Brand Journal
Ranbir Kapoor Is the Product
Flux Theory shows why a celebrity who co-founds a brand, rather than endorses one, turns their own personality into the product architecture itself.
Tag
brand architecture
Brand Journal
Dineout Outgrew Its Parent’s Name
Swiggy dropped its own name from Dineout on 7 October 2026, and the move teaches one clear lesson: a sub-brand that reaches category leadership grows faster alone.
Brand Journal
Emami’s Brand Architecture Problem: What Happens When You Own 300 Brands and No One Knows It
Emami owns BoroPlus, Navratna, Fair and Handsome, Zandu, Kesh King, and over a dozen other major brands. Most Indians have no idea they're made by the same company. That's not an accident, it's a deliberate brand architecture strategy with a significant hidden cost.
Brand Journal
What Patanjali Taught Every Brand Manager About the Power and the Danger, of a Founder’s Face
Baba Ramdev's face is Patanjali's logo, its mascot, its advertising, and its trust signal. No Indian brand has ever built so much on a single person's identity. Here's why it worked spectacularly and where it becomes a liability.