Forever Trusted: The Human Side of Eternal Brand Building
Author: Sheetal Sapale
Successful brands are synonymous with trust, faith, empathy, and every emotion that signals sensitivity and genuine concern for the consumer. For people, such brands become Aspirations in their growth journey, Caregivers and Hope Builders during vulnerable phases, and Nostalgic Companions that help them relive memories from a safer, simpler time. Brands with these
characteristics etch themselves into the human mind, irrespective of the category they belong to, the country they come from, or the size of the company that created them.
Let us look at some brands through these human lenses.
Brands as Aspirations in Growth Journey
Brands in the healthcare sector like Complan and Pediasure represent aspiration in a child’s
growth journey—symbols of nourishment, progress, and potential. They do not merely stand on store shelves; they occupy a special place in households with growing children. For parents,
these brands represent a desire to give their child a stronger foundation, a better future, and a fair start. Their value lies in emotion as much as in nutrition.
In the non-healthcare world, brands like Apple, Nike, and Tanishq carry similar aspirational gravitas. Apple reflects creativity and success; it is a badge of achievement for many. Nike
embodies discipline, performance, and self-belief— “Just Do It” is not a slogan but a mindset
shift. Tanishq signifies milestones, moments of pride, and social progress. These brands do more than sell products—they signal identity, ambition, and upward mobility.
But the story of “Forever Trusted” brands goes far beyond aspiration.
Brands as Caregivers in Vulnerable Phases
Some brands quietly step into our lives when we need comfort, reassurance, or healing. They become caregivers we turn to instinctively. They become our parents and grandparents.
In healthcare, Vicks, Crocin,Odomos and Dettol are almost like family members—ever-present, reliable, and comforting. During a fever, a cold, or a minor injury, these brands offer not just
relief but emotional safety. A mother applying Vicks to her child’s chest or reaching for Crocin at midnight is not choosing a product; she is choosing trust born of years of consistent experience.
Similarly, Apollo Hospitals or Manipal Hospitals become institutions that families trust during moments of fear and urgency. When a medical emergency occurs, people don’t research brands; they gravitate toward names that have built reputations as safe havens.
Outside healthcare, brands like Tata, Maruti Suzuki, or LIC carry generational trust. They step in when stability, safety, or long-term security are at stake. These are not transactional brands; they are emotional anchors.
Brands as Hope Builders
Some brands symbolize hope for better health, a better life, or a better tomorrow.
Innovative pharma brands in oncology, diabetes, or chronic care often take on this role. For many patients, a trusted cancer therapy or insulin brand becomes more than a treatment; it becomes a bridge to the next day. Brands like Roche in oncology or Novo Nordisk in diabetes management are not merely pharmaceutical names, they are carriers of hope, dignity, and possibility.
During the pandemic, brands like Cipla, Serum Institute, Tata 1mg, and Practo emerged as hope enablers. They delivered medicines, vaccines, and teleconsultations when movement was
restricted and fear was widespread. In those months, these brands were not service providers; they were lifelines.
In non-pharma sectors, hope-building brands can be educational institutions like IITs/IIMs, wellness brands like Cult.Fit, or global icons like Airbnb, which inspire dreams of exploration and connection. They open windows to possibility, self-improvement, or new experiences.
Brands as Nostalgic Companions
Eternal brands often live in the emotional memory of consumers long after trends fade.
Think of childhood brands like Bournvita, Horlicks, Zandu Balm, or Band-Aid. These are not just products; they are emotional triggers that transport people back to childhood evenings, school mornings, or grandmother’s remedies. Nostalgia creates a bond stronger than advertising, it creates belonging.
In the non-healthcare space, brands like Moti, Amul, Parle-G, Asian Paints, and Raymond follow the same pattern. They remind people of festivals, family, celebrations, and transitions in life. These brands evolve, but the emotions they evoke stay intact. In fact, these brands stay
with the family for generations and create a distinct bond across generations.
What Makes These Brands Eternal?
Across categories and countries, the brands that endure share core human qualities:
Consistency in Care – They deliver, time after time. They do not disappoint in critical moments.
Authentic Empathy – They understand the anxieties, aspirations, and identities of their consumers—and speak to them with sensitivity.
Emotional Relevance – They show up during milestones, crises, celebrations, or memories— becoming part of the emotional landscape of people’s lives.
These brands become eternal not because they advertise more or innovate faster, but because they become emotionally predictable in an unpredictable world. The brand name is so strong and embedded in the minds of the consumers that innovations, alterations or changes of ownership of the brand do not change the consumer perceptions for a long time.
The True Definition of “Forever Trusted”
A “Forever Trusted” brand is one that sits quietly in the background of life’s biggest moments— when a baby is born,
when a student gets their first laptop, when someone begins their fitness journey, when a family makes a big purchase,
when illness strikes,
or when comfort is needed.
Some brands stand by us so consistently that trust becomes instinctive. They evolve, but never leave.
They innovate, but stay human.
They grow, but never forget the people they serve.
They travel across geographies, but deliver the same promise.
These are the brands that become part of our personal stories—aspirational in our growth, caring in our vulnerability, hopeful in our uncertainty, and nostalgic in our memory.
Such brands do not just build markets. They build memories.
They build identities.
They build trust that outlives generations.
And that is the true essence of Forever Trusted: The Human Side of Eternal Brand Building.
Sheetal Sapale – VP Commercial, Pharmarack
Very well articulated @Sheetal Sapale !!
After reading the article realised it’s so true that we have started owning these brands so much so that they have become a part of us at every crucial moment!
The article beautifully explains what a brand truly represents beyond products and promotions. Welldone @Sheetal Sapale!!
What I liked most is the thought that when we close our eyes and think of a situation or a moment in life, the product or name that instantly comes to mind is the true brand. Such recall does not come from advertising alone; it is built on trust, emotions, and real experiences over time. It is a powerful reminder that enduring brands grow through human connections and are sustained by consistent product quality.