Lightbox

Tina Mehta

Brand Strategist

As the Chief Vibe Officer, Tina ensures that Lightbox and our portfolio are connecting with customers. While “brand” is the conventional term for what she builds and protects, she tends not to like that singular explanation of things. It’s all about ensuring that the products, expereince and culture of the company are aligned with the execution plan. This then manifests in all interactions that the company has with the outside world... deep stuff!

It comes from years of great experiences at Wolff Olins, a branding consultancy, she worked on reinventing great old brands like GE, Target and Citi as well as creating new brands for Bono’s Product (RED), New Museum and New York City. She moved back to Mumbai in 2009 and most recently worked with venturethree, a design consultancy in London, on creating the new brand for Reliance Jio.

The intersection of design, marketing, brand, communication and technology is where Tina now lives.

A story of ad vs brand that's even more relevant in the age of Instagram. “I have other stores when I want edgy.…

rt @: i break down one of my most popular tweets: 'first time founders are obsessed with product, second time founders are obses…

It makes a lot more sense to think about where somebody wants to spend their time and not where they necessarily wa…

Don’t invest in the gold miners — sell them their tools.

rt @: d2c brands may be overdoing the customer love. sir the coffee was nice but that handwritten card with my name with every orde…

rt @: your business will scale relative to your ability to simplify.

rt @: "instead of understanding the pandemic, we were encouraged to fear it. instead of life, we got lockdowns&death. we got delay…

rt @: where the world is going: - i'd rather trust a blockchain over a government - i'd rather trust a smart contract over a t…

rt @: “it’s easier to fool people than to convince them they’ve been fooled” - twain

Q&A

What does failure mean to you?  
A sign from the universe to change something

What’s your superpower?
Reductionism

Which is your favourite city in the world?
Mexico City

Favourite books this year
Women who run with the wolves by Clarissa Pinkola Estes

If you weren’t a venture capitalist, you’d be..
A dancer