WHO IS YOUR REAL BRAND AMBASSADOR

WHO IS YOUR REAL BRAND AMBASSADOR? Your brand is not

what a celebrity says about you; it is what your people make others

believe about you. Companies spend crores appointing famous actors,

sportspersons and public personalities as brand ambassadors, but Dr.

Abhishek Gilara asks a simple question: does the person advertising

your company actually know your company? And an even bigger one:

what are the people who know your company best telling the world

through their everyday behaviour? In this thought-provoking book,

Dr. Gilara challenges the conventional idea of brand ambassadorship

through one unforgettable analogy:

imagine a real mango, grown through good soil, careful farming, patience and years of knowledge, and

then imagine something manufactured merely to look like a mango and surrounded by brilliant storytelling;

both may photograph beautifully, but eventually someone takes a bite. Businesses are no different.

Advertising creates expectation; experience reveals truth. Through lessons drawn from business, leadership,

craftsmanship, customer experience and more than a century of family-enterprise legacy, this book

explores why your receptionist, salesperson, craftsman, manager, accountant, customer-care executive and

even your security guard may sometimes influence your brand more directly than the celebrity on your

billboard, because every employee interaction is either confirming your advertisement or contradicting it.

Branding does not begin outside the company; it begins inside—in what you reward, what you tolerate,

how you train, how you treat people, how you handle mistakes, how you protect quality and what happens

when the owner is no longer standing in the room. The message is simple: DON’T FORCE THE POST.

BUILD THE EXPERIENCE THAT PRODUCES THE POST. DON’T KEEP PAINTING THE MANGO.

GROW A BETTER MANGO. BUILD THE TRUTH. LIVE THE TRUTH. PROVE THE TRUTH. THEN

AMPLIFY IT. A celebrity may carry your brand for the duration of a campaign, but your people carry your

brand every working day. So before asking, “Who should become our next brand ambassador?” ask the

more important question: “Have we built a company our own people are proud to represent?” Because

when thousands of people genuinely live your brand, you no longer need to keep explaining who you

are—people experience it.