YOUR BRAND IS BROKE. And we’re not talking money.

 

Your brand’s net worth just became your net worthless.

 

While you’re busy chasing the latest marketing trends like a dog with ADHD, your customers are ghosting you faster than a bad Tinder date. Why? Because trust—the one currency that actually matters—is hemorrhaging from your brand like a punctured crypto wallet.

 

While you’re out here flexing your marketing budget like a peacock on Red Bull, your customers are RUNNING. Why? Your trust account is more overdrawn than a college kid’s bank balance.

 

THE BRUTAL QUESTION: If your brand walked into a bank today, would they approve the loan? If you’re sweating right now, your customers already voted with their wallets.

 

Trust takes years to build. Minutes to destroy. Seconds to lose forever.

 

This week’s SOHB (State of The Heart Branding) Story Issue #5 attached below exposes the brutal truth: In a world where currencies crash, stocks tank, and even your WiFi betrays you, TRUST is the only currency that doesn’t depreciate.

 

We’re serving up the cold, hard facts about why brands with trust issues are basically the emotional equivalent of a gas station sushi—nobody’s buying what you’re selling, no matter how cheap you make it. We’re serving up the hard truth: Trust is the only currency your brand can’t afford to counterfeit.

 

“Who needs crypto when you’ve got the only currency that doesn’t crash? Forget Bitcoin, forget Dogecoin — Trust is the real coin of the realm.

 

From brand loyalty to boardroom buy-in, trust is the bedrock of empires and the antidote to the SOS(Sea of Sameness).

 

Because your brand is only as good as the trust it inspires. And if you don’t get that, you’re better off trading in Pokemon cards.

 

If you’ve got trust, you and your brand are recession-proof.

 

So, before you slap another ‘authentic’ (yes, we see that typo) trust-building campaign together, ask yourself: ‘Would I trust me?’ If the answer’s ‘Hell no,’ grab Issue #5 of SOHB Story attached above👆and get your act together. Or don’t—and enjoy your brand’s upcoming ‘corporate villain era.’ Your call.

 

Read it. Share it. Live it.

Ready to be a Contrarian?

 

 

Ever been called a two-legged camel and then gone on to change the world? Dick Fosbury was. In 1968, while most high jumpers were busy imitating kangaroos, Fosbury decided to flop—literally—over the bar, leaving the crowd in Mexico City Olympics gasping and the rulebook in tatters. That “flop” is now the only way anyone jumps. If you think challenging the status quo is risky, try being laughed at by 80,000 people before you make history.

 

The crowd gasps. Coaches facepalm. Physics professors probably had minor heart attacks.

 

But when the dust settled and the gold medal hung around Fosbury’s neck, the entire sport had been turned upside down. Literally.

 

Dick Fosbury(watch the video here) didn’t just break the mold—he melted it, poured it out, and did a backflip over it. Ridiculed for his bizarre technique, he ignored the naysayers, flopped backwards, and soared to Olympic gold, setting a new standard for high jumpers everywhere.

 

The Fosbury Flop wasn’t just a new jumping technique—it was a masterclass in contrarian thinking that redefined what “impossible” meant.

 

The Lesson here is: If people call your idea weird, you’re probably onto something. History doesn’t remember the copycats—it remembers the floppers.

 

Why Being a Contrarian is Your Superpower

 

Most people follow the herd. Winners redirect the herd.

 

  • Steve Jobs ignored market research (“People don’t know what they want until you show them”).
  • Elon Musk bet on electric cars when Detroit laughed (“The worst product ever”).
  • Zomato & Swiggy said, “What if… we deliver anything?” while restaurants said, “That’ll never work.”

 

The world doesn’t need more followers. It needs more rule-breakers.

 

When Bill Gates( Yes, The “Let’s Put Computers Everywhere” Madman) predicted “a computer in every home” in the 1970s, people laughed harder than audiences at a Kapil Sharma show. Computers were room-sized monsters that cost more than houses. Gates might as well have said “a spaceship in every garage.”

 

The Contrarian Move was that instead of accepting that computers were only for NASA and banks, Gates imagined a world where your grandmother would use one to video call her grandkids.

 

The Sucker Punch: Today, you’re probably reading this on a device more powerful than the computers that sent humans to the moon.

 

Henry Ford’s(yes, The “Let’s Make Cars Boring” Revolutionary) assembly line wasn’t just about cars—it was about flipping the entire concept of manufacturing. Before Ford, cars were handcrafted like jewelry, each one unique and expensive enough to bankrupt small nations.

 

Ford’s contrarian insight: “What if we made cars exactly the same, really fast, and really cheap?”

 

The Jaw-Dropper: His Model T became so ubiquitous that he famously said customers could have it “in any color they wanted, as long as it was black.” Peak contrarian confidence right there.

 

When Dhirubhai Ambani (yes, The “Rules Are Suggestions” Pioneer) started Reliance, the Indian business establishment was more rigid than a classical music recital. Business was done through relationships, connections, and following the “proper channels.”

 

Dhirubhai’s contrarian approach: “What if we just focused on results instead of traditions?”

 

He launched India’s first rights issue, democratized stock ownership, and basically told the entire financial establishment, “Hold my chai and watch this.”

 

The Sock-in-the-Face Moment: Reliance became India’s first company to feature in Forbes 500, proving that sometimes the best way to climb the ladder is to build your own.

 

Falguni Nayar’s Nykaa (Yes, of Breaking the ‘Boys Club’ of Beauty)- In a market dominated by men deciding what women buy, Nayar built a beauty empire by ignoring the conventional wisdom of brick-and-mortar. She went digital first—daringly.

 

The Lesson here is : Sometimes, the best way to compete with the old guard is to refuse to play their game.”

 

So, if you’re still worried about what the herd thinks, consider this: You can’t make history if you’re still waiting for permission.

 

Progress isn’t just about breaking the rules—it’s about moving on from the old ones. Fosbury never returned to the Olympics, but his legacy did. Today, every high jumper flops, not straddles.

 

Let’s be honest: being a contrarian isn’t all gold medals and Forbes covers. It’s lonely, exhausting, and occasionally humiliating.

 

Fosbury was mocked by competitors, criticized by coaches, and probably questioned his sanity more than once. But here’s what separated him from the crowd: he was willing to be wrong to find out if he was right.

 

The Uncomfortable Truth is that most people would rather be conventionally wrong than unconventionally right.

 

Contrarian thinkers aren’t just rebels without a cause; they’re rebels with a track record. From Juan de Mariana challenging currency debasement in 1605 to Indian entrepreneurs who refuse to just follow Western demand, progress is always sparked by those who zig when others zag.

 

Dick Fosbury didn’t just win a gold medal in Mexico City. He won something far more valuable: the right to be remembered as the person who proved that sometimes the most revolutionary act is simply refusing to do things the way they’ve always been done.

 

Your industry, your field, your corner of the world is waiting for its next Fosbury Flop. The only question is: will you be the one brave enough to jump backward into greatness?

 

Because remember: every time someone changes the game, they first have to be willing to look like they don’t know how to play it.

 

Now stop reading and start flipping.

 

Passion Isn’t a Perk—It’s Your Competitive Advantage. Welcome “Passion Capital”

 

Is Your Brand Boring Because Your People Are Bored?

 

Money can buy a lot of things, but it can’t buy passion. That’s why the most dangerous thing in business isn’t a bigger budget it’s an unleashed heart.

 

Ever noticed how the most iconic brands weren’t built by suits and spreadsheets but by borderline-obsessed lunatics with fire in their bellies?

 

Every unicorn startup that’s eaten a Fortune 500’s lunch had one secret weapon that spreadsheets can’t measure and consultants can’t replicate. It’s not AI, it’s not venture capital, it’s not even brilliant strategy. It’s the invisible force that makes customers camp outside Apple stores and tattoo Harley-Davidson logos on their chests.

 

Hire Believers, Not Just Employees. Zappos pays new hires $4,000 to quit after training—because if you’re not all-in, you’re in the way.

 

Turn Work Into a Mission (Not Just a Job) – SpaceX employees don’t just build rockets—they’re colonizing Mars. That’s a hell of a Monday morning meeting agenda.

 

Build a Tribe, Not Just a Customer BaseApple’s cult-like following isn’t about specs—it’s about belonging to something bigger.

 

Lead With Heart (Or Get Out of the Way) Richard Branson didn’t build Virgin by playing it safe—he built it by living the brand (and occasionally crashing balloons for fun).

 

Let Passion Drive Innovation3M’s “15% Time led to Post-it Notes. Meanwhile, your “strictly by the handbook” policy led to…TPS reports.

 

In 2025, the average consumer encounters 10,000 brand messages daily. 99.9% bounce off like rain on concrete. But 0.1% pierce straight through to the heart. The difference? One taps into something shareholders care about. The other taps into something humans would die for.

 

Passion Capital is the emotional equity that transforms transactions into relationships and customers into evangelists. Traditional capital gets you a customer. Passion Capital gets you a customer who’ll argue with strangers on the internet about why your product is superior. That’s the difference between a transaction and a religion.

 

A video here on passion capital .

 

LEGO didn’t just survive the digital age—they conquered it. While toy companies panicked about tablets, LEGO embraced their core passion: the joy of creation. Result? Adult fans spend $2.4 billion annually on sets, and LEGO movies gross nearly $900 million worldwide.

Authentic passion can’t be manufactured, but it can be amplified. Organizations must align their deepest values with market needs. Fake passion is like a bad toupée—everyone can tell, but nobody wants to be the one to say it. Ben & Jerry’s didn’t just sell ice cream; they sold activism you could taste. Their “Dough” for social justice turned frozen dessert into frozen ideology. Even after Unilever‘s acquisition, that passion foundation kept the brand premium while competitors melted away. That is authenticity algorithm at work!

Passionate brands create communities, not just customer bases. These communities become self-sustaining marketing machines.

 

Peloton created a $50 billion valuation not by selling exercise bikes, but by selling belonging. Their riders don’t just work out—they join a movement. The brand’s passion for transformation created tribes of unpaid ambassadors worth more than any ad campaign. That is the network effect of purpose.

 

Passion Capital creates anti-fragile brands that grow stronger during crises while purely profit-driven competitors crumble.

 

During COVID-19, Nikes passionate commitment to athletic achievement led them to quickly pivot to supporting frontline workers and home fitness. Their stock hit all-time highs while other retailers struggled, because their purpose transcended selling shoes. That is called earning the resilience dividend.

 

Organizations that build Passion Capital don’t just create brands—they create movements. They don’t just serve markets—they shape cultures. In an attention-deficit world drowning in choices, the companies that survive and thrive will be those that give people something worth caring about.

 

The question isn’t whether you can afford to invest in Passion Capital. The question is whether you can afford not to—while your competitors figure it out first.

 

In business, as in life, passion is the ultimate multiplier. Everything else is just arithmetic.

 

If your team’s pulse doesn’t race for your brand, neither will your customer’s. Passion is viral — it infects teams, seduces customers, and defies logic. If you can’t make your employees feel goosebumps, your brand’s stuck in reverse.

 

If your brand doesn’t stand for something bigger, it’ll fall for anything cheaper.

 

Passion Capital is a renewable resource. Unlike financial capital, passion capital grows stronger with use.Spend passion, not just money; you’ll never run out of the former.

 

In the end, passion is the only currency that doesn’t depreciate. It’s the beating heart of world-class brands — and the only competitive advantage that no one can steal.

 

If it doesn’t make you sweat, it won’t make them care. Time to crank up the passion capital.

Why Your Brand’s IQ Is About as Useful as a Screen Door on a Submarine (But It’s EQ? That’s the Real MVP)

Hey CEOs, CXOs, Brand Guardians, Brand Alchemists, Brand Overlords, Aspiring Legends and Branding Nerds:

Your brand’s resume might be flawless, but how is its bedside manner?

 

Story Twist #1:Nobody gives a damn about your brand’s 47 product features

 

Story Twist #2:Your “award-winning customer service” feels like talking to a sociopathic robot

 

Story Twist #3: Your brand personality has the charisma of wet cardboard

 

Smart brands inform. Emotionally intelligent brands transform. Heart trumps mind every time.

 

The million-dollar question: Is your brand solving problems, or is it solving feelings?

 

The savage reality? Brands with high IQ and zero EQ are like that friend who corrects your grammar during your breakup story. Technically right, emotionally bankrupt, and ultimately unforgettable for all the wrong reasons.

 

Here’s what’s actually happening: While you are optimizing conversion rates, emotionally intelligent brands are creating obsession rates.

 

While you are AB testing subject lines, they’re AB testing souls.

 

While you’re measuring click-through rates, they’re measuring cry-through rates.

 

The kicker? Your customers don’t want to buy from you. They want to buy into you.

 

For CEOs: Stop asking “Are we the smartest brand in the room?” Start asking “Are we the most emotionally attuned?”

For Brand Marketers: Your next campaign strategy should begin with “How do we want them to feel?” not “What do we want them to know?”

For Entrepreneurs: Your brand’s emotional intelligence is your unfair advantage in a world drowning in logical sameness.

For Students: Study the brands that make you feel something. That’s your real textbook.

 

SOHB Story Issue #4 will perform surgery on your brand’s emotional blindness. No anesthesia. No mercy. Just the raw truth about why your customers are swiping left on your perfectly logical brand.

 

Because in a world of predominantly emotionally constipated brands, the one with actual feelings wins everything.

 

So, if you’re ready to stop chasing KPIs and start chasing Kisses Per Interaction, this issue is your new best friend.

 

Ready to stop being the brand equivalent of a participation trophy? Read on!

 

SOHB Story: Because brands that feel, sell.

UNMarketing: How to Seduce Customers by Playing Hard to Get

 

What’s the difference between a traditional marketer and a street dog? The street dog eventually stops following you.

 

Marketing is like dating in 2025 – everyone’s desperate, everyone’s swiping frantically, and the hottest person at the party is the one who’s not even trying. Food for Torque: That should be your brand.

 

Here’s a radical thought: maybe your brand doesn’t need to be liked by everyone. Maybe it needs to have the guts to be remembered by someone.

 

Welcome to the slutty truth of modern marketing. Let’s be brutally honest – marketing today has become the equivalent of that friend who posts 47 Instagram stories a day about their morning smoothie. Desperate. Needy. Exhausting.

 

Every brand is basically strip-teasing for attention: “Look at me! Notice me! Love me! Buy from me!” It’s like watching a digital red-light district where everyone’s shouting their rates while the customers walk by with their AirPods in.

 

Let’s not sugarcoat it: most marketing is about as exciting as a Zoom call with your insurance agent. Enter UnMarketing—a glorious middle finger to the tired, the templated, and the totally try-hard. This isn’t about shouting louder; it’s about making people lean in and whisper, “Tell me more.”

 

UnMarketing is the art of seduction, not the science of spam. It’s about being so damn interesting, people want to swipe right on your brand—again and again. It’s for brands that know mediocrity is the most expensive mistake of all. It’s about refusing to be the brand equivalent of elevator music.

UNMarketing is the art of keeping your clothes on while everyone else is naked. And guess what? You’re the one they’re all staring at.

 

Humans are wired to want what they can’t have. One can define it as the scarcity porn phenomenon. It’s the same reason exclusive clubs have velvet ropes and why that restaurant with no menu always has a waiting list. Scarcity is the ultimate aphrodisiac.

 

UNmarketing is the playbook to use because begging is bad for business. Traditional marketing is that drunk guy at the bar shouting, “BUY ME!” UNMarketing is the smooth operator who gets your number before you even realize you gave it. Red Bull’s “Gives You Wings” (But Never Says “Buy Our Crap”): They funded Felix Baumgartner’s space jump instead of running boring ads. Now that’s brand equity. Ryanair’s Troll Marketing: They roast customers, meme their own delays, and still fill flights. Because audacity sells. Swiggy’s Late-Night Hunger Puns: They know you’re drunk-ordering biryani at 2 AM—and they lean in. Fevicol (India): Their ads stick in your head longer than their glue sticks to furniture. Remember the “Fevicol ka jod? That’s not just adhesive, that’s cultural superglue. Liquid Death’s “Murder Your Thirst” – They’re selling water in a can, but their brand voice? Straight outta a heavy metal festival.

 

Ask: If your ad was a pickup line, would it get a laugh or a restraining order?

 

Silence is Sexier Than a 50% Off Scream – Luxury brands whisper. Beige Ferrari ads don’t say “SALE.” Ditch the Corporate Condoms. Drop the jargon. Speak human. If you wouldn’t say it at a bar, don’t say it in your campaign. Humor Is the Ultimate Aphrodisiac: Want loyalty? Make ‘em laugh.

 

In a world of copy-paste campaigns and soulless slogans, UnMarketing is the rebel with a cause—and a killer sense of humor. So next time you’re about to hit ‘send’ on that bland, beige email blast, ask: Would you want to read this after three drinks? If not, pour yourself another, and UnMarket like you mean it.

 

Because at the end of the day, if you’re not making people laugh, think, or fall a little bit in love, you’re just another noise in the crowd. And who the hell wants to be that?

 

Play it safe, and your brand will be left in the it real, play it raw, and watch how your tribe finds you. Marketing is about faking smiles. UNMarketing is about baring your teeth.If that means you’ll ruffle some feathers? Pluck those damn feathers and wear them like a crown.

Attention spans are short, but brand memories can be eternal. Make them count!

 

Ever heard of a brand so forgettable it made tofu seem exciting? Yeah, neither have we—because they vanished faster than our motivation on a Monday morning. Brand awareness isn’t just about slapping a logo on a billboard; it’s about colonizing consumer brains (legally, of course).

 

In a hyper-connected world, where even your toaster’s got an attitude (yes, I’m looking at you, smart home gadgets), brands are forced to up their game—because consumers are woke, wired, and weaponized with infinite choice.

Successful brands—both global and Indian—have cracked the code: a mix of creativity, cultural relevance, and a dash of audacity. Take Apple’s “Shot on iPhone” campaign, which turned every user into a brand ambassador, or Dove’s “Real Beauty” movement that challenged beauty norms and made us all feel a little better about our selfies. These campaigns didn’t just sell products; they sold stories, emotions, and a sense of belonging.

 

Take Nike’s “Just Do It”—three words that turned sneakers into sermons. Or Apple, which made buying a phone feel like joining a cult (minus the questionable robes). Closer home, Amul’s butter-loving moppet has been roasting politicians and trends since 1966—proof that wit + consistency = immortality.

Meanwhile, Indian startups like Zomato and CRED don’t just sell services; they sell personality. Zomato’s savage tweets and CRED’s absurdly elite ads make consumers go, “I don’t need this… but I WANT it.” That’s the magic—when your brand becomes a mood, not just a menu.

 

Consumers today don’t want to be sold to—they want to be swept off their feet, wined, dined, and occasionally meme’d. They’ve got their BS detectors on high alert. And with data privacy watchdogs on speed dial, brands better be careful where they poke!

 

Remember, it’s no longer enough for brands to talk—they need to walk the walk, dance the jig, and maybe even do the floss if the audience demands it.

 

So, dear brands—stop treating your customers like ATMs with trust issues. They’re not here for your products; they’re here for your promises. Keep it real, keep it human, and remember: If you can’t outsmart them, at least outlaugh them!

In a world where attention is the new currency and authenticity is rarer than honest politicians, the brands that survive won’t be the ones with the biggest budgets – they’ll be the ones with the biggest personalities. Because in the end, people don’t buy products; they buy stories, emotions, and the promise that this purchase will make them slightly cooler than their neighbors.