By Harshavardhan Chauhaan
Author – #NCAYB: NOBODY CARES ABOUT YOUR BRAND – The Manifesto for the Future of Marketing
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When I began writing #NCAYB, it wasn’t to provoke a marketing war.
It was to confront a quiet truth we’ve all known for some time: the traditional frameworks that defined marketing for decades no longer apply.
Yet the more I wrote, the more I realized this was not just about frameworks. It was about identity, inertia, and the need for reinvention. And that’s when the real conversation began—not just in boardrooms or classrooms, but across countries, career levels, and even ideologies.
This book, for better or worse, became a movement. And today, I want to share why.
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- The Great Marketing Schism: Why the Industry Split
The release of #NCAYB sparked something I didn’t fully expect—a visible divide across the global marketing ecosystem.
On one side stood those who’ve spent years defending the legacy of traditional models: the 4Ps, the mass funnel, the polished, passive, one-way branding schools of thought. These models served their time. But in today’s AI-powered, consumer-fragmented world, I argue—they’ve become more of a comfort zone than a compass.
On the other side emerged creators, founders, operators, and new-age CMOs, many of whom have been building brands without ever having read a textbook on marketing. They resonated not just with what I wrote, but with what it challenged.
And this tension—between protection and progression—highlighted the biggest shift in marketing yet:
It is no longer about brands shouting. It is about consumers choosing.
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- Marketing the Book Like the Book Itself
When it came time to launch #NCAYB, I knew one thing for sure: I couldn’t just write about disruption—I had to demonstrate it.
So we approached the campaign like a cultural drop, not a commercial rollout.
Models wore tees that read: “Nobody Cares About Your Brand.”
Posts went viral across platforms.
There were no bullet-pointed press releases. There was movement.
It wasn’t marketing for the sake of marketing.
It was marketing to prove a point.
That today, attention is earned by alignment, not aesthetics.
And a book on modern marketing should be marketed with modern principles.
What followed was a wave of creators, professionals, and consumers engaging with #NCAYB not just as readers—but as participants.
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- Dismantling the Old Guard: Why the 4Ps Had to Die
Let me be clear—I have immense respect for the giants of marketing thought who laid the groundwork.
But frameworks like the 4Ps were born in a world of shelf-space, mass media, and controlled messaging.
Today, AI decides what’s seen, algorithms dictate trust, and creators drive influence.
That’s why I introduced new mental models in #NCAYB—not as academic alternatives, but as operational necessities:
• The Trust Algorithm – A system to understand and build trust in an age where skepticism is default.
• The Fractional Loyalty Matrix – Because loyalty is no longer binary. It’s dynamic and contextual.
• The Influence Flywheel – Mapping the new reality where creators, not corporations, move sentiment.
These aren’t meant to shock. They’re meant to reflect how real consumers behave today. And how brands must now act to stay remembered tomorrow.
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- A Book, A Brand, A Belief System
What I didn’t anticipate was how quickly #NCAYB would evolve from a manuscript into a cultural code.
People weren’t just reading it—they were:
• Wearing it.
• Debating it.
• Building teams and brands around its principles.
What began as a narrative became a movement.
And what was once a set of frameworks became a shared vocabulary for those tired of running 2025 marketing with 1995 blueprints.
This wasn’t strategy. It was symptom.
The world was ready to rethink how brands behave, and I just happened to give it a language.
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- Building the Future: The Young Entrepreneurs Fund (YEF)
Talk, as we know, is cheap.
So, I made a commitment—100% of this book’s proceeds go to the Young Entrepreneurs Fund (YEF).
A $10 million initiative designed to back:
• Early-stage disruptors
• Market-first problem solvers
• Ideas that don’t seek validation from academia before breaking things
Because if the world needs new frameworks, it also needs new founders to run with them.
NCAYB isn’t just a book—it’s capital for the next wave of changemakers.
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- My Call to You: Rethink, Rebuild, Reclaim
This book is not a manual.
It’s a mirror.
It asks uncomfortable questions. It breaks myths. It tells you that brand loyalty is a myth, attention is your only currency, and algorithms are your new gatekeepers.
And yet, beneath all the radicalism, there’s a single human truth:
People still choose with emotion.
They still trust who aligns with their identity.
They still believe in brands—if those brands earn it.
So my invitation to you isn’t just to read #NCAYB.
It’s to question what you’ve always accepted as truth.
Because the future isn’t coming.
It’s already here. And it’s choosing who gets remembered.
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NCAYB – The Manifesto for the Future of Marketing is now available globally.
100+ countries. Paperback. Kindle. Hardcover.
100% of proceeds fund the future via the Young Entrepreneurs Fund (YEF).
Welcome to the movement.
Because this isn’t just a book.
It’s how we rebuild marketing from the ground up.
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