In today’s dynamic brand landscape, founders are no longer just leaders behind the scenes-they are often front and center, driving visibility, narrative, and public sentiment. But as this trend gains momentum, it raises a fundamental question: Are we building enduring companies or personality-driven cults?
This discussion was brought into sharp focus in a recent BrandWagon Financial Express article by Shailja Tiwari, titled “When Founders Become the Brand – Is boAt’s Success Built on Aman Gupta?” I was honored to contribute to this timely and thought-provoking piece, which examines the growing phenomenon of founder-led branding in India.
Aman Gupta and the boAt Phenomenon
Aman Gupta, the co-founder and face of boAt, exemplifies the power of founder visibility. His charisma, relatability, and media presence have become central to boAt’s identity. The brand’s mass appeal and cultural resonance are deeply intertwined with his personal story and energy.
There’s no denying that Gupta is a masterclass in charisma-led brand building. boAt’s incredible traction among younger audiences owes a great deal to the personality he brings to the table.
The Double-Edged Sword of Personal Branding
However, as we’ve seen with many founder-led brands, there’s a tipping point—when the spotlight on the individual becomes so intense that it begins to outshine the company itself. The founder’s persona can become both the greatest asset and the greatest risk.
I’ve always believed: fame is fuel, but it’s not the engine. A founder’s personal brand can propel a company forward-fast and far. But if that becomes the only narrative, it can create a dangerous dependency. What happens if the founder chooses to step back-or is forced to?
The Infosys Model: From Icon to Institution
In the article, I reference Infosys as a benchmark of brand maturity. Narayana Murthy’s leadership was iconic, yet the company eventually transitioned smoothly into a new era. It preserved brand trust, institutional credibility, and public goodwill-even without the towering presence of its founder at the helm.
That’s the delicate balance every founder-led brand must strike: How do you make the founder visible, but swappable? How do you maintain the authenticity and appeal of personal storytelling while building a brand that can thrive beyond the individual?
The Larger Shift in Indian Brand Building
This is not just a story about boAt-it reflects a broader shift in how Indian brands are evolving in the age of influence. Social media has made it easier for founders to become thought leaders, creators, and cultural icons. But the responsibility that comes with that visibility is enormous.
As communications professionals, strategists, and brand custodians, we must ask:
- Are we building companies or cults of personality?
- What’s the succession plan for brands built around individuals?
- How do we create systems, voices, and values that sustain beyond the founder?
Final Thoughts
Founder-led branding isn’t inherently good or bad-it’s powerful. But like all power, it needs structure, foresight, and humility. Companies that master this balance will not only shine in the spotlight but will endure long after it shifts.