Phy-gital Roundtable: Breakfast Roundup from Germany and Netherlands

02 May '15 | Debjyoti Paul

German Shoppers: Meet Them in the Fast Lane to Phy-gital

15 January '15 | Ralf Reich

Shoppers Will Share Personal Information (But They Don’t Want to be “Friends”)

15 January '15 | Anil Venkat

Modernize or Perish: Property and Casualty Insurers and IT Solutions

14 January '15 | Manesh Rajendran

Benelux Reaches the Phy-gital Tipping Point: Omnichannel Readiness is Crucial

13 January '15 | Anil Gandharve

The New Omnichannel Dynamic: Finding Core Principles Across Industries

13 January '15 | Debjyoti Paul

Technology does not disrupt business – CIO day 2014 Roundup

02 December '14 | Anshuman Singh

Apple Pay – The Best Is Yet To Come

02 December '14 | Indy Sawhney

Digital transformation is a business transformation enabled by technology

01 December '14 | Amit Varma

3 Stages of FATCA Testing and Quality Assurance

06 October '14 | Raman Suprajarama

3 Reasons why Apple Pay could dominate the payments space

18 September '14 | Gaurav Johri

Beacon of Hope: Serving Growth and Customer Satisfaction

05 August '14 | Debjyoti Paul

The Dos and Don’ts of Emerging Technologies Like iBeacon

30 July '14 | Debjyoti Paul

What You Sold Us On – eCommerce Award Finalist Selections

17 July '14 | Anshuman Singh

3 Steps to Getting Started with Microsoft Azure Cloud Services

04 June '14 | Koushik Ramani

8 Steps to Building a Successful Self Service Portal

03 June '14 | Giridhar LV

Innovation outsourced – a myth or a mirage or a truth staring at us?

13 January '14 | Ramesh Hosahalli

What does a mobile user want?

03 January '14 | Gopikrishna Aravindan

Building a Brand is a Marathon, Not a Sprint

Posted on: 13 October '09

While running the Chicago Marathon recently, I found myself thinking about a brand strategy initiative we are undertaking at MindTree. To help pass the time during the race, I started thinking about how preparing and running in a marathon (a 42k/26.2 mile race) is similar to the early stages of brand building. At first, one may think this comparison is a little bit of a stretch….and it is. But amuse me for a few minutes and allow me to explain how this thought came into being.

A brand is a promise of benefits and values. It is developed from every experience or exposure your clients have with the Company. In other words, the brand is more than your company’s products or services. Similarly, the marathon is much more than the race itself. It is all the experiences leading up to it-how you train, how you eat, how you sleep, how you manage through injuries and setbacks. In other words, how you manage all aspects of your personal and professional life.

A brand ambassador will take the time to assess and understand the industry marketplace. What are the opportunities in your industry in the next 3, 5 and 10 years? And which are the most relevant to the pending success or failure of my brand?

A success marathoner will also need to assess the marketplace, which in this context is defined as the marathon course and forecasted weather conditions. Is the course flat and fast? Or is it hilly? Regarding the weather, is it going to be cold, hot, clear or raining? Will there be a prevailing headwind, crosswind or tailwind the day of the race? All these factors (and more) should be considered in the weeks and days leading up the race.

It is also important for the brand manager to understand the Company’s place within the market. Review its products or services and then map them to your Company’s strengths and weakness (SWOT analysis); and finally, determine which one(s) will impact your company long-term.

A marathoner also needs to internally assess his or her running weakness. If it’s a hilly course, are you a good uphill or downhill runner? If it’s going to be very hot for running long distance–say 70 degrees Fahrenheit or hotter–how does this affect my strategy for hydration, nutrition, and pacing during the race?

Finally, when the marathoner and brand manager have completed these steps, it is time to create and execute a brand (race) strategy that will get you to the finish line healthy and happy. Here’s hoping your brand strategy invokes a “runner’s high” for you and your Company.

Mindtree Blog Archives

Mindtree blog Archives are a collection of blogs by various authors who have independently contributed as thought leaders in the past. We may or may not be in a position to get the authors to respond to your comments.

  • Hi Joe,
    How did you fare at the Chicago Marathon? MindTree has been very effective in dissemination of its DNA and values and in an interesting fashion. I recently happened to come across the video – Making of a Tree (I think on the occasion of MindTree completing 5 years?), it was so gripping.
    Good luck with the brand strategy initiatives.

  • Hi Lubna:

    Thanks once again for reading. I ran my best marathon ever at Chicago. I finished in 2:58:52. Where did you see our 5 year video?


  • Vijay. M

    Hi Joe,

    The analogy of a marathon runners’ strategy and brand strategy was really good. And congrats on your best timing in the Chicago marathon.

    I also think MindTree has consistently conveyed its brand values and DNA to its customers and new hires very effectively.

    Being a former MindTree Mind, I will never forget the DNA of Imagination, Action and Joy. Also I will remember the CLASS values throughout my life.


  • It is a beautiful video.
    Here you go:

  • Great!

  • Thanks Vijay. It’s great to hear that the values, DNA that we have all spent considerable emotional energy establishing has a lasting impression. I hope you continue to read.

  • Thanks Lubna. I hope others take the time to watch the video as well.

  • Geetha

    “Are You Blogged Down?” – great article in Brand Line dated 15th October, 2009. Thank you!



  • Vijay. M

    Sure Joe, I will continue to read and spread the word across.

  • Thanks Vijay. Your comments mean a lot. Please keep reading.