But, ‘all things being similar’, the stronger brand equity will always win.The most imbecile straight-lined argument claims that the death of advertising effectiveness will finish off brands. Advertising existed all through the growth of consumerism but it is not the ‘be all and end all’ of brand building. How else will they create a market for their ‘branded’ consultancy and bogus ad tech?The world of brands is Darwinian by nature. Death is change. After every death is the birth of something stronger and better.-The author is global brand head of Royal Enfield.

Source: Economic Times June 24, 2020 03:20 UTC