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Brand Modi: A Regional To A Global Brand

Why Narendra Modi as a brand stands different from every one else? What are the key differentiations he as brand possess compared to others?

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Creating a brand is considered to be a humongous task in the corporate world. It takes years for them to create a known, powerful brand with involvement of so much of effort , money and most importantly many years together. The fast changing world of 21st century has become even challenging for creating brands and sustaining them. The political branding or branding of leaders have always been a very tricky one, as you are not just catering to your customers and competitors, here every one could be your loyalists or a detractor. But the story of Narendra Modi as a brand have changed the entire leadership creation cycle, methodologies for the rest of the world and even people like who consider themselves as brand specialists.

Why Narendra Modi as a brand stands different from every one else? What are the key differentiations he as brand possess compared to others? Or is he comparable at least in our country? I doubt. There is a lot of difference for todays leader as comparing with him with predecessors may be absolutely wrong. The time, the political climate, the back ground, economic standing of the country and so on will play a role in a political leader and his brand creation.

Till 2013, Modi was a favourite for the entire media, opposition parties and may be few within his on party, for all these people he was true villain whose name they used wherever necessary or the places not even required. He was denied Visa by US, UK. He was even called a 'demon' by his opponents. But Modi never went after any of them, he has not even given single clarification, on the other side he focused on the development of Gujarat and marketed that story s well to the world. Step by step he created an image for himself as the face of development. He never left an opportunity to take the credit for the achievement of his state and used every opportunity to expose the opposition especially the then ruling UPA government at the centre.

A true marketer he asked questions to people and left them to find the answer by themselves. He lead and confused his opposition when it comes to the election strategies and campaign and always lead from the front. The speed and energy showcased by Brand Modi have become a record, which may take many years for any one to chase. During the election campaign he raised the brand Modi emotionally with the countrymen. When opposition jibed him with a 'chai wala', he repeated the same a thousand times and put them into his favour.

2014 changed the face of Indian Politics and even to a new world order for India. A regional brand to a national brand, it hardly took a year for Brand Modi. But it didn't event take more than 6 months for him to become a global brand, more than the countries CEO he became the brand ambassador of India to rest of the world. He was welcomed by the world like a Rockstar, he travelled across the world and created an image of a savior. While the opposition and the detractors tried every thing possible to malign him or create trouble for him, the Brand Modi focused only on the Development Mantra. Every time he address the people he connects with them emotionally, he talk only positive, he forces you to dream… dream a prosperous tomorrow. He imbibes a feeling tomorrow is ours…

A Brand needs to be innovative to stay afloat and grow… Brand Modi's innovations like Make In India, Clean India, Start Up India, Digital India have become viral. His communication skill and communication plan have failed all the case studies taught in B-Schools. He is one of the most visible leader in the world. World leaders wanted to have pie of him and want to be friends with him and he as a powerful stood taller or shoulder to shoulder with them. Brand Modi is growing… getting matured, his loyal base is increasing, his detractors and opponents are confused, don't know how stop him.

As usual the Brand Modi is innovating the best marketing and administrative practices and not ready to look back

Atal Bihari Vajpayee was considered to be a Statesman, Manmohan Singh was considered as an economist but the instinctive and domineering, Narendra Modi is considered to be a leader of the 21st century. His agility is his distinction. From the USA to China, he has marked is presence in almost 40 countries. Brand MODI has evolved from a regional to a global brand in just a matter of two years. One of the biggest brand, Apple took more than 5 years to establish itself in India but an Indian prime minister is recognized globally today. So, should we address him as marketer or a leader? There is a very close similarity between the two. Both need to think big and communicate articulately. Well, we find both these qualities in abundance in the phenomenon Narendra Modi. He is can epitome of the new age leader despite of the fact that he is compared to Indira Gandhi. The reason can be visibility and powerful oration. The primary term is 'connect'. Today a school going kid would know the population of India probably because in his every speech he addresses the entire nation. "mere 132 crore deshvasiyon" this line has become a patent. He connects with his audience even with the kind of clothes he wears. For example, today the Nehru jacket is also known as Modi Jacket. The amount of compassion with which he carries his listeners to the world of his thinking is absolutely mesmerizing. The emotional connect that he established by valiantly talking about his journey from a chaiwala to a brand. The concept of a compassionate leader has never been there in India. He is a combination of skill, scale and speed. His idea of using a global platform to bring forth his ideas has compelled Indians to think big and perform smart. He broke stereotypes when he went to receive US president from the airport. At every public appearance he was standing with Obama rather than behind him. Barack Obama, the president of the country which denied him visa in 2005.

Disclaimer: The views expressed in the article above are those of the authors' and do not necessarily represent or reflect the views of this publishing house. Unless otherwise noted, the author is writing in his/her personal capacity. They are not intended and should not be thought to represent official ideas, attitudes, or policies of any agency or institution.


PKD Nambiar

The author is MD and CEO, Flags communications

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