perpetually 80% complete. You’re not failing the program. The program is succeeding at exactly what it was built to do.

But if the gap is manufactured, what would it take to actually close it?

That’s the real question — and almost nobody selling you the map has walked the territory. Which brings us to the one thing that would collapse the entire industry overnight: someone asking the guru, on camera, “are you there yet?”

Try it. Watch how fast “there” becomes “a journey, not a destination.” Convenient philosophy, that.

Food For Torque: Some Takeaways?

Three ways to reclaim your own coordinates:

  1. Audit the practice, not the pitch. Before you follow anyone’s advice, check if they actually live it off-camera. A say-do gap is louder than any testimonial.

  2. Set your own finish line before someone else profits from moving it. Define “enough” in writing. Revisit it quarterly — on your terms, not the algorithm’s.

  3. Trade consumption for construction. One hour building your own practice beats ten hours absorbing someone else’s highlight reel. Wisdom compounds; content scrolls past.

Peace was never behind a paywall. It was always available — just not as photogenic. Nirvana is not for sale. But attention is. Stop buying.

#InfluencerMarketing #Attention #Nirvana #Consumption #Distraction

PS: On a completely different note, pleasure to share that ISD Global has introduced three new products viz the Strategic Foresight Almanac, BrandKnow and BrandKnew.They are available for review and purchase on these links below:-

BrandKnow https://www.magzter.com/AE/ISD-Global/BrandKnow/Business/

The Strategic Foresight Almanac https://www.magzter.com/AE/ISD-Global/The-Strategic-Foresight-Almanac/Business/

BrandKnew : https://www.magzter.com/IN/ISD-Global/BrandKnew-Magazine/Business/

I am also taking the liberty to share here that my other blog SOHB(State Of The Heart Branding) Story is now a Podcast as well. You can access it on these links below

]]><![CDATA[An Apple A Day...]]>https://thesaurustristis141219.substack.com/p/an-apple-a-dayhttps://thesaurustristis141219.substack.com/p/an-apple-a-dayThu, 30 Jul 2026 03:00:37 GMTThe apple wasn't the genius; the mind it landed on was. Inspiration is not about the source, but the receiver. Are you ready to be hit?

Newton didn't calculate the speed of the apple; he simply listened to its velocity. Inspiration isn't about force; it's about the willingness to be struck.

Come to think of it: a falling fruit, a wandering mind, and the Universe gave up its greatest secret. Sometimes the most profound answers are disguised as the most mundane interruptions.

Ideas are falling from trees all the time. They are not rare. The rare part is the head that thinks to wonder 'why' instead of just saying 'ouch'.

Gravity was always there. The apple just made it famous.

PS: On a completely different note, pleasure to share that ISD Global has introduced three new products viz the Strategic Foresight Almanac, BrandKnow and BrandKnew.They are available for review and purchase on these links below

BrandKnow https://www.magzter.com/AE/ISD-Global/BrandKnow/Business/

The Strategic Foresight Almanac https://www.magzter.com/AE/ISD-Global/The-Strategic-Foresight-Almanac/Business/

BrandKnew : https://www.magzter.com/IN/ISD-Global/BrandKnew-Magazine/Business/

I am also taking the liberty to share here that SOHB(State Of The Heart Branding) Story is now a Podcast as well. You can access it on these links below

]]><![CDATA[The most powerful move a brand can make today is to get out of its own way.]]>https://thesaurustristis141219.substack.com/p/the-most-powerful-move-a-brand-canhttps://thesaurustristis141219.substack.com/p/the-most-powerful-move-a-brand-canWed, 29 Jul 2026 03:15:01 GMTThe era of interruption is over. The era of invitation has begun.

Stating the obvious here. The smartest brands aren’t selling products.They’re selling participation.

We are moving away from “Attention.” We are moving toward “Affection.”

BrandKnew’s latest review of a few global campaigns reveals a powerful shift: The defining work of today isn’t about being the loudest. It’s about being the most revealing.

Look at the brands engineering relevance right now:

  • Back Market tells you to buy less.

  • Jacquemus casts an 80-year-old grandmother as their face.

  • Dove lets Reddit write their copy.

  • Coca-Cola makes their iconic red visible without using a single drop of the color.

Read more about these brand campaigns in BrandKnew July edition.

These campaigns aren’t chasing viral moments; they are building cultural connections.

The secret to ‘cultural-commerce’ isn’t a bigger budget. It’s a deeper understanding of what your audience actually cares about. The best campaigns don’t interrupt. They integrate.

The new question isn’t “How do we get noticed?” It’s “How do we become part of people’s lives, identities, and conversations?”

Because, the most valuable media asset a brand can own isn’t a budget. It’s relevance.

What campaign caught your eye this month? Let’s discuss in the comments.

The Inspiring Takeaway

The most powerful move a brand can make today is to get out of its own way. By stepping back from the noise and inviting the audience into the story, you transform from a vendor into a valued part of their identity. Relevance isn’t something you buy; it’s something you earn by listening.

#BrandStrategy #Marketing #Advertising #Culture #BrandKnew

PS: On a completely different note, pleasure to share that ISD Global has introduced three new products viz the Strategic Foresight Almanac, BrandKnow and BrandKnew.They are available for review and purchase on these links below

BrandKnow https://www.magzter.com/AE/ISD-Global/BrandKnow/Business/

The Strategic Foresight Almanac https://www.magzter.com/AE/ISD-Global/The-Strategic-Foresight-Almanac/Business/

BrandKnew : https://www.magzter.com/IN/ISD-Global/BrandKnew-Magazine/Business/

I am also taking the liberty to share here that my other blog SOHB(State Of The Heart Branding) Story is now a Podcast as well. You can access it on these links below

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