How to build a successful brand? Mamaearth's Ghazal Alagh shares the secret. 'Have an enemy'
Mamaearth co-founder Ghazal Alagh believes that every thriving brand shares a common factor—an «enemy.» Taking to X, Alagh explained that this enemy is not necessarily a rival company but can be a system, a mindset, or a deeply ingrained issue that the brand actively works to challenge and redefine.
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Providing examples from globally recognized brands, Alagh highlighted how Netflix positioned itself against cable television, making entertainment available anytime, anywhere. The streaming giant disrupted traditional viewing habits by offering on-demand content that removed the restrictions of scheduled programming. Similarly, Nike’s “Just Do It” campaign wasn’t just about selling footwear but about battling self-doubt and encouraging people to push their limits. The campaign resonated deeply with consumers, helping the brand build a powerful emotional connection.
Airbnb, according to Alagh, took on conventional hospitality by offering unique lodging experiences beyond traditional hotels. The brand empowered homeowners to monetize their properties while giving travelers the opportunity to experience destinations like locals rather than tourists. In Mamaearth’s case, the brand was built around the idea of providing safe, toxin-free skincare in an industry dominated by chemical-laden products. By positioning itself as an advocate for natural ingredients, Mamaearth cultivated a loyal customer base that values transparency and sustainability.
