There’s a question that’s been sitting with me for a while now. And the more I try to shake it off, the louder it gets.
In a world obsessed with metrics—clicks, likes, views, saves, shares—what exactly are we building? Are we really creating brands that mean something? Or are we just creating content that performs for a moment?
The Performance Trap: What Are We Really Celebrating?
The truth is, I’ve spent years playing the performance game. I’ve worked with brands, built campaigns, and chased the numbers. I’ve seen content fly, and I’ve seen it flop. I know how the algorithm moves, and I understand what works in the short term. And in many ways, my own company has operated by those same rules.
But lately, something feels off.
Despite all the data and dashboards, I find myself feeling more disconnected from the work. The more we optimize for reach, the more we lose the depth. The more we chase trends, the more we dilute truth. And as the likes go up, I can’t help but ask myself: Does any of this actually last?
When the Feed Resets: What Truly Remains?
We’ve never had more access to people—and yet our work rarely leaves a mark. We’re constantly publishing, posting, promoting. We jump on viral formats, remix trending audios, package ideas for maximum shareability. And sure, it works—for the moment. But when the feed resets, when the campaign ends, what truly remains?
If we’re being honest, not much.
I’m not writing this to criticize the industry. This is as much about me as anyone else. I’ve built work that was meant to hit numbers. I’ve followed formats because I knew they’d “work.” I’ve helped brands stay visible, even when they weren’t saying anything particularly valuable. And I’ve celebrated those wins.
But deep down, I’ve started to wonder—what are we really celebrating?
The Lost Art of Emotional Branding
I come from a time when advertising moved people. I still remember the ads that made me feel something long before I could articulate why. I remember jingles that got stuck in our heads, not because they were clever—but because they were meaningful. They captured everyday life, made us smile, made us belong. They became part of culture.
“Washing Powder Nirma.”
“Sunday ho ya Monday, roz khao ande.”
“Vicco Turmeric, nahi cosmetic.”
“Hamara Bajaj.”
“Doodh doodh doodh doodh, piyo glass full doodh.”
And the list goes on and on….
These weren’t just ads. They were emotional anchors. They were stitched into our memories—not because they were optimized for any algorithm, but because they were rooted in something real. A story. A moment. A feeling.
And that’s what I miss.
Legacy Over Likes: A Creative Reckoning
Today, marketing often feels like a performance. We’re speaking at people, not to them. We’re louder than ever, but somehow less heard. Our creative energy is spent serving platform mechanics rather than people’s emotions.
I know this view might not be popular. Some might argue that the game has changed—and that’s fair. Platforms move fast. Attention is scarce. Brands need to keep up. Performance is what pays the bills. I get it. I’m part of that system too.
But I’m also questioning it.
Because I believe that brands aren’t just built through exposure—they’re built through emotional consistency. Through truth, not trends. Through moments that connect, not just convert. And I worry that in our obsession with being seen, we’ve stopped asking if we’re being remembered.
So where does that leave us?
I don’t have a grand solution or a perfect framework. This isn’t a manifesto. It’s a reflection. A kind of open journal entry from someone who’s been deep in the machine—and is now wondering whether we’re still pointing in the right direction.
All I know is this: I want to create work that moves people. Not just make them pause and double-tap. I want to build for memory, not just momentum. I want to help shape culture—not just chase it.
And maybe you’ve been feeling this too.
If any of this resonates with you—whether you agree or completely disagree—I’d love to hear your thoughts. How are you thinking about the tension between performance and purpose? Between visibility and value? Between likes and legacy?
Let’s talk.
Because maybe, just maybe, if enough of us start asking better questions, we’ll find our way back to building better brands.
