“ The opportunity is to build on that heritage while expressing it in a way that is contemporary, globally relevant and culturally adaptable. Global consistency and local relevance are not opposites. The core idea should remain consistent, while its expression must be sensitive to the market, audience and cultural context.”“ Experience also teaches you that transformation needs both patience and urgency: patience to build credibility, and urgency to create momentum.”
For a company with more than 50 subbrands, ensuring that the entire marketing system works together requires a strong central brand – which, at Tech Mahindra, hinges on heritage.
“ The starting point is clarity around the role of the master brand,” he says.“ A strong brand architecture should create coherence without eliminating the distinctiveness of businesses, capabilities and propositions.
“ For Tech Mahindra, our heritage is an enormous strength. The Mahindra name carries deep associations with trust, purpose and long-term commitment.
Earning trust But a strong brand is nothing without trust.“ I used to think attention was the scarcest currency in marketing. I now believe trust is even scarcer,” Peeyush says.“ It is relatively easy to create visibility today. It is much harder to earn credibility and sustain belief over time.”
This shift represents the rise of a more discerning audience that values tangible results – with marq’ s Brand Consistency Report finding that 68 % of businesses say that brand consistency was a“ major contributor” to revenue growth of 10 % or more.
“ What shifted my perspective was seeing how quickly audiences can distinguish between what a brand says and what it consistently does,” Peeyush says.“ That has made me believe even more strongly that marketing cannot be separated from experience, culture and reputation.”
marketingchief. com
45