The 21st century has come and set in with a new set of words and phrases that were not so common before. These are the words of commerce and what is now known as the ‘Corporate’ sector of humanity. This includes terms like ‘Marketing’, ‘Branding’, ‘Sales’, ‘HR’ and the like. They are no longer just words to be used by students of business and those who run the world of management, but are becoming common parlance for many across the length and breadth of the country as India emerges into the rest of the world with a deep dive of aspirational effort.
In this new reality, these terms have been extended to other spheres of life, such as politics, where a political leader now builds a brand image, something that the idealistic politicians of yesteryear might have recoiled against what might be perceived as equating oneself with something ordinarily quantified in monetary terms.
Branding involves creativity, skill and the courage to break norms. And from a country where there used to be one variety of most things we have finally moved, over the last 30 years, to one where there are varieties upon varieties of every product we can think of, including political leaders. However, sometimes we jump the gun and think that what is new or recent will be groundbreaking enough to change the world as we see it.
A few years ago, the ‘Metaverse’ was supposed to replace reality itself. We were told we’d live in digital worlds, own virtual real estate, and attend concerts as pixelated avatars. Around the same time, 3D printing was set to revolutionize everything—people imagined a future where we’d all be manufacturing guns, homes, and even human organs from our garages. Fast forward to today, and the Metaverse is struggling for relevance, while 3D printers are mostly used for prototypes and hobbyist projects.
The cycle repeats. Today, generative AI is the new disruptor, promising to change marketing, branding, and business forever. AI-generated ads, chatbot-driven customer service, and personalized content at scale are the new frontiers. But beneath all the hype, the core principles of branding remain unchanged. Just like companies that survived previous waves of technological revolutions, the brands that endure are those that build trust, emotional connections, and distinct identities—not just those that jump on the latest tech trends.
1. Trust Is Timeless
No matter how advanced technology becomes, trust is the foundation of great brands. Consumers don’t buy products—they buy promises. Whether it’s the promise of quality (Apple), consistency (McDonald’s), or reliability (Toyota), successful brands cultivate trust over decades.
Take Coca-Cola. Despite digital advertising, AI-driven campaigns, and endless marketing innovations, Coca-Cola’s branding success still rests on a simple idea: an emotional connection with consumers. The red-and-white label, the contour bottle, and the idea of happiness remain central to the brand. Even when AI-generated ads and virtual influencers flood the market, people will always return to brands they trust.
Similarly, in political parties we find that despite excessive use of technology and technical know-how in public outreach, it is the emotional connect that binds people to a point of view. Trust, once established, tends to be timeless if done sincerely. Relationships don’t end overnight in reality, but only on the phone.
2. Storytelling Over Technology
Brands that last tell compelling stories. Technology can amplify storytelling, but it cannot replace it. When Nike launched its "Just Do It" campaign in 1988, it wasn’t about shoes—it was about human perseverance. That message still resonates today, even as Nike incorporates AI-driven personalization and virtual sneakers.
Compare that to brands that rely solely on technology. Remember Google Glass? The tech was futuristic, but there was no compelling narrative around why people should wear them. Without a strong emotional or cultural pull, the product faded into obscurity. Meanwhile, Ray-Ban—founded in 1937—remains relevant because it sells an image, a lifestyle, and a story beyond just eyewear.
Again, the political sphere, it is the storytelling style of campaigners that captures the audience rather than display of technical or even argumentative skill.
3. Emotional Connection Beats Automation
AI can predict what consumers want, but it can’t replace human emotion. A chatbot may answer customer queries instantly, but it can’t replicate the warmth of great customer service. People remember how brands make them feel, not just how efficiently they respond.
Take Amul, India’s beloved dairy brand. Its iconic Amul girl advertisements—witty, humorous, and culturally relevant—have connected with Indian audiences for over 50 years. AI could generate similar ads, but would it capture the same cultural nuance and nostalgic charm? Probably not. The emotional connection built over time is what makes Amul’s branding timeless.
In politics too, there is the observed fact of history that those leaders who personally liaison with the public build a better image for their party. Automation may help in getting things done, but the conception of those things always depend on deep-rooted effects of evolution spread over thousands of years, and not on mere statistical gymnastics or operational efficiency.
4. Consistency Wins Over Novelty
Many brands chase trends, but the ones that endure stay true to their essence. Fashion brands like Louis Vuitton and Rolex have embraced digital marketing, influencer collaborations, and AI-driven personalization, yet their core identity remains untouched. They have evolved, but not at the cost of their legacy.
On the other hand, brands that pivot too aggressively often lose their core audience. MySpace, once a dominant social media platform, tried to reinvent itself too many times and ultimately lost relevance. Meanwhile, Facebook (now Meta) has evolved gradually, adapting without abandoning its core function of connecting people.
In politics, we can see clearly today how those leaders who prove to be consistent with their point of view always win the hearts of the public over those who appear erratic. Hearts are not erratic. They take time to build and break bonds. An inconsistent heart results in a heart attack, let alone public support for an Idea or cause.
5. Hype Fades, Fundamentals Last
Every few years, a new technology is hailed as the future of branding. But history shows that the brands that survive are not necessarily the ones that adopt every trend, but those that remain true to their core values.
Amazon mastered e-commerce not just by using cutting-edge technology but by sticking to its core principles: customer obsession, fast delivery, and convenience. Similarly, brands like Tata and Infosys in India have maintained their reputation for reliability and integrity despite evolving business landscapes.
The means of politics have changed. When EVM’s were introduced in the country, it looked like the entire political process shall undergo an overhaul. However, even today, the same issues and arguments are raked up over alleged mischief as they used to do before. The crux of our country’s political consciousness lies in the democratic spirit, not in the technology used to exercise that spirit, no matter how much it may glitter at first sight.
Final Thoughts
Generative AI, Web3, and whatever comes next will certainly change the way brands operate. But branding itself—the art of creating trust, telling stories, building emotional connections, and staying consistent—will remain the same. The next time a tech revolution promises to reshape branding forever, remember: the most successful brands aren’t the ones that chase hype but those that hold onto timeless principles. Whether we are a political party, corporate entity or even educators, it is the ‘Brand’ and the philosophical underpinnings of its message that creates true connections with others and sustains families, societies and polities across the globe. The nature of technology may change, but that of human connection cannot until a new world is forged
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