MBA: Making Friends

By Rashi Mittal Nair, Founder, Brand Ripples (

All a brand needs to do, is think of itself like a human being, think of the consumer like a human being, and genuinely just be friends.

We make friends all the time. We've been doing it since we were children. We never needed to go get an MBA on how to make friends now did we? Between Science Class and Match Class, did you ever have 'How to make a best friend class'? It’s just what you did. Naturally.

Of course, some of us were better at it than others. And something tells me, the ones that were better at it, were usually the ones that spent more time 'outside' the office (or outside school). So get out. Meet people. Understand them. And just be yourself.

Think back to the person that had the most number of friends (and I mean good real friends) in school or college. What was that person like? Why did everyone like them so much? And I'm not just talking about the 'cool' factor. Or the fact that 'everyone else' liked them. Genuinely think about why everyone liked them so much.

All a brand needs to do is things a friend would do in a social setting. Listen. Be Humble. Be Friendly. Be Helpful. Be Generous. And be there in Need. Instead, brands are way too busy being 'self-centered', arrogant, and busy. Do you really wonder why your sales are not growing?

Go get an MBA on how to make friends. Go be-friend the consumer.