Over the years, both as a student and a teacher of branding, I have been enamored by the brands that surround me. The day has arrived where the average Indian consumer lives, eats and sleeps brands. I have also noticed how people from various age groups have grown brand conscious and brand specific. Even a three year old knows the difference between unbranded potato wafers and Lays. The young seem to take great pride in displaying brands.

Today brands connote various meanings to its audiences - saviour, partner, aspiration, love success, joy and so on. Such seems the power exuded by brands in our lives.

At the same time, I cannot help remember the Moral Science class at school. My teacher defined God as Omni-potent and Omni-present. hhhhmmm.......did I say brands being all so powerful and ever-present?