Lindt’s Jaideep Pamani says brands should resist the pressure to keep reinventing

Jaideep Pamani, marketing director at Lindt & Sprüngli, believes the bravest thing a brand can do at present is to avoid reinventing itself constantly.

Pamani has spent 15 years growing brands such as Duracell, P&G and Lindt on three continents. He is a juror on the Advertising panel of an industry awards festival.

“The most misunderstood belief is that brands need to create new things all the time, that if a campaign or idea isn’t novel, it isn’t worth doing. This is a complete misconception,” he said.

“Successful brands build long-term growth through consistent communication, leveraging their Distinctive Brand Assets and staying tuned to consumer needs and occasions. It’s about evolving what already works to match today’s consumer realities.”

Courage to stay consistent

He says the difference between advertising that people remember and advertising they merely see comes down to courage as well as creativity.

“People remember advertising that triggers an authentic emotional connection using Distinctive Brand Assets they already know and trust. Anyone can buy impressions to ensure a campaign is seen, but building a campaign that is remembered takes the courage to stick to a clear, consistent story and deliver it with fresh creative energy.”

His investment for 2026 would be consistent global creative campaigns, because AI and emerging technology cannot reproduce them. Consumers, he says, reward brands for that consistency in the end.

His advice to brands trying to break through follows the same line.

“Success starts with knowing exactly who you are. Define your core objectives and build an authentic brand story around them, one that speaks clearly to your customers, investors, and internal teams alike. When the business environment feels chaotic, clarity and consistency become your ultimate superpowers. Keep your choices few, your message focused, and your vision steady.”

Brand over the long term

Pamani is clear that the long-term advantage lies with brand, while recognising the conditions many marketing leaders face.

“Long-term brand building wins hands down when it comes to driving sustainable growth. Increased pressure on listed companies to deliver short-term turnarounds is the reality today, but consumers and investors ultimately reward consistent, long-term brand building. It’s about protecting your long-term investments while finding smart, short-term choices within the rest of the budget.”

He regards AI as useful for easing operational workload by taking on routine tasks. Authentic human creativity and the ability to link insights from different parts of a business are still beyond any model, he says, and the human edge lies in connections that only experience and judgment can make.

Among the next generation of leaders he ranks boldness and agility first, describing the combination as vital in uncertain times.

“In times of ambiguity, those who make clear, fast decisions, and remain open to adapting as environments change, will be the winners.”