Marriaging the brand ...

All relationships in the world are transactional.

We trade financial, emotional, physical and psychological aspects with one another irrespective of the relationship we profess. Whenever we give, we expect back and not necessarily in the same format in return but mostly from the same person.

All intimate associations are about the power of co-branding to create a new power brand. You are a brand - whether you are a small one, powerful one,a  failed one, boring one or a fascinating one. And, we all seek or form associations or rather should seek partnerships where the power of our individual brand gains strength. The self image that we have of ourselves should be enhanced in the presence of the other.This is a large psychological impression of gain and worth that is impossible to articulate completely in tangible terms. It is not based on the wealth, position or power alone that the other might bring into the association but more often the feeling of enhanced power in one's own brand because of the entry and presence of the other that makes the difference. It is not so much about what the other does, or what one does but this feeling of increased self brand gain that marks a powerful and strong relationship. When two people meet on such terms, their individual feeling of self worth increases because of presence of the other. Both, thus operate with the best aspect of themselves with relationship to the other. That is how and why respect comes easily between them. When the best in one is brought out, and the highest reflection of one's self worth is in the presence of the other, one holds such a relationship dear. It is self preservation at its highest but using the other as a mirror for one's best. So in a way you love someone a lot because you love who you are when you are with that person. How you act, how you feel, how your self esteem is boosted in the presence of the other through the very act of association decides how a relationship would go and how long it would last. If secretly one hates the association, or is not finding a reflection of the highest in oneself reflected through association with the other, it leads to a deterioration of the relationship.

Pride of association brings on brand loyalty. A relationship that has no transactional value will also die fast as all brands will. Power brands are built when the individual brand value is highly enhanced with association to the other and collectively a new brand that has the combined power of both individual brands is formed. Such a  marriage is often a successful one.


- Srividya Srinivasan