The Modern-Day Branding Imperative


October 6: While the essence of a brand might be timeless, the nature of branding as we know it is constantly evolving. Cast your mind to some of the greatest brands in the popular consciousness, and chances are you can chart its journey as it evolves to keep pace with changing times. 

Just as it is with humanity, brands, too, need to evolve to stay at the forefront of not just their respective industries but also the minds and hearts of a new breed of consumers. The brands best epitomising this wave of change are those that ascend to the title of Most Preferred Brands 2022, and the second edition of this landmark event lauds brands and organisations that have picked up the gauntlet of reinventing themselves and worn it with aplomb. This research-driven initiative shortlisted brands based on in-depth research conducted by a dedicated marketing research partner, Allegiant Market Research. 

The event was marked by myriad sessions and addresses from bonafide legends, industry experts, and thought leaders, who offered much food for thought to all in attendance. The gala ceremony also bore witness to the launch of Team Marksmen’s marquee magazine, Focus, which brings to the fore the latest tales from the world of business, leadership, and lifestyle. Delivering his message for brand mavens, legendary brand-builder David Aaker, Vice Chairman, Prophet, spoke of how brands can pivot and prepare for a dynamic future by pursuing purpose. “There’s great momentum for having a social purpose and social programs. The question is how to do that effectively, and branding has some answers. In fact, branding is too often not utilised to its fullest extent. One of the things brands can do is to put their brand on top of a signature social program. Too often, these programs are in the form of grants, volunteers, or goals that are not easily branded, not easily communicated, and don’t have a lot of impacts. So, the need is to have signature branded programs that do have an impact and inspire.” 

Speaking at the event, Sharad GuptaCo-Founder and COO of Team Marksmen Network, said, “Brands need to take a more nuanced approach to understand the changed beliefs and habits of their target consumer bases. Without this knowledge, they cannot fully adjust their brand offerings, customer experiences, and messaging. And getting this right, in addition to getting their purpose on point, is critical to be poised for success in the next normal. Most Preferred Brands 2022 encapsulates brands at the vanguard of this change, and we hope that others of their ilk follow their example.”

New Paradigms of Excellence

This cadre of standout brands has created and sustained emotional connections between themselves and consumers and cemented their unique position as changemakers through their actions and purpose, leading to them being recognised for their achievements in a gala ceremony.

Myriad brands were recognised during a gala ceremony, including: 

● AllCargo Logistics Ltd.

● Annapurna Finance

● Arihant Superstructures Ltd.

● Bajaj Allianz General Insurance 

● Bharat Petroleum Corporation Ltd.

● Cholamandalam MS General Insurance Company Ltd

● Doctor Towels

● Enrich

● Everest Spices

● Fenesta Building Systems

● Godrej Interio

● HDFC Life

● Kotak Mahindra Bank

● LUX Cozi

● Mahindra and Mahindra (Last Mile Mobility Category)


● PharmEasy


● Puravankara

● Reynolds

● Safexpress


● Softovac

● Spotify

● Stovekraft



● Vashi Integrated Solutions Ltd

● Victoria’s Secret

● VistaPrint

● Wiz Freight

● Zee5 Global

One thing is beyond doubt: the future of branding has arrived. These stalwart brands embody that through their best-in-class performance, thriving by taking a fresh lens to a well-established idea. By clearly defining their priorities and purpose, they have derived bespoke value from their financial, human, and technological capital. But perhaps most importantly, they have built their social capital and become paragons of performance in their respective spheres, offering much for others to learn from and aspire to.

About Team Marksmen

Team Marksmen’s mission is to help organisations and leaders from across sectors create impactful change that matters. 

Our work stems from a holistic understanding of every client’s personalised context, unique requirements, sector dynamics, and macroeconomic environment. This allows us to create brand solutions and bespoke industry-centric knowledge platforms that resonate with audiences, thereby helping advance the practice of management.

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