Ambi Parameswaran
Ambi Parameswaran

As the founder of a brand advisory and a leadership/brand coach, author Ambi Parameswaran has written extensively about branding. As of 2016, he was the ED, CEO of one of India’s top five ad agencies- FCB Ulka Advertising. After having an indulgent career in advertising, Ambi now reads, writes, teaches, and coaches leaders from various domains and backgrounds. His latest book "SPONGE – Leadership Lessons" sheds light on the process of learning from customers and clients.

Ambi has been looking forward to writing a simple essay or a mini-book on branding. "But," Ambi says, "I did not want it to be a complicated treatise". He was able to realize his ambition when Amazon approached him for the same. Ambi, thus, tastefully pens down a series of learning and knowledge systems in an essay on branding that is highly relevant and amenable for an MBA student as it is for a small business owner from a remote town. At the same time, the author sees to it that the principles that are spoken about, the models that are explained and the examples that are highlighted are considerate of the diversity of the target audience. Thus, the content of the book is aimed to be equally relevant to a small business owner as well as a start-up entrepreneur.

Being an avid reader himself, Ambi Parameswaran believes that reading is the fuel that recharges our mind and serves several important roles in our life. He says that the first role that reading plays in our lives is helping us learn new things, be it business-related or personal. Secondly, reading feeds us ideas that may lead us to progress in our personal and/or professional lives. Lastly, and most importantly, reading takes our mind away from the mechanical messages on social media. Ambi insists that, in a way, reading is an energy and vitamin booster, and a detox- all rolled into one!

“I have written the essay keeping in mind that 'digital first' is just the way it is going to be delivered. Tomorrow it may come out in a printed form. And it should be equally readable in the print version as well.”
Ambi Parameswaran

When asked about his take on the digital medium for writing, he acknowledges that the difference between the expectations of the audience on both platforms is actively diminishing. The digital consumer in today's age and time does not want a simplified, toned down version of what is available in the print media.

Read Ambi's latest work Brand: Brewing the Magic Potion in Five Steps on Amazon.