What is a brand, and why should you care? How do you create brand loyalty in times of choice abundance? Why do you need to build a personal brand? How do you market to women and why do brands get it wrong? When should brands speak up and when should they shut up? As times evolve, so do the questions that bother marketers, but the answers are rooted in fundamentals that stay constant. In Building Winning Brands, the authors have shown how these brand fundamentals, applied with common sense, can address the increasingly complex marketing problems of the current world. The authors draw from their experience spanning 10,000+ consumer interactions across 50+ categories and advising some of the most recognized new-age brands in India. Whether you're a practicing brand marketer, a founder, or just curious about brands, this book will provide many answers, some thought starters, and a few shocking revelations. This book is a distillation of the authors' learnings of 20 years — a decade as practicing marketers and another decade as brand strategy consultants to organizations. As founders at BusyBeeBrands, a boutique consulting firm. The authors have worked with many pioneering and reputed Indian consumer brands that have disrupted their respective categories. From fast fashion to fintech, stock broking to solar energy, cryptocurrency to chai, and home interiors to headphones, they have covered it all. This book is a culmination of everything they have learned, applied, and used to create impact across their two decades of work.