MAM
Time to democratise brands: Kevin Hill
MUMBAI: In a world where fluidity is the order of the day and there is no dearth of choice, brands are faced with the uphill task of staying relevant in their consumer’s lives. With the marketing landscape being so dynamic, one begs to ask whether the very fabric of branding needs to revamp.
Kevin Hill Design creative director Kevin Hill explores this topic in a session, ‘Does branding need re-branding’, at the Promaxbda 2012 held in Mumbai.
According to Hill, brands should have a contemporary outlook and disciple. In order to establish new guidelines, it is important to understand how the relationship between a brand and its consumers have changed over time. We need to move away a one-way communication where brands spoke and the audiences merely heard. “Take the example of the recent global debate sparked by Bollywood actor Aishwariya Rai Bachhan’s post partum weight gain. The conversations, supporting and criticising her, have been largely audience led. So you see, audiences are no longer a passive partner in the communication process,” explains Hill.
Since the audiences have become interactive, it is now easier to segregate them into demographic, geographic or psychographic clusters. This also helps targeting communication at the audience since the idea of ‘one size fits all’ no longer bears relevance for brand marketers today. Old methodologies and guidelines need to be replaced by new and more contemporary points of view.
Analyzing your brand along with your audiences is equally important. Every brand has a global DNA, but may have some localised tweaks to better suit the target audience. Also, analyse how the communication from the brand’s end has been. In most cases, the brands are used to talking at the audience rather than talking with them. In this regard, it is important to analyse the tone, pitch, philosophy and language of the communication and adjust it according to the current trend. In other words, democratise the brand.
Brands are not the sole owners of their products now. The consumers are equally passionate about a brand they affiliate to and do not mind speaking out in appreciation or criticism. An effective communication strategy in today’s environment is to let the audience know that they are the owners and brands are the custodians. It is necessary to accept that today, more than ever, brands exist in the context of their consumers.
The consumer is spoilt for choice and has brands vying for his attention in a chaotic market space. “In this tyranny of choice, it is difficult for the consumer to differentiate one brand from another and there is a risk of saturation. Also, it has been observed that due to the abundance of products and brands, brands tend to make a hollow effort to differentiate from their peers rather than being actually different. At times, in their will to be different, brands end up doing something meaningless. The focus is on creating new rather than something true,” observes Hill.
In this case, not only does the audience feel confused and even cheated but the competition also picks up on the flaws and has an opportunity to attack the brand’s strategy. In any day and age, substance and quality will always speak for itself. Authenticity in communication is of paramount importance as audiences are not afraid of challenging mediocrity.
While listening to the audience is important, the trick lies in making critical decisions. Not everything the audience says will be beneficial for the brand. Analyse feedback, test it and then implement. Also, getting to the heart of the brand and communicating from there on makes for an honest communication which is largely appreciated by the consumers.
There needs to be a shift in the approach towards branding. The strategy should shift from exposure to engagement. Similarly, the intent of the communication should change from interruption to permission and from broadcasting to customisation.
“There are some rules that the new age branding professionals and brands should keep in mind. Be authentic, be honest, be open, be charismatic, be meaningful and be true,” sums up Hill.
MAM
Jack&Jones unveils Spring Summer ’26 collection with 3 themes
Music, Rush and Travel chapters anchor expansive youth-focused drop.
MUMBAI: If fashion had a playlist, this one would come with a bass drop, a road trip, and a wardrobe change in between. Jack&Jones has rolled out its Spring Summer ’26 collection, pitching it as its most expansive seasonal showcase yet less a drop, more a three-act cultural statement. At the centre of the campaign is Volume 1: Music, a chapter that taps into India’s independent music scene and wears its attitude on its sleeve quite literally. Featuring artists like Loka, Wazir Patar and Aksomaniac, the line blends bold graphics with relaxed silhouettes and versatile denim designed to move effortlessly from stage lights to street style.
Denim, unsurprisingly, remains the headline act. From lived-in washes to rip-and-repair textures and wide-leg fits, the collection leans into familiarity while nudging expression forward aiming to feel both personal and performative at once.
The brand didn’t stop at aesthetics. Extending its music-first narrative into the real world, Jack&Jones partnered with the UN40 Music Festival held on March 14 and 15 in Bengaluru. The collaboration featured an experiential pop-up, complete with denim customisation zones, interactive installations and exclusive viewing experiences turning fashion into something you could not just wear, but play with.
Volume 2: Rush shifts gears into a faster lane, embracing high-energy aesthetics tailored for movement, momentum and a lifestyle that rarely stands still. Think sharper silhouettes, dynamic styling and a sense of urgency stitched into every look.
In contrast, Volume 3: Travel slows things down. This chapter leans into sun-washed palettes, lightweight layers and easy silhouettes built for spontaneity designed for consumers who prefer their fashion with a side of wanderlust.
Across all three volumes, the thread that ties it together is clear: denim as a constant, supported by breathable cottons and summer-ready fabrics that balance comfort with structure. The result is a collection that doesn’t just follow trends but attempts to mirror the rhythm of youth culture itself.
With Spring Summer ’26, Jack&Jones isn’t just selling clothes, it’s curating moods. And in a season where identity is as fluid as style, that might just be its strongest fit yet.
