Mamaearth co-founder Ghazal Alagh has shared a key insight into what distinguishes successful brands from the rest. In a recent post on X (formerly Twitter), the entrepreneur revealed that every strong brand has an “enemy”, but this foe is not necessarily a competitor—it could be a system, a mindset, or a deep-rooted problem.
"What do all successful brands have in common? They all have an enemy. That enemy is not always a competitor but a system, a mindset, or a problem," Alagh wrote.
To illustrate her point, she cited examples of some of the world’s most iconic brands: Netflix fought against cable TV, Nike challenged self-doubt, Airbnb disrupted traditional hospitality, and Mamaearth battled toxic skincare products. According to Alagh, how a brand defines its enemy is what elevates it from good to great.
"How you define your enemy is what differentiates a good brand from a great one," she explained. Ending her post with a thought-provoking question, she asked: "So, if you’re building a brand, who are you fighting against?"
What do all successful brands have in common?They all have an enemy.That enemy is not always a competitor but a system, a mindset, or a problem.@netflix fought cable TV.@Nike fought self-doubt.@Airbnb fought traditional hospitality.and at @mamaearthindia we fought toxic pic.twitter.com/RScvTZUfVZ
Ghazal Alagh (@GhazalAlagh) February 18, 2025
Alagh, alongside her husband Varun Alagh, founded Mamaearth in 2016 after struggling to find toxin-free baby products in India. Beyond her role as an entrepreneur, Alagh gained further recognition as a judge on the inaugural season of "Shark Tank India".
Apart from her branding philosophy, Alagh has also spoken about personal struggles, particularly in handling stress. In a separate post on X, she shared an experience—craving truffle cake after an exhausting workday, despite not being a dessert lover.
"Yesterday, an exhausting work day made me crave truffle cake, even though I am not really fond of desserts. However, I realised that this is the kind of craving I usually get whenever I am feeling stressed," she wrote.
She delved into the psychology behind such cravings, explaining that when under stress, the brain reverts to familiar routines to conserve mental energy.
"Often, when dealing with stress, our brain gets back to familiar routines to save mental energy. And this information has made me see these habits as my brain’s way of coping, not something to feel guilty about," she explained.
Rather than feeling guilty about indulging in comfort food, Alagh said she now focuses on recognising stress triggers, building healthier routines, and practising mindfulness.
Ending her post, she asked her followers: "How do you deal with stress?"
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