Gaurang Agarwal’s Post

BRAND IS DEAD. LONG LIVE CHARACTER. I just came out of a live video presentation by Miami Ad School with Andy Pearson VP of Creative from Liquid Death and it got me thinking about the landscape of brands in Jamaica and how this concept could revolutionize local marketing strategies. Jamaica’s culture is rich with characters—whether in our music, our sports, or our everyday interactions. In today's world, it’s clear that what resonates more powerfully is character—a unique personality that goes beyond a logo or tagline. Its time to consider the characters we want to emulate and allow room for more fun and spontaneity in our marketing. Incorporating character into branding isn’t just about being different for the sake of it; it’s about evolution. It’s about stepping into the future of marketing, where the lines between brand and character blur, allowing for a more engaging and dynamic relationship with consumers. I'm looking forward to seeing more character and less 'corporate'.

Very interesting take on Brand vs Character marketing.

Some of the best companies online are so grounded in their own vibe that they've stopped adopting the energy of other brands. While others sweat it out across socials to appear more relatable, they only end up sounding the same. The ones choosing to build character for who they are stand out above the rest, escaping any slight thought of competing with the others. They have more to discuss than just jumping on to the comment section and following the next trend. Why? Well ... like me and you, they have more to show as they build relationships with their communities. 1) They haven't settled with being another logo on the internet. 2) They are happy to admit when they get it wrong because being imperfect is who we all are. 3) They go beyond romanticising what they do and invite their communities to collaborate, critique and build together. 4) They acknowledge that they need the people just as much as they are required. 6) They consciously try to show what is happening in the business, rising above the usual talking about themselves and nothing else. When who they are is just the tip of the iceberg, you know they will always surprise and delight you whenever you come across them online.

This is the way. Taglines have been exhausted. We’re in an age where it’s not enough for a brand to announce what they stand for—they need to offer ways to experience it. It’s time to personify a brand’s identity through characters and materialise their culture and values through worlds. As brands expand into virtual spaces to seek younger audiences, this will become essential for driving new revenue streams and staying relevant. #brands #marketing #avatars #virtualworlds

Marketing's tricky. It's necessarily done by creative people 🎨 , but brands build their strength through consistency 🔁 . The challenge, for me, is to think of a brand like a Beckett play. (You have your homework, everyone. Go read the stage directions in a Beckett play, and understand the estate will SHUT YOU DOWN if you do not follow them to the letter.) You have to find ways to be creative within real constraints—what we Beckett lovers call "finding infinity on the end of a pin." ✨ The bottom line? (And what I have to remind myself every day?) 📌 Resist reinvention unless you're actually reinventing. Define your brand world carefully and completely. Standards and messages, voice and behavior, point of value and point of view, all of it. THEN you can free your creativity—without weakening your brand's foundation. 💪

Ever Heard of a Billboard You Can't Take Down?🚫 Sounds intriguing, right? MCD pulled off a brilliant stunt.🤯 They planted rare 𝗖𝗮𝗹𝗶𝗳𝗼𝗿𝗻𝗶𝗮𝗻 𝗽𝗼𝗽𝗽𝘆 𝘀𝗲𝗲𝗱𝘀 in the exact shape of their logo. 🌸 𝗛𝗲𝗿𝗲’𝘀 𝘁𝗵𝗲 𝘁𝘄𝗶𝘀𝘁: In California, cutting these flowers is illegal. So, by law, this “𝗯𝗶𝗹𝗹𝗯𝗼𝗮𝗿𝗱” can't be taken down! This clever move not only showcases MCD’s 𝗰𝗿𝗲𝗮𝘁𝗶𝘃𝗶𝘁𝘆 but also highlights the 𝗽𝗼𝘄𝗲𝗿 of blending nature with marketing. What can we learn? Sometimes, the best marketing strategies think 𝗼𝘂𝘁𝘀𝗶𝗱𝗲 𝘁𝗵𝗲 𝗯𝗼𝘅—or in this case, 𝗼𝘂𝘁𝘀𝗶𝗱𝗲 𝘁𝗵𝗲 𝗯𝗶𝗹𝗹𝗯𝗼𝗮𝗿𝗱! Enjoyed this story? Follow Ishika Diwan for more fascinating insights into the world of marketing & branding!

Marketing is crucial but not before branding baby. Please get to know your brand so you can have something to market. Everything centers around it. Branding is even distinguished down to how you answer the phone when someone calls. Understand this. It’s the first priority!

Brand Marketing is nothing more than being well known by the right people for the right things. Everything else is details. Remember this when you’re completely submerged in details and don’t know which way is up or down.

🎥 When Your Brand Speaks Directly to Its People, Not Everyone Will Clap—and That’s Okay. A few years back, I had the privilege of creating a bold, unapologetic branding commercial for Silvermoon Trailers. They wanted to reintroduce themselves to the market in a BIG way after years of silence. This wasn’t about just any trailer buyer. This was about their audience. The ones who understand their values. The ones who resonate with their attitude. The result? A commercial that: ✔ Spoke directly to their ideal customer. ✔ Showcased their unique identity. ✔ Got people talking—even the ones it wasn’t meant for. Some viewers were upset by the messaging, but here’s the thing: Marketing isn’t about pleasing everyone. It’s about connecting deeply with the right people. Silvermoon Trailers took a stand for their brand—and it paid off. If you’re ready to create content that cuts through the noise and actually resonates, let’s connect.

If you aren’t building a brand, you’re just another choice among many. Marketing isn’t merely about showcasing your product. It’s about crafting a reputation that people recognize and rely on. Without a solid brand, you blend into the crowd, becoming something easily overlooked or swapped out. Think about it—do you want to be just another option, or do you want to create something enduring? The essence of marketing lies in brand building. Without that focus, you risk leaving your business behind.