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Marketing musings with Shubhranshu Singh, global head â marketing, Royal Enfield.
It all began when he called me few weeks ago to object to the use of âcultâ as a descriptor for brand Royal Enfield, in an article we published about bike personalisation. I asked him to explain why that was a problem. He did, and then before I knew it, Iâd chatted with Shubhranshu Singh, global head â marketing, Royal Enfield, for over an hour, about all things marketing, because â âIâve done nothing except marketing since 1999.â That was the year he joined Hindustan Unilever.
Edited excerpts of a conversation about brand marketing, geared towards separating the âpufferyâ from the real thing: