The Chinese bamboo tree is amazing.

Like any plant, the Chinese bamboo tree too requires nurturing. You take the trouble to create the right environmental conditions for its growth. You give care and attention. You don’t allow the roots to become crowded.

Yet, in its first year, you see no visible signs of activity. You do not see any growth above the soil.

The second year you water it and fertilize it and nothing happens.

The third year too you water it and fertilize it and nothing happens.

How frustrating! Your patience is tested and you begin to wonder if your efforts nurturing and caring for it will ever be rewarded.

And finally, in the fifth year, behold a miracle! You see its growth. And what growth it is!

The Chinese bamboo tree grows 80 to 90 feet in just six weeks!

This is also true about brands.

Parle-G did not become a strong brand overnight.

Neither did Tata or Amul.

But give this story serious thought.

Does the Chinese Bamboo Tree really grow 80-90 feet in six weeks?

Was it dormant for five years?

Little would you know that underground a huge root system and the foundation was growing, year after


It was actually developing a root system strong enough to support its potential for outward growth in the fifth year and beyond.

Brands are not built overnight. A lot of the brands have taken 20 years or even 90 years to earn their status. ‘Brand Nurturing’ is required. You, as the brand manager, have to care for your brand like a living thing. Nurturing is necessary to make sure your brands have strong roots that lead to strong growth.

Keep watering your bamboo tree.

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