Brands cost more because they are well-considered; thoughtful. People have spent painstaking hours thinking through how you should perceive and consume their brand. A brand manager’s job is to be certain that no part of your experience happens by accident, outside of specification. This is what makes a brand consistent and safe.
Hyderabad, on the other hand, is not a city of curated experiences: Power lines dangle at eye level; the flow of traffic is largely unregulated; half-baked marketing messages innundate you. In a place like this, a brand experience like Café Coffee Day stands out as being a safe haven. After a day where it seems like a lot happens by accident, it’s a soothing escape to consume not just hot coffee, but someone else’s thoughfulness.
* Irony alert: Their website just told me, “Visitor number 254923 we value your feedback”.
Acumen Fund Fellows 