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Brand Narratives

The book is a delight from the first page. Kudos to the author to have pulled this off with great style, teaching us how to fly with the birds and walk with the ants. Pick one and enjoy the stories of three admired brands from the eyes of the ‘soul keeper’ herself

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We see great brands around us that we admire and respect, and hope someone will take us through the stories behind them and deconstruct the picture. Brand custodians from the marketing and communication industry yearn to learn from great brands. They also want to see the brand successes from within the organisation and learn how those winning capabilities were built, how they aligned together to script these journeys. Sangeeta Talwar’s The 2 Minute Revolution provides both the perspectives in a beautiful narrative, painstakingly putting together innumerable small stories — tales  of courage, sweat, handwork and an uncanny belief, whether it came from the gut or pure intelligence.

Talwar, through her insights from her daily grind, milestone experiences and a year-on-year saga of ups and downs, has curated this book and reads like a masterpiece. It is like that magic ‘concentrate’ in a tin, which you could slice open, scoop a small part, mix and cook up into a uniquely delicious cuisine. Each one of the shared insights, experiences and subsequent advice are building blocks of any successful brand journey.

Talwar’s book may not make an attempt to take us into the current — super charged, attention-scarce hyper-connected world we are living in. The book may not grapple with the ever-threatening disruptions brands face today, or the shifts  taking place with the in-moment or micro-moments-centric marketing we are living in. The book may also not talk about brands as friends, the changing face of loyalty, the fragmented consumer journeys and all the other prevalent challenges. But the fundamentals haven’t really changed and what the book does is timeless in its own right.

The fact that consumers have to be listened to in their own world, spoken to in their language and in their environment, remains unchanged. The fact that it takes a lot of different moving parts, moving at different speeds on personal, team and organisational levels towards achieving the final outcomes is as important as ever.

It is not easy to create products and solutions for consumer’s future and unmet needs and more so turning them into mainstream successes with sustainable sales growth. Talwar has been behind Maggi’s success story, and probably the reason behind the title of the book. Concepts such as fly vision, focus on collaboration, obsession on the consumer and their being the centre of everything, the focus on detailing (for instance, the endless hours going on just to determine the size and the shape of the cup to appear as an illustration on the Maggi packet), the zeal to find the true brand proposition and all the rest that drives the culture of innovation and the role of gut is explained beautifully.

The book is a delight from the first page. Kudos to the author to have pulled this off with great style, teaching us how to fly with the birds and walk with the ants. Pick one and enjoy the stories of three admired brands from the eyes of the ‘soul keeper’ herself.

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.


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Magazine 4 August 2018 book reviews books SANGEETA TALWAR

Rajeev Sharma

The writer is founder, Awrizon, Digital Consulting

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