Hi!
I came to brand strategy through psychology, which means I’ve always been more interested in why people believe things than what they buy.
The field I ended up in was almost accidental. What wasn’t accidental was the question underneath all of it — what makes a brand feel true?
Not authentic in the strategic sense.
True. As in: internally consistent. As in: the people inside it and outside it are responding to the same thing.
I studied psychology in Delhi and brand management from University of London. Between those two things, I got quietly obsessed with mythology — specifically with the idea that archetypes aren’t metaphors, they’re structures. That what Carl Jung was describing and what good brand strategists are doing aren’t actually that different.
Both are trying to find the latent pattern that explains why something resonates — or doesn’t. Both are working backwards from effect to cause.
In practice, this means I work on the level of origin. Before the campaign, before the content strategy, before the brand guidelines — there’s a question about what this brand fundamentally believes about the world. That question is harder to answer than it looks, and most brand work skips it entirely.
The projects I’m most drawn to are the ones where that question is still open — where the brand is in the process of becoming what it actually is.
