‘A brand is not a product; it is a promise’ – Ratan Naval Tata
This simple statement succinctly summarizes the scholastic superiority of the marketing sage – Sir Ratan Tata. Under his visionary tutelage, the power of brand Tata was crafted as a living personification beyond a mere product or business entity. His Midas touch led to the curation of every Tata brand based on the principal doctrines of trust, authenticity, social good. The heart of a Tata brand is not the product but the purpose of its very ‘being’ That’s what he meant when he said, ‘a brand is a promise.’
‘Jaago Re’ by Tata Tea is a voice of the people, tea is incidental! ‘Experience Certainty’ by TCS is an elucidation expert, IT exists of course! But the one that has my heart is Sir’s genius masterstroke of Tata Motor’s acquisition of the legacy British Jaguar Land Rover. It catapulted the brand Tata Motors in India. It wasn’t a business acquisition; it was a marketing acquisition as it changed the narrative for Tata Motors beautifully intertwining its luxurious legacy in design, technology and most importantly brand perception!
Much like him, Sir Ratan Tata’s marketing panache was quiet, understated, subtle, elegant, attentive, and real. It was reflective of his customers, their dreams, and their aspirations. It was always collaborative, never condescending nor intimidating. Inclusivity was its soul. That meant being able to truly stand up for what you believe in leading to brave brands crafting bold narratives – take Tanishq for example and the socio-cultural issues it so fabulously reflected. Albeit truly and boldly! Sir Ratan Tata didn’t just build successful brands—he built brands that consumers could believe in, creating a lasting impact that continues to shape the advertising and marketing world today. That’s purpose-driven brand building in its finest avatar!
And that’s the secret to the business of brand longevity by crafting brands for life! The power of brand building is what Sir Ratan Tata has taught us, not as mere lip service but by truly envisioning and bringing to life every Tata brand with an inherently DNA-ed brand-first approach.
This vision led to evocative storytelling based on consumer truths leading to brands built for their ease via their experiences. Collaboration at its friendliest best! It is rare, nay almost impossible to find a business honcho or a marketer maverick who has bravely built businesses on the fundamentals of brand building and not succumbing to the pleasures of short-term profits. Fortune truly favours the brave, right? This elegance, this elevated approach, this esthetical love straight from the consumer’s heart to the brand’s story is what makes Sir Ratan Tata a rare, precious marketer.
Sir’s famous quote comes to mind, ‘If you want to walk fast, walk alone. But if you want to walk far, walk together.’ The Advertising and Marketing fraternity solemnly vows to keep your legend alive as you continue inspiring us like the shiny bright jewel (Ratan) that you truly are. This is not goodbye (Tata) but a deep gratitude for the lessons to live by. Thank you dear Sir with the deepest gratitude.
