Brand Strategy Market: Lindt's Jaideep Pamani: Clarity and Consistency Are Brands' Superpowers

Jaideep Pamani, Marketing Director at Lindt & Sprüngli and juror on The Drum Awards Festival Advertising jury, argues that long-term brand value is built through clarity, consistency and the use of Distinctive Brand Assets rather than constant reinvention. Drawing on experience scaling Lindt, Duracell and P&G, he recommends investment in consistent, global creative campaigns that evolve existing strengths to meet current consumer needs. Pamani sees AI as useful for reducing operational load on routine tasks but not a replacement for authentic human creativity and judgment. He advises marketers to define core objectives, keep messaging focused, and combine boldness with agility to succeed in uncertain environments.