Introducing Prodigy: Brand building is no cat and mouse game — there are no nine lives.
- Rajesh Lalwani
- Jun 13
- 3 min read
A well-known founder recently announced a contest to crowdsource their new corporate brand identity. While the intent to engage the community is commendable, to reduce what is a crucial part of the business identity into a gamified transaction, which one can sit and watch from the outside, is to undermine the seriousness and impact of the task at hand. Brand building is not a spectator sport.
In a similar instance, another celebrated entrepreneur recently revealed the corporate ticker for their now publicly listed group of companies. The name—though well-intentioned—evoked unexpected and lacked the gravitas expected of a group which owns a bunch of cool, young brands . What's worse, given that the new group identity lacks resonance or recognition, as a result, the company continues to lean on its most popular consumer brand to introduce new ventures. Brand building cannot be treated like a hobby.
Real world brand building can often be like navigating a maze. You may think you have hit upon a goldmine, but may actually reach a dead-end sooner than you think. It needs scenario mapping on what lies ahead to future proof your brand.
More challenger brands, and start-ups, are being created today than ever before in history and while in the digital age, shelf space is unlimited, but it's all just occupied with meaningless clutter. Shallow brands that mean nothing, and no one remembers. We seem to have mistaken lead-generation for brand building.
We believe that:
A powerful brand is infused with rich meaning, derived through deep immersion into the cultural landscape, and by drawing rich consumer and market insights. One idea, but a thousand expressions. A brand idea that builds a connection. Brand building needs sharp focus and ruthless curation — and constant learning and evolution
Powerful brands today live through distinctive design language delivered across all user touch points
Brand building is a collaborative and ongoing process, to ensure seamless execution, measurement, and build-up
We are entering a new era of trust
Contrary to what many would have you believe, brand-building is more relevant today than ever. Brand still means trust; brand still means culture - sure it’s getting rolled out today through touch-points in form of reels, memes, podcasts; brand still means authenticity and real-relationships.
The so-called attention economy where brands won customers through clickbait and interruption has reached saturation.
The audience is weary, disoriented and fatigued and it is not attention but customer’s trust that's scarce. We are entering the era of trust where customers will choose brands that earn their trust, not force grab their attention.
Just nimble won't do
We believe challenger brands need a strong, distinguished identity as much as legacy brands. In fact, we’d argue they need it more. Afterall legacy brands have years of experience, endless money and brand leaders as custodians. If you are gonna take them on, and expect to win, you'll need to be more than just nimble. You will need to create an identity consumers feel a part of.
At Prodigy, we want to work with exceptional entrepreneurs and leaders who are passionate about building extraordinary brands.
Those who understand brand building is no cat-and-mouse game.
There are no nine lives. Either you win, or you go home, hungry.
We’ve got to, get it right.
Who am I?
If you are a brand or a start-up searching the answer to this all important question, we are searching for you.
Move fast. Build bold.
Let's go.
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