Saurabh Uboweja, Creator of EPIC Brand Map & Author: Transforming Branding with Strategic Clarity
- Started career as a banker; branding “chose” him.
- Driven by the challenge: why do global brands succeed in India but few Indian brands go global?
Podcast
Overview
Saurabh Uboweja’s EPIC Brand Map pushes brands to align from the inside out—moving beyond surface design or marketing tricks. His tips? Start with essence, not image. For a full dive, check out his book “Building Epic Brands” and this insightful episode of TBCY.
00:01:09- What inspired Saurabh to pursue branding?
- Started career as a banker; branding “chose” him.
- Driven by the challenge: why do global brands succeed in India but few Indian brands go global?
- Founded Brands of Desire, leading to 300+ brand projects in 25+ countries.
00:02:51- How did BOD Consulting evolve from Brands of Desire?
- Realized branding is more than design or marketing.
- Shifted focus to holistic, organization-wide strategy at BOD Consulting.
- Branding must include systems, strategy, and alignment beyond just creativity.
00:04:40- What is the EPIC Brand Map and what sets it apart?
- EPIC: Evocative, Precise, Insight-Driven, and Clear.
- Treats branding as a business system—aligning HR, ops, finance, product, not only marketing.
- Visual brand map with 19 elements, with strategic positioning at the peak.
00:06:36- Which brand element do companies often undervalue?
- Strategic positioning: Often misunderstood as image, not essence.
- True positioning is the foundation for all branding elements.
00:07:41- Why should branding be EPIC?
- Evocative: Triggers emotions, memorability.
- Precise: Avoids confusion, ensures clarity.
- Insight-driven: Rooted in real consumer/market needs.
- Clear: Enables internal alignment and scalability.
00:09:39- What brand exemplifies the EPIC approach?
- Indigo Airlines: Hassle-free and punctual at every level—from product to service and ops.
- It exemplifies operational branding, not just marketing.
00:11:10- How should brands begin repositioning?
- Focus on doing a few things consistently well.
- Prioritize internal positioning before external differentiation.
- Branding isn’t just about big budgets.
00:12:48- Future of branding in the AI era?
- AI speeds execution, but clarity and human insight remain core.
- EPIC principles become even more crucial in fragmented, fast-paced markets.
RESOURCES:
Learn more about Saurabh Uboweja: Linkedin
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Profile
- Started career as a banker; branding “chose” him.
- Driven by the challenge: why do global brands succeed in India but few Indian brands go global?
- Founded Brands of Desire, leading to 300+ brand projects in 25+ countries.
