Brands Falter Internally Before Crashing Externally: Pavan Kaushik’s Insight

Communication Veteran’s Core Message

With over 35 years of experience across government and corporate sectors, communication strategist Pavan Kaushik delivered a powerful message during an online session on July 7, 2025: “Brands don’t fail in the market — they fail inside first.”

Internal Alignment as the Foundation

Kaushik emphasized that brand-building is not solely a marketing or external communications task but a holistic organizational endeavour. He argued that failure to engage internal audiences—employees, suppliers, vendors, and investors—often leads to breakdowns in brand consistency and credibility.

Real-World Examples & Experience

Drawing from his extensive career, Kaushik cited campaigns like Khushi (supporting child nutrition and education in Rajasthan), Sakhi (empowering rural women), and Be Safe Zindagi (industrial and road-safety outreach among mineworkers). These initiatives showcased his expertise in aligning internal stakeholders with external brand narratives.

Three Pillars of Effective Brand Strategy

Kaushik provided a clear framework for internal brand alignment:
1. **Prioritize internal audiences** – Employee belief precedes consumer trust.
2. **Communicate values, not instructions** – Every department must embody brand tenets.
3. **Include all stakeholders** – From vendors to interns, everyone should feel part of the brand story.

Empowering the Young Workforce

Addressing junior employees and students, Kaushik encouraged active participation: “If something doesn’t align with the brand, highlight it. Real custodians are often found in cubicles, not boardrooms.”

Reputation Built from the Inside

He asserted that consistent experiences across every touchpoint—from internal communication to customer interaction—create resilient brands. Disconnected internal culture, he warned, can cause even well-funded external strategies to collapse.

Legacy & Recognition

Pavan Kaushik’s prolific contributions include authoring books like Me Within Myself and We All Have Zinc in Our Lives, scripting over 3,000 pieces for radio/TV, and leading major social campaigns. His accolades include the 2018 CSR Person of the Year award and recognition from the Public Relations Society of India.

Implications for Trivia & Business Enthusiasts

Kaushik’s assertion—“Brands don’t fail externally; they fail internally”—provides a compelling trivia challenge on corporate communication strategy. It underscores the shift from superficial marketing tactics to deep-seated organizational alignment as the key to brand longevity.

Source: The Week