AMBI Parameswaran, Founder of brand-building.com and expert brand coach, on Saturday chose a unique way to explain the intricacies of marketing and branding. Speaking at the session organised as a part of the ongoing CIMCOM 2026, Parameswaran drew a parallel between a bartender and a business leader. He said both require a blend of skill, understanding of the consumer and artful presentation to create a positive results. Parameswaran used the term ‘Mixology’ to further elaborate on the essential parameters needed in both the fields.

 

“The bartender doesn’t just pour drinks. He first understands his customer’s preferences. A clever bartender gives importance to ‘guest’ rather than ‘glass’. Similarly, a marketer must put the consumer at the center of all strategies. He should understand their needs before developing a product or launching any campaign,” he said, quoting examples of Maruti and Airtel companies wherein each and every staff member was asked to meet their respective customers. Parameswaran said understanding customers is the first law of ‘Mixology’. Parameswaran further highlighted that ‘every ingredient is important - in a drink and even while making any business strategy.

 

“Even a tiny pinch of salt can transform the taste of any drink. Similarly, small parameters in marketing or branding can change the outcome,” he pointed out. A market research compelled the manufacturers to launch Oreo brand in India along with Cadbury logo realising that later has stronger brand value in the domestic markets than former, he said to emphasise the impact of small changes on the final outcome.

 

“Over a period, Oreo became a big brand in India and captured sizable business here,” he said. Parameswaran further expressed his views on business negotiations and shared some examples wherein the business leaders successfully managed to grab the deals. Parameswaran concluded by saying that like a bartender, a business leader must curate, balance, and deliver a “special drink”. The session was followed by a Q & A session wherein the speakers answered a couple of queries raised by the audience. At the outset, Amit Bajpayee introduced the guest and also moderated the session.