There are areas in our brain which can store certain brands and slogans but not all. The brands that truly influence our mind are the ones that emotionally we are attached with. Many of the successful brands of today had created an exceptional customer perceived value and they compete for emotion as it stays connected with the customers’ heart instead of the head Every human being is a brand, the way we dress, talk and socialize. To be a brand we should think like a brand, which requires a different mindset, perspective and unique approach. Your promise as a brand is about how you want to be described and how you would like other people feel about you, for which we will have to raise the bar both at a personal and professional level.

1. 1 www.arabbusinessreview.com
Think like A Genuine ‘Brand’
 There are areas in our brain which can store certain brands and slogans but not all.
The brands that truly influence our mind are the ones that emotionally we are
attached with.
 Many of the successful brands of today had created an exceptional customer perceived
value and they compete for emotion as it stays connected with the customers’ heart
instead of the head
 Every human being is a brand, the way we dress, talk and socialize. To be a brand we
should think like a brand, which requires a different mindset, perspective and unique
approach.
 Your promise as a brand is about how you want to be described and how you would
like other people feel about you, for which we will have to raise the bar both at a
personal and professional level.
The brainstromer Quiz of a recent group caught up my attention, moving away from its usual
formats as it’s presented with a difference. The task given to the group was to identify a brand
from a series of funny, catchy slogans, tag line used as an aid in promoting brands or products

2. 2 www.arabbusinessreview.com
in the past and present. These catchy slogans have clever phrases and used as great motto to
advertise and promote brands in a big way. When the Quiz Master announced the answers to
each of those almost all the brands were known or we use in one way or other in our day today
life, however, one could relate or memorize only 10% of the brands with these catchy tagline.
Why only few brands come to our mind and we look for those? Researchers have proved, the
human mind has the ability to retain and recall things that are unique and distinctive. There are
areas in our brain which can store certain brands and slogans but not all. The brands that truly
influence our mind are the one that emotionally we attached with. Many of these products are
unique and have enhanced our lives in one way or the other.
Perceived Value.
Many of the successful brands of today had created an exceptional customer perceived value
which is mathematically equal to the benefit divided by the cost. The price is only one part of
the three fundamentals i.e. Time, Feeling and Money. We often think the perceived value
means lowest cost. There are brands that highlight the lowest prices as a distinctive point and
generally this is an indication of the brand getting surrendered to the consumers mind as a
commodity, lowering its value proposition and begins to start losing its brand identity. The
crowd get attracted to the lowest price will be primarily being loyal to the price and not to the
delivered value. They will leave when a competitor comes in at a cheaper price.
Emotional engagement
Smart companies of today compete for emotion as it says connects your brand, and with your
customers’ heart and not with the head. Position the brand to keep your customers grounded
with emotional engagements. In a brand value formula the perceived value should exceed the
total cost both functional and emotional. A genuine brand understands that a lowest price
strategy alone will not necessarily guarantee customer loyalty and satisfaction.

3. 3 www.arabbusinessreview.com
Brand Promise
In order to be passionate about a brand the organizations need to create, believe and deliver in
a brand promise. Many organizations of today including the fortune 100 or 500 talk about their
commitment and dedication to customers on one hand is looking for outdated and low cost
solutions, overlooking how their brands are perceived in the market. It seems the corporate
world of today are suffering from a ‘policy-mania’ that is a policy to control every possible
process and actions. The policies are important however; remember promises are delivered by
people and not by policies.
Integrity Dividend
We all use the word ‘genuine’, which often means authentic in other words ‘trusted’. In today’s
world there are very few promises one can really count on and people appreciate if yours is one
of them. The organizations which believe in creating such genuine brands and promises are the
ones which benefit today from the “integrity dividends”.
Think like a ‘Brand’
Every human being is a brand, the way we dress, talk and socialize. To be a brand we should
think like a brand, which requires a different mindset, perspective and unique approach. To
become a personal brand doesn’t mean being powerful, rich or famous. Your promise as a
brand is about how you want to be described and how you would like other people feel about
for which we will have to raise the bar both at a personal and professional level. Create a
paradigm shift today to deliver a promise tomorrow with exceptional esteem be it ‘You or a
“Brand” in your mind.
The article was is written by Raghu Menon for Arab Business Review
To read more thought-leadership stuff by leaders from Arab Region, please visit Arab Business Review