These are the only 8 principles that matter for long-term brand building. Those that have survived 100 years and will survive 100 more. Obvious but often overlooked in the pursuit of short-term gains.
No matter what content you publish across channels or how you engage with potential and existing customers, ground your work in these principles.
Summed up perfectly by Atomberg’s Arindam Paul in his book Zero to Scale. While its primary focus is consumer brands, the book is built on first-principles thinking, and I would recommend it to marketers everywhere, irrespective of their sector. It also serves as a handy reference that you can always return to.
The book kicks off with a brilliant first chapter on the new Indian consumer, and only gets better as it unpacks the tactical nitty-gritty of cracking distribution, demand generation, brand communication, etc.