Avsnitt
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In this thought-provoking episode of CoBB, Sudeep and Sharan dive into the transformative role of AI in the world of advertising. Inspired by a controversial AI-created Coca-Cola Christmas ad, they dissect whether AI can truly replicate the emotional resonance of human creativity. The conversation explores the delicate balance between leveraging AI as an efficiency tool and preserving the human touch essential to impactful communication.
KEY TAKEAWAYS
The purpose of advertising: connecting brands with consumers on an emotional level. Lessons from iconic Indian brands like MDH, Fevicol, and Bajaj, and how their advertising built enduring consumer trust. Can AI-generated ads deliver the same magic as human-crafted narratives? The evolving role of AI in content creation, from summaries to personalized campaigns. Why understanding consumer insights remains irreplaceable despite advancements in AI. The ethics and future implications of AI in creative industries. Sudeep shares his personal experiences with AI in creative projects, including his latest TEDx presentation, while Sharan poses critical questions about the limits and possibilities of technology in marketing.QUOTES
"Technology is not meant to replace humans but to elevate them."
"Great advertising resonates because it feels like a brand is speaking directly to you."
"AI can be a tool, but without deep consumer insights, the magic in advertising might be lost."
RESOURCES MENTIONED
Coca-Cola’s 2023 Christmas Ad: The World Needs More Santas Coca-Cola’s 2024 Christmas Ad: AI GeneratedAs always, send your feedback and topic suggestions to [email protected]!
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CREDITS
- Album Art & Design by ting.in
- Voiceovers by Anjale Stephanos
- Music from Zapsplat.com
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In this episode, Sudeep and Sharan tackle one of the most critical yet misunderstood aspects of branding: the difference between Positioning and Proposition. Through their conversational style and a focus on simplifying concepts, they break down how these foundational pillars shape a brand’s identity and communication strategy.
Whether you’re a seasoned marketer or a budding entrepreneur, this episode is packed with actionable insights, practical frameworks, and real-world examples to help you create consistent, compelling messaging that resonates with your audience.
KEY TAKEAWAYS
1. Understanding the Basics
Positioning: Positioning is about how you want your brand to be perceived in the consumer’s mind relative to competitors. It’s strategic, emotional, and long-term.
Proposition: The proposition is the promise your brand makes—what value you deliver to your consumers. It’s what turns perception into trust.
2. Crafting a Positioning Statement
Sharan introduces a simple and practical framework for crafting effective positioning statements:
For [target audience] who [target audience need], [The Brand] provides [main benefit] because [reason why target market should believe your differentiation statement].
EXAMPLES FROM THE EPISODE
TATA MOTORS
For environmentally conscious consumers who seek affordable, reliable electric vehicles, Tata Motors provides innovative, high-performing EVs backed by significant investments in safety, EV technology, and charging infrastructure.
MAGGI
For busy parents who need quick and tasty meal options, Maggi provides delicious 2-minute noodles with trusted quality and iconic taste.
QUOTES:
“Positioning inspires the work you’re going to do; your proposition promises the outcome.” “Both positioning and proposition need to align—otherwise, you risk being either hollow or forgettable.”
“Your brand’s evolution isn’t about abandoning roots; it’s about building on them to stay relevant.”
THIS EPISODE IS PERFECT FOR:
Entrepreneurs seeking clarity on brand-building strategies. Marketers refining their approach to messaging and differentiation. Anyone curious about how strategic alignment drives sustainable brand success.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
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Sudeep Chawla on Linkedin
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FOLLOW US
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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 engage in a spirited debate about Jaguar's recent rebranding effort, which has garnered polarized reactions from consumers and industry experts alike. Sudeep voices his disappointment with the brand’s approach, critiquing its lack of consumer insight, while Sharan plays the devil's advocate, exploring the potential merits of bold and disruptive strategies.
Together, they unpack the implications of Jaguar’s rebranding on its legacy, its core consumers, and its future aspirations.
KEY TAKEAWAYS:
The Importance of Consumer Insight:
Sudeep argues that effective rebranding must be rooted in a deep understanding of both core and future consumers.
A successful brand evolution balances loyalty to existing customers with the aspirations of new audiences.
Rebranding Without Relevance:
The discussion highlights how Jaguar’s approach might have overlooked key emotional connections with its traditional customer base.
The focus on aesthetics and abstract concepts left many questioning the absence of tangible innovations tied to the product itself.
Lessons from Iconic Brands:
The episode compares Jaguar’s strategy to successful rebranding stories, such as Old Spice and Cadbury, emphasizing the critical role of insight and clear communication.
Debating Bold Moves:
Sharan defends Jaguar’s attempt to create buzz by taking bold risks and reframing its identity for a global audience.
He challenges the notion of playing it safe in an era of electric cars and shifting consumer priorities.
QUOTES
“Rebranding is not just about changing the logo; it’s about realigning the brand with evolving consumer insights.”
“Sometimes, disrupting the narrative is necessary to force people to take notice, but is it worth alienating your loyal customers?”
RESOURCES
Watch Jaguar’s rebranding teaser video here.
Watch Jaguar’s CCO’s speech at the Miami Art Festival here
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
Sharavana Raghavan on Linkedin
FOLLOW US
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CREDITS
Album Art & Design by ting.in Voiceovers by Anjale Stephanos Music from Zapsplat.com -
In this episode, hosts Sharan and Sudeep tackle a cornerstone of modern marketing: Integrated Marketing Campaigns (IMCs). They explore the distinction between "doing" and "living" an IMC, highlighting how brands can transition from executing isolated campaigns to embedding their core propositions into every consumer touchpoint.
Through captivating anecdotes and real-world examples, they reveal why simply “doing” an IMC is not enough. The duo deep dives into the nuances of creative multipliers versus proposition multipliers, showcasing how these approaches shape brand equity and consumer experiences.
KEY TAKEAWAYS
Creative Multiplier vs. Proposition Multiplier:
Discover the strategic difference between amplifying creative ideas and embedding propositions in diverse contexts, with examples like Vodafone’s Zuzus and Cadbury Dairy Milk.
The Shift to Living IMC:
Why focusing on sustained consumer experience, like Domino’s evolution from faster delivery promises to pinpoint GPS delivery, is the future of brand engagement.
Memorable Consumer Propositions:
How brands like Five Star and Cadbury Celebrations use their IMCs to build lasting consumer impressions that resonate beyond campaigns.
Decoding Brand Decay:
Insights on how embedding IMCs into product propositions can prevent brand message erosion and create ongoing value.
QUOTES
"Don’t just do an IMC. Live it. Deliver your proposition through experiences that resonate with consumers, day in and day out."
"Campaigns fade, but a lived IMC creates equity that endures."
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
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FOLLOW US
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CREDITS
- Album Art & Design by ting.in
- Voiceovers by Anjale Stephanos
- Music from Zapsplat.com
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In this episode, hosts Sharan and Sudeep unravel the complexities of brand extension, offering a roadmap for sustainable growth without diluting the core identity of your brand.
They delve into the nuances of:
The Danger of Over Extension: Why focusing on a few core products often yields better results than spreading too thin across a vast portfolio.
Lessons from Industry Leaders: Insights from Anand Kripalu’s transformative strategy at Cadbury and the concept of "Fewer, Bigger, Faster, Better."
Luxury vs. Affordable Brands: How aspirational value drives brand success, and why creating a new brand identity (like Toyota’s Lexus) is crucial for entering premium markets.
The Art of Periphery Extension: Strategies for leveraging trust and equity in your core market to reach peripheral consumers without losing focus.
Through relatable examples like Nexa's distinct branding strategy, they explain why clarity in leadership and thoughtful portfolio planning are the cornerstones of effective brand extension.
KEY TAKEAWAYS
1. Focus on the Core: Avoid unnecessary portfolio extension; concentrate on what truly defines your brand.
2. Align with Your Brand Positioning: Ensure every product or category aligns with your brand's strengths and right to win.
3. Learn from Others: Brands like BMW, Lifebuoy, and Yoga Bar illustrate how to innovate while staying authentic to your core.
4. Cost vs. Impact: Brand extension doesn’t have to break the bank; smart strategies can create impactful growth with minimal spend.
QUOTES
“The more you keep doing it, the more your habits change, and consumers’ perceptions change too. That is creating brand equity.”
“If you're expanding, it should align with your brand's strengths, reinforcing your right to win.”
This episode is a treasure trove of insights for entrepreneurs, marketers, and brand builders looking to grow strategically and sustainably. Tune in and discover the secrets of brand extension done right!
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
Sharavana Raghavan on Linkedin
FOLLOW US
CoBB - LinkedIn
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CREDITS
- Album Art & Design by ting.in - Voiceovers by Anjale Stephanos - Music from Zapsplat.com -
In this thought-provoking episode of Conversations on the Business of Brands (CoBB), Sharan and Sudeep dive into the often overlooked balance between logic and intuition in media planning. Using real-life case studies of brands like Atomberg Fans and Govardhan Ghee, they explore how unconventional media strategies can achieve remarkable results when guided by clarity, empathy, and conviction.
KEY TAKEAWAYS:
The Art and Science of Media Planning:
Sudeep emphasizes the importance of combining structured frameworks with gut instincts. While traditional media plans rely heavily on reach and frequency, success often lies in understanding the brand’s unique tasks and making bold, focused decisions.
Case Studies: Atomberg Fans & Govardhan Ghee
Atomberg Fans: A newer player in the market, Attenberg chose to exclusively focus on cricket as a high-engagement platform rather than spreading their budget across multiple channels. Their strategy, complemented by innovative performance marketing tactics, ensures awareness and credibility at key consumer touchpoints.
Govardhan Ghee: By partnering with Kaun Banega Crorepati (KBC), Govardhan has successfully leveraged saliency and cultural relevance to build strong emotional associations, such as their campaign “Garv Se Govardhan.”
Framework Meets Intuition:
Sharan and Sudeep break down how marketers can develop a “gut” for bold strategies by deeply empathizing with their consumers, maintaining a razor-sharp focus on brand objectives, and committing to their convictions despite risks.
QUOTES
“Marketing is the science behind the art, and the art comes from the heart.”
“Hyper-empathy combined with hyper-clarity drives the most effective media decisions.”
This episode is an invitation to think beyond conventional norms and create impactful, memorable strategies by blending structure with intuition. Whether you're a media planner, brand strategist, or a marketing enthusiast, you’ll find actionable insights to elevate your campaigns.
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
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Sudeep Chawla on Linkedin
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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 tackle a pressing question in today’s content-heavy marketing landscape: *Is traffic really a sign of success?* Diving into the often misunderstood world of content marketing, Sharan explores why chasing views and clicks might actually derail brand goals rather than support them. Together, they discuss the pitfalls of focusing on vanity metrics and the difference between brands acting as “content creators” versus “media houses.”
Throughout this lively conversation, Sharan shares insights on building content strategies that prioritize quality traffic and meaningful engagement. They also reference Seth Godin’s “Permission Marketing,” emphasizing the importance of crafting content so valuable that customers actively seek it out. The episode concludes with practical strategies for brands to control their distribution, invest in high-intent audiences, and shift from interruption to invitation in their marketing approach.
KEY TAKEAWAYS:
The Content Conundrum: Why traffic and views don’t equal success, and how brands can avoid falling into the “noise trap” by focusing on core audiences. Brands as Media Houses: The shift from interruptive ads to content that audiences choose to engage with, using the example of *The LEGO Movie* as a model of brand-driven storytelling. Permission Marketing: How Seth Godin’s principles apply today, moving brands from grabbing attention to *earning* it. SEO and Intent-Driven Content: The pitfalls of SEO-driven content that attracts broad, low-intent audiences, and how to prioritize quality over quantity in targeting. Content Marketing vs Traditional Advertising: Distinguishing between short-term advertising reach and the long-term benefits of content that builds rapport and relevance. Creating Brand-Owned Experiences: Examples like Nike marathons and Royal Enfield’s Rider Mania that show how brands can create memorable experiences that deepen consumer loyalty.QUOTES:
"Reach does not equal relevance.” “Act like a media house, not a content creator.” “Permission marketing is about crafting content audiences want to consume.”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.
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CREDITS
Album Art & Design by ting.in Voiceovers by Anjale Stephanos Music from Zapsplat.com -
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.
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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.
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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 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
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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
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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
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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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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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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
***************************************
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***************************************
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 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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