Brands in the Boardroom: Transforming Intangibles into Tangible Growth

I recently had the privilege of attending an eye-opening session titled "Brands in the Boardroom," led by the distinguished Ramesh Jude Thomas (RJT), founder of EQUiTOR Value Advisory Pvt. Ltd. Hosted at Of10 Coworking in Powai, this session delved deep into the strategic importance of brand valuation and management in driving business success, offering insights that are both timely and transformative. This session was curated by the ASCENT Foundation.

Growth and Vision: The Unicorn Aspiration

One of the session’s central themes was the aspiration to become a "unicorn"—a company valued at over $1 billion. RJT articulated that this goal, while ambitious, is achievable when an organization commits to leveraging its intangible assets, particularly its brand. EQUiTOR’s philosophy of unlocking value from intangibles like brand identity and reputation has been pivotal in transforming companies from traditional firms into growth powerhouses. The emphasis on Courage, Imagination, and Abundance underscores the need for bold thinking and innovation as key drivers in this journey.

Insights on India’s Economic Landscape

RJT provided a comprehensive overview of India’s economic positioning, highlighting that while India is the 5th largest economy globally, it ranks 136th in per capita GDP. This disparity underscores the challenges and opportunities within the Indian market. However, RJT’s message was clear—"This is our TIME." With the right focus on emerging industries and leveraging India's unique strengths, there is immense potential for growth and development.

Leadership and Corporate Excellence: Setting World-Class Standards

A significant portion of the session was dedicated to leadership and corporate excellence. RJT emphasized the importance of setting world-class standards before aiming for global recognition. The transformation of Titan Industries, which EQUiTOR guided from a struggling watch and jewelry firm to a $40 billion design and retail powerhouse, is a testament to this philosophy. By isolating and amplifying key value drivers—Currency of Design, Pleasure of Purchase, and Personalized Care—Titan was able to realign its entire business to achieve exponential growth. This same approach has driven success stories at companies like Duroflex and Shemaroo.

Brand and Reputation: The Core Business Asset

RJT made a compelling case for treating the brand as a firm’s primary business asset, a principle that EQUiTOR has pioneered for over two decades. The session highlighted that brand value is not just an abstract concept but a critical driver of business performance. RJT discussed the impact of brand management on 18 distinct performance metrics, emphasizing that a strong brand can significantly influence a company’s overall success. The idea of "Value Unlocking" was particularly powerful, encouraging businesses to envision and realize growth by fully leveraging their brand assets.

Cultural and Organizational Insights: Diversity, Inclusion, and Succession

The session also touched on cultural and organizational themes, such as diversity, inclusion, and succession planning. RJT discussed the importance of creating an inclusive work environment that supports diversity in all forms. For instance, initiatives like flexible work environments and dedicated spaces for mothers are not just HR policies but strategic moves to enhance productivity and innovation. The discussion on Shemaroo’s succession planning further highlighted the complexities of leadership transition in family-owned businesses, stressing the need for careful planning and governance.

Pioneering Change: Quotes, References, and IPO Aspirations

Throughout the session, RJT referenced iconic leaders and companies—such as Steve Waugh, Air Deccan, and Nirma—to illustrate the importance of strategic thinking and resilient leadership. These examples served as powerful reminders of how visionary leadership can drive transformative change. The discussions on IPO aspirations and business valuations, particularly the "8x business plan," reflected the ambition and potential for scaling businesses to new heights.

Looking Forward: The Power of Brand-Driven Growth

The session concluded with a powerful reminder: brands are not just about market presence—they are about creating value, driving growth, and forging meaningful connections with customers. RJT’s insights have provided a clear roadmap for how businesses can integrate brand strategy into their core operations to achieve sustainable growth.

Acknowledgments

I would like to extend my heartfelt thanks to the Ascent Foundation for curating such an insightful event and to Nikhil Kapur, the founder of Of10 and a fellow Ascenter, for providing the perfect venue to host it. The collaboration and dedication of these organizations truly made "Brands in the Boardroom" a memorable and enriching experience. I also the opportunity to meet other fellow ascenters like Manoj Gada Multiplast Polymer Private Limited , Srinivas V, CFP Snowball Financial Services , Rashesh Doshi Talent Corner HR Services Pvt Ltd , Mayank Gupta Food Square India , Vandana Sethhi Water Communications , SHOBHA V. VNS Logistics , and Anil Nair EQUiTOR Value Advisory .

Attending "Brands in the Boardroom" with Ramesh Jude Thomas was not just an educational experience—it was a call to action. The lessons learned from this session will undoubtedly influence how we think about growth, innovation, and excellence in our own organizations. As we move forward, the emphasis on unlocking value from intangible assets will be crucial in navigating the complexities of today’s business environment.