New Delhi, Sep 17 (NationPress) Starting from a modest upbringing in Vadnagar, Gujarat, Prime Minister Narendra Modi has transformed into a prominent political figure, often referred to as a ‘brand’. His journey has been the subject of extensive discussion and analysis across multiple platforms.

Today, the phenomenon of ‘Brand Modi’ has reached an almost legendary status, particularly after the Bharatiya Janata Party made history in 2014, propelled by the so-called ‘Modi-wave’.

As renowned brand designer Walter Landor once articulated, “Products are manufactured in factories, but brands are forged in the minds of people.”

In this scenario, the ‘product’ was shaped through strategic election campaigns, innovative political advertising, and the effective use of social media.

In 2018, a scholar presented a research paper at the Ahmedabad-based business school MICA, titled ‘An Exploration Of The Development Of A Political Brand Image For A Political Party And Leader: A Case of the BJP And Narendra Modi’.

This research involved systematic studies of the BJP’s digital and offline marketing strategies, social media goals, audience segmentation, and case studies of various campaigns.

The findings revealed that the case of Modi and the BJP exemplifies how a well-structured narrative, symbolic repetition, and professional marketing techniques can create a robust political brand that influences voter perceptions, institutional practices, and international reputation.

The brand was cultivated through emotional connections, heartfelt expressions, and exemplary leadership.

Initiatives like “Main Bhi Chowkidar” and “Mann Ki Baat”, along with frequent public engagements, connected him with millions of citizens, significantly contributing to the brand’s growth.

All these elements collectively shaped public opinion.

This leads to the insight from Scott Cook, who asserted, “A brand is not what we claim it to be; it is what consumers communicate among themselves.”

A paper from a research scholar at the Delhi School of Management, Delhi Technological University, stated that “Modi’s campaign is managed with greater efficacy compared to his rivals, focusing on design, communication, and development.”

Another study from MICA titled ‘Brand Modi: How India Clicked an Icon’ proposed that the brand's durability stems from integrating leadership symbols into state functions and institutional practices, transforming governance into branding opportunities.

Official initiatives, highly publicized inaugurations, and international relations acted as reputational assets, reinforcing the leader's brand beyond electoral periods.

However, this triumph is scripted by the ability to adapt and evolve, tackling each issue as it arises, without dragging past failures into the present. As marketing expert Rishad Tobaccowala famously stated, “The future will not fit into the molds of the past.”

In his popular blog from 2021, he noted, “From organizational structure to market dynamics, current business practices are shaped by historical precedents. The challenge lies in recognizing that the future will not conform to past templates, whether in media, finance, markets, or mindsets.”

Through Tobaccowala’s perspective, Modi serves as both a transformative figure and a case study.

He constructs new frameworks to accommodate emerging political, technological, and diplomatic landscapes, demonstrating the benefits of visionary branding. Yet, he also reveals the risks of prioritizing speed and personalization over systemic capacity and institutional redesign.

The essence of this maxim—create frameworks that are genuinely compatible with the future instead of forcing the future into familiar shapes—strongly reflects both the achievements and limitations of the Modi era.