Brands are everywhere. We may love them, or despise them, or even disparage them, but we can't be indifferent to their invasive presence in our lives. Today, brand managers, fresh out of campus, are either clueless about what they are supposed to do; or are besieged with baggage from the past that handicaps them from expressing their point of view.

As a result, they end up being contained, complying with legacy views and practices, thereby perpetuating the mediocrity of the past. In reality, brand-building can be fun, creative and highly rewarding.

This book aims to take all kinds of brand custodians on an enriching journey, so they can delight consumers, generate revenue for their company and positively impact their careers.

ARVIND BHANDARI, currently working as Global Head, Wyeth Nutrition at Nestlé, is a corporate veteran with twenty-five years of work experience across leading organizations such as ITC, JWT, PepsiCo and Nestlé. In senior business leadership roles, he has nurtured classic brands like Maggi, Lay's, Pepsi, Everyday and Milkmaid, to name a few. Holding degrees in management, humanities and law from institutions such as the Institute for Management Development (IMD), Lausanne, S.P. Jain Institute of Management and Research (SPJIMR), Faculty of Law and St Stephen's College, Delhi, Arvind is a regular writer/columnist for marketing and business publications and lectures at prominent management institutions. Arvind has been presented the AsiaOne 'India's Greatest CMO 2016-17' award, for excellence in marketing.
TRUPTI BHANDARI is a global business leader and marketer with experience across FMCG, healthcare and lifestyle segments in companies such as Reckitt Benckiser, Pfizer, Bausch + Lomb and GSK Consumer Healthcare. She has helped build iconic brands such as Dettol, Horlicks, Boost, Sensodyne and Crocin, among others, in various leadership roles. Honored with multiple communication and marketing awards, Trupti has also co-authored the bestselling business book Pragmarketism, along with Arvind Bhandari. Currently based in Switzerland, Trupti provides consulting to organizations on brand strategy and communication.