In today’s ever-evolving marketplace, building and sustaining brand love has become more intricate than ever. Consumers are overwhelmed with choices, and marketers need more than just great products to stand out. Rahul Bibhuti, a seasoned marketing leader with an illustrious career spanning Dabur, GSK, Abbott Nutrition, and Reckitt, shared a profound framework during his recent podcast with The Leap. His 3M Marketing Philosophy—right Message, through the right Messenger, on the right Medium—offers a pragmatic approach for brands to connect deeply with their audience.

Message: The Core of Communication

At the heart of marketing lies the message, the foundational narrative that brands convey to consumers. Rahul emphasizes the need for clarity and relevance in messaging.

“The first task of a marketer is to define the core task of the brand,” he explains.

For instance, while working on Sensodyne, Rahul’s initial task wasn’t to position it as the best sensitive toothpaste but to educate Indian consumers about tooth sensitivity itself. Sensodyne’s core message, addressing the sharp, short pain caused by sensitivity, resonated deeply, as it redefined a problem many had normalized.

Rahul believes that understanding and addressing consumer pain points or aspirations is the cornerstone of an effective message. It’s not about shouting loud; it’s about speaking directly to what matters most to the audience.

Messenger: The Power of Trust

Who delivers the message matters as much as the message itself. Rahul’s approach focuses on ensuring the messenger aligns with the brand’s authenticity.

“We used real dentists as our messengers for Sensodyne,” Rahul recalls. “It was a game-changer in a market dominated by actor endorsements.”

By bringing real dentists into Indian households through television, Sensodyne not only educated but also built credibility. Consumers could differentiate between genuine recommendations and scripted advertisements, giving the brand a significant edge.

The choice of messenger varies by audience. Premium audiences may connect with influencers or thought leaders, while mid-tier consumers might resonate with relatable community figures or testimonials.

Medium: The Bridge to the Consumer

With the advent of digital platforms, the ways to reach consumers have expanded dramatically. But according to Rahul, this expansion also demands precision.

“You need to marry your message, messenger, and medium. Different mediums serve different purposes,” he notes.

For Sensodyne, Rahul used news channels for their sage-like authority in disseminating information. In contrast, lighter FMCG products may leverage entertainment platforms like TikTok or Instagram to appeal to their target audience.

Understanding the medium’s archetype is critical. Is it authoritative like a newspaper, personal like a mobile phone, or communal like television? Rahul stresses tailoring campaigns to the platform, ensuring that the medium amplifies the intended impact of the message.

The Chemistry: Marrying the 3Ms

The real magic, as Rahul describes, happens when the three elements: message, messenger, and medium, come together seamlessly. He refers to this integration as the “fourth M”: Marrying the 3Ms.

For example, in the infant nutrition category, Rahul’s campaigns combined:

1. Message: Emphasizing brain development in the first 1,000 days.

2. Messenger: Expert endorsements and relatable mothers.

3. Medium: Digital platforms for urban audiences and community networks for mid-tier consumers.

This alignment resulted in not only brand awareness but also brand trust and loyalty.

Conclusion: A Masterclass for Marketers

The 3M framework is a timeless guide for marketers navigating today’s fragmented consumer landscape. It underscores the importance of crafting messages that matter, delivering them through credible voices, and choosing platforms that resonate.

As Rahul succinctly puts it,

“If you follow this 3M philosophy, in my life, I’ve seen magic happen.”

For brands striving to build meaningful connections, the 3M philosophy offers not just a roadmap but a strategy for creating enduring brand love.