Avsnitt
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In this episode, Sharan interviews Sudeep in a deep dive into how traditional and digital marketing approaches are evolving. They revisit the past reliance on TV as the cornerstone of Integrated Marketing Campaigns (IMCs) and contrast it with today’s multifaceted strategies tailored for a cluttered media environment.
KEY TAKEAWAYS:
The Shift from TV-Centric Campaigns to Multi-Channel Approaches: Sudeep elaborates on how marketers once centered brand messaging around TV campaigns, which were then supported by secondary channels, and how digital-first brands are reshaping this strategy. Consistent Salience vs. One-Time Visibility: The concept of maintaining "consistent salience" in a world flooded with advertising is discussed, emphasizing the need for brands to reinforce their propositions regularly to stay top-of-mind. Balancing Branding and Performance Marketing: The discussion highlights the necessity of coupling top-of-the-funnel brand-building efforts with performance marketing to safeguard the customer journey and improve ROI. Guarding Against Funnel Drop-Offs: Sharan and Sudeep explore tactics to prevent potential customers from drifting towards competitors, focusing on how brands can effectively use performance marketing without neglecting their broader brand-building efforts.QUOTE
"Consistent salience is easy to create but challenging to sustain in today's media-saturated world. Brands that balance strategic brand-building with tactical performance marketing will outlast their competition."
RESOURCES:
Evidence that shows a linear relationship between conversion ratio and awareness levels Previous episode on Building Integrated Marketing CampaignsAs always, send your feedback and topic suggestions to [email protected]
Please tell us what topics you'd like to have discussed on the CoBB, by filling in this CONTENT SUGGESTION FORM
It only takes a few minutes, and it will help us provide you with the content most relevant to you.
SHOW WEBSITE
CONNECT WITH OUR HOSTS
Sudeep Chawla on Linkedin
Sharavana Raghavan on Linkedin
FOLLOW US
LinkedIn
Instagram
CREDITS
Album Art & Design by ting.in
Voiceovers by Anjale Stephanos
Music from Zapsplat.com
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In this episode, Sharan and Sudeep dive deep into the strategic decisions brands face when determining whether to "fight" and persevere or "flight" and pivot in declining markets. Drawing on practical examples and case studies, they discuss the critical signals that help marketers differentiate between a temporary market slump and a terminal decline.
KEY TAKEAWAYS:
1. Recognizing Market Declines: Slump vs. Terminal Decline
Sharan discusses the key indicators that reveal whether a brand is experiencing a temporary downturn or a lasting decline. He explains how changes in consumer behavior, competition, and retail dynamics can serve as early signs, highlighting examples like Maggi and Tang.
2. Strategic Choices: When to Fight and When to Flight
Brands often aim to persevere, but some situations call for a calculated pivot. Sudeep and Sharan outline practical strategies to identify if a brand’s market challenge is reversible or if it’s time to consider alternate paths, such as adjacent markets or new consumer segments.
3. Adapting to Change: Tactical Brand Responses
The hosts explore strategies that can help a brand remain relevant amidst market decline, from premiumization to product repositioning. Sharan shares insights into how legacy brands like Olay successfully pivoted to target new audiences by shifting focus from anti-aging to youth preservation.
4. Practical Frameworks for Marketers
Sudeep and Sharan provide a framework to help brand managers assess whether to double down or exit when faced with a market slump, advising listeners on the importance of timing, innovation, and consumer insights in these high-stakes decisions.
QUOTES
“When sales stagnate and consumers shift away, it’s often the first warning sign that a category may be in terminal decline.”
“A brand’s survival can depend on understanding when to fight and when to flight.”
“Pivoting doesn’t mean giving up; it means finding where the brand can add the most value for a new audience.”
“Marketers need to recognize when investing further in the brand is fueling growth—or when it’s simply delaying the inevitable.”
Whether you’re a brand manager, entrepreneur, or marketer, this episode is packed with insights into managing brands in tough markets and making the right strategic calls.
As always, send your feedback and topic suggestions to [email protected]
Please tell us what topics you'd like to have discussed on the CoBB, by filling in this CONTENT SUGGESTION FORM
It only takes a few minutes, and it will help us provide you with the content most relevant to you.
SHOW WEBSITE
CONNECT WITH OUR HOSTS
Sudeep Chawla on Linkedin
Sharan on Linkedin
FOLLOW US
LinkedIn
Instagram
CREDITS
- Album Art & Design by ting.in
- Voiceovers by Anjale Stephanos
- Music from Zapsplat.com
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Saknas det avsnitt?
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In this episode, Sharan and Sudeep dive deep into a critical topic for emerging businesses—how to leapfrog the "long chew" phase of the brand lifecycle and accelerate growth once product-market fit (PMF) has been achieved.
Sudeep unpacks the idea of "gaming the marketing stage," explaining how brands can effectively transition from proving their PMF to scaling up without getting stuck in the long chew—a period where many businesses struggle to convert early success into sustained growth. The conversation covers:
The long chew dilemma: Why so many brands get trapped and how to break free. Three key strategies for accelerating growth: Riding, creating, and buying the wave. Real-world examples from Indian and global brands like Paytm and Red Bull, illustrating how they gamed their way to success by leveraging market trends and innovation. Myths debunked: Sudeep challenges the assumption that effective marketing post-PMF must be expensive.Whether you're an entrepreneur or marketer looking to scale your brand, this episode is packed with actionable insights on how to drive brand acceleration.
KEY TAKEAWAYS
The Long Chew: Understanding why businesses get stuck and the critical importance of moving past this stage to scale effectively. Riding the Wave: How brands can leverage external market trends to accelerate growth. Creating the Wave: Strategies to create your own marketing platform, similar to Red Bull’s event-driven approach. Buying the Wave: The role of high-budget campaigns and how they fit into the growth strategy. Sustained Growth Beyond PMF: Why it’s essential to prepare for brand acceleration before hitting the scaling stage.QUOTES
"It's not about hacking growth, but gaming the system to create a brand pull that accelerates your journey." "The myth that post-PMF marketing is expensive needs to be busted. There are smarter ways to get the traction you need."Listen to the previous episode on PMF here.
Please tell us what topics you'd like to have discussed on the CoBB, by filling in this CONTENT SUGGESTION FORM
It only takes a few minutes, and it will help us provide you with the content most relevant to you.
Connect with our Hosts
Sudeep Chawla on LinkedIn
Sharavana Raghavan on LinkedIn
Follow CoBB:
LinkedIn
Instagram
CREDITS
Album Art & Design by ting.in
Voiceovers by Anjale Stephanos
Music from Zapsplat.com
As always, we'd love to hear your feedback and suggestions! Feel free to reach out to us at [email protected].
This episode distills the essence of accelerating growth after PMF, delivering practical strategies that you can implement today to ensure your brand leapfrogs to success. Don't miss it!
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In this episode of, Sudeep and Sharan tackle the often misunderstood concept of Product-Market Fit (PMF). Drawing from their extensive experience in B2C and B2B sectors, they break down what PMF really means and why it’s essential for businesses of all kinds. This is a must-listen for any entrepreneur, marketer, or business leader aiming to scale a brand successfully.
EPISODE HIGHLIGHTS:
What is PMF?
Sharan defines PMF as the point where your product satisfies a market need profitably, with the ability to acquire customers, scale predictably, and make money. He discusses three critical elements of PMF: repeatability, predictability, and profitability.
PMF in Practice:
The conversation moves beyond theory as Sharan explains how businesses can ensure they have achieved PMF by aligning product performance with customer expectations and being able to grow efficiently.
Common Misconceptions:
Sharan and Sudeep debunk the idea that rapid growth equals PMF. Sharan shares how growth-at-all-costs can often mislead founders into thinking they have achieved PMF, when profitability still lags.
The Iterative Nature of PMF:
They emphasize that PMF is not a one-time milestone. It’s an ongoing process that needs to be re-evaluated as businesses expand to new markets or segments.
Challenges in Scaling After PMF:
Sharan outlines the typical challenges businesses face when scaling after PMF—like maintaining operational efficiency, keeping product quality consistent, and ensuring profitability across different distribution channels.
B2B vs. B2C PMF:
Sharan asks Sudeep to share insights on the differences in achieving PMF between B2B and B2C businesses. While the fundamental principles remain the same, B2B tends to have longer sales cycles, more stakeholders, and more personalized PMF iterations. In contrast, B2C is often faster to achieve PMF, but scaling can be more challenging due to diverse consumer behaviours and higher operational complexity.
KEY TAKEAWAYS:
1. PMF is Ongoing:
It’s not a one-and-done. As you grow, you’ll need to revalidate your product’s fit in different markets and with different customer segments.
2. Profitability Matters:
Achieving PMF isn’t just about having a popular product—it’s about making money consistently while scaling.
3. B2B is More Complex:
In B2B, PMF involves deeper customer empathy and often requires multiple iterations to align solutions with client needs.
4. Scaling Brings New Challenges:
After PMF, maintaining quality, aligning your team, and planning unit economics for new channels are critical hurdles.
QUOTES:
“PMF is when your product satisfies a market need profitably—repeatably, predictably, and cost-efficiently.” “Don’t confuse growth with PMF. If you’re not making money, you haven’t nailed it yet.” “B2B is more intimate—you hyper-customize the PMF because you can empathize deeply with your client.”As always, we’d love to hear your feedback. Please email us at [email protected] with your thoughts or any questions for our hosts.
Please tell us what topics you'd like to have discussed on the CoBB, by filling in this CONTENT SUGGESTION FORM
It only takes a few minutes, and it will help us provide you with the content most relevant to you.
SHOW WEBSITE
CONNECT WITH OUR HOSTS
Sudeep Chawla on Linkedin
Sharavana Raghavan on Linkedin
FOLLOW US
CoBB - LinkedIn
CoBB - Instagram
CREDITS
- Album Art & Design by ting.in
- Voiceovers by Anjale Stephanos
- Music from Zapsplat.com
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In this episode of Conversations on the Business of Brands, Sudeep and Sharan sit down with Sneh Jain, co-founder of The Baker’s Dozen, to discuss his journey of building one of India’s largest artisanal bakery brands. The conversation spans from personal stories of grit and determination to the strategic pivots that shaped The Baker’s Dozen’s growth.
EPISODE HIGHLIGHTS:
Founding Story & Vision: Sneh shares how he and his wife Aditi started The Baker’s Dozen in 2013 with the vision to deliver high-quality, authentic bakery products across India. He talks about the decision to focus on product quality as their core marketing strategy and identifying a gap for a national bakery brand. From Consulting to Baking: Sneh recounts his transition from McKinsey to entrepreneurship, the thought process behind the leap, and how his consulting background shaped their approach to business. People First, Always: One of the most inspiring stories Sneh shares is about Bharat, a security guard who started as a cleaner and grew to become a consultant chef. Bharat’s story showcases The Baker’s Dozen’s commitment to developing internal talent and building a culture of growth. Scaling with Purpose & Innovation: Sneh explains how the brand introduced Modified Atmosphere Packaging (MAP) to solve shelf-life challenges without preservatives, making them the first in India to use this technology in the bakery segment. Distribution Strategy & Expansion: Sneh details the evolution from owning physical outlets to a distribution model leveraging quick commerce and modern trade. The brand adopted a city-first approach, focusing on building a strong presence in metros like Mumbai, Delhi, and Bangalore. Artisanal vs. Mass Market: Sneh discusses what being “artisanal” truly means and how The Baker’s Dozen balances staying true to its product roots while scaling. Being artisanal is about product integrity, not just premium pricing. Balancing Business and Personal Life: As co-founders and a married couple, Sneh and Aditi have faced unique challenges in managing personal and professional boundaries. He provides candid insights into how they manage roles, decision-making, and growth while maintaining a healthy relationship.KEY TAKEAWAYS:
The Product is the Marketing: A good product speaks for itself. Marketing and packaging can attract customers, but product quality and consistency are what keep them coming back. Innovate with Intent: Innovation should serve the product’s essence and solve real consumer challenges. Sneh’s decision to introduce MAP was to ensure consistent quality, even at a higher cost. Distribution is About Depth, Not Breadth: Think micro-market first—build depth in a few cities rather than spreading thin across many locations. The focus should be on winning in chosen markets. Empower Your People: Invest in developing internal talent and building capabilities from the ground up. Sneh’s approach to empowering his employees has been a key driver of growth. Stay Honest as a Founder: Don’t get caught up in vanity metrics or chasing unrealistic targets. Know your business inside-out and stay true to your brand’s core values.QUOTES:
“The genesis of The Baker’s Dozen was to take a high-quality, true-to-its-origin bakery product and make it available pan-India.”
“It’s not just about being artisanal—it’s about being true to the product and its process.”
“Your distribution strategy should be about where you can win, not just where you can sell.”
RESOURCES
Connect with Sneh
The Baker’s Dozen Website
SHOW WEBSITE
CONNECT WITH OUR HOSTS
Sudeep Chawla on Linkedin
Sharavana Raghavan on Linkedin
FOLLOW US
CoBB - LinkedIn
CoBB - Instagram
CREDITS
- Album Art & Design by ting.in
- Voiceovers by Anjale Stephanos
- Music from Zapsplat.com
Please tell us what topics you'd like to have discussed on the CoBB, by filling in this CONTENT SUGGESTION FORM
It only takes a few minutes, and it will help us provide you with the content most relevant to you.
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In Part 2 of our conversation with Sneh Jain, co-founder of The Baker’s Dozen, we dive into the operational challenges and strategic pivots that shaped the growth of one of India’s leading artisanal bakery brands.
EPISODE HIGHLIGHTS:
People Over Process: Sneh shares the inspiring story of Bharat, who began as a cleaner and rose through the ranks to become a consultant chef. His journey underscores *The Baker’s Dozen’s* commitment to building internal talent and empowering local communities. From Bootstrapped to Scaling Pan-India: Sneh details the tough decisions made to scale operations, from moving manufacturing to Ahmedabad for cost efficiency to introducing Modified Atmosphere Packaging (MAP) to ensure product consistency and shelf life. Evolving Distribution Strategy: The brand moved away from owning physical outlets to leveraging quick commerce and premium modern trade channels, focusing on a city-by-city approach. Sneh explains how this pivot helped the brand reach deeper into targeted markets without compromising on quality. Maintaining Artisanal Quality at Scale: Sneh discusses the challenges of staying true to the product’s artisanal roots while scaling. He emphasizes the brand’s decision to remain zero maida and chemical-free, even at the cost of higher operational expenses. Balancing Entrepreneurship with Personal Life: Sneh offers a candid look into balancing work and personal life with his co-founder and wife, Aditi. He shares practical insights on maintaining clear functional ownership to reduce friction and scale effectively as a couple.KEY TAKEAWAYS:
Innovate with Intent: Sneh believes that innovation should be purposeful, not for the sake of change. Whether it's choosing MAP or localizing production, each decision was made to uphold product integrity. Define Your Distribution Strategy: He advises startups to think micro-market first. Rather than being in 10,000 pin codes, focus on building depth and loyalty within a few cities. Stay True to the Product: Whether it’s pricing, scaling, or discounting, Sneh’s primary advice is to always prioritize product quality and consistency over everything else.QUOTES:
"Don't try to teach consumers a new habit—focus on making products that fit into their lives."
"Your distribution strategy should be about where you can win, not just where you can sell."
"Being a founder couple is like raising a child—you need to balance roles and expectations."
As always, we’d love to hear your feedback. Please email us at [email protected] with your thoughts or any questions for our hosts.
RESOURCES
Connect with Sneh
The Baker’s Dozen Website
SHOW WEBSITE
CONNECT WITH OUR HOSTS
Sudeep Chawla on Linkedin
Sharavana Raghavan on Linkedin
FOLLOW US
CoBB - LinkedIn
CoBB - Instagram
CREDITS
- Album Art & Design by ting.in
- Voiceovers by Anjale Stephanos
- Music from Zapsplat.com
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Please tell us what topics you'd like to have discussed on the CoBB, by filling in this CONTENT SUGGESTION FORM
It only takes a few minutes, and it will help us provide you with the content most relevant to you.
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In this episode of *Conversations on the Business of Brands*, Sudeep and Sharan sit down with Sneh Jain, co-founder of *The Baker’s Dozen*, to discuss his journey of building one of India’s largest artisanal bakery brands.
EPISODE HIGHLIGHTS
Founding Story & Vision: Sneh shares how he and his wife Aditi co-founded *The Baker’s Dozen* in 2013 with a mission to deliver high-quality, authentic bakery products across India. He talks about their decision to focus on product quality as their marketing strategy and how they identified a gap for a national bakery brand. From Consulting to Baking: Sneh recounts his transition from McKinsey to entrepreneurship, the thought process behind the leap, and how his consulting background helped shape their approach to business. Market Challenges & Innovations: The brand introduced several innovations, like Modified Atmosphere Packaging (MAP), to solve the challenge of shelf life without adding preservatives, making *The Baker’s Dozen* the first in India to use this technology in the bakery segment. Artisanal vs. Mass Market: Sneh discusses the meaning of “artisanal” and how they stay true to the product’s essence while scaling the business. He emphasizes that being artisanal is not just about premium pricing but about product integrity. Building the Brand: Sneh explains how partnerships with retail chains like Nature’s Basket and Big Basket helped increase visibility and accessibility, and the brand’s unique expansion strategy, starting in Bombay, Pune, and then Bangalore.KEY TAKEAWAYS:
Product-First Approach: Sneh highlights that the product is the marketing—if you get it right, the brand will speak for itself. Complementary Skillsets: Sneh credits the complementary strengths he and Aditi bring to the business as a crucial element of their success. Technology & Quality: Adapting innovative packaging technology to maintain product quality allowed them to scale while staying true to their principles.QUOTES:
“The genesis of *The Baker’s Dozen* was to take a high-quality, true-to-its-origin bakery product and make it available pan-India.”
“It’s not just about being artisanal—it’s about being true to the product and its process.”
Stay tuned for Part 2, where Sneh delves deeper into *The Baker’s Dozen’s* growth journey and future plans!
RESOURCES
Connect with Sneh
The Baker’s Dozen Website
SHOW WEBSITE
CONNECT WITH OUR HOSTS
Sudeep Chawla on Linkedin
Sharavana Raghavan on Linkedin
FOLLOW US
CoBB - LinkedIn
CoBB - Instagram
CREDITS
- Album Art & Design by ting.in
- Voiceovers by Anjale Stephanos
- Music from Zapsplat.com
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Please tell us what topics you'd like to have discussed on the CoBB, by filling in this CONTENT SUGGESTION FORM
It only takes a few minutes, and it will help us provide you with the content most relevant to you.
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In this episode, hosts Sudeep Chawla and Sharavana Raghavan delve into the psychology of marketing by discussing the power of emotions in brand communication. The episode focuses on how brands tap into the two core emotions—Want and Fear—to create effective marketing strategies.
Sudeep argues that marketing communication often boils down to creating either a desire (want) or addressing insecurities (fear) in the consumer's mind. The conversation expands with real-world examples from both product and service categories, highlighting how marketers can master both techniques to influence consumer behavior.
KEY TAKEAWAYS:
Hyper-empathy in Marketing: The hosts stress the importance of understanding consumer emotions deeply to craft impactful brand messaging. Want vs. Fear: Marketing can be distilled into two primary emotional triggers—want and fear. While want creates aspiration, fear drives urgency. Examples of "Want" Marketing: Brands like Cadbury Silk and Maggie use desire to appeal to indulgence and moments of connection. Examples of "Fear" Marketing: Categories like waterproofing and online education often play on fear of consequences to push action. Dual Strategies: Some brands, like Asian Paints and MakeMyTrip, leverage both want and fear for different product ranges or marketing goals.QUOTES:
"Creating fear is easier because it taps into basic, raw emotions. Want, on the other hand, requires a more nuanced approach to create aspiration." "Marketing is fundamentally about getting new users. The challenge is doing it within the ethical and legal boundaries set by society."DON’T MISS THIS IF:
You're interested in how brands trigger emotions to influence consumer behavior.
You want to learn how to balance creating aspiration and urgency in your marketing campaigns.
Connect with Our Hosts:
Sudeep Chawla on LinkedIn
Sharavana Raghavan on LinkedIn
Follow Us:
CoBB on LinkedIn
CoBB on Instagram
CREDITS:
Album Art: Designed by ting.in
Voiceovers: Anjale Stephanos
Music: Sourced from Zapsplat.com
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As always, we’d love to hear your feedback. Please email us at [email protected] with your thoughts or any questions for our hosts.
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In this episode of CoBB, hosts Sharan and Sudeep revisit the ever-relevant debate between performance and brand marketing, analyzing the strategic shifts made by two iconic brands: Nike and Airbnb. They explore the risks, rewards, and consequences of favouring one approach over the other and highlight the importance of striking the right balance.
KEY TAKEAWAYS:
1. Nike's D2C Journey and Challenges:
Nike shifted towards a Direct-to-Consumer (D2C) model, significantly reducing its reliance on wholesale distribution. This move was expected to enhance margins and improve brand visibility.
While Nike initially experienced success with this strategy, they soon faced challenges. The lack of presence in multi-brand retail stores led to a decline in sales, particularly in North America, and weakened their market share.
Nike's overemphasis on nostalgia over innovation further hurt their brand equity, highlighting the pitfalls of leaning too heavily on performance marketing at the expense of brand building.
2. Airbnb's Strategic Pivot to Brand Marketing:
Airbnb, a digital-first brand, drastically cut its performance marketing budget, reallocating resources towards brand marketing. The result was an unexpected rise in direct traffic and long-term brand equity.
This move demonstrated that, for certain category innovators, investing in brand awareness can yield a stronger, more sustainable market presence compared to a sole focus on performance marketing.
3. Finding the Right Balance:
The episode underscores the importance of balancing performance and brand marketing. Both Nike and Airbnb illustrate the consequences of leaning too far towards one extreme.
As the hosts suggest, a tailored approach considering the brand's life cycle, market conditions, and consumer preferences is crucial for long-term success.
QUOTES:
"Marketing is a balancing act; it's not about choosing one extreme over the other but finding the sweet spot that aligns with your brand's objectives." "Brand building is not just about immediate sales; it's about creating a narrative that resonates with your audience."CONNECT WITH OUR HOSTS:
- Sudeep Chawla on LinkedIn
- Sharavana Raghavan on LinkedIn
FOLLOW US:
CoBB on LinkedIn CoBB on InstagramCREDITS:
Album Art: Designed by ting.in Voiceovers: Anjale Stephanos Music: Sourced from Zapsplat.com---
As always, we’d love to hear your feedback. Please email us at [email protected] with your thoughts or any questions for our hosts.
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In this episode, Sharan and Sudeep dissect the critical “GAMeS” Direct-to-Consumer (D2C) brands must play to succeed. With a sharp focus on building sustainable growth, Sharan breaks down the essential elements that help brands scale beyond their initial online successes.
These include go-to-market (GTM) strategies, assortment planning, and leveraging existing online learnings for offline distribution.
Throughout the episode, Sharan and Sudeep emphasize that D2C is not just a strategy but a channel, highlighting the necessity for brands to diversify and scale through offline channels to achieve significant growth.
KEY TAKEAWAYS:
Go-to-Market (GTM): Sharan emphasizes that brands need to start small when entering offline distribution, testing in limited geographies before expanding. Assortment: Prioritize SKU selection by focusing on products that work well in targeted offline channels, ensuring efficient use of resources. Messaging Consistency: It’s crucial to maintain a unified brand experience across both online and offline channels to build strong brand recognition. e-Leverage: Leverage existing online data and insights to streamline offline strategies, minimizing ramp-up time and maximizing impact. Systems: Building robust distributor management and tracking systems ensures teams are equipped to handle the complexities of offline expansion, allowing for better oversight and growth.QUOTES:
D2C is a channel, not a brand. You need to start small, test in a lower geography before you expand. Without a unified experience, customers won’t know what to make of your brand.---
RESOURCES & LINKS
Visit the CoBB website for more episodes and insights.
Connect with the hosts on LinkedIn: Sudeep Chawla | Sharavana Raghavan
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CREDITS:
Album Art: Designed by ting.in Voiceovers: Anjale Stephanos Music: Sourced from Zapsplat.com---
As always, we’d love to hear your feedback. Please email us at [email protected] with your thoughts or any questions for our hosts.
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In the final part of our conversation with Saurabh Bajaj, EVP of Prepaid Marketing at Vodafone Idea and author of "The Practical Marketer," we explore his journey through the evolving landscape of marketing.
Saurabh delves into the challenges of moving from a focus on achievement to contribution, the impact of data overload on decision-making, and his experience in brand building at Cadbury.
The discussion also covers his advice for marketers in performance-driven roles and how to balance short-term tactics with long-term brand strategies.
KEY TAKEAWAYS:
From Achievement to Contribution:
Saurabh reflects on his mid-career shift from focusing on personal achievements to seeking ways to contribute meaningfully to the marketing community. This mindset change inspired his active presence on LinkedIn and his move into writing.
Navigating the Data Overload:
He discusses the dangers of data overload in today's marketing environment, where excessive information can paralyze decision-making. Saurabh emphasizes the importance of seeking insights from real customer interactions rather than relying solely on data.
Brand Building Insights from Cadbury:
Saurabh shares anecdotes from his tenure at Cadbury, particularly his work on the Celebrations brand, where he transformed a diverse product line into a cohesive brand narrative centered on emotions and thoughtful gifting.
Advice for Performance Marketers:
For those in performance marketing roles, Saurabh suggests balancing the use of data with understanding the human truth behind consumer behaviors. He stresses the importance of combining data-driven tactics with brand-building efforts to achieve sustainable growth.
Preparing for Future Marketing Challenges:
Saurabh offers his perspective on the rise of performance marketing and its potential pitfalls, including creating a polarized market environment. He encourages marketers to remain adaptable and continuously seek to understand their audience.
Quickfire Round – Saurabh’s Preferences and Advice:
Saurabh answers rapid-fire questions on his career choices, innovation versus category expansion, and working on large versus small brands. His advice for marketers in startups is to stick to the basics and regularly engage with customers to gain insights.
QUOTES:
"Marketing is not complicated; it’s simple when you have the patience to understand the roots."
"Performance marketing must complement brand marketing to create lasting value."
Don't miss this insightful conclusion to our conversation with Saurabh Bajaj. Learn how to navigate the complexities of modern marketing while staying true to foundational principles. Pre-order "The Practical Marketer" today and start transforming your marketing approach!
As always, do mail us your feedback, comments and any questions you may have for our hosts at [email protected]. We love hearing from you.
RESOURCES
Connect with Saurabh
Buy ‘The Practical Marketer’ Book
Visit ‘The Practical Marketer’ Website
SHOW WEBSITE
CONNECT WITH OUR HOSTS
Sudeep Chawla on Linkedin
Sharavana Raghavan on Linkedin
FOLLOW US
CoBB on LinkedIn
CoBB on Instagram
CREDITS
- Album Art & Design by ting.in
- Voiceovers by Anjale Stephanos
- Music from Zapsplat.com
- Edited by Arul G of ting
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Please tell us what topics you'd like to have discussed on the CoBB, by filling in this CONTENT SUGGESTION FORM
It only takes a few minutes, and it will help us provide you with the content most relevant to you.
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In this episode of CoBB, Sharan and Sudeep engage in a lively discussion with their friend and ex-colleague Saurabh Bajaj, currently EVP of Prepaid Marketing at Vodafone Idea and author of the newly released book, "The Practical Marketer."
Saurabh shares his journey from being a marketing professional at Cadbury/Mondelez India to becoming a first-time author. The conversation covers his prolific LinkedIn activity, his passion for teaching, and his process for writing and publishing the book.
Saurabh also provides insights into practical marketing strategies, brand management, and the nuances of surrogate marketing in restricted categories like alcohol and tobacco.
KEY TAKEAWAYS:
From Corporate to Author
Saurabh shares his transition from a full-time marketing role to writing "The Practical Marketer," driven by a desire to consolidate his experiences and insights. The book's origin is traced back to Saurabh's LinkedIn posts and articles, which evolved into a structured guide for marketers.Building "The Practical Marketer"
Saurabh describes the intensive process of compiling his book, from gathering LinkedIn articles to creating a cohesive structure with help from peers and professionals. The challenges of editing, refining, and finding the right publisher are highlighted, showcasing the rigour and commitment involved in publishing a quality book.Key Marketing Lessons
Saurabh discusses various segments of his book, focusing on practical marketing approaches such as moving from sales to marketing, category strategy, and effective brand management. He emphasizes the importance of real-world examples and actionable strategies, making the book a valuable resource for students, entrepreneurs, and marketing professionals alike.Surrogate Marketing and Ethical Advertising
A deep dive into the concept of surrogate marketing in industries like alcohol and tobacco, explaining the legal and strategic considerations behind such campaigns. Saurabh clarifies the difference between growing a category and stealing share, providing a nuanced understanding of marketing within regulated environments.Future Plans and Digital Presence
Saurabh highlights the supplementary website, "The Practical Marketer," designed to enhance the book's learning experience with case studies, ads, podcasts, and additional resources. His focus on making marketing education accessible and engaging through various digital platforms.QUOTES:
"Marketing is fundamentally about getting new users. The challenge is doing it within the ethical and legal boundaries set by society."
"The Practical Marketer is not just a book; it’s a mentor in your hands."
Don't miss this insightful conversation with Saurabh Bajaj. If you're in marketing, branding, or just curious about the intricacies of advertising in regulated industries, this episode is packed with valuable takeaways.
Don't forget to grab a copy of "The Practical Marketer" and explore Saurabh's website for more resources!
As always, do mail us your feedback, comments and any questions you may have for our hosts at [email protected]. We love hearing from you.
RESOURCES
Connect with Saurabh
Buy ‘The Practical Marketer’ Book
Visit ‘The Practical Marketer’ Website
SHOW WEBSITE
CONNECT WITH OUR HOSTS
Sudeep Chawla on Linkedin
Sharavana Raghavan on Linkedin
FOLLOW US
CoBB on LinkedIn
CoBB on Instagram
CREDITS
Album Art & Design by ting.in Voiceovers by Anjale Stephanos Music from Zapsplat.com***************************************
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In the final installment of our special 100th episode, we focus on the human side of brand building—scaling teams, fostering culture, and the leadership strategies that drive long-term success. Our guests, Puru, Manas, and Sapna, dive deep into their experiences of building and managing teams, navigating the challenges of leadership, and ensuring their organizations stay aligned with their core values as they grow. This episode offers valuable insights into the people dynamics that underpin successful brands.
PANELISTS:
Puru Gupta - CoFounder of True Elements, a brand dedicated to healthy breakfast and snacks, with a strong presence both online and offline. Manas Madhu - Founder of Beyond Snack, Kerala Banana Chips, which is pioneering the shift of Banana Chips from unorganized to organized snacking with a focus on quality and innovation. Sapna Desai - CMO at Manipal Cigna Health Insurance, with extensive experience in BFSI, telecom, and advertising sectors.KEY SEGMENTS:
Balancing Vision and Execution in Leadership (00:13 - 03:04)
The discussion opens with insights on how to align team members with the company’s vision. Puru emphasizes the importance of communicating the "why" behind decisions, ensuring that everyone is on the same page as the company evolves.
Building Teams with Complementary Skills (03:05 - 08:33)
Manas shares his approach to assembling a team with complementary skills, particularly focusing on his experience in bringing in FMCG expertise. He highlights the importance of giving team members the autonomy to lead in their areas of expertise without micromanagement.
Cultivating a Collaborative Culture in a Traditional Industry (08:37 - 10:35)
Sapna discusses the challenges of fostering a collaborative culture in the BFSI sector, a traditionally rigid industry. She talks about how bringing in talent from diverse backgrounds has helped infuse new thinking and drive innovation within her organization.
Overcoming Resistance to Change (10:35 - 11:26)
The panel discusses the resistance to change that often comes from long-established teams within an organization. Sapna and Puru share strategies for overcoming this resistance and encouraging a more adaptable mindset.
Closing Thoughts: The Journey of Building a Successful Team (11:27 - 11:57)
TAKEAWAYS:
For Entrepreneurs: Building a strong team starts with aligning them to the company’s core mission and values. Provide autonomy to your experts and foster a collaborative environment to encourage innovation. For Leaders: Communicating the "why" behind your decisions is key to ensuring your team is aligned with the organization's goals. This understanding helps create a resilient and motivated workforce. For Brand Builders: The human side of brand building—team dynamics, leadership, and culture—plays a critical role in the long-term success of your brand. Invest in your people as much as in your products.MEMORABLE QUOTES:
"If your team understands the 'why,' they will often guide you back when you stray from your mission." - Puru Gupta
"In a startup, it's crucial to build a team with complementary skills and then step back to let them lead in their domain." - Manas Madhu
"Bringing in talent from outside the industry can challenge the status quo and drive necessary change." - Sapna Desai
As always, do mail us your feedback, comments and any questions you may have for our hosts at [email protected]. We love hearing from you.
SHOW WEBSITE
CONNECT WITH OUR HOSTS
Sudeep Chawla on Linkedin
Sharavana Raghavan on Linkedin
FOLLOW US
CoBB on LinkedIn
CoBB on Instagram
CREDITS
- Album Art & Design by ting.in
- Voiceovers by Anjale Stephanos
- Music from Zapsplat.com
- Produced by Kapoor AV
- Shot At Recreate Spaces
- Edited by Arul G of ting
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In the third segment of our special 100th episode, we shift focus to the critical challenges of scaling and distribution. Our expert panel, including Puru Gupta, Manas Madhu, and SapnaDesai, discuss the intricacies of taking their brands to the next level, with a deep dive into the real-world struggles of distribution, market dynamics, and the hard choices that define success. This conversation pulls back the curtain on the less glamorous but essential aspects of brand building.
PANELISTS:
Puru Gupta - CoFounder of True Elements, a brand dedicated to healthy breakfast and snacks, with a strong presence both online and offline. Manas Madhu - Founder of Beyond Snack, Kerala Banana Chips, which is pioneering the shift of Banana Chips from unorganized to organized snacking with a focus on quality and innovation. Sapna Desai - CMO at Manipal Cigna Health Insurance, with extensive experience in BFSI, telecom, and advertising sectors.KEY SEGMENTS:
Investment Timing and Market Confidence (00:13 - 02:00)
Puru and Sapna discuss the importance of timing investments once confidence in product-market fit is established. They explore how market responses influence decisions on scaling and investment.
Innovation vs. Practicality (02:47 - 08:25)
The panel debates the balance between innovation and sticking to core strengths. Puru emphasizes that innovation should be driven by real problems rather than the desire to create something new for its own sake. The conversation covers both product and process innovation, highlighting the importance of focusing on what truly adds value.
Distribution Challenges and Strategies (13:43 - 24:53)
Manas and Puru share their experiences with distribution, particularly the difficulties startups face when competing with established giants like P&G and HUL. They discuss the trade-offs in selecting the right distributors and the importance of maintaining flexibility and adaptability in their strategies.
Leveraging Distribution for Growth (24:53 - 30:24)
Sapna provides insights into how traditional face-to-face distribution channels are evolving, particularly in the insurance sector. She also discusses the importance of understanding the dynamics of both online and offline distribution and the role of intermediaries in scaling a brand.
TAKEAWAYS:
For Entrepreneurs: Timing your investments is crucial—ensure your product has established market confidence before scaling. Focus on practical innovations that solve real problems rather than creating new products for their own sake. For Marketers: Distribution is as critical as the product itself. Finding the right partners and understanding the nuances of both online and offline channels can make or break your brand’s success. For Brand Builders: The journey from startup to scale involves continuous problem-solving. Be prepared to adapt, innovate, and rethink your distribution strategies as you grow.MEMORABLE QUOTES:
"Innovation should be driven by real problems, not just the desire to do something new." - Puru Gupta
"The distribution game is tough, especially for startups, but it's a challenge worth taking on." - Manas Madhu
"In insurance, the distribution channel is evolving, but understanding and adapting to these changes is key to staying ahead." - Sapna Desai
As always, do mail us your feedback, comments and any questions you may have for our hosts at [email protected]. We love hearing from you.
SHOW WEBSITE
CONNECT WITH OUR HOSTS
Sudeep Chawla - Linkedin
Sharavana Raghavan - Linkedin
FOLLOW US
CoBB - LinkedIn
CoBB - Instagram
CREDITS
- Album Art & Design by ting.in
- Voiceovers by Anjale Stephanos
- Music from Zapsplat.com
- Produced by Kapoor AV
- Shot At Recreate Spaces
- Edited by Arul G of ting
**********************************
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In this continuation of CoBB's milestone 100th episode, we dive deeper into the world of brand building with our expert panel of guests. Hosts Sharavana Raghavan and Sudeep Chawla are joined by Puru, Manas, and Sapna to share their experiences and strategies in creating successful brands. This episode covers the challenges of distribution, the impact of COVID-19, and the importance of customer feedback and market fit.
PANELISTS:
Puru Gupta - CoFounder of True Elements, a brand dedicated to healthy breakfast and snacks, with a strong presence both online and offline. Manas Madhu - Founder of Beyond Snack, Kerala Banana Chips, which is pioneering the shift of Banana Chips from unorganized to organized snacking with a focus on quality and innovation. Sapna Desai - CMO at Manipal Cigna Health Insurance, with extensive experience in BFSI, telecom, and advertising sectors.KEY SEGMENTS:
Challenges in Distribution and Market Fit
Sapna discusses the live challenges faced in distribution channels, both online and offline. Insights into how Manipal Cigna gauges market fit for new insurance products and the importance of understanding product-market fit for service brands.Impact of COVID-19 on Brand Strategies
Puru and Manas share how COVID-19 validated their brand strategies and shifted consumer behaviour. The panel explores the new opportunities and challenges brought by the pandemic.Customer Feedback and Iteration
Manas emphasizes the significance of conversion ratios in determining product-market fit. Guests discuss their methods for collecting and leveraging customer feedback to refine their products.Brand Differentiation and Competition
The panel debates how startup brands can challenge established players and maintain a competitive edge. Strategies for sustaining brand salience and profitability despite intense competition.Sustainable Investment in Brand Building
Focus on the importance of sustainable investments in brand marketing. Puru and Manas talk about balancing short-term spending with long-term brand equity and avoiding vanity metrics.TAKEAWAYS:
For Entrepreneurs: Identifying distribution challenges early and iterating based on customer feedback is crucial. Persistence and adaptability remain key to navigating market shifts. For Marketers: COVID-19 has underscored the importance of health-related products and services, pushing brands to innovate and adapt quickly. For Brand Builders: Sustainable investment in brand building, focusing on long-term profitability rather than short-term gains, is essential for lasting success.MEMORABLE QUOTES:
"Understanding your customer's needs and iterating based on their feedback is crucial. It’s not just about getting the product right, but about continuously evolving with the market." - Puru Gupta
"COVID-19 has been a validation for health insurance and changed how consumers view their health needs." - Sapna Desai
"Sales is the best feedback; conversion ratios help us understand product-market fit." - Manas Madhu
As always, do mail us your feedback, comments and any questions you may have for our hosts at [email protected]. We love hearing from you.
SHOW WEBSITE
CONNECT WITH OUR HOSTS
Sudeep Chawla - Linkedin
Sharavana Raghavan - Linkedin
FOLLOW US
CoBB - LinkedIn
CoBB - Instagram
CREDITS
- Album Art & Design by ting.in
- Voiceovers by Anjale Stephanos
- Music from Zapsplat.com
- Produced by Kapoor AV
- Shot At Recreate Spaces
- Edited by Arul G of ting
***************************************
Please tell us what topics you'd like to have discussed on the CoBB, by filling in this CONTENT SUGGESTION FORM
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In this landmark 100th episode, we bring together a dynamic panel of guests to explore diverse perspectives on brand building. Joining hosts Sharavana Raghavan and Sudeep Chawla are two successful startup entrepreneurs and a seasoned CMO. Together, they dive into the intricacies of creating and scaling remarkable brands in today’s competitive market.
PANELISTS:
Puru Gupta - CoFounder of True Elements, a brand dedicated to healthy breakfast and snacks, with a strong presence both online and offline. Manas Madhu - Founder of Beyond Snack, Kerala Banana Chips, which is pioneering the shift of Banana Chips from unorganized to organized snacking with a focus on quality and innovation. Sapna Desai - CMO at Manipal Cigna Health Insurance, with extensive experience in BFSI, telecom, and advertising sectors.KEYSEGMENTS:
Introduction and Milestones (00:00 - 05:00)
Celebrating 100 episodes of CoBB. Introduction of esteemed guests.Guest Introductions and Brand Journeys (05:01 - 20:00)
Puru shares the journey of True Elements, emphasizing healthy snacking. Manas discusses the inception of Beyond Snack and the challenges of standardizing banana chips. Sapna reflects on her marketing journey across different industries and her role at Manipal Cigna.Brand Building Strategies (20:01 - 40:00)
Discussion on the importance of standardization and quality control in product development. Insights into the role of packaging and branding in creating consumer appeal. The impact of consumer feedback and market testing on product iterations.Navigating Challenges and Learning from Failures (40:01 - 55:00)
Puru and Manas share their experiences of overcoming initial setbacks and pivoting strategies. The significance of persistence and adaptability in entrepreneurship.Innovation and Market Trends (55:01 - 01:10:00)
Sapna talks about the innovations in the insurance sector and how regulatory changes have facilitated faster go-to-market strategies. The guests discuss the shifts in consumer behavior post-COVID and the rise of e-commerce.TAKEAWAYS:
For Entrepreneurs: Embrace failure as a learning opportunity and continuously iterate your product based on consumer feedback. For Marketers: Innovation and adaptability are key in navigating market shifts and regulatory landscapes. For Brand Builders: Consistency in quality and a strong brand narrative can significantly enhance consumer trust and loyalty.MEMORABLE QUOTES:
"Sales is the best feedback." - Manas Madhu
"Persistence and adaptability are crucial in the journey of brand building." - Puru Gupta
"Innovation in marketing strategies can drive significant growth, even in regulated industries." - Sapna Desai
As always, do mail us your feedback, comments and any questions you may have for our hosts at [email protected]. We love hearing from you.
SHOW WEBSITE
CONNECT WITH OUR HOSTS
Sudeep Chawla - Linkedin
Sharavana Raghavan - Linkedin
FOLLOW US
CoBB - LinkedIn | Instagram
CREDITS
- Album Art & Design by ting.in
- Voiceovers by Anjale Stephanos
- Music from Zapsplat.com
- Produced by Kapoor AV
- Shot at Recreate Spaces
- Edited by Arul G of ting
***************************************
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Sharan and Sudeep delve into the concept of T-shaped expertise and its significance in various fields such as marketing, business, and even yoga. They discuss the importance of developing deep expertise in one area and then applying that knowledge broadly across different contexts. This episode provides valuable insights for marketers and professionals looking to enhance their careers by becoming T-shaped individuals.
Key Topics Discussed:
Introduction to T-shaped Expertise: Sudeep recalls the concept of T-shaped careers, which he first encountered while working with Cadbury. The idea is to develop deep expertise in one area (the vertical part of the T) and then apply that knowledge across various functions and teams (the horizontal part of the T).
Importance of Frameworks: Sharan explains how frameworks help structure thinking and problem-solving. Once mastered, these frameworks become second nature and can be applied across different scenarios without explicit reference.
Specialization in Careers: The hosts emphasize the importance of being known for a unique skill in an organization, which attracts good teams and leaders. Developing deep expertise allows professionals to become the go-to person for specific skills within the organization.
Application in Business and Yoga: Sharan draws parallels between business strategies and yoga practices. Just as yoga requires balance and core strength before extending into new poses, businesses need to establish core competencies before exploring new opportunities and adjacencies.
Marketing Context: The T-shaped concept is applied to marketing strategies. By deeply understanding frameworks like the FAB (Feature-Advantage-Benefit) model, marketers can effectively position brands across different target groups and contexts.
Technological Application: The episode highlights the importance of diving deep into technologies like AI and NFTs. Understanding these technologies at a fundamental level allows for innovative applications, as demonstrated by examples from Mondelez and a US sneaker company.
Takeaways:
Develop deep expertise in one area before attempting to apply your knowledge broadly. Use frameworks to structure your thinking and problem-solving, but aim to internalize them to the point where they become second nature. In business, establish strong core competencies before exploring new opportunities. Apply deep understanding and expertise to various contexts, whether it's marketing, technology, or personal branding.As always, do mail us your feedback, comments and any questions you may have for our hosts at [email protected]. We love hearing from you.
SHOW WEBSITE
CONNECT WITH OUR HOSTS
Sudeep Chawla - Linkedin
Sharavana Raghavan - Linkedin
FOLLOW US
CoBB - LinkedIn | Instagram
CREDITS
- Album Art & Design by ting.in
- Voiceovers by Anjale Stephanos
- Music from Zapsplat.com
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Metrics & Measurements: Making Sense of the Numbers
In this episode, Sharan and Sudeep delve into the crucial topic of metrics and measurements in business. They challenge the conventional wisdom of "measure everything" and offer practical guidance for entrepreneurs and marketers.
Our hosts kick off the discussion by reflecting on an earlier episode, "Measure What You Treasure," emphasizing the importance of measuring critical business factors. However, Sharan argues that many businesses measure everything indiscriminately, leading to confusion and poor decisions.
The conversation is structured around three categories of metrics:
Forecasts: These are guesses about future performance, such as sales projections and customer acquisition cost estimates. Sharan explains that while forecasts are attempts to predict the future, they should not be mistaken for actual measurements of current performance. Examples include the predictions of a cricket player's performance based on past trends, like Virat Kohli's anticipated scores.
Snapshots: These provide status updates on current business performance, like market share and brand measurement scores. Sharan emphasizes that snapshots are point-in-time data that need to be understood in the context of past trends to be meaningful. For instance, understanding a player's current strike rate in a cricket match.
Historical Measurements: These look at past performance, such as batting averages or cost-per-lead over time. Sharan points out that while historical data shows how well a business or individual has performed, it is not a reliable predictor of future performance. An example discussed is the initial high ROAS (Return on Ad Spend) of a wellness brand during COVID-19, which significantly dropped as market competition increased.
Sharan and Sudeep provide practical examples to illustrate these concepts, including the challenges startups face with limited data and the pitfalls of applying tech valuation principles to FMCG businesses. They highlight the case of Dollar Shave Club, which was overvalued based on initial subscriber numbers but later faced high churn rates, illustrating the risks of misinterpreting metrics.
Key takeaways from the episode include:
Context is Crucial: Understanding the purpose and context of each metric is essential for making informed decisions.
Build Trends: Relying on long-term trends rather than single data points leads to better insights.
Informed Forecasting: Forecasts should be treated as informed guesses, not definitive performance indicators.
Throughout the episode, Sharan and Sudeep emphasize the importance of using metrics thoughtfully and contextually to drive better business decisions. They conclude by reinforcing that while metrics are essential, their value lies in the context and trends they help build over time.
Join Sharan and Sudeep as they lay out these fundamental principles, providing a practical guide to enhance your effectiveness as a marketer. Ready to elevate your understanding of business metrics? Tune in and transform your approach to data-driven decision-making.
As always, do mail us your feedback, comments and any questions you may have for our hosts at [email protected]. We love hearing from you.
SHOW WEBSITE
CONNECT WITH OUR HOSTS
Sudeep Chawla - Linkedin
Sharavana Raghavan - Linkedin
FOLLOW US
CoBB - LinkedIn | Instagram
CREDITS
- Album Art & Design by ting.in
- Voiceovers by Anjale Stephanos
- Music from Zapsplat.com
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In this episode, Sharan and Sudeep delve into the complexities of misleading advertising within the realm of ethical marketing. They challenge the traditional understanding of what constitutes misleading ads and offer practical guidance for marketers.
Our hosts kick off the discussion by defining misleading advertising, differentiating between exaggerated claims and visual representations. They illustrate their points with examples such as Cadbury's ChocoBomb, Mentos' "Zindagi," and the Axe effect. Sharan emphasizes the importance of using common sense to determine whether an ad is misleading, focusing on the distinction between what the brand claims and how these claims are visually depicted.
The conversation moves to the role of the consumer as the ultimate judge of whether an ad is misleading. Sharan argues that brands must ensure their messages are understood accurately by their audience to maintain trust and credibility. He explains that continuous exaggerated claims can lead to a loss of consumer trust, affecting both repeat purchases and new trials, ultimately damaging the brand’s reputation and sustainability.
Sharan and Sudeep then provide practical tips for creating memorable yet ethical ads. They introduce a framework for marketers, summarized by the formula E = MC², which stands for Echo Chamber Avoidance, Memorability, Courage, and Custodianship. Echo Chamber Avoidance involves seeking neutral feedback to ensure ads are not misinterpreted. Memorability should be achieved through ethical means, using emotion, consistency, and punchlines rather than exaggerated claims. Courage is needed to challenge potentially misleading content, and Custodianship emphasizes always representing the consumer's interests.
Throughout the episode, Sharan shares personal experiences and industry examples to illustrate the importance of balancing creativity with ethics in advertising. He concludes by reinforcing the idea that ethical marketing is crucial for long-term business success and emphasizes the responsibility of marketers to ensure their messages are truthful and accurately understood by consumers.
Join Sharan and Sudeep as they lay out these fundamental principles, providing a practical guide to enhance your effectiveness as a marketer. Ready to elevate your marketing game? Tune in and transform your approach to ethical advertising.
As always, do mail us your feedback, comments and any questions you may have for our hosts at [email protected]. We love hearing from you.
SHOW WEBSITE
CONNECT WITH OUR HOSTS
Sudeep Chawla - Linkedin
Sharavana Raghavan - Linkedin
FOLLOW US
CoBB - LinkedIn | Instagram
CREDITS
- Album Art & Design by ting.in
- Voiceovers by Anjale Stephanos
- Music from Zapsplat.com
***************************************
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In this episode, Sharan and Sudeep dive into the intricate realities of brand loyalty. Is it truly an emotional bond or merely a matter of convenience and habit? This episode challenges the conventional wisdom around brand loyalty and offers a practical guide for marketers.
Our hosts start by discussing why recent studies question the traditional concepts of brand loyalty. With only 13% of consumers feeling a deep attachment to brands, Sharan explains why speed, ease, and habit are the real drivers of repeat purchases. He emphasizes that consumers are pragmatic, sticking with brands more out of convenience than devotion.
The episode delves into the four neurobiological principles of loyalty: reward, memory, emotion, and social interaction. Sharan shares practical insights on how brands can leverage these principles to foster habitual purchasing. Examples include Starbucks for rewards and Patagonia for aligning with customer values.
Sharan and Sudeep then explore tactical approaches to boost loyalty, such as gamification, shared values, and personalization. Continuous engagement is highlighted as crucial for staying relevant, with brands like Red Bull and LEGO maintaining engagement through innovative content and community-building.
The discussion shifts to how loyalty has evolved to focus on convenience, value, and experience. Sharan emphasizes the importance of delivering disproportionate value, using Amazon Prime as an example. The hosts also discuss the role of omnipresence, with Unilever ensuring product availability across various retail formats.
The episode wraps up with real-world examples of brands that have successfully shifted from loyalty to engagement, including Amazon Prime, LEGO, and Harley-Davidson. Sharan and Sudeep also touch on the concept of forced loyalty through ecosystems, stressing the importance of making ecosystems rewarding to avoid customer dissatisfaction.
Join Sharan and Sudeep as they lay out these fundamental principles, providing a practical guide to enhance your effectiveness as a marketer. Ready to elevate your marketing game? Tune in and transform your approach to building brand loyalty.
As always, do mail us your feedback, comments and any questions you may have for our hosts at [email protected]. We love hearing from you.
SHOW WEBSITE
CONNECT WITH OUR HOSTS
Sudeep Chawla - Linkedin
Sharavana Raghavan - Linkedin
FOLLOW US
CoBB - LinkedIn | Instagram
CREDITS
- Album Art & Design by ting.in
- Voiceovers by Anjale Stephanos
- Music from Zapsplat.com
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Please tell us what topics you'd like to have discussed on the CoBB, by filling in this CONTENT SUGGESTION FORM
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