Brand Growth and Development

Is it time for F1 teams to reimagine their women's merchandise? F1 merch has always leaned heavily toward men’s and unisex styles, tied to the old perception of motorsport as a 'guy’s sport.' But with women now making up 40% of F1 viewers (over 300 million fans!) the demand is shifting. Unisex designs, while practical, often fail to meet the needs of female consumers. By overlooking this growing audience, F1 teams and brands are missing out on a major global opportunity. So... Why should F1 teams invest in women’s clothing? Women’s merchandise is a huge untapped market that holds the key to a brand’s growth. It presents a major opportunity for expansion and fan engagement, yet many sports organizations still struggle to cater to this audience. Now, let’s talk numbers. Spending power: — Women control $31.8T in global spending, expected to reach 75% of discretionary spending in 5 years. — Women drive 80% of all sports apparel purchases in the US. — The US women’s sports apparel market is valued at $4 billion. Demand: — Nearly 80% of women’s sports fans would purchase more merchandise if better options were available. — 67% of women sports fans have purchased sporting merchandise. — Cases from sports like football and the NFL highlight rising demand across the industry, with women’s apparel sales tripling in four years. The solution? F1 teams could collaborate with women-focused brands or launch special edition collections for female fans. By blending sporty and casual, they could create stylish, well-fitted merchandise that not only wins over a loyal audience but also creates a huge revenue opportunity for F1 teams. This is just how I’d imagine F1 teams collaborating with women-focused brands: — Sporty & Rich x Scuderia Ferrari: Vintage-inspired, laid-back luxury that complements Ferrari's iconic heritage. — Varley x McLaren Racing: Elevated essentials for life on and off the track. Chic yet functional. — Tory Sport x Mercedes-AMG PETRONAS Formula One Team: The elegance of sport reimagined, perfect for race weekends or city life. — TALA x Williams Racing: Consciously made, active-inspired pieces that bring innovation and style to the team that's always evolving. Women shouldn’t be alienated or treated as a niche group but deserve equal attention as an important part of the fanbase. Whether it’s through learning how to create truly well-fitted pieces as part of their main collection (as it should be) or reimagining merch for women by collaborating with new brands, F1 teams addressing the lack of women-focused merch would be a meaningful way to connect with their growing audience. What do you think? #f1 #motorsportsmarketing #formula1 #fashionmarketing

The Brutal Truth About Consumer Trust in Home Care Why do some brands inspire trust effortlessly while others struggle to convince consumers? Home care isn’t like beauty or food, where customers instinctively check labels. For decades, legacy brands have relied on familiarity over transparency—building trust through big advertising spends rather than real ingredient disclosures. But that’s changing. Consumer trust is now shifting toward brands that disclose, educate, and take a stand. 1️⃣ The Parle-G Effect: Legacy Trust vs. New-Age Transparency For years, people have trusted brands like Surf Excel, Vim, and Harpic—not because they knew what was inside, but because they were always there on shelves and TV screens. This is the "Parle-G effect"—familiarity breeds trust. But today, trust is no longer inherited; it’s earned. The rise of brands like Kapiva (Ayurveda transparency), The Whole Truth (ingredient honesty) shows how modern brands build trust differently—by being upfront about what’s inside. 2️⃣ The Johnson & Johnson Shock: When Legacy Trust Breaks For decades, J&J was the gold standard for baby care. But lawsuits over talcum powder contamination with asbestos shattered consumer confidence worldwide. Even in India, brands like Mother Sparsh surged because young parents started reading labels—they no longer assumed safety just because a product was from a heritage brand. 3️⃣ The Patanjali vs. FSSAI Scandal: Why Trust Must Be Backed by Proof Consumers initially believed in Patanjali’s “natural” positioning. But repeated quality violations (like the recent FSSAI crackdown on misleading claims) eroded trust. The lesson? Trust cannot be built on slogans alone. If a brand claims toxin-free, natural, or safe—it must prove it consistently. 4️⃣ The Decathlon & Ikea Strategy: Trust Through Radical Transparency Decathlon shares detailed product breakdowns—how much polyester is used, where a product is made, and even the carbon footprint. Customers trust them because they don’t have to “guess” what they’re buying. Ikea lists every material, every environmental impact, and even assembly instructions upfront. No surprises. Just facts. In home care, Koparo is taking the same approach—putting ingredients front and center. Not just saying "toxin-free," but explaining why certain ingredients matter for better or worse (like the bioaccumulation of harmful chemicals in traditional cleaners). So What’s Next for Consumer Trust in Home Care? ✅ Brands that educate will win over brands that advertise. ✅ Ingredient transparency will become a non-negotiable (just like food labels). ✅ Consumers will demand not just safe products—but proof of safety. At Koparo, we’re all in on radical transparency. No vague claims. No marketing gimmicks. Just home care that’s safe, effective, and backed by science. The real question is—do you know what’s inside your cleaning products? #ToxinFree #Koparo #HomeCareRevolution 🚀

Much for brands to learn from Singapore. To manage brand legacy alongside technology and advancement, brands must strike a careful balance between preservation and progress. Singapore has become a model of modernity without losing its uniqueness. It blends futuristic architecture, smart infrastructure, and a global business environment with deep-rooted cultural heritage, local traditions, and multicultural harmony. Sleek skyscrapers rise beside historic shophouses; hawker centres thrive next to Michelin-starred restaurants. It’s a city where innovation meets identity—where cutting-edge urban planning coexists with festivals like Deepavali and Chinese New Year. Define Non-Negotiable Brand Values and Identify what must never change. These values form the emotional core of the brand that tech innovation must serve, not disrupt. Evolve the Expression, Not the Essence. Modernize without alienating loyal users. Retain symbolic or nostalgic cues that remind audiences of the brand’s roots. Integrate Innovation with Storytelling. Frame new technologies (AI, AR, VR etc.) as extensions of the brand’s purpose, not departures from it. Maintain Consistent Brand Voice Across Platforms. As tech enables channels, ensure tone, visuals, and personality stay coherent. Use Flagship Experiences to Reinforce Both. Design physical or digital spaces to reflect both legacy and future-forward thinking. And most crucially - Listen and Adapt. Leverage data and community feedback to innovate with empathy, not in isolation. In short, the brand legacy is the soul, and technology is the tool—they must evolve together, not at the cost of each other. By preserving green spaces, promoting multilingualism, and respecting its past while embracing the future, Singapore proves that progress doesn’t have to erase character—it can enhance it. #Singapore #culture #legacy #brand #innovation #essence #brandpositioning #transformation

Want 30% More Revenue Without Paid Ads? Here's How: The fastest way to grow your brand without spending on ads is to set up a Welcome Email Flow for non-buyers. It’s the exact strategy we’ve used to consistently outperform industry averages: 📬 Industry average open rate: 26.5% 📬 Our client average: 50%+ Here's the 4-email flow that delivers consistent revenue without paid acquisition: Email 1 – Right after signup: Welcome new subscribers. Introduce your brand. Say thank you. If you offer discounts, this is the time to share. Subject line ideas: “Welcome!” “You’re part of the family now” “Welcome to [Your Brand]!” Email 2 – 1 to 2 days later: Share your brand story, values, or unique quality standards. Highlight the benefits of shopping with you. Subject line ideas: “You heard it here first” “Learn more about us” “Level up your [insert product] game” Only send if they didn’t convert from Email 1. Email 3 – 2 to 3 days after that: Use social proof: reviews, press, endorsements, retail footprint. Feature popular products. Subject line ideas: “Our customers say it best” “The love is real” “Word on the street” Only send if they didn’t convert from the first two emails. Email 4 – 3 to 4 days later: Build connection through community. Show your team, social channels, or customer care. Subject line ideas: “We’re all in this together” “Let’s be friends” “Meet our team” Only send if they haven’t converted yet. ✅ Pro Tip: Test everything — subject lines, CTAs, timing. Set the tone. Build trust. Drive more revenue — no ads needed.

Legacy is no longer about inheritance. It’s about intention, evolution, and earned relevance. In India, 88% of business owners trust the next generation with their wealth. Yet only 7% of heirs feel obligated to take over the family business. That number startled me, but it didn’t surprise me. As an entrepreneur, I’ve seen both sides: legacy businesses struggling with succession and new-age ventures where founders are rewriting the rules. The reality is that obligation has lost its business place, and that’s a good thing. Here’s why: > Inheriting a business is not the same as inheriting a dream. You can pass down assets, but not vision. If the next generation doesn’t resonate with the business's purpose, expecting them to carry the baton can lead to mediocrity—or worse, decline. > Legacy must evolve from pressure to possibility. Today’s heirs are global, educated, and curious. They don’t reject family businesses; they reject stagnation. If the business doesn’t innovate, diversify, or reflect the world they live in, their passion won’t follow. > Trust is the bridge. Structure is the engine. Families that succeed across generations focus not just on ownership, but on alignment. They create boards, mentorship tracks, and decision-making frameworks. They don’t just hope for continuity—they engineer it. India is on the cusp of a $1.5 trillion intergenerational wealth transfer. If we want to preserve value, not just capital, we must rethink succession not as inheritance, but as collaboration. To every founder reading this: prepare early, document clearly, and most importantly, give your children the freedom to choose because businesses built on choice outperform those built on duty. To the next generation: if you don’t inherit a business, build your legacy. That, too, is a form of continuity. #entrepreneurship #business #legacy #familybusiness #futuregeneration

Heritage brands are having a moment but not the nostalgic kind. In the past 6 months, I’ve had more conversations than ever with FMCG and retail CEOs asking the same question: How do we evolve without losing what made us iconic? One CEO I recently spoke with said it best: “In order to grow, we’ll have to expand beyond the category that built us.” This from a French heritage brand that has sold over a billion units of one signature product, now facing flatline growth as consumer behavior shifts under their feet. This challenge isn’t unique. It’s playing out across legacy CPG, fashion, beauty, and retail. → The categories that built these brands? No longer guaranteed to sustain them. → The traditional talent playbooks? Often too rigid to reimagine the future. That’s why I teamed up with brand and growth strategist Linda De Vito to unpack what it actually takes to revitalize without erasing. Here’s what stood out: 1. Core values must be your north star. Heritage brands that scale into new categories without anchoring to brand DNA lose more than market share — they lose trust. 2. Think beyond your own box. Many traditional FMCG marketers are brilliant at operating within their category — but struggle to break out. This is where cross-pollination matters. Bringing in talent from adjacent industries (fashion, entertainment, digital culture) unlocks new creative energy. Sometimes the right person to ask “What if…?” is the one who’s never been in your category. 3. Test, learn, repeat. Linda put it perfectly: “You don’t need to go 100% in from the start.” Whether it’s expanding into adjacent categories or showing up on new platforms (like she did taking Hearst from 2 to 20 TikTok brand accounts), pilot first, then scale. 4. Case in point: New Balance. From “dad shoe” to fashion staple and they did it without abandoning craftsmanship. Or the LEGO Group, which built an entire adult fandom by tapping into nostalgia and creative identity. Their “Adults Welcome” line now anchors their growth story. The real shift? It’s not just category expansion. It’s cultural transformation. From product-led to brand-led. From transactional to relational. Because heritage isn’t just something you protect, it’s something you activate. One stat that jumped out: The global corporate heritage data market is projected to grow from $656.7M to $2.2B by 2030. That’s not just sentiment, that’s strategy. If you’re a CEO of a heritage brand navigating this crossroads, my advice is this: ✅ Know what must never change. ✅ Be brave enough to question everything else. Curious to hear: What’s one heritage brand you think is getting it right in 2025? Drop it below. #HeritageBrand #FMCGLeadership #BrandTransformation #ExecutiveSearch #ConsumerGoods #LindaDeVito #CPGLeadership #CategoryExpansion

In the digital age, a brand’s Trust is its biggest currency. In today’s world, #trust is the most important part of building a #brand and protecting its #reputation. More than clever ads or catchy slogans, people now care about what a brand does, not just what it says. A trusted brand is one that is honest, consistent, and cares about its customers and community. Shared my views with Mukul Varma in a free wheeling discussion for Business Economics magazine. Trust comes from action. When people trust a brand, they stay loyal—even when things go wrong. For example, the Tata Group didn’t become one of India’s most respected brands by loud marketing. They built trust by doing the right thing for years—supporting workers, helping communities, and being fair in business. Because of this, they dont always need on the face ads; their actions spoke for them. The recent air tragedy with Tata owned Air India is a case in point. To quote Harsh Goenka : ...it's also in these raw, painful moments that the true nature of an institution is revealed. This is where Tata Group stands apart. There were no deflections. No cold press releases drafted by PR firms. Senior leaders were visible. Their response was swift, dignified, grounded in empathy.... Trust isn't built overnight—it’s earned slowly through meaningful actions, clear communication, and a deep respect for the audience. In the long run, trust gives the highest return, because people remember how a brand made them feel—and feeling trusted is what keeps them coming back. In today’s "trust economy," every decision—from a refund policy to a CEO’s tweet—matters. People are always watching, and small things build or break a brand’s image. Modern customers expect brands to be transparent and real. If a company makes a mistake, owning up to it can actually build more trust than hiding it. Even a short, honest video from a founder explaining a delay or issue orba tragedy can have more impact . Being vulnerable and human isn’t seen as weak anymore—it shows responsibility. And in a country like India, where people have different languages and values, building trust means being local, respectful, and understanding. Brands must speak in ways that feel personal and localised. Full interview via below link https://lnkd.in/dD4KfuBu

I used to think capturing attention was everything. But then AI came along... ↳ Fake websites started popping up overnight. ↳ Made-up testimonials began flooding digital spaces. ↳ AI influencers gained popularity. That’s when it hit me: In this new reality, people aren't just buying products and services anymore. 👉 They're buying TRUST. Here are 5 things you can do to build unshakeable brand trust: 1. Be transparent about everything: your processes, your team, your mistakes. Transparency builds credibility faster than any marketing campaign. 2. Show real people behind your brand: faces, stories, genuine interactions. Humans connect with humans. 3. Deliver consistently: every. single. time. Trust is built through repeated positive experiences, not grand gestures. 4. Admit when you're wrong. And fix it fast! Mistakes don't destroy trust; how you handle them does. 5. Share your values openly. And actually live by them. People can smell fake values from miles away. Trust takes years to build and seconds to destroy. Guard it fiercely.

Halfdays raised $8.5M, grew rapidly with XS‑3XL sizing, and opened a Denver store while expanding online to Australia & NZ. Brands should study this playbook to see how women-first design + community storytelling dominated a crowded category. Top of Funnel:  Halfdays leaned on the founder's credibility from the start. With an Olympic skier fronting the story, their brand instantly carried performance authority. They rolled out sleek, editorial-style content that looked more Vogue than sporting goods, immediately pulling in attention. Middle of Funnel: Once they had attention, they doubled down on building a community. Their ads highlighted inclusive sizing and colorful fits that women could see themselves in. They pushed UGC, ran pop-up events, and dropped fresh collections that fans couldn’t wait to grab. That sense of belonging even spilled over into their Slack group, where customers became part of the movement.   Their copy was just as intentional. Instead of heavy jargon, Halfdays used travel tips, founder stories, and even ski hacks in their ad creatives. It didn’t read like a catalog but like a friend texting you before a ski trip. Collabs added another layer to their ad success. Take the ILIA partnership, where they blended skiwear with skincare. Their creatives mashed up beauty shots with performance gear, landing with both audiences at once. That crossover gave them reach outside the typical winter sports crowd and extended their brand into lifestyle and beauty spaces. Bottom of Funnel:   Ads drove people straight to drop launches, store openings, and subscription-style refreshes. They treated their flagship Denver store like a cultural hub rather than just a shop, and their creatives mirrored that energy. Expansion into ANZ was framed the same way. Takeaways from the Halfdays Playbook: - Build on cultural reframes - Lean into community - Keep creatives dripping with storytelling Halfdays’ ads pulled people into a lifestyle, which is why their brand now feels like the ski label every neighborhood wants to claim.

~25 Crore in 12 months. Women’s ethnic wear brand. (8-step Breakdown) This campaign has got us ~5x roas throughout 2024. If you’re looking to scale your e-commerce brand, take notes. Here’s the whole breakdown of how we did it: 1/. Pushed relevant product for the season: We didn't just sell products, we sold the right products at the right time. We pushed specific collections as per seasons and kept the audience excited for what's coming up next. If your brand is not aligning with seasons and festivals, you're leaving money on the table. 2/. The 70/30 Split: Here is something interesting. Turns out, 30% of the revenue came in the first half of the year, and the remaining 70% was from the second half. See that’s what I say, plan according to the data and results you get. That's where most of the festival madness happened, but we used all of the data to our benefit. 3/. Category Segmentation is Key: We didn't just have one big pile of products. We segmented them in three ways:  - best sellers (our bread and butter) - slow movers (those that needed a bit of a nudge) - evergreen items (always reliable) 4/. Q4 is the Money-Maker: Q4 is a cheat code if you know how to use it right. We saw aggressive growth during Diwali, Black Friday, Cyber Monday, and the wedding season. We knew it was going to be busy, so we were over prepared and we ended up hitting our targets with ease. 5/. Reels are the New Reality: We pushed the best selling products through reels. This not only increased our brand reach but also created a buzz among the target audience. 6/. Global Expansion: We expanded to international markets – the US, UAE, UK, and Canada. We tested them all, saw initial success in the US, and then scaled our best sellers there. Pro Tip: Shipping time is your biggest advantage in the US market. If you can nail that, you’ll definitely see better results. 7/. Influencer Trust in the US: Influencers might not be the go-to in other markets, but for the US market, they work great to build trust. 8/. Cost Caps for Aggressive Scaling: We had to use cost caps on adsets as we wanted aggressive growth, this not only made us scale quicker but also gave control over the spendings, which is very important for any brand. Now, that’s the talk of the past. What’s next? What’s the plan for Q1? Let’s take a look… 1/. Reels for Q1: Our focus is going to be heavy on reels, as they are still performing great, and that's where we're going to put our marketing budget. 2/. Wedding Season is Still Alive: Even if the holiday madness has ended, the wedding season is still in full swing, which means more chances of high AOV. 3/. Eid is Around the Corner: You have to be future focussed, and Eid is going to be the next big event. So, expect some amazing offers that you will not be able to miss! . . . . . P.S. What strategy are you betting on in Q1? . . . . #performancemarketing #ecommercemarketing #ecommerceagency