Branding need tweaking tools, unbranding need VALUES this is the first sutra of UnBranding.
- Stepping aside from STANDARDIZED global lifestyle is today an act of asserting freedom. This is the second sutra of UnBranding.
To be Sustainable we need to be ready to be called an ENEMY of consumptive market. This is the third sutra of UnBranding.
To take effort to KNOW the producer of what we consume is against the principles of consumer markets. This is the fourth sutra of the UnBranding.
To Brands is to create a recognizable identity, to UnBrand is to create a COLLECTIVE. This is the fifth sutra of UnBranding.
To subscribe to unbranding is to be INCLUSIVE, unlike branding which is all about influence. This is the sixth sutra of UnBranding.
- Brands stifle people’s intelligence and seek to build loyalty based relationship, unbranding recognizes all beings as born INTELLIGENT and maintains a respectful relationship and stay transparent and accountable. This is the seventh sutra of UnBranding.
The seven sutras elaborated are to be found in the book on UnBranding brought out by the Raattai Media on June 5th 2025 at Kalasapakkam village in Tiruvannamlai district, Tamil Nadu. Please write to chief@samanvaya.com for a copy (with postage delivery within India only currently).
After the release, we also sat down with the iconic Carnatic Singer, and Magsasay award winner, T. M Krishna to do a special eposide of Raattai interview. The same is available in the raattai youtube channel.
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