“The only real valuable thing is intuition.― Albert EinsteinThe difference between a successful brand and an aspiring brand is truly understanding the target audience to the ‘T’. When we create brands at Therefore Design, we always keep the customer as the North Star, and I pride myself for having a very acute understanding of human behaviours, an intuition of sorts. And this intuition comes from years of life experience. Back in NID, where I did my Post Graduation, I was introduced to the power of Design Thinking which again emphasises the user as the centre of the solution. I spent the last 14 years working with the founders of some of the best, biggest and most Impactful FMCG brands around the world to help them convert their amazing products into roaring success by following this mantra… Brands like Haldirams, Gadre Marine, Desia Brothers, Baskin Robbins, Vadilal and more… be it through brand creation with consistent messaging or through communication strategies that hit the right vein of the target audience. I recently morphed from a nuclear family into a joint family. And the age chasm between the youngest (5y) and the oldest (77y) in the house was a glaring reflection of changing times. Having a Gen-alpha, Gen-Z, Millennials, and Boomers all under one roof, is a feast for me as a designer who keeps empathy at the centre of all my solutions, a gold-mine of insights! So when I strategies for brands across the spectrum of age it comes easily, whether Fit & Flex targeting the young professional in their 30ties or it is Baskin Robbins vying for the attention of teens and young adults. Being born to an Indian Air-force officer, I have lived across 8 cities ranging from remote towns like Hasimara to a metropolis like Delhi and travelling across the length and breadth of the nation. The range of this experience has made me aware of the socio-economic decision making nuances and influence of culture on lifestyle choices. So if a brand like Neelam wants to target the tier two cities in India, I know where to look for insights, qualitatively or quantitative. At Therefore Design, we have created robust processes that take the mystery out of creative thinking, and convert it to a highly systematic design-thinking journey that leads to successful brand manifestation. I would love to chat up about your next big idea and how I can help you convert it to reality and scale it. Simply write to me at vrishali(at)thereforedesign.co.in.