Jagged with Jasravee : Cutting-Edge Marketing Conversations with Thought Leaders: Recent Episodes
Jasravee Kaur Chandra
“Creative thinking takes place neither inside the box nor outside the box, but at the edge of the box.” Free-flowing, long-form conversations about marketing, branding, innovation, consumer behaviour and trends. Conversations that ignite new ideas. Ideas with rough, sharp edges ! These conversations with thought leaders discuss best practices, trends, case studies and insights on topics ranging from strategy planning, brand building, marketing strategy, communication strategy, digital marketing etc. Facilitated by Jasravee Kaur Chandra, Director, Master Sun, Consulting Brand of Adiva L Pvt.Ltd
The conversation delves into Proshanjit Dey's (PD) experiences with marketing of nutrition at Dr Reddy's, Kellogg's & Nestle.
PD emphasises the importance of understanding the consumer’s cultural context and needs, especially when marketing nutritional products. He shares insights from his experience with Dr. Reddy’s, Kellogg’s, and Nestle, showcasing how a deep understanding of the consumer can lead to successful product launches and brand positioning.
PD highlights the importance of science and evidence-based marketing, particularly when dealing with condition-specific nutritional products. He emphasises how crucial it is to work with doctors and healthcare professionals to ensure the credibility and efficacy of nutritional products for target audiences.
PD believes that mothers are the key drivers in shaping the nutritional choices of children. He underlines the importance of a mother’s role in introducing diverse food flavours early, promoting healthy habits, and combatting the challenges of picky eating.
Finally PD shares his passion for mindfulness and mindful communication. He believes that mindful living can create a more harmonious and authentic existence, highlighting the importance of aligning our words with our actions.
Proshanjit Dey or PD is the Vice President of Marketing (Strategy & Innovation) at Aditya Birla Group, leading corporate strategy and innovation for home segment brands like Ultratech Cement and Hindalco. With over two decades of experience, he has expertise in marketing, sales, branding, digital transformation, and business development.
Proshanjit has successfully launched several products in the nutrition and nutraceuticals space, for companies like Dr Reddy's, Nestle & Kellogg driving growth in India and emerging markets. He co-founded the Global Society for Digital Transformation and is a Lean Six Sigma Black Belt, TEDx speaker, and a lifelong learner with multiple postgraduate diplomas in innovation and digital business.
Connect with him on Linkedin https://www.linkedin.com/in/proshanjit-dey-ab524926/
Jagged with Jasravee is facilitated by Jasravee Kaur Chandra. Jasravee has over 20 years experience as a Strategic Brand Builder, Communications Leader and Entrepreneur.
Please visit Jasravee at https://jasravee.com/
Connect with Jasravee on Linkedin at https://www.linkedin.com/in/jasravee/
Email Jasravee at jasravee@gmail.com
Index
00:00 Preview & Introduction to Proshanjit Dey
03:39 Marketing 4.0 - From Mass Media to Micro-Moment Marketing
09:17 Dr Reddy's Celevida Caselet -Marketing Diabetes Supplements
23:20 Kid's Nutrition - Dr Reddy's Launch of Celehealth & Gummys
33:35 Kellogg's Masterbrand & Breakfast Cereals Launch in Asia
40:42 Mother's Struggle with Child's Nutrition - How Can Flavoured Bridging Solve the Struggles of Child Nutrition?
43:48 Nestle's Baby Food Cerelac - Making the Category Relevant Again
51:01 Indian Food Plate -The Science Behind Indian Nutrition
52:49 What Does it Mean to Live Mindfully?
58:06 Rapid Fire - Personally Speaking with Proshanjit Dey
01:01:29 Connect with Proshanjit Dey
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MarketingNutrition #NutritionMarketing #NutritionalSupplements #KelloggsCereals
KelloggsBrand #DrReddysProducts #KelloggsMarketing #DrReddysMarketing #NestleMarketing #FoodMarketing #HealthFoodMarketing #FunctionalFoods #CelevidaMarketing #NutritionInnovation #HealthTrends
In a world overflowing with notifications and updates, how do you cut through the noise? Ben Guttmann emphasises on clear messaging as a way to get attention, salience and salience. Clarity or simplicity emerges as the beacon guiding us toward effective communication. Ben also gives his insights on how to design simple & clear messages. He answers questions like What defines a simple message? Why is clear messaging essential in various contexts?What are the five dimensions of clear messaging?How does design play a role in crafting clear messages?What strategies can minimize friction in communication?How does empathy contribute to effective communication?Ben Guttmann is an entrepreneur, educator, and advisor who has been trusted to help tell the story of global brands including the NFL, I Love NY, and Comcast NBCUniversal. For ten years before its acquisition, he ran Digital Natives Group, an award-winning marketing agency that partnered with brands including The Nature Conservancy, Grand Central Terminal, and SwissRe, as well as luminaries including Nobel laureates, Fortune 500 CEOs, and #1 best-selling authors. He is the author of the book - "Simply Put: Why Clear Messages Win―and How to Design Them."Connect with Ben Guttmann on Linkedin https://www.linkedin.com/in/benguttmann/Visit Ben's Website. https://www.benguttmann.com/Ben's Book on Amazon https://www.amazon.com/Simply-Put-Messages-Win_and-Design/dp/1523004681Jagged with Jasravee is facilitated by Jasravee Kaur Chandra. Jasravee has over 20 years experience as a Strategic Brand Builder, Communications Leader and Entrepreneur. Please visit Jasravee at https://jasravee.com/Connect with Jasravee on Linkedin at https://www.linkedin.com/in/jasravee/ Email Jasravee at jasravee@gmail.comIndex00:00 Preview & Introduction to Ben Guttmann03:03 What is a Simple Message05:18 When Messages Click - Are Perceived & Understood06:49 Perception vs. Salience: Crafting Messages That Resonate07:30 Why Brains Prefer Simple - Fluency11:04 Why Complicated Fails -The Art of Ruining Organizations15:23 Unveiling Design Principles: Benefits vs. Features18:35 Keeping it Complicated is Dangerous, Selfish & Cowardly24:51How to Design a Simple Message - 5 Design Principles27:24 Focus: The Walmart Example of Design Principle30:31 Salience: Harnessing the Power of Contrast33:33 Empathy in Design: Connecting with Your Audience35:31 Minimalism: Reducing Friction for Maximum Impact37:51 Simple is Not Easy39:06 Future of Communication: The Rise of Simplicity43:18 Rapid Fire - Personally Speaking with Ben47:25 Connecting with Ben GuttmannFollow Jagged with Jasravee on Social MediaCampsite One Link : https://campsite.bio/jaggedwithjasraveeFacebook Page : https://www.facebook.com/jaggedwithjasraveeInstagram : https://www.instagram.com/jagggedwith #SimpleIdeas #SimpleCommunication #BoldMessaging #CompellingMessages #ClearMessaging #EffectiveCommunication #Marketing101 #ContentMarketing #BrandStorytelling #storytelling #marketingcommunications #ContentMarketingTips #StrategicCommunication#AudienceEngagement #branding101
The conversation with Phil delves into the transformation from traditional event planning to experience planning, stressing the importance of personalization, engagement, and giving space for the unexpected.
Phil Mershon is director of experience for Social Media Examiner where for over 12 years he has created amazing customer experiences at events like Social Media Marketing World and the Social Media Success Summit. He is an author of Unforgettable: The Art and Science of Creating Memorable Experiences
Throughout his 30+ year career, Phil has been creating memorable experiences for businesses like Koch Industries, non-profits, schools, and churches.
Connect with Phil on Linkedin https://www.linkedin.com/in/philmershon/
Phil's Book on Amazon https://www.amazon.in/Unforgettable-Science-Creating-Memorable-Experiences/dp/1636981011
Jagged with Jasravee is facilitated by Jasravee Kaur Chandra. Jasravee has over 24 years experience as a Strategic Brand Builder, Communications Leader and Entrepreneur.
Please visit Jasravee at https://jasravee.com/
Connect with Jasravee on Linkedin at https://www.linkedin.com/in/jasravee/
Email Jasravee at jasravee@gmail.com
Index
00:00 Preview & Introduction to Phil Mershon
02:04 Crafting Unforgettable Moments - Standing Out in a World of Distractions
05:06 Disney Theme Parks - Peak Experiences & Moments
10:09 Customer Journey - Peak & Valley Experience
14:58 DRIED Overcoming 5 Negative Forces for Transformative Events
24:18 Personalization of Event or Experience
27:25 Intentional Design: Crafting Meaningful Experiences
35:25 Embracing Transcendent Moments
41:44 Making Virtual Experiences & Community Building Memorable
47:30 Rapid Fire - Personally Speaking with Phil Mershon
49:25 Talent Show
50:32 Connect with Phil Mershon
Creating memorable experiences is both an art and a science. It requires a delicate balance of creativity, strategic planning, and understanding human psychology. W’ll explore the insights shared in a thought-provoking conversation about the intricacies of crafting unforgettable moments.
Standing Out in a World of Distractions
In today's fast-paced world, attention is a scarce commodity, with countless stimuli vying for our focus.Standing out amidst this noise requires more than just grabbing attention; it demands creating meaningful connections that resonate emotionally and personally.
Memories, unlike fleeting moments, endure because of their emotional and sensory depth, emphasizing the importance of personalization and authenticity over mere branding.
Peak Experiences: Lessons from Disney
Disney's strategic approach to creating peak moments illustrates the power of anticipation and immersion in enhancing experiences.Peak experiences, carefully crafted and strategically placed, have the potential to elevate an event from ordinary to extraordinary, leaving a lasting impression on attendees.
However, the failure to deliver on promised peak moments can lead to disappointment, underscoring the importance of managing expectations and consistency.
Transformative Event Design: Overcoming Negative Forces
Designing experiences goes beyond logistical planning; it involves understanding and mitigating negative forces that detract from engagement.
Isolation, exhaustion, and distraction pose significant challenges to fostering meaningful connections and participation.
By prioritizing engagement, personalization, and multisensory stimulation, event planners can create environments conducive to memory-making.
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#eventmarketing #experientialmarketing #eventdesign #customerjourneymapping #virtualevent #communityengagement #disneyexperience #intentionaldesign #venueselection #communitybuilding #speakerselection #eventplanning
Explore the challenges, strategies, and learnings behind the two iconic campaigns that you worked on Ariel's 'Share The Load' & Idea's 'What and Idea Sirji' ?
How has the meaning of leadership evolved in this dynamic advertising and marketing landscape?
What defines a positive agency culture for you ? How can we cultivate future-ready talent within agencies?
Suraja Kishore answers the above questions and many more as he takes a masterclass on developing iconic campaign & thriving agency culture. Suraja Kishore is the CEO- BBDO & teamX India (Omnicom x Mercedes-Benz).
He has worked as a senior leader at McCann, Publicis Group, Lowe Lintas & Mudra. He is good with managing P&L, driving growth agenda, nurturing client relationships, encouraging inclusion & diversity at workplace and building long term brands and profitable business.
Connect with Suraja on Linkedin https://www.linkedin.com/in/skshapingfuturethinking
Jagged with Jasravee is facilitated by Jasravee Kaur Chandra. Jasravee has over 20 years experience as a Strategic Brand Builder, Communications Leader and Entrepreneur.
Please visit Jasravee at https://jasravee.com/
Connect with Jasravee on Linkedin at https://www.linkedin.com/in/jasravee/
Email Jasravee at jasravee@gmail.com
Index
00:00 Preview & Introduction to Suraja
03:32 What an Idea Sirji ! Revisited: The Iconic Idea Campaign
12:22 Carrying the Idea Campaign Forward
19:09 Share the Load: Ariel's Empowering Campaign
31:08 Beyond Laundry : The Purpose & Social Impact of #sharetheload
37:04 Share the Load - For the Youth & Social Media
44:19 Culture: Shaping and Navigating
49:40 Leading in the Age of Disruption
58:19 Rapid Fire: Getting Personal with Suraja Kishore
01:01:25 Connecting with Suraja Kishore
Through his insights and experiences, Suraja Kishore provides a glimpse into the thinking behind iconic campaigns for Ariel's 'Share the Load' and Idea's 'What an Idea Sirji'. He discusses his view on leadership and the importance of nurturing a culture that inspires change.
Confessions Over Insights
Ariel's 'Share the Load' campaign's foundation lies in the raw confessions of individuals, not just insights. This approach strips away societal facades, revealing the true hypocrisies that exist. The campaign challenges societal norms and aims to ignite cultural change, addressing issues like patriarchy through everyday decisions.
Creating Value Beyond Campaigns
Kishore emphasizes the need for agencies to focus on creating value rather than just campaigns. Clients who trust in this philosophy reap the rewards of authentic engagement. Brands, according to Kishore, act as magnets, attracting individuals who resonate with their beliefs. This attraction forms the basis of brand loyalty and advocacy.
Cultural Strategy Over Brand Purpose
Kishore advocates for a shift towards cultural strategy over brand purpose alone. In a rapidly evolving landscape, brands must align with broader cultural shifts to remain relevant.
He underscores the significance of cultural resonance, highlighting 'What an Idea Sirji' campaign of Idea which looked at the transformational societal impact of a mobile.
Leadership & Culture
Leadership, to Kishore, transcends titles and designations. It's about actions, contributions, and fostering a culture of listening and mentorship. He emphasizes the value of collective wisdom within organizations, acknowledging the wealth of insights and experiences each team member brings to the table.
Kishore underscores the importance of nurturing a culture of openness, authenticity, and accountability within organizations to drive meaningful change.
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Content is like apparel. In context of this analogy, why do you say content should be treated like Chanel, as an enduring asset?
Please explain for my audience how high impact comes from identifying big ideas? What are the common misconceptions here?
Same concept, different angles. Could you share some examples to explain this ?
How should one identify big ideas?
What are the 4 objections? How can content overcome these proactively?
Purna answers the above questions and more as she takes a masterclass in content marketing. Purna Virji is the author of High-Impact Content Marketing and Principal Consultant, Content Solutions at LinkedIn. She previously led global learning and thought leadership programs for Microsoft.
She has also been recognized as an Adweek Young Influential, was crowned the Search Personality of the Year by the US Search Awards and was named the most influential PPC Expert in the world by PPC Hero.
Please connect on Linkedin - https://www.linkedin.com/in/purnavirji/
Her Book on Amazon - https://www.amazon.in/High-Impact-Content-Marketing-Strategies-Intentional/dp/1398608432
Jagged with Jasravee is facilitated by Jasravee Kaur Chandra. She is Senior Vice President of Strategic Planning at Havas Creative. Jasravee has over 20 years experience as a Strategic Brand Builder, Communications Leader and Entrepreneur.
Please visit Jasravee at https://jasravee.com/
Connect with Jasravee on Linkedin at https://www.linkedin.com/in/jasravee/
Email Jasravee at jasravee@gmail.com
The discussion covers the Purna focuses on the importance of repurposing content, understanding the audience, and aligning marketing and sales efforts to achieve business goals.
The Key Highlights
📝 Repurposing top-performing content instead of creating new content from scratch can be a strategic approach.
💡 Understanding audience behaviour and preferences is crucial for creating impactful content and campaigns.
📊 Analytics can provide valuable insights into audience behaviour, helping to optimize content and posting strategies.
🛠️ Talking to existing customers and understanding their motivations can inform marketing strategies and messaging.
🌍 Advocacy and community building can be key in engaging the audience and driving meaningful interactions with the brand
Index
00:00 Preview & Introduction to Purna Virji
02:21 Repurposing Content - Needs to Be Enduring Like Chanel
06:25 Content Assets are like a Capsule Wardrobe
07:04 Big Idea & Content Marketing
10:11 One Big Idea & Its Many Uses - Spotify Unwrapped, Apple etc
17:45 Where Do You Start with Repurposing Content
22:05 Understanding Your Audience for Content Marketing
29:55 Tools for Understanding Audience - Primary Research vs Analytics
33:53 Four Type of Objections by Customers that Content Needs to Address
38:48 Rapid Fire - Personally Speaking with Purna Virji
40:56 Getting in Touch with Purna Virji
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RepurposeYourContent #ContentMarketingMasterclass #ContentMarketingTips #MarketingHacks #ContentMarketingStrategy #ContentMarketingExpert #SpotifyUnwrapped #BrandCampaignGoals #ContentStrategy #CreateKillerContent #AudienceResearch #ContentChannels #ContentAsset #SalesAlignment
In a sea of brands, the Meaningful Brands Study dives deep to find those with true substance. What's the core compass guiding this research, and how vast is its impact?What does it mean to be a meaningful brand in the current times? 222% market outperformance is mind-blowing. How do meaningful brands weave purpose into profits, and can this be replicated?Gen Z holds the key to tomorrow's economy. What makes brands truly meaningful in their eyes ?What is the Me-conomy? Does it change how we approach strategizing for brands? Please elaborate with examples What are the key ‘me’ benefits/ principles that top Meaningful Brands deliver on (ref 2023 report)?The Meaningful Brands Study is powerful, but how does Havas leverage it to guide clients beyond insights? Sanchita answers the above questions and many more as she takes us on a journey of how cultural and societal forces are changing what it means to be meaningful for brands.Sanchita Roy is the Chief Strategy Officer at Havas Media Group, India. Sanchita is a consumer behavior specialist with over 21+ years of experience in research & insights, communication planning, Data science & brand strategy, having diverse category experience from FMCG to Telecom to Automobiles to Tourism.Please connect with her on Linkedin https://www.linkedin.com/in/sanchita-roy-2b5aabb/Email her at sanchita.roy@havasmedia.comJagged with Jasravee is facilitated by Jasravee Kaur Chandra. She is Senior Vice President of Strategic Planning at Havas Creative, India. Jasravee has over 20 years experience as a Strategic Brand Builder, Communications Leader and Entrepreneur. Please visit Jasravee at https://jasravee.com/Connect with Jasravee on Linkedin at https://www.linkedin.com/in/jasravee/ Email Jasravee at jasravee@gmail.comFollow Jagged with Jasravee on Social MediaCampsite One Link : https://campsite.bio/jaggedwithjasraveeIndex00:00 Preview & Introduction to Sanchita02:18 Purpose and Premise of the Meaningful Brand Study08:15 Why Meaningful Brands Outperform the Market12:21 Consumer’s Search for Meaning and Expectations from Brands14:29 Purpose vs. Meaning, Covid Rebooted: How Our Values Shifted 15:23 Rise of Me-conomy - Purpose Becomes Personal20:47 Gen Z - Search for Meaning Amongst the Youth24:11 Meaningful Today is Being Personal- Examples of Mattress & Auto32:02 From Age of Cynicism to Me-conomy - How Covid Changed Us36:38 Brand Meaning Makeover: How to Use Meaningful Brand Study 39:52 Applying the Study to a Global Fast Food Brand 43:07 Rapid Fire - Personally Speaking with Sanchita Roy44:44 Connecting with Sanchita Roy
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What is the concept of Laddering and the 5 Whys ?
How does one craft content that converts?Please explain with a case study or example.
In an AI-driven era, how does content marketing need to evolve? How does one make content authentic, engaging, and relatable to engage both robots and humans?
B2B Marketing: What is the distinction between demand generation and lead generation? How does one balance both approaches for sustainable success?
Eric answers the above questions as he takes us on a journey of how to achieve marketing excellence. Eric Holtzclaw is a Founding Partner and Chief Strategist of Liger Partners. Eric evaluates businesses to improve products, services, support and marketing strategies for overall effectiveness.
Connect with Eric on Linkedin https://www.linkedin.com/in/eholtzclaw/
Eric's Company Website https://ligerpartners.com
Jagged with Jasravee is facilitated by Jasravee Kaur Chandra. She is Senior Vice President of Strategic Planning at Havas Creative. Jasravee has over 20 years experience as a Strategic Brand Builder, Communications Leader and Entrepreneur.
Please visit Jasravee at https://jasravee.com/
Connect with Jasravee on Linkedin at https://www.linkedin.com/in/jasravee/
Email Jasravee at jasravee@gmail.com
Follow Jagged with Jasravee on Social Media
Campsite One Link : https://campsite.bio/jaggedwithjasravee
Index
00:00 Preview & Introduction to Eric
02:35 Unlocking the Power of 'Laddering' in Qualitative Analysis
08:50 5 WHYs, Case Study on the Cruiseliners Industry
12:52 Why Personas Don't Age
14:30 Content That Converts: The Art of Captivating Your Audience
19:39 Content - 80% Promotion, 20% Creation
21:50 BATCOM Model of Marketing
25:54 Content is Like a Magazine Of Your Company
28:12 Curate vs. Create: Navigating Content in the AI-Driven Era
31:44 Demand Generation is Not Lead Generation
38:30 Similarities Between Marketing & Entrepreneurship
44:01 Rapid Fire - Personally Speaking with Eric Holtzclaw
44:08 Connecting to Eric Holtzclaw
In the fast-paced world of marketing, the 80/20 rule, laddering, content creation, and lead versus demand generation are essential concepts. Effective marketing requires not only a solid strategy but also adaptability and a deep understanding of consumer motivations. By leveraging these principles and staying attuned to the ever-changing marketing landscape, you can craft compelling campaigns that resonate with your audience and drive business success.
Unlocking the Secrets of Laddering
Laddering is a technique used in qualitative market research to delve deeper into consumer motivations.It involves asking "why" repeatedly to uncover the root of consumer decisions. Laddering helps move beyond surface-level responses and exposes the underlying motivations. Don't settle for the first answer; keep digging to reveal the true driving factors.
The Art of Content That Converts
Creating content that converts is the ultimate goal for marketers.Conversion goes beyond engagement metrics like likes and shares; it's about driving action. Video-based content is a versatile format, as it can be repurposed into various other content types. Content should be adaptable, allowing you to use it in different channels.
Curation is becoming more critical in content creation. It's about finding and sharing valuable existing content, rather than creating everything from scratch.
Lead Generation vs. Demand Generation
Lead generation focuses on identifying potential customers and capturing their interest.
Demand generation concentrates on brand awareness and creating a need for your product or service.
B2B companies often need both lead and demand generation strategies.
The two approaches serve different purposes in the buyer's journey.Consumers may not be ready to buy immediately, but capturing their information allows for future engagement. Recognize that lead generation is the beginning of a longer relationship-building process.
"Modern technology encourages artful choreography over truth”. What are some instances where the digital marketing world exploits data and predictive models to influence behaviours and beliefs?
What ethical concerns arise from the convergence of AI, machine learning, and personal data, specifically regarding privacy, control, and abuse for both consumers and humans in general?
How do products and brands manipulate emotions to influence us, given your perspective coming from the 'dark side,' and shed light on the tactics used to emotionally manipulate and nudge consumers?
How does the illusion of choice impact decision-making, and how do businesses and marketers across various sectors use this manipulation to guide outcomes in their favour?
What is the concept of "trigger stacking," and how does it magnify the impact of emotions?
How can comedy and humour effectively dismantle manipulated narratives and combat misinformation?
Patrick Fagan answers the above questions and gives us a peek into his new book 'Free Your Mind' . Patrick Fagan is Co-founder and Chief Science Officer, Capuchin Behavioural Science. He is a consultant, lecturer, author, public speaker.
Patrick was Lead Psychologist at Cambridge Analytica for until the company went into administration.
In this podcast Patrick Fagan talks about his book 'Free Your Mind,' co-authored with Laura Dodsworth. The book reveals the hidden tactics used by manipulators, from advertisers to politicians, and arm you with expert insights to defend your mental freedom.
Patrick's book on Amazon : https://www.amazon.in/Free-Your-Mind-manipulation-resist-ebook/dp/B0BHYFC5PV
Patrick's Linkedin -https://www.linkedin.com/in/pfagan87/
Patrick's Website -https://www.patrickfagan.co.uk/
Jagged with Jasravee is facilitated by Jasravee Kaur Chandra. She is Senior Vice President of Strategic Planning at Havas Creative. Jasravee has over 20 years experience as a Strategic Brand Builder, Communications Leader and Entrepreneur.
Please visit Jasravee at https://jasravee.com/
Connect with Jasravee on Linkedin at https://www.linkedin.com/in/jasravee/
Email Jasravee at jasravee@gmail.com
Index
00:00 Preview & Introduction to Patrick Fagan
02:30 Free Your Mind : Book's Fundamental Idea
04:37 Nudge-ification of Society & Marketing
05:12 Book for Consumers as well as Marketers
06:58 Artful Choreography Over Truth
09:45 Building Immunity to Manipulation
19:13 Trigger Stacking, Fear as a Manipulation Tool
28:30 Role of Humour in Countering Manipulation
31:27 Demanding Transparency from Institutions
32:54 Filtering & Using Text Based Sources for Critical Thinking
35:58 Distinguishing Between Influence and Manipulation
40:00 Power Of Incrementalism & Metaverse
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MindControl #BehavioralScience #MarketingTactics #ConsumerAwareness
MediaManipulation #SocialInfluence #MediaLiteracy #Psychology #BehavioralPsychology #EthicalMarketing
DataPrivacyMatters #PsychologicalPersuasion #BrandEthic #freeyourmind #peterfagan
How have your engineering skills helped you in marketing?
How is marketing like a bridge?
What is the difference between marketing and sales? Can you explain the distinction using the headlight analogy?
What is the difference between "Big M" and "Small m" marketing?
How can the obsession with measurable ROI limit marketing potential?
Why is pricing so important in marketing? What measures can business schools take to address this?
What are "random acts of marketing"? And what key principles can marketers immediately apply to make them more effective?
Atul answers the above questions and many more, as he seperate facts from fiction and talks about Marketing 101. Atul Minocha is a Partner and CMO at Chief Outsiders, author, investor, and speaker. He is the author of 'Lies, Damned Lies, and Marketing: Separate Fact from Fiction and Drive Growth'. Atul has a degree in mechanical engineering from the Indian Institute of Technology Delhi and an MBA from Yale University.
Connect on Linkedin https://www.linkedin.com/in/atulminocha/
Visit his Company Page https://www.chiefoutsiders.com/profile/atul-minocha
His Book on Amazon https://www.amazon.in/Lies-Damned-Marketing-Separate-Fiction-ebook/dp/B097NRJ4HP
Jagged with Jasravee is facilitated by Jasravee Kaur Chandra. She is Senior Vice President of Strategic Planning at Havas Creative. Jasravee has over 20 years experience as a Strategic Brand Builder, Communications Leader and Entrepreneur.
Please visit Jasravee at https://jasravee.com/
Connect with Jasravee on Linkedin at https://www.linkedin.com/in/jasravee/
Email Jasravee at jasravee@gmail.com
Index
00:00 Preview & Introduction to Atul
03:30 Journey from Engineer to Marketeer
09:30 Solving Problems, Not Just Selling Products
11:30 Marketing is Like a Bridge
15:01 Customer Beliefs - Toyota Example -The Seatbelt as a Death Trap
18:21 Headlight Analogy: Difference Between Sales and Marketing
22:25 Big M vs. Small m Marketing: What's the Difference?
26:25 The Misuse of ROI: How Apple iPhone Shows Us What Not to Do
36:36 Pricing, One of the 4 Ps for Marketers
40:36 Random Acts of Marketing
44:17 How to Avoid Random Acts of Marketing
47:31 Rapid Fire - Personally Speaking with Atul Minocha
51:40 Connecting with Atul Minocha
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Website : https://jasravee.com/
In this conversation with Rashi Goel, a battle-tested marketeer, we embark on a quest to explore the world of consumer brands and scaling them through innovative strategies. Join us on a journey through insightful musings from thought-provoking conversations, touching upon diverse brands like Nestle, Nescafe, Lakme, Closeup, and even Amazon.
Rashi Goel is a Founder & CEO - Performonks. Over a 25-year career, Rashi has applied consumer empathy, commercial acumen, and product innovation to grow businesses and build brands at L’Oreal, Unilever, Coca-Cola Inc, PepsiCo, Kraft Heinz, Nestlé, and Amazon Stores.
Please connect on Linkedin https://www.linkedin.com/in/rashigoel-consumermarketing/
Rashi's Blog https://performonks.com , performonks/substack.com
Jagged with Jasravee is facilitated by Jasravee Kaur Chandra. She is Senior Vice President of Strategic Planning at Havas Creative. Jasravee has over 20 years experience as a Strategic Brand Builder, Communications Leader and Entrepreneur.
Please visit Jasravee at https://jasravee.com/
Connect with Jasravee on Linkedin at https://www.linkedin.com/in/jasravee/
Email Jasravee at jasravee@theadiva.com
Index
00:00 Preview & Introduction to Rashi Goel
02:33 Marketing Tech Brands vs FMCG Brands
06:37 Power of Emotional Engagement in Tech Brands
11:00 Ask Nestle - Crafting the Corporate Brand Story
14:21 Ask Nestle - Nutritional Blueprint for Moms
22:49 Nescafe - Making Coffee A Part of People’s Transitions
30:00 Lakme - Turning the Skincare Category Around
36:51 Close Up- Breaking Category Codes
41:38 Sprite - Designing Innovative Consumer Promotions
45:14 Rapid Fire - Personally Speaking with Rashi Goel
48:21 Connecting with Rashi Goel
Amongst other things the conversation touches on the following areas
Nescafe : Transition Phases and the Birth of New Habits
Life, much like branding, is a journey of transitions. Moving from school to college or college to the first job marks significant milestones that shape our habits and preferences. This transition spawns the creation of new habits, both positive and negative, exemplified by choices such as smoking, drinking, and romance.
These phases offer fertile ground for brands to establish themselves as part of these transformative experiences, thereby becoming ingrained in consumers' lives.The team at Nescafe used this insight to position coffee as the quintessential emblem of adulthood. As individuals traverse from one life stage to another, coffee emerges as a symbolic initiation into the world of grown-ups.
Power of Emotional Engagement in Tech Brands
Contrary to popular belief, technology-driven products are not devoid of emotion. Emotions find their place even in the realm of tech products, albeit in a different form. The key lies in crafting emotional connections that resonate with consumers.Successful tech branding hinges on establishing relevance, credibility, and trust.
Ask Nestle: Personalized Nutrition for Moms
Nestle's journey into personalized nutrition for mothers offers a striking example of how brands can address specific consumer needs and aspirations. Ask Nestle provided personalized nutrition plans to cater to individual preferences and regional dietary habits. This involved creating a content machinery that delivers scientifically accurate and cost-effective information.
Lakme: Reviving the Essence of Seductive Beauty
Revitalizing a brand's essence required a multi-pronged approach encompassing fundamental improvements, effective training, and compelling communication. This involved strengthening the brand's foundation by training beauty advisors and enhancing product knowledge. It also meant reinventing packaging and crafting impactful communication to resonate with consumers' emotions.
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How do you define customer centricity? What it is not? How does it challenge the traditional view as irresponsible, ineffective and misaligned with best practice?
Why ‘unmasking the customer base’ is the hidden goldmine within one’s business? How should a business go about it? What are the misconceptions? What are some of the best practices?
Please provide a few glimpses of the The Analytical Toolkit and unveil the key analyses for customer centric success (e.g., customer cohorts, time between first and second purchase, distribution of customer value)
Which are some key CLV misconceptions ?
Decoding CLV Calculation – which are the 3 crucial factors. Will this hold true across industries? Why?
Please share a case study showcasing the impact of CLV on business performance and decision-making.? (Penn students accurately forecasted Dish Network's customer acquisition, outperforming Wall Street experts. How?)
Peter answers the above questions and more as he takes us on a journey or understanding & valuing our customer base. Peter S. Fader is the Frances and Pei-Yuan Chia Professor of Marketing at The Wharton School of the University of Pennsylvania. With a passion for understanding and forecasting customer shopping and purchasing activities through behavioral data analysis, Professor Fader's expertise spans a wide range of industries, including telecommunications, financial services, gaming/entertainment, retailing, and pharmaceuticals.
Peter Fader also co-founded a predictive analytics firm (Zodiac) in 2015, which was sold to Nike in 2018. He then co-founded (and continues to run) Theta to commercialize his more recent work on “customer-based corporate valuation.”
Latest Book of Peter is The Customer-Base Audit: The First Step on the Journey to Customer Centricity Kindle Edition https://www.amazon.in/gp/product/B0B65KKHN9/
Fader is also the author of Customer Centricity: Focus on the Right Customers for Strategic Advantage (2020, 2012) and coauthor of The Customer Centricity Playbook (2018) with Sarah Toms.
Connect with Peter on Linkedin https://www.linkedin.com/in/peterfader/
Visit Peter's University Page https://marketing.wharton.upenn.edu/profile/faderp/
Visit Peter's Cool Numbers Website http://www.coolnumbers.com
Jagged with Jasravee is facilitated by Jasravee Kaur Chandra, Director- Brand Building, Research & Innovation at Master Sun, Consulting Brand of Adiva L Pvt. Ltd. Jasravee has over 20 years experience as a Strategic Brand Builder,Communications Leader and Entrepreneur.
Please visit Jasravee at https://jasravee.com/ Connect with Jasravee on Linkedin at https://www.linkedin.com/in/jasravee/ Email Jasravee at jasravee@theadiva.com
Index
00:00 Preview & Introduction to Professor Peter Fader 03:28 Customer Centricity Unveiled 06:25 Customer Lifetime Value - How Granular Do We Need to Get 08:51 Misconceptions about Customer Lifetime Value 13:53 Measurement of CLV - Recency, Frequency, Monetary Value 17:20 Understanding Cohorts 24:16 Scaling Up: Avoiding the Pitfalls of Losing Intuition & Intimacy 26:39 Product Development Aligned to Customer Value 31:41 Customer-Based Corporate Valuation 34:17 Talent Show: Cool Numbers - The Story of a Dollar Bill's Journey 37:29 Rapid Fire - Personally Speaking with Peter Fader
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Jagged with Jasravee, is an initiative of Master Sun, the Consulting Brand of Adiva Lifestyle Pvt Ltd.
Website : https://jasravee.com/
How can incentives be more effective by considering the signals they send? What role do mixed signals play in shaping behaviour?
How can incentives be designed to align with desired outcomes and intentions?What are the misconceptions and pitfalls in marketing and designing incentives?
What is the role of common sense. (chief common sense officer) in aligning incentives with strategic goals and foster a cooperative environment ?
How does self-signaling and self-identity impact the effectiveness of incentives?
How do we leverage the principles of mental accounting to enhance the impact of incentives ?
Uri answers the above questions and more as he takes us on a journey of understanding the power and pitfalls of incentives. Uri Gneezy is a Professor of Economics and Strategy and the Epstein/Atkinson Chair in Behavioral Economics, Rady School of Management, University of California, San Diego.
Uri Gneezy is an esteemed behavioural economist and author who has made significant contributions to the field of incentives and decision-making. His research focuses on understanding how incentives shape behavior and how to effectively utilize them in real-world settings.
His latest book is Mixed Signals: How Incentives Really Work
https://www.amazon.in/Mixed-Signals-Incentives-Really-Work/dp/0300255535
Connect with Uri on Linkedin https://www.linkedin.com/in/uri-gneezy-6292b988/
His website http://www.gneezy.com
Jagged with Jasravee is facilitated by Jasravee Kaur Chandra, Director- Brand Building, Research & Innovation at Master Sun, Consulting Brand of Adiva L Pvt. Ltd. Jasravee has over 20 years experience as a Strategic Brand Builder,Communications Leader and Entrepreneur.
Please visit Jasravee at https://jasravee.com/
Connect with Jasravee on Linkedin at https://www.linkedin.com/in/jasravee/
Email Jasravee at jasravee@theadiva.com
00:00 Preview & Introduction to Uri Gneezy
02:30 Idea of Book Mixed Signals
03:48 Fine as a Price - Parents Coming Late
07:16 Psychological & Non-Monetary Incentives
10:24 Self-Signaling Incentives
11:47 Aligning Incentives with Culture, Organizational Values
12:48 Mixed Signals in Workplace
16:37 Chief Commonsense Officer: The Art of Messaging
20:01 Crafting Incentives Examples - Loyalty Programme Incentives of Airlines
21:30 Crafting Incentives Process - A/B Testing, Knowing Your Customer
22:18 Knowing Your Customer - Toyota Triumphs Honda in Green Incentive Game
26:27 Negative Incentives and the Power of Punishment
28:22 Incentives for the Long Term - Being Good for The Planet, Smoking
30:40 Habit Formation and the Choices We Make
35:31 Free Sampling and the Art of Price Promotions
39:21 Mental Accounting in Incentive Design - Free Fuel vs. Cash
42:56 Personally Speaking with Uri Gneezy - Rapid Fire
47:09 Connecting with Uri Gneezy
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Rewardsandrecognition #Rewardsandincentives #Nonmonetaryincentives #nonfinancialincentives #employeemotivation #customermotivation #customerincentives #employeeincentives #behaviouralchange #consumerpsychology #neuromarketing #consumerscience #neuroscience #neuropsychology #customerpromotions
Assemblage: How does Assemblage relate to brands?
Brand Transformation - How brands can transform the world we live in by leveraging the concept of Assemblage. Explore the three dimensions of transformative branding, including advertising and services, sustainability and environmental impact, and consumer empowerment.
Power of Archetypes - How can we use the power of archetypes connect with audiences, from flawed villains to aspirational heroes.?
Meaningful Brand Hacks - What are examples of meaningful brand hacks identified by Dr. Probst, including authenticity, nostalgia, travel, and adventure.
Dr Emmanuel Probst talks about the above themes and more as he urges marketers to create transformational brands. Emmanuel is the Global Lead: Brand Thought-Leadership at IPSOS. In his new book, Assemblage, he explains how to build brands that transform people and the world they live in.
Connect with him on Linkedin : https://www.linkedin.com/in/emmanuelprobst/
His Book on Amazon
https://www.amazon.in/Assemblage-Art-Science-Brand-Transformation/dp/1646871251
Jagged with Jasravee is facilitated by Jasravee Kaur Chandra, Director- Brand Building, Research & Innovation at Master Sun, Consulting Brand of Adiva L Pvt. Ltd. Jasravee has over 20 years experience as a Strategic Brand Builder,Communications Leader and Entrepreneur.
Please visit Jasravee at https://jasravee.com/
Connect with Jasravee on Linkedin at https://www.linkedin.com/in/jasravee/
Email Jasravee at jasravee@theadiva.com
Index
00:00 Preview & Introduction to Dr Emmanuel Probst
02:21 The Concept of Assemblage: Unveiling the Power of Brand Evolution
05:27 James Bond as a Brand: Adapting and Evolving with the Times
10:13 Need for Assemblage - Shifting of Influence Towards Consumers
13:01 Co-Creation of Brands with Customers - Cadbury Unity Bar Failure
18:54 Shaping vs. Meeting Expectations: Lessons from Tesla
22:54 Sustainability & Brands Impact - Bridging the Say-Do Gap, Sustainability and the Youth Perspective
24:49 Sustainability & the Patagonia Example
26:18 Recycling & Upcycling Products -Gently Worn Yoga Pants Story
30:27 Embracing Archetypes: Anti-Heroes, Villains, and Saviours in Brand Building
34:27 Dove: The Anti-Hero Brand that Championed Real Beauty and Reverse Selfie
38:10 The Reassuring Role of Nostalgia in Branding, Illustrated by Polaroid
42:01 The Future of Brand Building: Exploring Remix, Repurpose, Creator & Gig Economy
43:40 Starbucks: A Prime Example of Brand Remixing and Repurposing
45:06 Assemblage & Indian Cooking
46:40 Rapid Fire - Personally Speaking with Emmanuel Probst
48:42 Connecting with Dr Emmanuel Probst
Creating transformative and disruptive brands requires a careful blend of art and science. Similar to the process of winemaking, assemblage involves selecting relevant attributes to create unique and premium brands. Successful brands understand the importance of staying relevant in a rapidly changing market and adapt to evolving consumer preferences.
Co-creation, the blending of brand and consumer narratives, creates a meaningful connection with the audience. Prioritizing sustainability and environmental impact allows brands to gain loyalty and demonstrate their commitment to a better future. By implementing these strategies, brands can disrupt the market and forge deep connections with their audience, ultimately leaving a positive impact on individuals and the world at large.
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How can marketing be a powerful force that helps a company communicate its strategy?How can B2B marketers create a common language to improve internal communication?How can strategic differentiation through messaging drive meaningful connections with customers?Jim answers the above questions and many more as he makes a case for aligning marketing tactics with business strategy. Jim Everhart is a Writer, Strategist & Author. His experiences in strategy, creative direction, and storytelling enable him to create brand messaging strategies and content that help B2B marketers integrate their messaging across all their marketing tactics. He has written a book, Brand Vision: The Clear Line of Sight Aligning Business Strategy and Marketing TacticsConnect with him on Linkedin : https://www.linkedin.com/in/jim-everhart-4121032/His book on Amazon : https://www.amazon.in/gp/product/B09H28NSLD/Jagged with Jasravee is facilitated by Jasravee Kaur Chandra, Director- Brand Building, Research & Innovation at Master Sun, Consulting Brand of Adiva L Pvt. Ltd. Jasravee has over 20 years experience as a Strategic Brand Builder,Communications Leader and Entrepreneur. Please visit Jasravee at https://jasravee.com/Connect with Jasravee on Linkedin at https://www.linkedin.com/in/jasravee/ Email Jasravee at jasravee@theadiva.comIndex00:00 Preview & Intro to Jim Everhart03:10 Genesis of Brand Vision: The Clear Line of Sight Aligning Business Strategy and Marketing Tactics6:31 Marketers Need to Be Aligned to & Communicate Business Strategy 07:51 Ford's Campaign "Quality is Job 1" - Both Internal & External Messaging10:20 Need for Common Language within an Organization 12:00 Conveying Strategy Akin to a Bumper Sticker14:25 Marketing Success Using Principle of Being Aligned, Connected, and Differentiated 22:17 Humanizing B2B marketing - Recognizing & Appreciating the Human Endeavor Behind It29:13 Rapid Fire - Personally Speaking with Jim Everhart30:32 Connecting with Jim EverhartFollow Jagged with Jasravee on Social MediaCampsite One Link : https://campsite.bio/jaggedwithjasravee
In this conversation, the focus is on aligning business strategy, marketing tactics, and messaging in B2B marketing. The discussion highlights the importance of effective communication both internally and externally.Ford's successful campaign centered on quality, transforming the company's image and addressing past issues. It serves as an example of a powerful and visually appealing commercial that resonated with the audience.
The conversation emphasizes the need for concise messaging, with Michael Porter's advice of distilling complex ideas into three to five words. It highlights the role of marketing in ensuring that the company's strategy is communicated effectively, both within the organization and to the public.Internal communication is crucial, as it helps create a common language and improves overall understanding.
Jim suggests using tools and strategies to align business objectives, customer needs, and messaging, ensuring everyone knows what to communicate.The conversation also touches on the importance of differentiation and consistency in messaging. A company should stand for something and be proud of its unique value proposition, while also backing it up with action.Overall, the conversation emphasizes the significance of clear and aligned communication in B2B marketing, which enables businesses to effectively convey their strategy, connect with the target audience, and differentiate themselves in the market.
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What is the Content Fuel Framework, and how can it generate an endless stream of story ideas? Can you share some examples of its different focuses, formats, and multipliers?
How do you view the role of user-generated content in building a brand's presence?
In "Prove It," how can strategies like corroboration, demonstration, and education be used to showcase a company's values through marketing?
As a former journalist turned branded content creator and marketer, why is it important to think like a journalist in marketing?
Melanie answers the above questions and many more as she takes a masterclass on unleashing content creation. Melanie Deziel is an experienced and successful keynote speaker, author, and branded content creator. She has written two books on the subject, "The Content Fuel Framework: How to Generate Unlimited Story Ideas" and "Prove It: Exactly How Modern Marketers Earn Trust."
Melanie Deziel has held various positions in the industry, including being the first-ever editor of branded content at The New York Times, a founding member of HuffPost's brand storytelling team, and Director of Creative Strategy for Time Inc's 35 US magazines. Melanie also teaches graduate-level content marketing courses and frequently guest-lectures at universities.
Melanie's website https://www.storyfuel.co/
Melanie on Linkedin https://www.linkedin.com/in/melaniedeziel/
Melanie's Books
https://www.amazon.com/dp/1734329009/
https://www.amazon.in/Prove-Exactly-Modern-Marketers-Trust/dp/1774582015
Jagged with Jasravee is facilitated by Jasravee Kaur Chandra, Director- Brand Building, Research & Innovation at Master Sun, Consulting Brand of Adiva L Pvt. Ltd. Jasravee has over 20 years experience as a Strategic Brand Builder,Communications Leader and Entrepreneur.
Please visit Jasravee at https://jasravee.com/
Connect with Jasravee on Linkedin at https://www.linkedin.com/in/jasravee/
Email Jasravee at jasravee@theadiva.com
Index
00:00 Preview & Intro to Melanie Deziel
02:39 From News to Narratives: A Journalist's Approach to Crafting Compelling Content
05:45 Content Fuel Framework : Unlimited Story Ideas
09:16 Content Fuel Framework - How the Focus + Format Drives High-Quality Content
10:39 Applying the Framework - Live Examples Diabetes Nutraceuticals & Ice Cream
18:38 Focus of Data and Curation - A Canva Example
22:15 How to Showcase Your Expertise using Curation
24:11 Underutilized Format of Image Galleries
26:50 Using Quizzes as a Fun and Effective Format for Content Creation
30:24 How to Select the Best Content Ideas for Maximum Impact
32:58 User Generated Content : The NY Times User-Generated Content Example
35:45 Multipliers : Scaling Up Content Ideas that Work
41:22 Prove It : Building Trust with Collaboration, Demonstration, and Education
45:18 Demonstrating Connection to Community Connection
46:47 Rapid Fire - Personally Speaking with Melanie Deziel
49:06 Connecting with Melanie Deziel
The Content Fuel Framework
The Content Fuel Framework is a simple and effective way to generate unlimited story ideas. The framework consists of ten different focuses and ten different formats.
Basic - What is it?
How-to - How to do it?
List - What are the best tips?
Myth-busting - What are the common myths?
People - Who are the people involved?
Process - How is it made?
History - What is the backstory?
Comparison - How does it compare?
Current events - What is happening now?
Future - What is the future of this?
Here are the ten formats:
Article
List
Video
Audio
Infographic
Social media post
Newsletter
Webinar
Presentation
Email course
By combining the focuses and formats, you can come up with hundreds of ideas. For example, you could create a video about the history of a product, an article about how to use it, or an infographic comparing it to other products.
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Confluence of data, analytics and insights for Innovation : What is the ideal scenario for data, analytics, and insights to come together for innovation? Examples of the consequences of disregarding insights in favour of raw data & vice verse
"Joining the Dots": What is it and why is it vital for marketing success? An example at demonstrates the power of "joining the dots" in making effective marketing decisions
"Breaking Habits: The importance of driving and sustaining habit change ? What new tools are being used to achieve this goal? Are there any unique formats being used for generating and testing hypotheses, such as beliefs and goals?
Shourav talks about the above areas and the questions surrounding them. Shourav Sen is a Worldwide Director of Strategic Insights and Analytics at Colgate-Palmolive. Shourav is a strategist driving commercial impact through insights & analytics. With over 20 years of Experience across US, China, Middle East & India, he has worked with companies like Colgate-Palmolive, ITC and IMRB
Please connect with him on Linkedin : https://www.linkedin.com/in/shourav-sen-9819273/
Jagged with Jasravee is facilitated by Jasravee Kaur Chandra, Director- Brand Building, Research & Innovation at Master Sun, Consulting Brand of Adiva L Pvt. Ltd. Jasravee has over 20 years experience as a Strategic Brand Builder,Communications Leader and Entrepreneur.
Please visit Jasravee at https://jasravee.com/
Connect with Jasravee on Linkedin at https://www.linkedin.com/in/jasravee/
Email Jasravee at jasravee@theadiva.com
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00:00 Preview & Introduction to Shourav Sen
02:48 Different Countries, Different Perspectives: What Oral Care Reveals About Global Attitudes
08:11 Habit Change & Say-Do Gap : Why Do We Say One Thing and Do Another
11:06 Query Yourself : The Power of Self-Reflection
17:13 Unlocking Insights: How to Effectively Query People
20:22 Our Goal vs Intrinsic Beliefs
23:48 Market Research & Insights - 15 Years Back vs Today
26:17 What vs. Why Revolution - Example of Credit Cards
26:53 What vs. Why: The Importance of Understanding Key Motivations
28:37 Limitations of Market Mix Models - Need of Asking Why
32:58 People Centricity - Role of Category in Life
34:33 Power of Observation
35:27 Downside of Focus Groups
37: 58 Innovation - Where Do New Ideas Come From, Giving Choices
40:43 BBC Study on Sexual Habits - Then vs Now
43:12 Changing Methodologies: How Data is Revolutionizing Research
43:54 Pitfalls of Specialization: Why Agencies Need to Adopt Diverse Methodologies
45:58 Joining the Dots: Example of Google How to Synthesize Multiple Sources for Actionable Insights
49:49 Rapid Fire with Shourav Sen - Personally Speaking
52:21 Connecting with the Guest
Shourav emphasizes the importance of understanding consumer behavior for business success. He highlights the Say-Do Gap, which is the difference between what people say and what they do. To bridge this gap, companies must analyze behavior and determine why the gap exists. Shourav suggests querying oneself about one's behavior before joining the category to gain insight into consumer behavior.
The What revolution, which answers the question "What are people doing," has revolutionized how companies understand consumer behavior. Shourav believes this revolution will continue to grow and become more accurate and predictive. However, he notes that companies must also focus on the "Why" revolution, which involves interpreting data to gain insights into consumer behavior.
Jagged with Jasravee, is an initiative of Master Sun, the Consulting Brand of Adiva Lifestyle Pvt Ltd.
Website : https://jasravee.com/
What is a Galvanizing Story? Can a Galvanizing Story Really Unify Your Marketing and Sales Strategies?
How to creating a Great Content Brand ? What are the Six Principles of Great Content Brands?
What is the importance of Content Pillars ? Are You Missing Something Tangential?
What is the role of Confidence & Experimentation in Content Marketing?
What is the role of AI & Chat GPT in content marketing ?
How to Hire a Specialist Agency for Content Marketing ? Attributes of a Great Content Writer ?
Doug answers the above questions and many more as he takes us on a fascinating journey of how to create a good content brand . Doug Kessler has over 30 years of experience in B2B marketing and is the Executive Creative Director and Co-founder of Velocity Partners. Doug is a frequent speaker at marketing events and a prolific writer. Doug is a copywriter at heart but also enjoys analytics.
Please visit his company http://www.velocitypartners.com
Connect with him on Linkedin https://www.linkedin.com/in/dougkessler
Jagged with Jasravee is facilitated by Jasravee Kaur Chandra, Director- Brand Building, Research & Innovation at Master Sun, Consulting Brand of Adiva L Pvt. Ltd. Jasravee has over 20 years experience as a Strategic Brand Builder,Communications Leader and Entrepreneur.
Please visit Jasravee at https://jasravee.com/
Connect with Jasravee on Linkedin at https://www.linkedin.com/in/jasravee/
Email Jasravee at jasravee@theadiva.com
Index of Content
00:00 Preview & Introduction to Doug Kessler
03:23 The Power of a Galvanizing Story, Role of Change
09:12 The Hubspot Story: How Inbound Marketing Became a Game-Changer
11:38 What is a Great Content Brand
16:11 6 Principles of Great Content Brands
19:12 Content Focus Falling Flat? How to Resist the Urge to Be Obvious
21:44 Content Pillars: Are You Missing Something Tangential?
26:08 Confidence in Content Marketing, Dumb Ways to Die
31:44 Content Marketing is Biggest Threat to Content Marketing
32:25 Chat GPT & AI for Content Marketing
34:35 Stealing Content to Keep Up
37:38 Hiring a Content Agency
41:15 B2B Marketing - Hard-work & Integrity
46:58 3 Qualities of a Great Content Writer
47:44 Rapid Fire - Personally Speaking with Doug Kessler
51:32 Connect with Doug Kessler
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Are we missing out on potential profits by not exploring your customers' willingness to pay more? How do we find the optimal price for your product?
What is NeuroPricing ? How neuroscience can help us in finding the "Goldilocks price" for your product ?
Can discounts trigger impulsive buying behavior? What is the science behind discount pricing strategies and their impact on consumer behaviour?
How do we play the "The Invisible Game" of sales, using situational awareness, defensive and offensive strategies, and the Power of Free and the Power of Now ?
Kai talks about the above questions and more as he takes us on a fascinating journey of neuropricing and B2B sales.
Professor Dr. Kai-Markus Mueller is the mastermind behind NeuroPricing™ and the Professor of Consumer Behavior at HFU Business School, Furtwangen University. Kai is a scientist, coach, keynote speaker, and an author. With a PhD in Neural & Behavioral Sciences, Kai is also the director of Pricing Research at Neurensics, a member of several influential boards, and the founder of a startup.
Please connect with Kai on Linkedin https://www.linkedin.com/in/kaimarkusmueller/
Please visit his website https://www.kai-markus-mueller.com
Kai's book ,The Invisible Game on Amazon https://www.amazon.com/Invisible-Game-Secrets-Science-Winning/dp/1394152981
Jagged with Jasravee is facilitated by Jasravee Kaur Chandra, Director- Brand Building, Research & Innovation at Master Sun, Consulting Brand of Adiva L Pvt. Ltd. Jasravee has over 20 years experience as a Strategic Brand Builder,Communications Leader and Entrepreneur.
Please visit Jasravee at https://jasravee.com/
Connect with Jasravee on Linkedin at https://www.linkedin.com/in/jasravee/
Email Jasravee at jasravee@theadiva.com
Index
00:00 Preview & Introduction to Professor Dr. Kai-Markus Mueller
02:19 How Algorithmic Pricing Affects Perceived Value
08:51 Pricing Research for Starbuck Coffee -Could Sell at 33% Higher Price
09:19 NeuroPricing B2C Use Case : Frito Lay Pepsi
11:39 Selling Insurance - NeuroPricing B2B Use Case
13:49 Pricing Twitter with Elon Musk: A NeuroPricing Perspective
18:00 Neuroscience of Discounts: 70% Off on Neutralla Chocolate Spread in France
23:01 Fashion Industry Habituating Customers to Discounts
24:55 The Invisible Game of B2B Sales: Why Irrationality Plays a Bigger Role Than You Think
27:33 Psychology of Group Decisions : Why They're More Irrational Than Individual Ones
29:27 Situational Awareness in Sales: How a Salesperson Builds It to Increase Their Influence"
32:46 Anchoring: How It Influences Our Perception of Price and Value
36:05 Playing Defense: The Power of Saying No in Negotiations
40:26 Price = Maths + Story, Example of How Car Manufacturers Sell Metallic Colours & Finishes
44:35 Can You Taste the Price -How Pricing Affects Our Perception of Taste and Quality
47:11 Playing Offense: The Power of Influence in Sales
48:00 Choice Architecture: How It Determines Organ Donation Rates
50:23 The Power of Three: How Choice Architecture Can Influence Decision Making
54:10 Rapid Fire - Personally Speaking with Professor Dr. Kai-Markus Mueller
57:07 Connecting with Professor Dr. Kai-Markus Mueller
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Jagged with Jasravee, is an initiative of Master Sun, the Consulting Brand of Adiva Lifestyle Pvt Ltd.
neuropricing #Pricingstrategy #NeuralPricing #pricingmatters #neuromarketing #consumerscience #Buyingdecisions #WinningDeals #OptimalPrice #Neuropsychology #ConsumerPsychology #choicearchitecture #consumerscience #B2Bselling #Discountpricingstrategy
What is Unexpected Works, and how does it fuel the creative process at DDB Mudra?
Could you share with our audience the challenge Stayfree faces and the insights uncovered that led to the "It's Just a Period" and "Project Free Period" campaigns?
How did the idea of creating unique packaging for McDonald's to promote the cause of inclusion come about?
With Amazon and Flipkart also approaching small sellers, how has Meesho created a distinct identity and addressed key barriers as well as key opportunities?
Aditya answers the above questions and more as he shares case studies where creativity marries with effectiveness to create award winning campaigns that delivers business results for the brand. Aditya Kanthy, is the CEO & Managing Director of DDB Mudra Group. Under his leadership, the Group has been recognized as one of the Top 20 creative agencies globally, winning at Cannes Lions 3 years in a row & Grand Prix at Spikes 2021 & 19 etc.
Please connect with him on Linkedin https://www.linkedin.com/in/aditya-r-kanthy-17528679/
Jagged with Jasravee is facilitated by Jasravee Kaur Chandra, Director- Brand Building, Research & Innovation at Master Sun, Consulting Brand of Adiva L Pvt. Ltd. Jasravee has over 20 years experience as a Strategic Brand Builder,Communications Leader and Entrepreneur.
Please visit Jasravee at https://jasravee.com/
Connect with Jasravee on Linkedin at https://www.linkedin.com/in/jasravee/
Email Jasravee at jasravee@theadiva.com
Index
00:00 Preview & Introduction to Aditya Kanthy
02:54 Thinking behind Unexpected Works - Marrying Creativity & Effectiveness
07:54 Stayfree Case Study, Project Free Period , DDB For Good
19:27 Stayfree Social Experiment - It's Just a Period
29:08 Macdonald's Case Study
33:33 McDonald's Eatqual Campaign
42:51 Meesho Case Study - Serving Small Sellers & Small Town India
51:52 Rapid Fire - Personally Speaking with Aditya Kanthy
Aditya Kanthy talks about unexpected works philosophy of DDB, which is about the connection between creativity and its impact on business.Aditya Kanthy explains how creativity has the power to energize a brand and its impact on society and culture.
Aditya Kanthy talks about Project Free Period , which was based on the insight that sex workers actually look forward to their period because it provides them with a break from work, and used that to give them an opportunity to reskill and improve their lives and the lives of their children. Aditya Kanthy also talks about the "It's Just a Period" campaign, which aims to break the taboo surrounding menstruation in India. Aditya discusses how the campaign aimed to promote open conversations around menstruation by using a social experiment involving fathers and daughters, where the fathers explain the concept of period to their daughters and encourage them to view periods as a natural and normal bodily function.
Aditya Kanthy talks about how McDonald's launched a new packaging called EatQual on the International Day of Person with Disabilities to make their burgers more accessible for their specially-abled customers. The innovative packaging was designed to help those with upper-limb disabilities enjoy the burgers using one hand. Developed in collaboration with an NGO, EatQual is one of many initiatives by McDonald's to make their experience more satisfying for all customers.
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How to tell stories to understand your own thoughts, use the hero's journey, build great conversations, listen better, and pitch ideas effectively? How to use the 8-13-18-24 and 10-20-30 exercises to learn about storytelling?
How to create branded content campaigns using the power of spoken word and storytelling?
How to build communities around passion points as a long-term marketing and brand-building strategy?
How to empower creators and what is Maslow's hierarchy of creators? How can marketers get the best out of creators?
How to create online and offline brand experiences using performance and experimental art to keep stakeholders engaged?
Roshan answers the above questions and many more as he takes marketers on a journey of growing brands through storytelling, building meaningful communities and truly collaborating with creators. Roshan Abbas is a well-known Indian entrepreneur, media personality, and creative professional. He has become synonymous with creativity, innovation, and inspiration. Currently, Roshan Abbas is the Founder of Kommune India and the Founder and Managing Director of Geometry Encompass.
Roshan Abbas is versatility personified. He is an actor, TV and radio host, producer, event manager, creative director, film and theatre director, lyricist, CEO, angel investor, serial entrepreneur, author, and public speaking coach.
Connect with Roshan on Linkedin https://www.linkedin.com/in/roshan-abbas/
Personal Website https://www.roshanabbas.com
Website of Kommune https://kommuneity.com
Email him at roshan@kommuneity.co.in, roshanabbas1970@gmail.com
Jagged with Jasravee is facilitated by Jasravee Kaur Chandra, Director- Brand Building, Research & Innovation at Master Sun, Consulting Brand of Adiva L Pvt. Ltd. Jasravee has over 20 years experience as a Strategic Brand Builder,Communications Leader and Entrepreneur.
Please visit Jasravee at https://jasravee.com/
Connect with Jasravee on Linkedin at https://www.linkedin.com/in/jasravee/
Email Jasravee at jasravee@theadiva.com
Index of Conversation
00:00 Preview and Introduction to Roshan Abbas
04:25 Storytelling for Business and Brands - The Need for It, Methods - The Hero's Journey
10:45 Storytelling Exercises - Lifestage Exercise 8, 13, 18, 24, Guy Kawasaki Exercise 10-20-30
15:47 Storytelling in the World of AI and ML - Chat GPT
18:25 Marketers as Culture Catchers - Be Interested or Be Interesting
19:50 Brands with Great Stories - Apple, Redbull, Facebook
24:15 Building Successful Brand Communities - Rise of a Conscious Consumer, Building the Guard Rails, Solving a Problem to Build Community
28:56 Community Building by Asian Paints
30:23 Kommune, Spoken Word - Roshan Abbas's Communities, His Journey as a Creator
37:30 The Maslow's Hierarchy of Creators
38:57 Marketers Collaborating with Creators - Getting the Best Out of Creators
43:09 Gulzar as a Creator for a Banking Client
46:14 Marketers as Creators, and Getting the Best Out of Agencies - The Need for Cultural Immersion
53:50 Experiential Marketing and Live Events in a Post-Pandemic World - Experience Economy and Young People Wanting to Live in the Moment
58:30 Roshan Abbas Faces Rapid Fire
01:01:05 Talent Show - Roshan Abbas as a Singer
01:03:50 Connect with Roshan Abbas
Jagged with Jasravee, is an initiative of Master Sun, the Consulting Brand of Adiva Lifestyle Pvt Ltd.
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How can we apply principle of behavioural science in marketing and how did your book come about ?
Can you talk about how can marketers use some of the behavioral science principles with example - loss aversion, reciprocity, autonomy bias, Von Restorff effect etc
How can we use behavioural science or 'human behavior hacks' to increase effectiveness of email marketing ?
What is choice architecture and can you give an example of application of the same in marketing ?
Nancy answers the above questions and many more, as she gives a practitioner's perspective on application of behavioural science in marketing. Nancy Harhut is a co-founder and chief creative officer of HBT Marketing. Her specialty is blending best-of-breed creative with behavioral science to prompt response. She and her teams have won over 200 international and national awards for marketing effectiveness. Prior to cofounding HBT Marketing, Nancy held senior creative management positions with agencies within the IPG and Publicis networks.
Please visit her company website https://www.hbtmktg.com
Connect with her on Linkedin https://www.linkedin.com/in/nancyharhut/
Check out her book on Amazon https://www.amazon.in/Using-Behavioral-Science-Marketing-Instinctive-ebook/dp/B09ZY7JNWQ/
Jagged with Jasravee is facilitated by Jasravee Kaur Chandra, Director- Brand Building, Research & Innovation at Master Sun, Consulting Brand of Adiva L Pvt. Ltd. Jasravee has over 20 years experience as a Strategic Brand Builder,Communications Leader and Entrepreneur.
Please visit Jasravee at https://jasravee.com/
Connect with Jasravee on Linkedin at https://www.linkedin.com/in/jasravee/
Email Jasravee at jasravee@theadiva.com
Index & Flow of Conversation
00:00 Preview & Introduction to Nancy Harhut
02:11 About the Book - Using Behavioral Science in Marketing
04:20 Being Hardwired as Human - Decision Defaults & Shortcuts
06:47 Humans take Emotional Decisions, Justify it with Logic
08:56 Example of Use of Emotion - Selling Business Intelligence Software
13:09 Loss Aversion Principle - Talking About Loss Instead of Benefits is More Compelling
14:17 Reciprocity Principle - Obliged to Return the Favor
15:24 Reciprocity - Example of Financial Service
17:43 Principle of Social Proof
19:32 Human Behavior Hacks - Making Email Effective
20:17 Email Marketing -Using Eye Magnet Words
22:20 Email Marketing - Von Restorff effect
23:03 Testing Various Principle for Email Marketing - Example of Testing Various Principles for a Client
30:05 Choice Architecture -Ways Choices Are Presented - Example of Insurance for Employees
33:13 Which Behavioral Principle to Apply for a Specific Marketing Challenge -Identify Main Buying Barrier
38:15 Nancy Harhut Faces Rapid Fire
40:13 Connect with Nancy Harhut
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Jagged with Jasravee, is an initiative of Master Sun, the Consulting Brand of Adiva Lifestyle Pvt Ltd.
Website : https://jasravee.com/
socialproof #ReciprocityPrinciple #emailcopywriting #neuropsychology #consumerscience #neuromarketing #consumerpsychology #consumerbehavior #Behaviouralscience #B2bmarketing
What is the Hawke Method’ ? How have you have distilled the art of marketing into three core elements: awareness, nurturing and trust.
Why is the significance of each element of the framework ? Awareness – importance of picking up the right channel., Nurturing – what is it that marketers are finding it difficult to appreciate while building content strategy, Building Trust in a trust deficit world
Why hiring a marketing agency over an in-house marketing team can be a better use of resources?
How AI or Artificial intelligence will impact marketing ?
Erik Huberman answers the above questions as he talks about market 101 and breaks marketing into three principles: awareness, nurturing, and trust. He talks about how to leverage the three principles to create and manage a successful marketing campaign. Erik Huberman is a Founder & CEO of Hawke Media, and Founding Partner of Hawke Ventures. Now valued at over 150 million dollars, Hawke Media is the fastest growing marketing consultancy agency in the USA. .Prior to launching Hawke Media, Erik successfully founded, grew, and sold two e-commerce companies by the age of 26. He is the author of "The Hawke Method: The Three Principles of Marketing that Made Over 3,000 Brands Soar"
Please visit his company website https://hawkemedia.com/
Connect on Linkedin https://www.linkedin.com/in/erikhuberman/
His Book Website https://www.hawkemethod.com/
Jagged with Jasravee is facilitated by Jasravee Kaur Chandra, Director- Brand Building, Research & Innovation at Master Sun, Consulting Brand of Adiva L Pvt. Ltd. Jasravee has over 20 years experience as a Strategic Brand Builder,Communications Leader and Entrepreneur.
Please visit Jasravee at https://jasravee.com/
Connect with Jasravee on Linkedin at https://www.linkedin.com/in/jasravee/
Email Jasravee at jasravee@theadiva.com
Index & Flow of Conversation
00:00 Preview & Introduction to Erik
03:30 Sales & Marketing at Age 6
07:05 The Hawke Method - Context of Someone Who is Receiving Advertising
08:19 The Hawke Method - Nurturing for First Sale, Higher Lifetime Value
12:05 The Hawke Method- Building Trust Quickly, How Much Trust You Really Need
16: 40 Influencer Marketing - Any type of Validation Helps
20:25 How to Focus as a Marketer - Benchmark, Don’t be the First Mover, Repeatability & Scalability Critical
22:55 Keeping Marketing Simple - Example of ‘Attribution’
25:01 Looking at Data Closely - Caselet of Facebook Ads in Light of Apple iOS 14
28:20 Marketing Objectives, Use of Various Tools like SEO
30:45 In-house vs Outsourcing Marketing Agency
32:50 AI in Marketing
34:10 Rapid Fire with Erik Huberman
35:34 Connecting with Erik Huberman
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Jagged with Jasravee, is an initiative of Master Sun, the Consulting Brand of Adiva Lifestyle Pvt Ltd.
Website : https://jasravee.com/
marketing101 #hawkemethod #hawkemedia #digitalmarketing101 #marketingexcellence #marketingprinciples #scalingup #marketingstrategy #successfulmarketer #influencermarketing #marketingobjectives #effectivemarketing #marketingcampaignplanning #brandawareness #brandtrust
What is your SEO strategy and process for taking projects to 100,000+ organics/month.
What is your keyword research process ? How do you do keyword analysis for competitors?
Can you share your understanding of how Google works and what it likes?
How does one hire content writers and what to look out for while hiring them?
How do you build email list of 10K or more subscribers by posting on LinkedIn, Facebook and Twitter ?
What are some common mistakes in Search Engine Optimization ?
What is the future of Search ? What are your views on AI Content?
Nick answers the above questions and more as he takes us on the journey of SEO success through great content quality, without any technical hacks. Nick helps brands on the internet generate millions of organic visitors per year. Nick is the CEO of Content Distribution and Co-Founder of Workello.
Please visit his company websites https://contentdistribution.com
https://workello.com
Please connect with him on Linkedin https://www.linkedin.com/in/nickfromseattle/
Jagged with Jasravee is facilitated by Jasravee Kaur Chandra, Director- Brand Building, Research & Innovation at Master Sun, Consulting Brand of Adiva L Pvt. Ltd. Jasravee has over 20 years experience as a Strategic Brand Builder,Communications Leader and Entrepreneur.
Please visit Jasravee at https://jasravee.com/
Connect with Jasravee on Linkedin at https://www.linkedin.com/in/jasravee/
Email Jasravee at jasravee@theadiva.com
Index & Content Flow
00:00 Preview & Introduction to Nick Jordan
02:28 Creating most valuable content at scale
03:10 Process for taking projects to 100,000+ organics/month
05:25 Engagement Metrics that Matter -- CTR, Bounce Rate, Time on Site, Pages Visited
07:15 Client Case-let - How an Agency Outranked Instagram for Instagram Support
09:40 De-mystifying SEO - Focus on Content Quality Not Hacks
10:23 Keyword Research Process - Clustering Tool ClusterAI
15:07 What Google Likes - Who has Most Authority - Quality as well as Consistency, Frequency
18:10 Content Quality - What is Good Value Content
20:04 Good Value Content - Knowing Your Audience
20:38 How to Plan Content - Nutraceutical Example using Keyword Clusters, Interviews with Stakeholders for Enablement Documentation
23:22 How to Hire Great Content Writers - People with Good Portfolios are Bad Writers -Workello for Testing at Scale
25:41 Building Email Lists Using Linkedin
28:30 Most Common Mistake for SEO - Avoid Branded Searches
29:35 Key Success Factor for Organics- Increasing Impressions in 1-10 Pages
30:15 Exceptional B2B Content on Linkedin
32:02 Future of Search -ChatGPT
34:50 Rapid Fire - Personally Speaking with Nicholas Jordan
36:28 Connecting with Nick Jordan
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Jagged with Jasravee, is an initiative of Master Sun, the Consulting Brand of Adiva Lifestyle Pvt Ltd.
Website : https://jasravee.com/
seo #searchengineoptimization #searchengineoptimisation #organicsearch #keywordclustering #engagementmetrics #SEOmistakes #futureofsearch #digitalmarketing #seostrategy
Marketers are in the memory business. How are marketers leveraging this by carefully crafted branding experiences to reach our wallets and minds. Could you please elaborate this with examples ?
How should brands approach content creation (organic content) and leveraging influencers?
How should brands co-create with customers ?
‘Our brains don’t construct reality directly, instead they construct a mental model of it? Beliefs are an important input to sculpting it’. Could you elaborate on how brands are belief based mental models?
What is the efficacy of Behavioral Economics in marketing vs bigger economic forces like price OR Is the 'Nudge' Dead ?
Matt answers the above questions and many more as he takes us on fascinating journey of applying neuropsychology to brand building. Matt Johnson, PhD is a Professor and Research Fellow at Hult International Business School. Matt Johnson is a speaker, writer, and researcher, specializing in the application of psychology and neuroscience to branding.. He is the author of the top-selling consumer psychology book, Blindsight: The (mostly) hidden ways marketing reshapes our brains (BenBella, 2020), and most recently, Branding That Means Business (Economist Books, Fall 2022).
Please visit his website https://www.neuroscienceof.com/
Please follow him on Linkedin https://www.linkedin.com/in/mattjohnsonisme/
His Latest Book on Amazon https://www.amazon.com/Branding-that-Means-Business-Consumers-ebook/dp/B09K7C8VW3
Jagged with Jasravee is facilitated by Jasravee Kaur Chandra, Director- Brand Building, Research & Innovation at Master Sun, Consulting Brand of Adiva L Pvt. Ltd. Jasravee has over 20 years experience as a Strategic Brand Builder,Communications Leader and Entrepreneur.
Please visit Jasravee at https://jasravee.com/
Connect with Jasravee on Linkedin at https://www.linkedin.com/in/jasravee/
Email Jasravee at jasravee@theadiva.com
Index of Content
00:00 Preview & Introduction to Matt Johnson Ph.D
02:56 Marketers are in the Memory Business
08:15 Brand’s Meaning - A House Needs to Become a Home
11:30 Inviting Consumers for Co-Creation with the Brand
12:42 Co-Creation by Brand Managers - Content Creation, Leveraging Influencers
16:54 Spotify Wrapped - Celebration of Consumer’s Eccentricity & Diversity
19: 27 Flexibility of Co-Creation - Balance Between Letting Go And Assertiveness by Brand Managers
22:18 Growing Kitkat in Japan - 'I Wish You All the Best' vs Taking a Break
26:15 Brains’ Construction of Reality -Objective vs Subjective Reality- Enjoyment of Wine
30:04 Belief Based Mental Models vs Brand Story - Perceived Soul of the Object - Your Replica for Teddy Bear
32:51 Significant Object Study - 100X Rise in Value with A Story
35:00 Efficacy of Behavioral Economics in Marketing Vs Bigger Economic Forces like Price OR Is Nudge Dead ?
39:45 Broader Context of Nudges or Predicates to Behaviour On Brand
45:04 Behavioral Change vs Cultural/Social Change, Nudge or Influences
47:02 Rapid Fire - Personally Speaking with Matt Johnson
52:29 Connecting with Matt Johnson
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brandmanagement #consumerscience #neuromarketing #perceptionchange #influencermarketing #contentmarketing #consumerbehaviour #brandmanager #consumerbehaviorpsychology #spotifywrapped #kitkatjapan #significantobjectstudy #marketingexcellence #behaviouralchange #nudge
How can misleading conclusions can be drawn from data? Understanding the differences between data, information and knowledge?
What is an insight & how does one use it to out-compete competition ?
What is the 3 W Ideation process: Why, What & WOW ?
How emotions can overpower logic? How cognitive biases influence decisions?
What are the shortcomings of the Net Promoter Scores (NPS) in understanding customers ?
Andrea answers the above questions and many more as she takes us on a fascinating journey of understanding customers and building customer centricity in an organization. Andrea Belk Olson is a differentiation strategist, speaker, author and customer-centricity expert. She is the CEO of Pragmadik, a behavioural science-driven change agency, and has served as an outside consultant for EY and McKinsey.
She is the author of three books, including the upcoming What to Ask: How to Learn What Customers Need but Don’t Tell You; a four-time ADDY® award winner; and, contributing author to Harvard Business Review, Entrepreneur Magazine, ETC.
Please visit her Company Website https://www.pragmadik.com
Andrea's Personal Website https://www.andreabelkolson.com
Connect with her on Linkedin https://www.linkedin.com/in/olsonandrea1/
Jagged with Jasravee is facilitated by Jasravee Kaur Chandra, Director- Brand Building, Research & Innovation at Master Sun, Consulting Brand of Adiva L Pvt. Ltd. Jasravee has over 20 years experience as a Strategic Brand Builder,Communications Leader and Entrepreneur.
Please visit Jasravee at https://jasravee.com/
Connect with Jasravee on Linkedin at https://www.linkedin.com/in/jasravee/
Email Jasravee at jasravee@theadiva.com
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Index & Outline of the Talk
00:00 Preview & Introduction to Andrea
02:50 Data, Information & Knowledge - How Are They Different
04:45 Going from Data to Insight, How it is a Key to Unlocking Something New
10:45 Customer Centricity
14:35 3 W Ideation Process - Utilize Customers as Resource for Innovation
20:50 Multiple Perspectives - Understanding a Customer Holistically
23:02 Everybody Needs to Be Mandated to Meet Customers - Not to Outsource Customer Research
27:22 Emotion vs Data - Problems with Extroplating Data to Predict Future Behavior
31:23 Cognitive Biases like Maslow's Hammer - One Tool Being a Solution for All Problems
32:59 Cognitive Bias - Bike Shedding
35:30 Understanding Culture & Global Culture & Involving People from a Specific Culture
40:05 Limitations of Net Promoter Scores - Rationally vs Emotionally Satisfied Customers
44:10 Kickstarting Customer Understanding - Catalyst for Change - Urgent Problem to Solve
47:15 Rapid Fire with Andrea Belk Olson
50:22 Connecting with Andrea Belk Olson
Jagged with Jasravee, is an initiative of Master Sun, the Consulting Brand of Adiva Lifestyle Pvt Ltd.
Website : https://jasravee.com/
‘Come to OYO’ Campaign won big at the 2022 Jay Chiat Awards. What was the business & the brand challenge, the consumer insights and the communication strategy behind the unique campaign ?
How did 'Come to OYO' campaign evolve over subsequent years? What was the cumulative impact on brand and business of 11 films in multiple languages?
How coming together of 3Ks- KJO, Kukki and Krrish campaign drive conversations and what was the marketing objective behind it ?
Why did OYO’s brand image need a complete overhaul with women consumers? Please share the challenge and key insight that led to ‘#Showsomerespect’, an ORM exercise that won over women?
How did Paper to Pixel create positive buzz and increase brand consideration of OYO ?
Mayur answers the above questions and many more as he takes on a journey of how he & his team transformed Brand OYO in a space of 3-4 years, and in doing so won the most prestigious Global Awards for marketing effectiveness including Jay Chiat & WARC awards (2 Golds, 2 Silvers respectively in the same year AND a Grand Prix)
Mayur Hola is SVP, Global Brand at OYO. He has built brand into a strategic marketing and growth engine and transformed brand OYO. Today OYO ranks amongst the top 10 most effective brands as recognized by global benchmarks such as WARC, Jay Chiat & Effies. In the past, he has worked as senior creative leader in advertising industry working on many of the world's biggest brands like Coca-Cola, Domino's, TrueCaller, MasterCard, Reckitt, National Geographic etc.
Please connect with Mayur Hola on Linkedin https://www.linkedin.com/in/mayurhola/
Email Mayur at mayurhola@gmail.com
Jagged with Jasravee is facilitated by Jasravee Kaur Chandra, Director- Brand Building, Research & Innovation at Master Sun, Consulting Brand of Adiva L Pvt. Ltd. Jasravee has over 20 years experience as a Strategic Brand Builder,Communications Leader and Entrepreneur.
Please visit Jasravee at https://jasravee.com/
Connect with Jasravee on Linkedin at https://www.linkedin.com/in/jasravee/
Email Jasravee at jasravee@theadiva.com
Index of Content
00:00 Preview & Introduction to Mayur Hola
03:25 Come to OYO Campaign - The Context of OYO, Organizing the Unorganized Hotel Segment
06:25 How OYO Brand Was Created - Value Brands are Looked Upon by Opinion Makers
07:40 How OYO Brand was Created - ConsumerTech Startups don’t focus on Brands , Brand Built by Pop Culture
10:30 OYO Brand Value Proposition - Location, Price ,Availability
12:10 Come to OYO Campaign - Learning from Consumers
14:35 Come to OYO Campaign - India’s Lack of Space & OYO’s Ubiquitousness
18:11 Come to OYO Campaign - Hotel Owner’s Perspective, Challenge to Create Demand
26:11 Driving Emotional Perception for a Brand - Kjo, Krrish and Kukki (3K) to OYO's Rescue Campaign
28:11 Driving Emotional Perception for a Brand - Cadbury, Zomato
30:52 3 K Campaign - Targeting Premium Families & Shareholders
34:52 3 K Campaign - Driving a Narrative, Conversations, Influencer s
41:20 Paper to Pixel Campaign - How OYO Increased Brand Consideration
46:55 Paper to Pixel Campaign - Association with Olympics, Women Safety
49:40 ‘Safe for Women’ Campaign through ORM (Online Relationship Management ) - Case Study on Brand Purpose
58:35 Rapid Fire - Personally Speaking with Mayur Hola
01:01:30 Connect with Mayur Hola
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How do you become a RENEGADE marketer ? What is the CATS framework for RENEGADE marketing ?,
Courageous Strategy - Why ‘clearing the clutter’ is important ? Why differentiation and distinctiveness is so important? How has Arrow, Ben & Jerry & other brands applied it ?
Artful Ideation -The Eight-Word Story & why is it important? How its is not just a tagline; and compels a company to take actions that go well beyond the traditional bounds of marketing?
Thoughtful Execution -How do we engender brand love & make the customers the heroes of brand story ? Why every CMO should have at least a few key customers on speed dial ?
Scientific Method- How do the CMOs work with CFOs to develop metrics that matter for employee satisfaction, customer advocacy, and prospect interest ? What should be the most important metrics to measure? What is 'Blended Brand Awareness' tracker?
Drew answers the above questions and many more as he takes us on a fascinating journey to be a CATS CMO. Drew Neisser is the founder of Renegade, the award-winning strategic boutique for B2B innovators, and CMO Huddles, the fast-growing community of B2B CMOs.
Neisser’s first book, The CMO’s Periodic Table: A Renegade’s Guide to Marketing, features interviews with sixty-four marketing leaders at top brands, including American Express, Dow, IBM, and SAP. Drew's 2nd book, is on Renegade Marketing: 12 Steps to Building Unbeatable B2B Brands . Ranked among the top CMO influencers, Drew Neisser is a LinkedIn Top Voice in Marketing 2022 . He is a host of podcast for B2B CMOs & an AdAge CMO columnist.
Please connect with him on Linkedin & he promises to send a chapters of his book for free https://www.linkedin.com/in/drewneisser/
Please visit his company website https://renegade.com/
Jagged with Jasravee is facilitated by Jasravee Kaur Chandra, Director- Brand Building, Research & Innovation at Master Sun, Consulting Brand of Adiva L Pvt. Ltd. Jasravee has over 20 years experience as a Strategic Brand Builder,Communications Leader and Entrepreneur.
Please visit Jasravee at https://jasravee.com/
Connect with Jasravee on Linkedin at https://www.linkedin.com/in/jasravee/
Email Jasravee at jasravee@theadiva.com
Index
00:00 Preview & Introduction to Drew Neisser
02:33 Book Renegade Marketing - Best Practices of Successful CMOs
05:35 CATS Framework after Interviewing 500+ CMOs
07:45 Courageous Strategy - Focus & 'Clear Away the Clutter'
11:01 Courageous Strategy - Daring to Be Distinct - Arrow Electronics Case Study
13:15 Courageous Strategy - Pounce on Purpose like Ben & Jerry's Ice cream or KIND Snacks
16:49 Artful Ideation - Perfect Pithy- Find Your Eight Word Story
19:25 Purpose Driven Story Statement -How not to do it - Family Circle Magazine
21:35 Purpose Driven Story Statement - How to do it - Case Paper
23:13 Thoughtful Execution - Customers on Speed Dial, User Committees, Customer Advisory Board
30:12 Thoughtful Execution- Renegade Marketer Puts Employees First
32:10 Scientific Method- Key Metrics - Customer Satisfaction, Employee Satisfaction, Brand & Sales Velocity
37:44 Scientific Method - Blended Brand Health Tracker
44:49 Rapid Fire - Personally Speaking with Drew Nessier
46:16 Connect with Drew Nessier
Jagged with Jasravee, is an initiative of Master Sun, the Consulting Brand of Adiva Lifestyle Pvt Ltd.
Website : https://jasravee.com/
What are the 10 keys to creating a differentiated experience ? What is the metaphor of goldfish that has inspired your book series?
What are the key learnings from your book Pink Goldfish OR How does one defy normal, exploit imperfections and captivate customers ? How do your flaws make you awesome?
How can we contribute to the happiness of customers, employees, and society ? How can Happiness be the ultimate currency in business?
What is G.L.U.E. in context of differentiation via added value?
How can little things add value or make it easier for customers? What could be these little things, please explain with examples
Stan answers the above questions and many more as he conducts a masterclass on creating a differentiated customer experience. Stan Phelps is a Forbes Contributor, TEDx Speaker, IBM Futurist, Certified Speaking Professional, and best-selling author of the Goldfish Series. He is also an Instructor for the ANA School of Marketing and Rutgers Business School.
Please visit his website https://stanphelps.com/
Connect with Stan on Linkedin https://www.linkedin.com/in/stanphelps/
Email him at stan@purplegoldfish.com
Jagged with Jasravee is facilitated by Jasravee Kaur Chandra, Director- Brand Building, Research & Innovation at Master Sun, Consulting Brand of Adiva L Pvt. Ltd. Jasravee has over 20 years experience as a Strategic Brand Builder,Communications Leader and Entrepreneur.
Please visit Jasravee at https://jasravee.com/
Connect with Jasravee on Linkedin at https://www.linkedin.com/in/jasravee/
Email Jasravee at jasravee@theadiva.com
00:00 Preview & Introduction to Stan
02:32 Goldfish as a Metaphor of Growth - Five Reasons Why Goldfish Grows -
10:25 Differentiated Experience -Referred Customer is 4X Valuable
13:25 Purple Goldfish - Finding Ways of Differentiating Experience 'Signature Extras' - Warm Chocolate Chip Cookie by Double Tree Hotel by Hilton
17:59 Sampling as a Way of Demonstrating Additional Capabilities to Current Customers -Izzy’s Ice Cream Mini Scoop
21:20 How do your Flaws Make You Awesome OR FLAWSOME - Buckley's Cough Syrup
27:25 Antagonizing Some Customers- Alamo Drafthouse Cinema
30:25 Exposing Yourself - Snowbird Ski resort in Utah
34:45 Differentiation Strategies - Cow , Peacock, Zebra, Polar Bear
39:56 Being Unique & The 6 As of Uniqueness
44:19 Business 5.0 OR Putting Happiness to the Centre of Business - Southwest Airlines, GE MRI Machine Experience
55:10 3 Rs of Differentiation - Cross Selling Different Products at Different Life Stages -Westpac Bank, Australia
58:32 Talent Show - Bar Tricks
01:01:04 Rapid Fire - Personally Speaking with Stan Phelps
01:02:28 Connecting with Stan Phelps
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Jagged with Jasravee, is an initiative of Master Sun, the Consulting Brand of Adiva Lifestyle Pvt Ltd.
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You say that your mantra is, “We don’t buy things because of what they do. We buy them because of what they mean.” Can you explain that to us?
You have a new online course called ENGAGE! that’s devoted to building consumer engagement with a product, service, or organization. Why is engagement so important that you offer 6 hours of training to cover it?
How can we engage using the classic AIDA Model of persuasion?
The first two stages of the AIDA model are Awareness and Interest. How does an organization create awareness and then interest?
Michael answers the above questions and more as he gives a preview of his online course ENGAGE !.
Professor Michael Solomon is a Professor of Marketing in the Haub School of Business at Saint Joseph’s University in Philadelphia. He is a renowned marketing consultant and published Author of the most widely used book on consumer behavior in the world, “Buying, Having, and Being.
To learn more on Customer Engagement, please consider Michael's Online Course called ENGAGE ! The link is attached below
https://michael-solomon-s-school.teachable.com/p/engage?affcode=1092553_m9on_utp
SPECIAL INCENTIVE: JWJ viewers and listeners can use one of the following two Coupon Codes in order to receive the discount:
JWJ for $100 off the $679 single-payment option
3PPJWJ for $100 off the three-payment plan (The $100 will taken off the first of the three $230 monthly payments in that plan.)
Jagged with Jasravee is facilitated by Jasravee Kaur Chandra, Director- Brand Building, Research & Innovation at Master Sun, Consulting Brand of Adiva L Pvt. Ltd. Jasravee has over 20 years experience as a Strategic Brand Builder,Communications Leader and Entrepreneur.
Please visit Jasravee at https://jasravee.com/
Connect with Jasravee on Linkedin at https://www.linkedin.com/in/jasravee/
Email Jasravee at jasravee@theadiva.com
Index
00:00 Introduction to Michael
00:54 How to Engage the Consumer - Premise for the Course 'ENGAGE'
06:35 Consumer Mantra - We Buy Things For What They Mean
10:08 Need to Ramp Up Consumer Engagement vs Acquiring New Customers
14:22 80/20 Rule of Marketing -Identifying Most Engaged Customers
19:00 AIDA Model of Persuasion
25:15 Omni-channel Engagement - Product, Communication & Environment of Purchase
26:21 Linking Your Products to Cultural Stories - De Beers Diamond, Nike
30:26 Marketers Limited to 'Top of Funnel' Focus, Engagement is Not Just Content Creation
35:19 ENGAGE! Course by Michael - Creating Brand Fanatics
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Jagged with Jasravee, is an initiative of Master Sun, the Consulting Brand of Adiva Lifestyle Pvt Ltd.
Website : https://jasravee.com/
'If you’re aspiring to satisfy your customers, then you are aspiring to mediocrity” Why do you say so? •
"A great customer experience as being like a beautifully choreographed performance, complete with “onstage” and “backstage” components." Tell us more about that.
Are the terms ‘customer service’ and ‘customer experience’ interchangeable?
One of your 12 Principles of Great Customer Experience is about making things “effortless” for customers. What are some ways that businesses can accomplish that ?
The most efficient customer experience isn’t necessarily the most engaging customer experience. What do you mean by that?
Jon answers the above questions and many more as he conducts a masterclass on how to convert customers into lifelong fans. Jon Picoult is the founder of Watermark Consulting and a leading expert in customer and employee experience. He has advised C-Suite leaders at some of the world’s foremost brands, helping companies capitalize on the power of loyalty – both in the marketplace and in the workplace.
Jon earned his bachelor’s degree in Cognitive Science at Princeton and holds an M.B.A. from Duke. Jon is an author of an amazing book, “From Impressed To Obsessed: 12 Principles For Turning Customers and Employees Into Lifelong Fans.”
Jon Picoult website: www.jonpicoult.com
Jon's Book website: www.impressed2obsessed.com
Watermark Consulting Customer Experience ROI Study: www.watermarkconsult.net/cx-roi
The Worst Customer Service Telephone Greeting… Ever!: https://youtu.be/fQmBDsqVPCY
Jon Picoult on Twitter: www.twitter.com/jonpicoult
Jon Picoult on Instagram: www.instagram.com/jonpicoult
Jagged with Jasravee is facilitated by Jasravee Kaur Chandra, Director- Brand Building, Research & Innovation at Master Sun, Consulting Brand of Adiva L Pvt. Ltd. Jasravee has over 20 years experience as a Strategic Brand Builder,Communications Leader and Entrepreneur.
Please visit Jasravee at https://jasravee.com/
Connect with Jasravee on Linkedin at https://www.linkedin.com/in/jasravee/
Email Jasravee at jasravee@theadiva.com
Index
00:00 Preview & Introduction to Jon
02:27 Focusing on Customer Satisfaction is Not Enough
07:23 Definition of Customer Experience
09:45 Difference Between Customer Experience Vs Customer Service
13:20 Great Customer Experience - True Value or ROI
15:42 Correlation Between Customer Experience & Shareholder Return
18:47 Principle of Customer Experience - Keeping It Simple
24:48 Cognitive Effort Reduction - Overload of Choice American Retirement Plan Example
27:54 Cognitive Effort Reduction - Worst Customer Service Telephone Greeting
31:59 Efficient vs Engaging Experience - Starbucks Turnaround Example
39:09 Being Relevant for Customers- Brand Vision Translating Into Operations
41:50 Principle of Giving the Perception of Control - Red Cross Example
49:00 Principle of Delivering Pleasant Surprises
54:19 Rapid Fire - Personally Speaking with Jon
56:37 Connect with Jon
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Jagged with Jasravee, is an initiative of Master Sun, the Consulting Brand of Adiva Lifestyle Pvt Ltd.
Website : https://jasravee.com/
Why the traditional sales funnel no longer works―and what’s replacing it? How the customer journey can be leveraged to grow sales
How can we use one-to-one marketing, and how they leverage it for growth
What is the important role privacy plays in a one-to-one marketing campaign? What fears consumers have about privacy―and how address those concerns?
What are the unspoken rules of leadership ? How does one discovering your authentic self for better leadership ?
Jamie answers above questions and more as he encourages us to make a shift from mass marketing to one to one marketing. Jamie Turner is an author, professor, speaker, global consultant and network TV news contributor who has helped The Coca-Cola Company, AT&T, Holiday Inn, and other international brands solve complex marketing and business problems.
He speaks about business, marketing, persuasion, and leadership at events, trade shows, and corporations around the globe.
Please connect with him on Linkedin https://www.linkedin.com/in/askjamieturner/
Please visit his websites
https://jamieturner.live
https://unspokenrules.live
Jagged with Jasravee is facilitated by Jasravee Kaur Chandra, Director- Brand Building, Research & Innovation at Master Sun, Consulting Brand of Adiva L Pvt. Ltd. Jasravee has over 20 years experience as a Strategic Brand Builder,Communications Leader and Entrepreneur.
Please visit Jasravee at https://jasravee.com/
Connect with Jasravee on Linkedin at https://www.linkedin.com/in/jasravee/
Email Jasravee at jasravee@theadiva.com
INDEX
00:00 Preview & Introduction to Jamie
01:50 Audience of One, Why Marketing is Broken
06:45 Using Data for Hyper-Targeting Customers
16:09 Consumer Privacy - Cost vs Benefit
19:35 Consumer Privacy Went Away in Mid-1960s
21:08 Mindset of One to One Marketing- Incremental Change
24:14 Using Data for Insights, Coca Cola Case Study
30:00 Unspoken Rules of Leadership - Focus on Mindset
33:46 Leadership - Need for Self Awareness
39:15 Leadership - Move Towards Discomfort , Your World Expands
40:35 Leadership - Work on the First Line of Code
43:06 Rapid Fire - Personally Speaking with Jamie Turner
45:47 Connecting with Jamie Turner
One-to-one marketing is the breakthrough strategy today’s top brands are using to generate meaningful conversations with customers on an individual basis, helping them grow their revenue while understanding and even anticipating consumer behavior. But with that enormous potential comes a common pitfall: Alienating customers who value their privacy.
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Jagged with Jasravee, is an initiative of Master Sun, the Consulting Brand of Adiva Lifestyle Pvt Ltd.
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directmarketing #audienceofone #hypertargeting #hypertargetmarketing #personalizationinmarketing #hyperpersonalizationinmarketing #dataanalyticsinmarketing #consumerinsightsmarketing #authenticleadership #marketing101 #marketingstrategies #marketingpodcast #consumerprivacy #rulesofleadership #leadership
Why do people love things? Can you really love a thing like you love a person?
What are the main reasons people fall in love with brands and things?
How can companies get consumers to love their products more?
How future technology will create much greater levels of emotional attachment between people and things?
Why do we love music?
Aaron Ahuvia, Ph.D. answers the above questions and many more. Dr. Ahuvia is the world’s leading expert on brand love, a topic he pioneered and has worked on since 1990. Dr. Aaron Ahuvia is the Professor of Marketing at the University of Michigan-Dearborn College of Business. He received his Ph.D. in Marketing from Northwestern University’s Kellogg College of Business where along with conducting original research, he assisted Professor Phillip Kotler with a revision of his classic textbook.
Please follow/connect on Linkedin : https://www.linkedin.com/in/aaronahuvia/
Please visit Dr Aaron's Website : https://thethingswelove.com/
Aaron Ahuvia’s book : https://www.amazon.com/Things-We-Love-Passions-Connect-ebook/dp/B09L81SC2M
Jagged with Jasravee is facilitated by Jasravee Kaur Chandra, Director- Brand Building, Research & Innovation at Master Sun, Consulting Brand of Adiva L Pvt. Ltd. Jasravee has over 20 years experience as a Strategic Brand Builder,Communications Leader and Entrepreneur.
Please visit Jasravee at https://jasravee.com/
Connect with Jasravee on Linkedin at https://www.linkedin.com/in/jasravee/
Email Jasravee at jasravee@theadiva.com
Index
00:00 Preview & Introduction to Dr. Aaron Ahuvia
03:01 From World's First Dating Service to Brand Love
08:00 Why People Love Things
11:11 Most Loved Brands - Being Fabulous & Different Isn't Enough
19:13 How Can Brands Create Love - 3 Kinds of Connection
26:17 Mobile Phone Love - Makes All 3 Connections
28:18 Evolutionary Basis of Love in Humans & Some Animals
35:45 Future Trends In Love of Things
39:45 Love of Categories, Creating More Love Than Competition
47:55 Why We Love Music
51:16 Rapid Fire - Personally Speaking with Professor Aaron Ahuvia
55:39 Connecting with Dr Ahuvia
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Website : https://jasravee.com/
mostlovedbrands #loveofbrands #brandlove #loveofthings #neuropsychology #brandpreference #consumerpreference #Loveofobjects #anthropomorphism #Anthropomorphic #brandloyalty #customerloyalty
What is Metaverse? How will we market in the Metaverse?
How will marketers use Virtual Product Placements & Virtual Spokes People in the metaverse?
What are some other use cases of metaverse say in Medicine ?
How do we regulate the meta verse and what are the approaches for consumer protection?
Dr Louis Rosenberg answers the above questions and many more as he takes us into the future of metaverse filled with exciting possibilities & also some risks. Dr Louis is a Metaverse Pioneer & AI Researcher for 30+ years. He has been awarded over 300 Patents in VR, AR, and AI.Dr Louis Rosenberg is the CEO & Chief Scientist at Unanimous A.I. Please visit his company at https://unanimous.ai/
Please connect with Dr Louis on Linkedin https://www.linkedin.com/in/louis-rosenberg-025851132/
Please write to him on louis@unanimousai.com
Jagged with Jasravee is facilitated by Jasravee Kaur Chandra, Director- Brand Building, Research & Innovation at Master Sun, Consulting Brand of Adiva L Pvt. Ltd. Jasravee has over 20 years experience as a Strategic Brand Builder,Communications Leader and Entrepreneur.
Please visit Jasravee at https://jasravee.com/
Connect with Jasravee on Linkedin at https://www.linkedin.com/in/jasravee/
Email Jasravee at jasravee@theadiva.com
Index of Content
00:00 Preview & Introduction to Dr Rosenberg
05:29 How do you define & explain Metaverse
07:30 Marketing in Metaverse
09:18 Marketing in Metaverse - Virtual Product Placement
12:21 Marketing in Metaverse - Virtual Spokespeople
14:22 Need to Regulate Marketing in the Metaverse
23:16 Consumer Emotion Recognition & Manipulation in the Metaverse
25:10 Legitimate Uses of Biometrics
26:52 Medicine & the Metaverse - Teaching & Practice
31:50 Content Marketing for Health Brands in the Metaverse
33:34 Myth of Human Immortality -Mind Uploading
36:07 Trends in AR - Phone to Eyewear
40:05 How is Social Media Making Us Stupid & How Do We Fix It
42:37 Rapid Fire - Personally Speaking with Louis Rosenberg
48:25 Connecting with Dr Louis Rosenberg
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Dr Louis Rosenberg says that the “The Metaverse” represents the largescale shift in the digital ecosystem from flat content viewed in the third person to immersive content experienced in the first person. He explains that the metaverse transforms the role of the user from an outsider to a co-located participant who engages in natural, personal, and intuitive experiences. He suggests that the two primary forms of advertising in virtual and augmented worlds will likely be Virtual Product Placements (VPPs) and Virtual Spokespeople (VSPs), also called Virtual Conversational Agents.
Jagged with Jasravee, is an initiative of Master Sun, the Consulting Brand of Adiva Lifestyle Pvt Ltd.
Website : https://jasravee.com/
metaverseexplained #marketinginmetaverse #metaverseadvertising #virtualproductplacement #virtualspokespeople #metaverseplatforms #metaversevr #regulatingmetaverse #immersiveexperience #whatismetaverse #metaversemarketingstrategy #Marketingmetaverse #Metaverseregulation #Augmentedrealitymarketing #Vrmarketingideas
How is biometrics is being used in consumer research and the unique challenges it faces in adoption in the commercial space (like marketing, design etc) when compared to academia ?
What are the common use cases for biometrics in consumer testing with client examples?
Can you elaborate a little on what kind of data to expect form different tools say eye-tracking, facial expression etc. ?
What are the common mistakes & things to watch out for while adopting bio-metrics by marketers, designers etc ?
Jessica answers the above questions and many more ,as she takes us into a fascinating world of unpacking human behaviour using biosensors.Jessica M. Wilson, Ph.D. is the Technical Director at iMotions A/S. She is a Neuroscientist with over a decade of experience conducting research in both human and animal models. She is also an award-winning science communicator with a proven track record of translating complex scientific information to any audience across multiple industries .
Please connect with Jessica on LinkedIn https://www.linkedin.com/in/jessicawilsonphd/
Jessica's Personal Website: www.jessicawilsonphd.com
Jessica's Company Website : https://imotions.com/
Jagged with Jasravee is facilitated by Jasravee Kaur Chandra, Director- Brand Building, Research & Innovation at Master Sun, Consulting Brand of Adiva L Pvt. Ltd. Jasravee has over 20 years experience as a Strategic Brand Builder,Communications Leader and Entrepreneur.
Please visit Jasravee at https://jasravee.com/
Connect with Jasravee on Linkedin at https://www.linkedin.com/in/jasravee/
Email Jasravee at jasravee@theadiva.com
Index
00:00 Preview & Introduction to Jessica
02:45 Applications of Biometrics in Consumer Research
11:36 Duracell Case Study
15:29 Expedia Case Study
18:18 Doing Biosensors Research Remotely Using Webcams
22:04 Eye Tracking & Its Applications -Branding/Advertising, Tracking Attention
24:44 Application of Other Tools like Facial Expressions Analysis, Skin Conductance
25:45 Common Mistakes while Adopting Biometrics & Consistency in Operational Definitions
32:12 Importance of Context & Analysis Using Human/Cultural Lens
34:48 Emerging Trends - Neuro-Forecasting for Box Office Success of Movies or Songs
37:35 Talent Show - Naginata Martial Arts
40:00 Rapid Fire - Personally Speaking with Jessica
42:34 Connect with Jessica
Useful Links of Things Discussed in the Conversation
JAR article by Duane Varan on Operational Definitions in Neuromarketing: http://www.journalofadvertisingresearch.com/content/55/2/176
Duracell Case Study
https://imotions.com/blog/powering-consumer-insight-advancements/
Expedia Lab Case Study
https://www.phocuswire.com/Inside-Expedia-s-Usability-Lab-consumer-behavior-provides-insights
Brain Synchrony and Spotify Plays
https://imotions.com/blog/the-future-of-music/
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biosensors #consumerbehavior #consumerbehaviorresearch #eyetracking #eyetrackingtechnology #facialexpressionanalysis #emotionrecognition #userexperience #marketresearch #marketresearchtools #Neuroscience #neuropsychology #Biometricsinmarketing #consumerbehaviour #Consumerresearch
Why does our approach to innovation & problem solving needs to change. Why we need to confront our innovation myths.?
Why should one ask “How have we solved this before?’ rather than “How are we going to solve this?”
What is biomimicry? Why it can accelerate innovation?
What is TRIZ? What are its three key elements?
What are psychological contradictions ? How does one for example 'reinforce trust without altering the truth' or improve experiences without changing the duration'
Sam Tatam answers the above questions & many more as he shows how behavioural science and evolutionary psychology can help us solve tomorrow’s challenges, not by divining something the world has never seen, but by borrowing from yesterday’s solutions – often in the most unexpected ways.
Sam Tatam is the Global Principal and Head of Behavioural Science at Ogilvy Growth & Innovation. An awarded strategist and recognised pioneer of applied behavioural science, Sam’s experience stem from a background in Organisational / Industrial Psychology and advertising strategy, with a passion for understanding consumer behaviour at both a macro and micro scale.
Connect with him on Linkedin https://www.linkedin.com/in/sam-tatam-psychologist/
Or Connect on Twitter @s_tatam
Link to his book on Amazon https://www.amazon.com/Evolutionary-Ideas-Unlocking-innovation-challenges-ebook/dp/B09MKMKVN2#
Jagged with Jasravee is facilitated by Jasravee Kaur Chandra, Director- Brand Building, Research & Innovation at Master Sun, Consulting Brand of Adiva L Pvt. Ltd. Jasravee has over 20 years experience as a Strategic Brand Builder,Communications Leader and Entrepreneur.
Please visit Jasravee at https://jasravee.com/
Connect with Jasravee on Linkedin at https://www.linkedin.com/in/jasravee/
Email Jasravee at jasravee@theadiva.com
Index
00:00 Preview & Introduction to Sam
03:39 Key Innovation Myths
09:55 Biomimicry Or Stealing from Nature - Design of Bullet Train
14:25 Theory of Inventive Problem Solving -Methodology of TRIZ
22:21 Psychological Inventive Principles or Contr
28:45 Psychological Principle of Trust - Operational Transparency
34:07 Psychological Principle of Trust - Signalling, Social Proof
37:03 Universality of Principles vs Context, Execution
42:30 Improve Experience Without Changing Duration, Peak End Effect
50:00 Rapid Fire - Personally Speaking with Sam
52:07 Connecting with the Guest
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evolutionaryideas #behaviouraleconomics #inventiveproblemsolving #creativeproblemsolving #innovationdesign #marketingstrategies #behavioraleconomics #creativity #creativityandinnovation #innovationstrategy #innovationmyths #trizmethod #Operationaltransparency #creativityinbusiness #samtatam
How do you capture attention & help people in decision making through story telling
How to use storytelling as a tool for driving change?
What can a good storyteller learn from a great storyteller?
How does story create resilience and impact the bottom line in business?
Michelle answers the above questions and many more as she talks about the power of a story. Michelle Auerbach has an MFA in writing and her PhD dissertation is on story as a trauma sensitive technology for change. She facilitates individuals, organizations, and communities in making change through story.
Michelle Auerbach is the President of Modaka Communications, a consulting firm focused on culture change, leadership development, and working across difference serving the Fortune 50, non-profits, NGOs, religious and
cultural organizations, start-ups, and change makers in communities around the world.
Michelle has published two novels, Alice Modern and The Third Kind of Horse, and her newest book is Resilience: The Life-Saving Skill of Story.
Visit her at www.michelleauerbach.com
Connect with her at https://www.linkedin.com/in/michelleauerbach/
Jagged with Jasravee is facilitated by Jasravee Kaur Chandra, Director- Brand Building, Research & Innovation at Master Sun, Consulting Brand of Adiva L Pvt. Ltd. Jasravee has over 20 years experience as a Strategic Brand Builder,Communications Leader and Entrepreneur.
Please visit Jasravee at https://jasravee.com/
Connect with Jasravee on Linkedin at https://www.linkedin.com/in/jasravee/
Email Jasravee at jasravee@theadiva.com
Index
00:00 Preview & Introduction to Michelle
01:55 How Story Evokes Emotions & Drives Decision Making
08:20 What Makes Stories Work - The Three Part Structure
15:10 Stories Primes You for Decisions
17:45 Stories Build a Desired Organizational Culture of Psychological Safety
22:30 Stories Help Business Bottomline & Build Resilience
28:50 Science Fiction Story & Innovation
30:40 Meme or Social Media Story Telling
32:20 Personal Stories - Telling Stories to Oneself & Our Superpowers
41:33 What Can We Learn from Great Storytellers - Luminous Detail, Building Tension & Creating Connection
43:35 Stories Critical for Capturing Attention
45:00 Talent Show by Michelle
46:15 Rapid Fire - Personally Speaking with Michelle
47:50 Connecting with Michelle
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storytellingforbusiness #storytellinginmarketing #organizationalchange #brandstorytelling #contentmarketing #brandstorytellingstrategy #Attentioncapture #culturalchange #drivechange #captureattention #marketingpodcast #storytelling #Organisationalchange #Michelleauerbach #decisionmaking
What is hype? What it is not? Why is it so mis-understood? What about us humans, makes us so susceptible to ‘hype’?
What are some of the hype strategies from the The Hype Handbook ? Any examples of brands or business that have built in hype as an integral part of their marketing?
What is common between hype generation and marketing; and how are these two different?
What is it that Oprah, Tim Ferris, Kim Kardarshan instinctively know, that marketers can learn from?
Michael answers the above & more questions as he talks about how he uses hype to 'make idea-driven businesses famous'. Michael F. Schein is the Head Hype Artist at MicroFame Media. His explains some of the principles from his book The Hype Handbook: 12 Indispensable Success Secrets From the World’s Greatest Propagandists, Self-Promoters, Cult Leaders, Mischief Makers, and Boundary Breakers.
Please visit his company at : MicroFameMedia.com
Connect with him on Linkedin : linkedin.com/in/michaelfrancisschein
Checkout his book : https://www.amazon.in/Hype-Handbook-Indispensable-Propagandists-Self-Promoters/dp/126047013X
Jagged with Jasravee is facilitated by Jasravee Kaur Chandra, Director- Brand Building, Research & Innovation at Master Sun, Consulting Brand of Adiva L Pvt. Ltd. Jasravee has over 20 years experience as a Strategic Brand Builder,Communications Leader and Entrepreneur.
Please visit Jasravee at https://jasravee.com/
Connect with Jasravee on Linkedin at https://www.linkedin.com/in/jasravee/
Email Jasravee at jasravee@theadiva.com
Index
00:00 Preview & Introduction to Michael
02:32 What is Hype, What it is Not
06:00 The Human Need for Hype - Give Babies Their Milk Before You Give Them Meat
10:10 Elon Musk - The Hype Artist
13:45 Make War, Not Love - Hype Strategies for Marketing & Brands - Case Studies of Basecamp & Apple
26:50 Prayers, Spells & Symbols Hype Strategy
33:33 How Marketing is Not Hype & Hype is Not Marketing
38:21 Case Study -Tim Ferris & Four Hour Work Week
42:00 Theatre & Drama Hype Strategy - Example of Amway
49:04 Cult Leaders & Their X Factor - Hype Factors
53:13 Rapid Fire - Personally Speaking with Michael
56:40 Connecting with Michael
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Jagged with Jasravee, is an initiative of Master Sun, the Consulting Brand of Adiva Lifestyle Pvt Ltd.
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hypemarketing #hypeculture #hypehandbook #hypemeaning #contentmarketing #contentmarketingstrategy #basecamp #Amwaymarketingstrategy #propogandaandculture #hypeinnovation #propogandatechniques #Hypestrategy #Hypemarketingstrategy #marketingpodcast #attention
How is the creator economy evolving? What are the top trends about the creator economy to watch out for marketers, advertisers ?
How does your company Rainshine develop new ways for creators to engage with audiences ?
How will the verticals of the decentralized creator economy become mainstream and mature. And the verticals of the traditional creator economy like Netflix, YouTube etc soon take a backseat? Please explain
How will blockchain and NFTs contribute to this decentralized creator economy
How are you attracting talent to like creators to your platform and building it at scale ?
Harjit answers the above questions as he explains the fast changing landscape of the creators economy. Harjit Singh is the Head of Corporate Partnerships at Rainshine Global Inc. Rainshine Global is a leading entertainment company that natures, creates and develops content studios that create fabulous content aimed at audiences worldwide and build sustainable businesses.
Please connect with him on Linkedin https://www.linkedin.com/in/harjits/
Please email him at harjit.singh@rainshine.com
Jagged with Jasravee is facilitated by Jasravee Kaur Chandra, Director- Brand Building, Research & Innovation at Master Sun, Consulting Brand of Adiva L Pvt. Ltd. Jasravee has over 20 years experience as a Strategic Brand Builder,Communications Leader and Entrepreneur.
Please visit Jasravee at https://jasravee.com/
Connect with Jasravee on Linkedin at https://www.linkedin.com/in/jasravee/
Email Jasravee at jasravee@theadiva.com
Index
00:00 Introduction to Harjit Singh
01:05 Creator Economy Evolution & Trends
03:41 Media 3.0, Rainshine as a B2B Platform
08:05 Brands Collaborating with Creators
09:50 Decentralized Creator Economy
12:45 Role of Blockchain & NFTs in Media 3.0
16:05 Evolving Revenue Models for Creators
17:05 Metaverse & the Creator Economy
21:15 Empowering Creators at Scale
24:18 Rapid Fire -Personally Speaking with Harjit
25:44 Connect with Harjit Speaking
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Jagged with Jasravee, is an initiative of Master Sun, the Consulting Brand of Adiva Lifestyle Pvt Ltd.
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creatoreconomy #Creatoreconomyweb3 #Decentralizedcreatoreconomy #Creatorcommunity #Globalentertainment #Futureofmedia #Digitalentertainment #Creatorecosystem #web3 # media3 #creatorfirst #contentcreator #creatorbrandbuilding #Creatorsmetaverse #creatoreconomyyoutube #rainshineglobal
What’s the biggest challenge with public speaking? What should we start practicing tomorrow for public speaking?
What daily exercises can we use to practice communication?How can we present better, online or in groups ?
As a content creator, what are some key principles you followed to grow your channel? What can marketers learn from these principles for brand building/ brand engagement?
Could you do some crystal ball gazing and share some emerging trends with our audiences in content creation, influencer marketing, public speaking?
Brenden answers the above questions and many more as he conducts a masterclass on public speaking & shares his experience on growing his channel MasterTalk. Brenden Kumarasamy is a 'Public Speaking Coach'. He is Founder & President-MasterTalk.ca. He helps ambitious executives & coaches become TOP 1% communicators in their industries.
Please visit his Youtube Channel https://www.youtube.com/c/MasterTalks
Email him at kumarasamy.brenden@gmail.com
Connect with him on Linkedin linkedin.com/in/brendenkumarasamy
Jagged with Jasravee is facilitated by Jasravee Kaur Chandra, Director- Brand Building, Research & Innovation at Master Sun, Consulting Brand of Adiva L Pvt. Ltd. Jasravee has over 20 years experience as a Strategic Brand Builder,Communications Leader and Entrepreneur.
Please visit Jasravee at https://jasravee.com/
Connect with Jasravee on Linkedin at https://www.linkedin.com/in/jasravee/
Email Jasravee at jasravee@theadiva.com
Index
00:00 Introduction & Preview to Brenden Kumarasamy
02:37 MasterTalk - Journey as a Content Creator on Public Speaking
03:52 Building a Personal Brand & Youtube Channel
13:30 Challenges of Public Speaking & How to Overcome Them
18:58 Easy 3s - Tips for Better Public Speaking
21:44 How to Improve Online Presentations on Zoom etc.
24:30 Tips for Better Group Presentations
29:35 Emerging Trends in Content Creation, Influencer Marketing, Public Speaking
32:55 Talent Show - Butter Chicken Extempore
35:05 Rapid Fire - Personally Speaking with Brenden Kumarasamy
36:37 Connecting with Brenden
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Jagged with Jasravee, is an initiative of Master Sun, the Consulting Brand of Adiva Lifestyle Pvt Ltd.
Website : https://jasravee.com/
publicspeakingskills #publicspeakingtips #communicationskillstraining #contentcreationtips #presentationskills #Brendenkumarasamy #mastertalk #publicspeakingtechniques #personalbrand #communicationskills #publicspeakingcoach #contentcreationstrategy #contentcreator #publicspeakinganxiety #publicspeakingadvice
What is artificial intelligence & what it is not. Please share some use-case scenarios for marketing, branding and consumer understanding ? How does your company use data science & AI to grow your personal brand and build relationships that pay? What are simple definition of a technology like Blockchain. How can it be used to build trust in businesses & brands ? How do you use technology for Human to Human marketing ?
Manuj answers the above question and many more as he demystifies AI, Data Science & Blockchain and discussed their application for insights, increasing engagement, boosting revenue. Manuj Aggarwal is a Founder & Chief Innovation Officer , TetraNoodle Technologies . He is an expert on Data Science, AI & Startups with 4 Patents in AI/ML. Connect with him on Linkedin : https://www.linkedin.com/in/manujaggarwal/ His Linktree https://linktr.ee/manujagro
Jagged with Jasravee is facilitated by Jasravee Kaur Chandra, Director- Brand Building, Research & Innovation at Master Sun, Consulting Brand of Adiva L Pvt. Ltd. Jasravee has over 20 years experience as a Strategic Brand Builder,Communications Leader and Entrepreneur. Please visit Jasravee at https://jasravee.com/ Connect with Jasravee on Linkedin at https://www.linkedin.com/in/jasravee/ Email Jasravee at jasravee@theadiva.com
Index 00:00 Preview & Introduction to Manuj 02:27 Artificial Intelligence Demystified 05:30 Use-cases for Artificial Intelligence 07:30 What can Artificial Intelligence Not Do 09:15 AI as a Part of Human Evolution, No Doomsday Scenario 14:15 Use of Data Science for Customer Understanding & Engagement 20:42 Blockchain Demystified & Role of Digitizing Trust 24:24 Human to Human Marketing 28:18 AI Use-cases : Helping Reduce Student Drop-outs, Joint Pain 34:00 Rapid Fire - Personally Speaking with Manuj 35:46 Getting in Touch with Manuj
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Jagged with Jasravee, is an initiative of Master Sun, the Consulting Brand of Adiva Lifestyle Pvt Ltd.
Website : https://jasravee.com/
AIinmarketing #consumerinsights #marketinganalytics #aimarketing #aimarketingnews #Dataanalyticsinmarketing #consumerdataanalytics #businessinsights #predictivemarketing #predictiveai #artificialintelligenceinmarketing #AIML #blockchain #aiinsales #dataanalytics
What are the changing paradigms of building brands over last two decades?
How can brands influence the narrative & drive conversations in today's world ?
How do the marketing & advertising campaigns of today differ from 360 degree campaigns of yesterday ?
How has the role of brand strategic planning evolved in today's world?
Neeraj answers the above questions and many more, as he lays down the agenda for building brands in today's digital world. Neeraj Bassi is a strategic marketing advisor with 25 years of experience. He has been a brand strategy leader, and has been part of top advertising (Ogilvy, JWT & McCann) & market research (TNS, NFO, IMRB) networks . Till recently he was the Group Chief Strategy Officer of Havas Group, India. He is a MICA graduate.
Email him at neerajbassi @gmail.com
Connect with him on Linkedin linkedin.com/in/neeraj-bassi-438620a
Jagged with Jasravee is facilitated by Jasravee Kaur Chandra, Director- Brand Building, Research & Innovation at Master Sun, Consulting Brand of Adiva L Pvt. Ltd. Jasravee has over 20 years experience as a Strategic Brand Builder,Communications Leader and Entrepreneur.
Please visit Jasravee at https://jasravee.com/
Connect with Jasravee on Linkedin at https://www.linkedin.com/in/jasravee/
Email Jasravee at jasravee@theadiva.com
Index
00:00 Preview & Introduction to Neeraj
03:26 The Brand Idea Paradigm
08:33 The Brand Ideal or Purpose Paradigm
14:06 The Brand Interaction or Conversation Paradigm
25:25 How can Brands Influence Narrative
35:05 Brand Campaigns of Today vs Yesterday
44:17 Challenge for Brand Strategic Planning in Today's World
47:52 Personally Speaking with Neeraj - Rapid Fire
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Jagged with Jasravee, is an initiative of Master Sun, the Consulting Brand of Adiva Lifestyle Pvt Ltd.
Website : https://jasravee.com/
brandideal #brandinteraction #brandconversations #customerengagement #brandpurpose #integratedcommunicationcampaigns #brandingstrategy #marketingcampaigns #digitalbranding #Campaignplanning #Digitalbrandbuilding #branding101 #brandmanagement #brandstrategyprocess #brandvision
How should marketers use Semiotics to achieve consumer insight for brand growth ?
How to use Semiotics in Retail to boost sales ?
How to use the Semiotic Process - Bottom-up Semiotics vs Top-down Semiotics Approach ?
What are the top three future trends using Semiotics Analysis ?
What are the five emerging codes post pandemic ?
Dr Rachel answers the above questions and many more as she takes us into the fascinating world of semiotics, when applied to marketing & business. Dr Rachel Lawes is a social psychologist specializing in the interface between individuals and consumer culture.
Dr Rachel Lawes is the author of two ground-breaking books on the business applications of semiotics - ‘Using Semiotics in Marketing’ (2020) & ‘Using Semiotics in Retail’ (2022) . The books are available worldwide from Amazon and Kogan Page.
Dr Rachel’s has spent most of the last 20 years supplying semiotics to brand owners and marketers around the globe. She is a prolific writer and a familiar, trusted expert in the global semiotics community. Rachel is a Fellow of the Market Research Society.
Please visit her website at https://lawes-consulting.co.uk/
Please connect with her on Linkedin https://www.linkedin.com/in/rachellawes/
Jagged with Jasravee is facilitated by Jasravee Kaur Chandra, Director- Brand Building, Research & Innovation at Master Sun, Consulting Brand of Adiva L Pvt. Ltd. Jasravee has over 20 years experience as a Strategic Brand Builder,Communications Leader and Entrepreneur.
Please visit Jasravee at https://jasravee.com/
Connect with Jasravee on Linkedin at https://www.linkedin.com/in/jasravee/
Email Jasravee at jasravee@theadiva.com
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Jagged with Jasravee, is an initiative of Master Sun, the Consulting Brand of Adiva Lifestyle Pvt Ltd.
Website : https://jasravee.com/
What motivated you to start busting consumer psychology myths? Why do you think it's so important?
What are the consumer psychology myths and how did you bust the following myths?
Consumer psychology is changing rapidly
Shoppers don't think !
Consumers' attention spans are shorter than those of goldfish!
We can accurately identify consumers' emotional states by scanning their faces
Chris talks about in detail about the above & other myths as he shares his experience of customer psychology. Chris Gray is the Founder & CEO of 'The Buycologist' . Chris has extensive consumer behavior and retail strategy expertise. For more than two decades, he has empowered brands and retailers to engage more effectively with target shoppers to solve business challenges, identify opportunities for growth, and create compelling customer experiences.
Please visit him at www.thebuycologist.com
Email him at chris.gray@thebuycologist.com
Connect with him at https://www.linkedin.com/in/drchris/
Jagged with Jasravee is facilitated by Jasravee Kaur Chandra, Director- Brand Building, Research & Innovation at Master Sun, Consulting Brand of Adiva L Pvt. Ltd. Jasravee has over 20 years experience as a Strategic Brand Builder,Communications Leader and Entrepreneur.
Please visit Jasravee at https://jasravee.com/
Connect with Jasravee on Linkedin at https://www.linkedin.com/in/jasravee/
Email Jasravee at jasravee@theadiva.com
Index
00:00 Preview & Introduction to Chris
02:20 Ever changing Nature of Consumer Psychology
05:24 The Need to Bust Consumer Myths
07:21 Myth 1 - Consumers are changing, everything is different
14:50 Myth 2 - Insights have to be fresh & new
17:58 Myth 3 - Shopper's Don't Think
27:53 Myth 4 - Consumer Attention Spans Are Less Than Goldfish
36:17 Myth 5 - Identify consumers' emotional states by scanning their faces
42:10 Talent Show by Chris
43:35 Rapid Fire - Personally Speaking with Chris
48:00 Connecting with Chris
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Jagged with Jasravee, is an initiative of Master Sun, the Consulting Brand of Adiva Lifestyle Pvt Ltd.
Website : https://jasravee.com/
consumerscience #consumerinsight #consumermotivation #customerattention #consumerbehaviour #consumerculture #marketingpsychology #customerbehaviour #customerinsight #consumerattitude #customerunderstanding #marketing101 #consumerattitude #Consumermotivation #consumertrends
What is most critical for creators & D2C brands to succeed?
How to launch a supplement brand in 2022 ?
How to launch a D2C e-commerce brand & leverage Amazon ?
Tomer Hen answers the above questions as he talks about energizing entrepreneurs & powering D2C brands . Tomer Hen is the Founder & CEO, Mobco Media & SIIZ. Tomer Hen is a serial entrepreneur with over a decade of experience in the Digital Marketing industry. During this time, he founded the first mobile marketing school in Israel, created the first Israeli Mobile Marketing Summit, and has spearheaded notable campaigns with leading fortune 500 brands, including Amazon, Audible, and Mastercard.
Please connect with Tomer at Linkedin https://www.linkedin.com/in/tomer-hen/
Jagged with Jasravee is facilitated by Jasravee Kaur Chandra, Director- Brand Building, Research & Innovation at Master Sun, Consulting Brand of Adiva L Pvt. Ltd. Jasravee has over 20 years experience as a Strategic Brand Builder,Communications Leader and Entrepreneur.
Please visit Jasravee at https://jasravee.com/
Connect with Jasravee on Linkedin at https://www.linkedin.com/in/jasravee/
Email Jasravee at jasravee@theadiva.com
0:00 Preview & Introduction to Tomer
2:02 Key Success Factors for Building a Brand for Creators, Startups
5:18 Launching a Nutrition Supplement Brand - SIIZ
13:24 Relevance of Nutrition Brand for Entreprenuers
22:12 D2C Brand Strategy & Role of Amazon
26:09 Rapid Fire -Personally Speaking with Tomer
27:30 Connecting with Tomer
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Jagged with Jasravee, is an initiative of Master Sun, the Consulting Brand of Adiva Lifestyle Pvt Ltd.
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What is A/B testing & what are some use cases from your work experience ?
What are the cultural barriers and why do most companies struggle to scale their A/B testing programs ?
What are the best practices of A/B testing & how to build business experiments that get maximum impact ?
What is the role of qualitative user research in helping improve A/B Testing programs?
Oliver Palmer answers the above questions & many more. Oliver Palmer, is an Experimentation Practitioner and a Conversion Rate Optimisation Consultant.Oliver works with organisations to demystify experimentation and the MarTech stack and better understand how to integrate with the bigger organisational picture.
Oliver's Website - https://www.oliverpalmer.com/
Oliver on Linkedin - https://www.linkedin.com/in/ollee/
Oliver on Twitter - https://twitter.com/ollee
Jagged with Jasravee is facilitated by Jasravee Kaur Chandra, Director- Brand Building, Research & Innovation at Master Sun, Consulting Brand of Adiva L Pvt. Ltd. Jasravee has over 20 years experience as a Strategic Brand Builder,Communications Leader and Entrepreneur.
Please visit Jasravee at https://jasravee.com/
Connect with Jasravee on Linkedin at https://www.linkedin.com/in/jasravee/
Email Jasravee at jasravee@theadiva.com
Index
00:00 Preview & Introduction to Oliver
02:50 Introduction to A/B testing & Use Cases
15:07 Cultural Barriers & Why Companies Struggle with A/B Testing
18:45 Three Imperatives for A/B testing
25:00 Use Case of A/B Testing - Risk Mitigation for UK Telco Group
29:20 Qualitative User Research In Data-Driven Experimentation
32:45 Rapid Fire - Personally Speaking with Oliver
36:31 Connect with Oliver
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Jagged with Jasravee, is an initiative of Master Sun, the Consulting Brand of Adiva Lifestyle Pvt Ltd.
Website : https://jasravee.com/
martechstack #abtesting #conversionoptimization #martechtools #conversionrateoptimisation #conversionrateoptimization #datadrivenmarketing #datadriventesting #marketingtechnology #landingpageoptimization
conversionoptimizationstrategy #websiteconversionoptimization #internetmarketing #abtestingcasestudy #marketing101
How Wakefit ,a D2C Brand, was built from scratch primarily using content marketing ?
How are unicorns like Byju's & Tata 1mg being built as long-lasting brands of tomorrow ?
What is business model of Spring Capital to position itself as a skin-in-the-game marketing consulting firm ?
Arun answers the above questions and more as he talks about case studies of building unicorn startup brands, and making the brand a 'moat'. Arun Iyer is a Founder and Creative Partner at Spring Marketing Capital. In his previous avatar he was the Chairman & Chief Creative Officer at Lowe Lintas India.
Please connect with Arun on Linkedin https://www.linkedin.com/in/arun-iyer-1b155312
Email Arun at aruniyer@springmarketingcapital.com
Jagged with Jasravee is facilitated by Jasravee Kaur Chandra, Director- Brand Building, Research & Innovation at Master Sun, Consulting Brand of Adiva L Pvt. Ltd. Jasravee has over 20 years experience as a Strategic Brand Builder,Communications Leader and Entrepreneur.
00:00 Preview & Introduction to Arun
02:29 Spring Capital Business Model
06:32 Building Enduring Brands
10:19 Wakefit Case Study - Building Unicorn Brands
27:18 Byju's Case Study - Building Unicorn Brands
38:04 Tata 1mg Caselet
40:54 Rapid Fire - Personally Speaking with Arun
43:21 Connecting with Arun Iyer
Please visit Jasravee at https://jasravee.com/
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Jagged with Jasravee, is an initiative of Master Sun, the Consulting Brand of Adiva Lifestyle Pvt Ltd.
Website : https://jasravee.com/
wakefitmarketing #startupmarketing #Indianstartups #tata1mg #digitalmarketing #marketing101 #wakefitmattress #indianunicornstartups #d2brands #byju #byjus #startupmarketingstrategy #startupmarketingplan #startupbrandpositioning #byjusbranding
What is the science of 'cool .? How would you use these principles to ‘design cool’ for a client ?
At On Your Feet, you've been asking your clients at Nike, Intel, P&G, about what their people’s biggest current and future needs are. What are the six major themes that have arisen?
What is the science behind some of one’s best known and most beloved stories ?
Troy talks about the above questions and many more as he takes you on an inspirational journey to understand what makes something 'cool' or makes a story tick. Troy Campbell is Chief Scientist at On Your Feet. He is also a Founder at Scientific Mind, Artistic Heart.
Visit Troy's Website at https://www.troy-campbell.com/
Connect or Follow him on Linkedin https://www.linkedin.com/in/troy-campbell-5a813811/
Jagged with Jasravee is facilitated by Jasravee Kaur Chandra, Director- Brand Building, Research & Innovation at Master Sun, Consulting Brand of Adiva L Pvt. Ltd. Jasravee has over 20 years experience as a Strategic Brand Builder,Communications Leader and Entrepreneur.
Please visit Jasravee at https://jasravee.com/
Connect with Jasravee on Linkedin at https://www.linkedin.com/in/jasravee/
Email Jasravee at jasravee@theadiva.com
00:00 Introduction to Try & Preview
02:41 Scientific Mind, Artistic Heart
07:38 The Science of 'Cool'
22:54 People's Biggest Current & Future Needs
27:39 The Science of Story
43:54 Talent Show - 'Jagged Edge' Song by Troy
42:46 Rapid Fire- Personally Speaking with Troy
48:21 Connect with Troy
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Jagged with Jasravee, is an initiative of Master Sun, the Consulting Brand of Adiva Lifestyle Pvt Ltd.
Website : https://jasravee.com/
brandstorytelling #coolbrands #Innovativebrands #innovation #creativebrands #branding #troycampbell #brandstorytellingstrategy #storytellingmarketing #neuroscience #consumerscience #neuromarketing #storytellingforbusiness #storytellinginmarketing #whatiscool
Why companies should invest in brand storytelling and how to do it right ?
How to overcome the cultural and organizational obstacles to doing content marketing well?
Half the money spent on content may be wastes . How does one change that ?
What are the content marketing metrics that really matter ?
Ben answers the above question and many more & teaches marketers what they can learn from journalists. Ben Worthen is CEO of Message Lab, an award-winning agency that combines journalism, data and design to craft content and create experiences that get real results.
Ben developed his storytelling and investigative savvy working as a journalist for 13 years, winning many national awards for news and feature writing. In 2007, he joined The Wall Street Journal, where he covered the tech industry and wrote more than 50 Page One stories. Current and former clients of Message Lab include Facebook, Google, GoDaddy, ServiceNow, Elastic, and Silicon Valley Bank.
Connect with Ben on Linkedin : https://www.linkedin.com/in/benworthen/
Visit Message Lab : https://messagelab.com/
Jagged with Jasravee is facilitated by Jasravee Kaur Chandra, Director- Brand Building, Research & Innovation at Master Sun, Consulting Brand of Adiva L Pvt. Ltd. Jasravee has over 20 years experience as a Strategic Brand Builder,Communications Leader and Entrepreneur.
Please visit Jasravee at https://jasravee.com/
Connect with Jasravee on Linkedin at https://www.linkedin.com/in/jasravee/
Email Jasravee at jasravee@theadiva.com
00:00 Preview & Introduction to Ben Worthen
02:20 Anti-Advertising, Engaging with Ideas, Not With Products
18:33 Case Studies of Creating Engagement with Ideas
22:44 How Engagement Translates into CTA
24:52 Organizational Challenges to Content Marketing
31:07 Brand Marketing Campaign v& Content Marketing
33:41 Creating an Editorial Sub-Brand - Helping Humans
38:55 Human Stories - Digging Deeper vs Analyzing Data
44:33 Rapid Fire - Personally Speaking with Ben Worthen
47:35 Talent Show -Singing while Gargling
48:20 Connect with Ben
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Jagged with Jasravee, is an initiative of Master Sun, the Consulting Brand of Adiva Lifestyle Pvt Ltd.
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contentstrategy #Contentmarketingstrategy #contentmarketing #contentmarketingtips #contentcreation #contentcreationstrategy #benworthen #messagelab #websitecontent #websitecontentideas #contentmarketing101 #websitecontentstrategy #contentwriting #marketingcontent #brandcontentcreation
When & Why we should use Ethnography to Understand Consumers ?
What were the insights from the study of anthropological approach to understand how humans are using intelligent mobility technologies like autonomous vehicles ?
Why you need an ethnographic approach to understand the intersection of technology & cultural design ?
Why understanding cyborgs is essential to understanding humans?
Felicity answers the above questions and more, as she conducts a masterclass on application of ethnography for behavioural research.
Dr Felicity Heathcote-Márcz is the Head of Behavioural Research at CDS, UK. Felicity has led and carried out behavioural research projects for large public and private sector clients utilizing ethnographic research methods along with other mixed methods approaches to achieve operational and customer-focused findings and results.
Connect with her on Linkedin https://www.linkedin.com/in/felicityheathcotemarcz/
Connect with her on Twitter - https://twitter.com/sharpsister
Jagged with Jasravee is facilitated by Jasravee Kaur Chandra, Director- Brand Building, Research & Innovation at Master Sun, Consulting Brand of Adiva L Pvt. Ltd. Jasravee has over 20 years experience as a Strategic Brand Builder,Communications Leader and Entrepreneur.
Please visit Jasravee at https://jasravee.com/
Connect with Jasravee on Linkedin at https://www.linkedin.com/in/jasravee/
Email Jasravee at jasravee@theadiva.com
00:00 Preview & Introduction to Dr Felicity Heathcote-Márcz
03:30 Why & When to Use Ethnographic Research ?
12:43 Ethnography Peeking, Time Needed for Studies
17:52 Ethnography for Early Predictor of Change
21:45 Insights from Atkins UK Mobility as a Service Study
25:50 Understanding Technology & Cultural Design
31:33 Are we all Cyborgs?
36:56 Monsters, Super Heroes esp. Wonder Woman
42:37 Rapid Fire - Personally Speaking with Felicity
45:48 Talent Show
46:48 Connect with Felicity
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Jagged with Jasravee, is an initiative of Master Sun, the Consulting Brand of Adiva Lifestyle Pvt Ltd.
Website : https://jasravee.com/
Jagged with Jasravee is facilitated by Jasravee Kaur Chandra, Director- Brand Building, Research & Innovation at Master Sun, Consulting Brand of Adiva L Pvt. Ltd. Jasravee has over 20 years experience as a Strategic Brand Builder,Communications Leader and Entrepreneur.
Please visit Jasravee at https://jasravee.com/
Connect with Jasravee on Linkedin at https://www.linkedin.com/in/jasravee/
Email Jasravee at jasravee@theadiva.com
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Jagged with Jasravee, is an initiative of Master Sun, the Consulting Brand of Adiva Lifestyle Pvt Ltd.
Website : https://jasravee.com/
ethnographyresearch #marketresearch #ethnographicresearcher #qualitativeresearch #Ethnographyqualitativeresearch #ethnographicresearchdesign #Behaviouralresearch #context #whatisethnographicresearch #culturaldesign #Immersivemethodology #marketing #Immersiveresearch #Observationsinresearch #cyborgs
What is Marketing 4.0 in action ? How traditional models lie broken, and the new models remain either undefined or are in a state of perpetual flux?
What is your approach to Digital Transformation ?
Can you share case study on digital marketing & transformation from your work at Entropia with top company. in the APAC market helping create demand and design their customer experience ?
Can you share a case study of how you have mentored successful unicorns in South-East Asia?
Prashant Kumar or PK, answers the above questions and more as he talks about the disruption brought about by data and technology that has created a wide chasm between marketing strategy and what really works in the marketplace.Prashant Kumar is the Founder & Senior Partner at Entropia - part of Accenture Interactive.
Connect with PK on Linkedin - https://www.linkedin.com/in/prashantkumar2006/
Email PK at hereispk@yahoo.com
Check out his book on Amazon
https://www.amazon.in/Made-Future-Story-Marketing-Content/dp/0670096245
Jagged with Jasravee is facilitated by Jasravee Kaur Chandra, Director- Brand Building, Research & Innovation at Master Sun, Consulting Brand of Adiva L Pvt. Ltd. Jasravee has over 20 years experience as a Strategic Brand Builder,Communications Leader and Entrepreneur.
Please visit Jasravee at https://jasravee.com/
Connect with Jasravee on Linkedin at https://www.linkedin.com/in/jasravee/
Email Jasravee at jasravee@theadiva.com
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Jagged with Jasravee, is an initiative of Master Sun, the Consulting Brand of Adiva Lifestyle Pvt Ltd.
Website : https://jasravee.com/
SEO works better than Facebook ads & it's easier. How ?
How do I make sure that buyers find my business & not my competition when searching online?
How do I rank for a keyword?
How do I nurture an audience using my blogpost until they are ready to buy ?
How do I write content my audience wants to read that the search engine still likes?
Rachel answers the above questions & more as she talks about the Search Engine Optimization Fundamentals & Strategies . Rachel Lindteigen is an SEO & Content Marketing Expert. Rachel is President and Founder of Etched Marketing.
Connect with Rachel : https://www.linkedin.com/in/rachel-lindteigen/
Rachel's Website : https://www.etchedmarketing.com/
Jagged with Jasravee is facilitated by Jasravee Kaur Chandra, Director- Brand Building, Research & Innovation at Master Sun, Consulting Brand of Adiva L Pvt. Ltd. Jasravee has over 20 years experience as a Strategic Brand Builder,Communications Leader and Entrepreneur.
Please visit Jasravee at https://jasravee.com/
Connect with Jasravee on Linkedin at https://www.linkedin.com/in/jasravee/
Email Jasravee at jasravee@theadiva.com
00:00 Preview & Introduction to Rachel
03:28 What is SEO & How it Helps Businesses
05:01 SEO is a Revenue Generating Machine
08:46 Why SEO is Far Better than Facebook Ads
12:43 How to Get Ranked Higher on a Keyword
18:51 Role of SEO Across the Sales Funnel
24:26 How to Write a Blog that People Read
28:15 Blogging Content Strategy
29:50 Getting Topic Ideas, Google Suggested Search
32:13 Best SEO Tools, Keyword Research Tools
35:00 SEO Trends -Quality Content, Video & Audio on Website
36:29 Rapid Fire with Rachel - Personally Speaking
39:43 Connect with Rachel
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Jagged with Jasravee, is an initiative of Master Sun, the Consulting Brand of Adiva Lifestyle Pvt Ltd.
Website : https://jasravee.com/
SEOTips #seostrategy #seotutorial #SEOtools #SEOexpert #SEORankingFactors #seokeywords #searchvolume #SEOContentWriting
SEOTechniques #SEOGoogle #SEORanking #SEOBestPractices #keywordsresearch #seokeywords
How does the brain work ? The analogy of Elephant & Rider
What are nudges, and why the default option works ?
How does partitioning work & how does putting in blocks create a new decision ?
Why marketers should evaluate the hot, cold empathy gap in the way that consumers make decisions?
Why marketers should be thoughtful about a behaviour change challenge ?
How to apply the concept of framing to design messages differently ?
How to apply the concept of anchoring to marketing - pricing, promotions etc ?
Melina answers the above questions as she advises marketers & businessmen to be thoughtful .Melina Palmer is founder and CEO of The Brainy Business, which provides behavioral economics consulting to businesses of all sizes from around the world. Her podcast, The Brainy Business, has downloads in over 160 countries. Melina worked in corporate marketing and brand strategy for over a decade before earning her master’s in behavioral economics. She is the author of a book "“What Your Customer Wants and Can’t Tell You".
Visit Melina's Website at https://thebrainybusiness.com/
Connect with Melina on Linkedin https://www.linkedin.com/in/melinapalmer/
Jagged with Jasravee is facilitated by Jasravee Kaur Chandra, Director- Brand Building, Research & Innovation at Master Sun, Consulting Brand of Adiva L Pvt. Ltd. Jasravee has over 20 years experience as a Strategic Brand Builder,Communications Leader and Entrepreneur.
Please visit Jasravee at https://jasravee.com/
Connect with Jasravee on Linkedin at https://www.linkedin.com/in/jasravee/
Email Jasravee at jasravee@theadiva.com
The Podcast Index
0:00 Preview & Introduction to Melina
3:30 How does the Brain Work - Elephant Rider Analogy
7:04 The Concept of Nudges; Why Default Works
11:11 The Brain as a Smartphone
14:51 The Concept of Partitioning
17:23 Hot, Cold Empathy Gap in Decision Making
20:27 Marketers Should Be Thoughtful About Behaviour Change
23:55 Applying Behaviour Science esp. to Market Research
32:43 Concept of Framing & Designing Messages Differently
36:25 Concept of Anchoring & Relativity applied to Pricing, Promotions
40:32 Brand is a Memory & Story Telling
43:30 Rapid Fire - Personally Speaking with Melina
48:45 Connecting with Melina
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Jagged with Jasravee, is an initiative of Master Sun, the Consulting Brand of Adiva Lifestyle Pvt Ltd.
Website : https://jasravee.com/
neuropsychology #whypeoplebuy #consumerscience
How did the campaign #ChangeIsBeautiful really disrupt the fashion industry ? What were the key insights behind the campaign & the marketing goals?
What is the origin story of BIBA as a brand & the key success factors that helped it scale up?
What is product innovation strategy of BIBA & how does it remain relevant esp. in smaller towns?
How is BIBA doing influencer marketing & using macro, micro influencers ?
What does being an 'Ethnic Indian' brand mean & how does it manifest itself ?
Ekta Dutta answers the above questions as she talks about a pioneer ethnic brand BIBA, which has many firsts in the area of Indian ethnicwear marketing & brand-building.
Ekta Dutta is Head Of Marketing at BIBA Apparels Private Limited. Ekta has over 15 years of experience across categories with a passion for understanding consumers and translating the knowledge into actionable results that lead to demand generation & increase in revenue.
Connect with Ekta on Linkedin - https://www.linkedin.com/in/ekta-dutta-7175a621/
Email her at ektadutta@gmail.com
Jagged with Jasravee is facilitated by Jasravee Kaur Chandra, Director- Brand Building, Research & Innovation at Master Sun, Consulting Brand of Adiva L Pvt. Ltd. Jasravee has over 20 years experience as a Strategic Brand Builder,Communications Leader and Entrepreneur.
Please visit Jasravee at https://jasravee.com/
Connect with Jasravee on Linkedin at https://www.linkedin.com/in/jasravee/
Email Jasravee at jasravee@theadiva.com
0:00 Preview & Introduction to Ekta
2:15 Disruptive Fashion Campaign #ChangeIsBeautiful
9:36 Pioneer Story of BIBA & Key Success Factors for Rapid Scale Up
13:00 Product Innovation Strategy of BIBA - Brand for 3 Generations
18:00 Strategy for Penetrating Small Towns
20:25 What's Changing in Ethnic Fashion esp. After Onset of Pandemic
24:43 Posturing & Showcasing Collections vs Meaningful Branding
27:45 Influencer Marketing Strategy, Beats of BIBA song
32:14 New Styles BIBA is Launching
33:27 Being an Indian Brand ; Brand for Occasions
38:00 Rapid Fire - Personally Speaking with Ekta
41:00 Connecting with Ekta
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Jagged with Jasravee, is an initiative of Master Sun, the Consulting Brand of Adiva Lifestyle Pvt Ltd.
Website : https://jasravee.com/
#bibamarketingstrategy #bibamarketinghead #Biba
Can advertising benefit women’s development? Could you share few insights with our audiences from your paper?
How is 'Centre for Retail Transformation' supporting retailers esp. startups, SMBs. What is role of technology and data in retail transformation ?
What is the path forward for Sustainable Retailing ? Could you share with our audiences some actions, challenges as well as mechanisms retailers can utilize to enable this
What are the top two Retail Trends to watch out for in 2022?
Gautham answers the above questions, as he talks about transforming retail . Gautham Vadakkepatt is an Associate Professor| of Marketing at George Mason University - School of Business . He is also a Founding Director of Center for Retail Transformation & a Top Retail Influencer.
Please Connect with Gautham on https://www.linkedin.com/in/gauthamvadakkepatt/
Please Email Gautham on gvadakke@gmu.edu
Jagged with Jasravee is facilitated by Jasravee Kaur Chandra, Director- Brand Building, Research & Innovation at Master Sun, Consulting Brand of Adiva L Pvt. Ltd. Jasravee has over 20 years experience as a Strategic Brand Builder,Communications Leader and Entrepreneur.
Please visit Jasravee at https://jasravee.com/
Connect with Jasravee on Linkedin at https://www.linkedin.com/in/jasravee/
Email Jasravee at jasravee@theadiva.com
The Conversation
0:00 Preview & Intro to Gautham
01:23 Paper on Women's Development & Advertising
09:53 Centre for Retail Transformation- Supporting SMB Retailers & Startups
16:47 Shop Local & Strengths of Neighbourhood SMB Retailers
24:09 Way Forward for Sustainable Retailing
31:02 Top Two Game-Changing Trends in Retail
36:31 Rapid Fire - Personally Speaking with Gautham
41:32 Connect with Gautham
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Jagged with Jasravee, is an initiative of Master Sun, the Consulting Brand of Adiva Lifestyle Pvt Ltd.
Website : https://jasravee.com/
retailtransformation #sustainableretailing #responsiblemarketing
How can you use person’s digital footprint to identify their personality, and predict future behaviour ?
What is the secret behind engagement of Tiktok & personalization of Spotify ?
How nudging has been used effectively by UK Government in promoting Covid Vaccination ? Six powerful nudges packed into one short sentence ?
Patrick answers the above questions and gives us a peek on application of neuroscience for understanding minds, optimizing messaging and nudging behaviour. Patrick Fagan is Co-founder and Chief Science Officer, Capuchin Behavioural Science. He is a consultant, lecturer, author, public speaker. Patrick was Lead Psychologist at Cambridge Analytica for until the company went into administration.
Patrick's Linkedin -https://www.linkedin.com/in/pfagan87/
Patrick's Website -https://www.patrickfagan.co.uk/
Jagged with Jasravee is facilitated by Jasravee Kaur Chandra, Director- Brand Building, Research & Innovation at Master Sun, Consulting Brand of Adiva L Pvt. Ltd. Jasravee has over 20 years experience as a Strategic Brand Builder,Communications Leader and Entrepreneur.
Please visit Jasravee at https://jasravee.com/
Connect with Jasravee on Linkedin at https://www.linkedin.com/in/jasravee/
Email Jasravee at jasravee@theadiva.com
0:00 Preview & Introduction to Patrick
02:45 Why Cute Sells
04:19 How Irrational Are We & How Little of Our Thinking is Conscious
08:06 Grabbing Attention, Making Choices ; Cocktail Party Effect
12:58 How We Will Die -Using Media Consumption to Predict Behaviour
15:04 Using Face Shape to Predict Personality
17:43 Digital Footprints & Principle of Thin Slices
20:30 How Spotify is using AI to Personalize Our Music
22:39 Secret Technology Insights Behind Tiktok
25:34 Matching Brands/NFTs to Tiktok Influencers
27:49 Understanding Minds to Optimize Marketing Messaging
32:15 Book Hooked - How to Grab People's Attention
35:40 How UK used Nudging to Encourage Vaccination
38:35 Why is UK the Hub of Behavioural Science
40:15 Watch-outs to Minimize Being Influenced/Manipulated
42:38 Rapid Fire- Speaking Personally with Patrick
44:48 Connecting with Patrick Fagan
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Jagged with Jasravee, is an initiative of Master Sun, the Consulting Brand of Adiva Lifestyle Pvt Ltd.
Website : https://jasravee.com/
neuropsychology #neuroscience #consumerscience
Asian Paints is one of the brands that’s built India. What are the key success factors, brand building best practices from the journey ?
How is Brand Livon from Marico, a great example of category creation?
What are some insights amongst emerging consumer segments (Millennials, Gen Z, Gen Alpha) ?
Aniruddha answers the above questions and more as he shares his learnings from 18 years of advertising, media and digital. Aniruddha Khandekar is Marketing and Brand Communications Expert who has been a senior management brand strategy lead at Leo Burnett, VMLY&R & Ogilvy.
Please connect with him on Linkedin https://www.linkedin.com/in/aniruddha-khandekar-047b873/ .
Email Aniruddha at aniruddha.khandekar@gmail.com
Jagged with Jasravee is facilitated by Jasravee Kaur Chandra, Director- Brand Building, Research & Innovation at Master Sun, Consulting Brand of Adiva L Pvt. Ltd. Jasravee has over 20 years experience as a Strategic Brand Builder,Communications Leader and Entrepreneur.
Please visit Jasravee at https://jasravee.com/
Connect with Jasravee on Linkedin at https://www.linkedin.com/in/jasravee/
Email Jasravee at jasravee@theadiva.com
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Jagged with Jasravee, is an initiative of Master Sun, the Consulting Brand of Adiva Lifestyle Pvt Ltd.Website : www.jasravee.com
asianpaintsmarketing #livonhairserum #brandstrategy
branding101 #wahsunilbabu #Communicationcampaign #asianpaints #marketingstrategies #asianpaintsad
advertisingstrategy #brandingstrategy #asianpaintsbusiness #livonmarico #generationalpha #generationalphapredictions
How do we use Nobel prize-winning science to predict the choices your customers will make? How behavioural science can help in understanding customer decision making process ?
What’s the C.H.O.I.C.E model ? How do we design choice environment that gets people to buy ?
How do we apply behavioural science to construct a customer experience that sings ?
Jennifer answers the above questions and many more as she explains how psychology and behavioural science can be used to understand customer choices and propel business growth. Jennifer Clinehens is the Founder and MD of Choice Hacking. Her career started as a professional classical musician, then she became a marketer and now is an entrepreneur & content creator. Her book, Choice Hacking, was recently named one of the "Best Behavioral Psychology Books of All Time" and "Best New Behavioral Psychology Books To Read In 2022" by Book Authority.
You can visit Jennifer's website - choicehacking.com
Or connect with Jennifer at Linkedin - linkedin.com/in/jenclinehens
Jagged with Jasravee is facilitated by Jasravee Kaur Chandra, Director- Brand Building, Research & Innovation at Master Sun, Consulting Brand of Adiva L Pvt. Ltd. Jasravee has over 20 years experience as a Strategic Brand Builder,Communications Leader and Entrepreneur.
Please visit Jasravee at jasravee.com,
Connect with Jasravee on Linkedin at https://www.linkedin.com/in/jasravee/
Email Jasravee at jasravee@theadiva.com
00:00 Preview & Introduction to Jennifer
02:30 - Customer Decision Making - Irrational, Propensity for Taking Mental Short-Cuts
09:40 Customer Experience & Journey Mapping, Peak-End Rule
20:25 Messaging & Consumer Journey - Examples of McDonald, Disney
27:13 The C.H.O.I.C.E Framework - Choice Hacking for Growth
30:20 Disney and Kodak Case Study 44:45 Choice Architecture, Choice paradox
49:40 Rapid Fire - Personally Speaking with Jennifer (Jen)
52:48 Connect with Jennifer
Jennifer explains that customer and user behaviors can seem irrational. Shaped by mental shortcuts and psychological biases, customer actions often appear random on the surface. Jennifer uses the CHOICE framework to predict these irrational behaviors and apply the science of decision-making to create unforgettable customer experiences.
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Jagged with Jasravee, is an initiative of Master Sun, the Consulting Brand of Adiva Lifestyle Pvt Ltd.Website : www.jasravee.com
choicehacking #neuromarketing #behaviorscience
What is Design Thinking & Why has Design become so important ?
What are the Best Practices for Design Thinking ? A case study at Dr Reddy's ?
What are the Stages of Design Thinking Process?
Luis answers the above questions and many more as he takes as on a fascinating journey of the principles and application of Design Thinking. Luis Roy is Executive Vice President, Studio Head - Design and Innovation, Dr. Reddy's Laboratories. Luis Roy is the Head of Studio 5b, the design and innovation hub, part of the innovation unit, of the global pharmaceutical company Dr Reddy's Laboratories.
Please connect with Luis on https://www.linkedin.com/in/luisroy/ OR you may email luis@drreddys.com
You can visit Studio 5b of Dr Reddy's Laboratories at https://www.studio-5b.com/
Or the Youtube Channel of Dr Reddys on https://youtube.com/c/drreddys
Jagged with Jasravee is facilitated by Jasravee Kaur Chandra, Director- Brand Building, Research & Innovation at Master Sun, Consulting Brand of Adiva L Pvt. Ltd. Jasravee has over 20 years experience as a Strategic Brand Builder,Communications Leader and Entrepreneur.
Please connect with Jasravee on Linkedin at https://www.linkedin.com/in/jasravee/ OR email her at jasravee@theadiva.com
00:00 Preview & Introduction to Luis
02:35 What is Design Thinking ?
08:45 Why has Design become so important ? Focus on Human centred Experience
16:31 Best Practices for Design Thinking
20:41 Design Thinking as practiced at Dr. Reddy’s : A Case Study
34:25 Stages of Design Thinking Process
47:50 Design Thinking and Intrinsic Values
49:00 Rapid Fire - Personally Speaking with Luis
53:00 Connect With Luis
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Jagged with Jasravee, is an initiative of Master Sun, the Consulting Brand of Adiva Lifestyle Pvt Ltd.Website : www.jasravee.com
designthinking #designthinkingprocess #designthinkingmindset
This is as much the story of Indian advertising as it is about India. Ad veteran Ambi Parameswaran looks at how advertising has evolved, reflecting the country's culture, society and consumers in the last fifty years and answers questions like
How has Indian advertising by various categories like Life Insurance, Home Paints evolved over the years ?
What is story behind the iconic Hari Sadu ad by Naukri ? How does it reflect on changing attitudes to jobs, workplace etc. ?
What is the story of the evolution of Amul as a brand, and its mascot ? What are the lessons it has for marketers?
How is the 'Indian Man' as a segment changing? How do campaigns like 'Share the Load' mirror this ?
What are the societal trends for 2022, in a COVID as an endemic world ?
Ambi M G Parameswaran is a Brand Coach, Brand Strategist and Founder Brand-Building.com a Brand Advisory.In a career spanning 35+ years Ambi has helped build numerous brands including Digene, Brufen, Santoor Soap, Sundrop Cooking Oil, TCS, ICICI Bank, Wipro, Indica Cars, Zee TV among others. He served as VP, then as CEO of FCB Ulka from 2003 to 2013.
Please connect with him on Linkedin https://www.linkedin.com/in/aparameswaran/ OR visit his website http://brand-building.com/
Jagged with Jasravee is facilitated by Jasravee Kaur Chandra, Director- Brand Building, Research & Innovation at Master Sun, Consulting Brand of Adiva L Pvt. Ltd. Jasravee has over 20 years experience as a Strategic Brand Builder,Communications Leader and Entrepreneur.
Please connect with Jasravee on Linkedin at https://www.linkedin.com/in/jasravee/ OR email her at jasravee@theadiva.com
00:00 Preview & Introduction to Ambi
01:46 Evolution of Life Insurance Advertising in India Over The Years
09:24 Evolution of Home Paints Advertising in India Over The Years
14:34 Iconic Hari Sadu Naukri Ad ; Jobs, Attrition, Culture in India
22:15 Amul Advertising Over The Years; Amul Girl As a Mascot
31:10 Men As a Consumer Segment; Share The Load
39:50 Consumer Trends of 2022 in a Post-Covid World
44:00 Rapid Fire -Personally Speaking with Ambi
46:05 Connect with Ambi
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Jagged with Jasravee, is an initiative of Master Sun, the Consulting Brand of Adiva Lifestyle Pvt Ltd.Website : www.jasravee.com
indianadvertising #indianbrands #indianads
What does it mean to have a clear marketing message? Why is a clear message so important for businesses?
What is StoryBrand Framework ? What are some ways businesses can clarify their message?
What are some common mistakes businesses make on their website? Why is email communication an important piece of a sales funnel?
Holly answers the above questions and more as she asserts that businesses that clarify their message and build a sales funnel thrive in the marketplace. Holly Fisher is the Founder & CEO of Fisher Creative. Holly explains the StoryBrand framework that believes that even if you have the best product in the marketplace, you will lose to a competitor’s inferior product if they communicate more clearly.
Please contact her on Linkedin https://www.linkedin.com/in/hollyannfisher/ OR email her at holly@fisher-creative.com
Jagged with Jasravee is facilitated by Jasravee Kaur Chandra, Director- Brand Building, Research & Innovation at Master Sun, Consulting Brand of Adiva L Pvt. Ltd. Jasravee has over 20 years experience as a Strategic Brand Builder,Communications Leader and Entrepreneur.
Please connect with Jasravee on Linkedin at https://www.linkedin.com/in/jasravee/ OR email her at jasravee@theadiva.com
00:00 Preview & Introduction to Holly
01:28 How to Clarify Marketing Messages
06:01 Common Mistakes Businesses Make on Their Website
11:53 Sales Funnel & Role of Email
18:21 Seven Elements of a Sales Funnel
21:31 Brand Story as a Sense Making Device
25:14 Rapid Fire - Personally Speaking with Holly
Holly talks about why businesses that clarify their marketing message and build a sales funnel thrive in the marketplace. For a business or organization to stand out in the noise, they have to be very clear in communicating what they have to offer.Businesses need to have a one-line message or story that they need to communicate to be relevant to their customers. Even if they have the best product in the marketplace, they will lose to a competitor’s inferior product if the competitor communicates more clearly.
Business needs to be the guide, the business is not the hero of the story. The role of the business is to solve a customer's problem, help them be successful, help the customer be the hero. So one mistake businesses make in their communication and on their website is talking too much about themselves.
Once one has a clear brand story and a brand message it is really important to ensure that the message can can flow through everything else that a business is doing. The rest of that sales funnel is going to include what we call a one line story or the elevator pitch. The business needs a proven, repeatable plan for capturing leads and then converting those leads to customers.And then also part of that sales funnel is going to be some sort of lead generating tool or lead magnet. So a free PDF guide, a free video series ,or anything of value which can be provided to prospects in exchange for their email address. Email communication is a really important piece of the sales funnel.
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Jagged with Jasravee, is an initiative of Master Sun, the Consulting Brand of Adiva Lifestyle Pvt Ltd.Website : www.jasravee.com
storybranding #brandstorytelling #marketingcommunication
How is ACKO disrupting the general insurance category in India, one city at a time ?
What are the challenges and advantages of having a digital platform insurance business?
What has been ACKO's Marketing Strategy ?
Insurance sector marketing communication is very different from the route ACKO has taken. What were the key objectives and insights that were leveraged for different campaigns ?
Ashish answers the above questions and many more as he takes us into a fascinating world of ACKO's business and marketing strategy. Ashish Mishra is the EVP Marketing for ACKO. Ashish is a MICA graduate with 18 plus years of Brand building and Marketing.Please connect with him on Linkedin - https://www.linkedin.com/in/ashish-mishra-mktgathsbc/ or Email him at ashish.mishra@acko.com
Please visit his company ACKO- https://www.acko.com/
Jagged with Jasravee is facilitated by Jasravee Kaur Chandra, Director- Brand Building, Research & Innovation at Master Sun, Consulting Brand of Adiva L Pvt. Ltd. Jasravee has over 20 years experience as a Strategic Brand Builder,Communications Leader and Entrepreneur. Please connect with Jasravee on Linkedin at https://www.linkedin.com/in/jasravee/
Email Jasravee at jasravee@theadiva.com
0:00 Introduction to Ashish & Preview
1:24 Technology Company Solving for Insurance- How ACKO disrupted Insurance
6:34 ACKO Value Proposition - Pricing, Customization, Ease etc.
11:50 Delivering 10x Customer Experience
14:43 Challenges in the Journey - Bad Apples, Multiple Cities
20:32 Amazing Customer Story & Value of Cross-Selling & High LTV
23:30 Marketing Campaigns of ACKO - Octopus, Arshad Warsi & Murthy
31:02 ACKO Marketing Setup- Team Structure, Objectives, Roles
33:10 Integrating the Brand with Sport, Music & Culture
36:27 Think & Act Local
38:13 Customer Definition
39:44 Rapid Fire- Personally Speaking with Ashish
41:47 How to Connect with Ashish
Ashish talks that one should only startup if one can provide 10X experience, 10X better experience than what consumers are getting right now. Insurance as a category was boring and staid, so when the customers go and buy car insurance from the app, it is so much smoother, sleeker, and greater experience, it is designed for the people who live in 2020s. ACKO has thought through the whole customer journey from discovery to claim renewal and made it super super customer centric. The ACKO team spends a lot of time deliberating "Should we OR should we not add another step into this consumer journey?" And as a marketer Ashish found it really refreshing to realize that 'I'm not the only guy in this room is the voice of the customer'.
Ashish believes that the fundamental difference comes from ACKO's beliefs - 'We don't think of us just as an insurance company, we it's primarily a tech company'. ACKO is a tech company, which is trying to solve the problem of insurance through technology.
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Jagged with Jasravee, is an initiative of Master Sun, the Consulting Brand of Adiva Lifestyle Pvt Ltd.Website : www.jasravee.com
insuretech #ackoinsurance #growthmarketing
How the cycle of behavioural strategy, insights, design, and impact evaluation can help us build products and services that change behaviour ?
How do you react to perception change vs. behaviour change esp. from the lens of advertising ?
What would your advice be to Market researchers esp. qualitative researchers (already conducting ethnography) if they are keen on becoming behavioural scientists?
How can behavioural science change the world ?
Matt answers the above questions and many more as he talks extensively on behaviour science and his mantra of "Behavior as an outcome, science as a process." Matt Wallaert is the Head of Behavioral Science at frog (a Capgemini company) where he is the Executive Director of Behavioral Science. He focuses on helping organizations build their own applied behavioral science capabilities.Please just email him directly at matt@mattwallaert.com or use bit.ly/MattWallaertMeet to schedule a call slot.
You can buy his book 'Start at the End: How to Build Products That Create Change' at Amazon on any other place where books are sold https://www.amazon.in/Start-End-Products-Create-Change/dp/0525534423
Jagged with Jasravee is facilitated by Jasravee Kaur Chandra, Director- Brand Building, Research & Innovation at Master Sun, Consulting Brand of Adiva L Pvt. Ltd. Jasravee has over 20 years experience as a Strategic Brand Builder,Communications Leader and Entrepreneur. Please connect with Jasravee on Linkedin at https://www.linkedin.com/in/jasravee/
Email Jasravee at jasravee@theadiva.com
00:00 Introduction to Matt & a Preview
01:40 Everyone can be a Behavioural Scientist
04:00 Cycle of Behavioral Strategy, Insights, Design, and Impact Evaluation
10:54 Applying Behavioral Science to Market Research
16:18 Advertising - Belief/Perception Change vs. Behaviour Change
27:21 Intervention - Tangible or Intangible
29:40 Behaviour Science -Probabilistic vs Deterministic, Applied vs Academic
34:50 Behavior Science is an Optimistic Science, 'Can Change the World'
39:30 Ethics of Behaviour Science - Ethical Challenges & Checks
43:40 Rapid Fire-Personally Speaking with Matt
46:00 Matt's Book & How to Connect with him
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Jagged with Jasravee, is an initiative of Master Sun, the Consulting Brand of Adiva Lifestyle Pvt Ltd.Website : www.jasravee.com
behaviorchange #behaviouralchange #behaviorscience
Why is having a strategy the most important thing you can do when starting any business?
What is the role of market research when starting any business?
What are the key aspects to consider while making decisions on manufacturing?
What is the role of various elements in developing a great product ? Like product design, packaging
Andrew Lees answers the above questions as he talks about various aspects of new product development and launch. Andrew Lees is the Founder and CEO of Stoke Ventures, Co-Founder and CEO of Maholla Products, Inc.He is also the co-host of the podcast, That Entrepreneur Life.
Please connect with him on Linkedin - https://www.linkedin.com/in/aleesdesigner/
Please visit his podcast at https://thatentrepreneurlife.com/
Jagged with Jasravee is facilitated by Jasravee Kaur Chandra, Director- Brand Building, Research & Innovation at Master Sun, Consulting Brand of Adiva L Pvt. Ltd. Jasravee has over 20 years experience as a Strategic Brand Builder,Communications Leader and Entrepreneur.
Please connect with Jasravee on Linkedin at https://www.linkedin.com/in/jasravee/
Email Jasravee at jasravee@theadiva.com
0:00 Introduction to Andrew & Preview to Show
1:23The Need for Strategy Before Product or Business Launch
3:12 Iterative Nature of New Product or Business Development
6:27 Role of Market Research in New Product Development
9:46 Go to Market Strategy & The Role of Platforms like Amazon
12:50 Decisions for Manufacturing the Product, Supply Chain etc.
15:11 Designing for Usability, the ‘WOW’ factor
18:16 Importance of Packaging
21:14 Rapid Fire - Personally Speaking with Andrew
23:53 Get in touch with Andrew. His feedback about JWJ
Andrew believes that strategy is so important with any business launch. He believes that market research, understanding who your competitors are, who your audience are and clearly identifying what your value proposition is mission critical. He thinks that a lot of entreprenuers have a great idea and they just go full speed ahead with it. Often they might not understand what their product is, or their services and who their core customers are.
Andrew thinks that it is also important to put together business and financial modeling. “So you understand that the numbers work out, and that you understand what your business model really is, like, how are you going to make money? What is the model for that? And and then what is your marketing and sales strategy to connect with your target audience, to connect your value proposition with your target audience that you identified”.
Andrew believe that your strategic plan is “a living, breathing document. It's not like, like a traditional business plan, you might put it together might be dozens of pages, or whatever.And, you know, really, the idea is just to take it to a bank and get a loan, you prove to them that you have this idea and that you're backing it up with all this stuff. But I think even banks are probably seeing through that now. “
newproductlaunch #entrepreneurlife #newbusinessventure
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Jagged with Jasravee, is an initiative of Master Sun, the Consulting Brand of Adiva Lifestyle Pvt Ltd.
How Video Marketing Can Drive Sales and Revenue ? How is Lumen5 democratizing video content generation?
How has content marketing changed recently? What are the trends that you see?
How can brands create a thought leadership strategy? How Thought Leadership Content Can Build Credibility and Drive Pipeline
Michael answers the above questions and many more as he gives us fascinating insights on content marketing strategy, video marketing , thought leadership and his entrepreneurial journey. Michael (Mike) Cheng is the CEO and co-founder of Lumen5, an online video creation platform with over 800,000 users worldwide. The vision of Lumen5 is to democratize video creation so that anyone can easily produce engaging video content without prior video editing experience.
Please connect with Michael on Linkedin : https://www.linkedin.com/in/michaelhsc
Visit his venture Lumen5 : https://lumen5.com/
Jagged with Jasravee is facilitated by Jasravee Kaur Chandra, Director- Brand Building, Research & Innovation at Master Sun, Consulting Brand of Adiva L Pvt. Ltd. Jasravee has over 20 years experience as a Strategic Brand Builder,Communications Leader and Entrepreneur.
Please connect with Jasravee on Linkedin at https://www.linkedin.com/in/jasravee/
Email Jasravee at jasravee@theadiva.com
0:00 Preview & Introduction to Michael
1:35 Democratizing content with Lumen5
3:53 Magic of video content & impact of storytelling on brand building
8:15 Characteristics of an effective video
10:41 Repurposing long form content
13:25 Thought leadership and content management
15:59 Integration & Consistency across channels critical to brand building
19:50 : Crystal ball gazing- video content in 2030
22:53 Lumen5 value proposition and use case - blog to video
26:01 Key lessons as a serious entrepreneur
31:13 Talent Show by Michael
32:37 Rapid Fire - Personally Speaking with Michael
34:30 Connect with Michael
Michael talks about Why The Blog is Dead. He also talks of an interesting way to create a content repurposing strategy using the aspects of this videocast. He also talks about content marketing and how content marketing has hanged recently and what are the trends that he sees. He also delves upon how brands can create a thought leadership strategy and how does that differ from content marketing. Michael also talks about Lumen5, what it does, along with how someone can get started making videos on the platform.
Micheal also gives his views on how this video content space looks set to evolve over the next ten years, and we dive into the future of VR, and VR social media. Michael shares some of the challenges involved in a company that grows so fast, along with his experiences as a founder and any lessons he learned along the way.
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Jagged with Jasravee, is an initiative of Master Sun, the Consulting Brand of Adiva Lifestyle Pvt Ltd. Please visit our blog at http://www.mastersun.in/
contentmarketing #videomarketing #marketingvideos
How does the world’s first solution to transform fresh fruits and vegetables into bank account and savings work ? Could you share the challenge and insights that led to this campaign? What was its impact?
What are some of the emerging trends/ insights observed of GenZ consumer segment ? How can marketers leverage it ?
Bitop answers the above questions and many more as he talks about the very celebrated campaign by UCB Agrobanking (Winner of Many Cannes Lions, APAC Grand Effie, Grand Prix at WARC for Asian Strategy) . Bitop Das Gupta is AVP & Strategic Planning Lead at Grey Group Bangladesh.
Please connect with him at https://www.linkedin.com/in/bitopdasgupta/
Jagged with Jasravee is facilitated by Jasravee Kaur Chandra, Director- Brand Building, Research & Innovation at Master Sun, Consulting Brand of Adiva L Pvt. Ltd. Jasravee has over 20 years experience as a Strategic Brand Builder,Communications Leader and Entrepreneur.
Please connect with Jasravee on Linkedin at https://www.linkedin.com/in/jasravee/
Email Jasravee at jasravee@theadiva.com
00:00 Introduction to Bitop & Preview
01:25 Cannes Winner Case Study - AgroBanking by UCB and Shwapno
15:40 Grameenphone, Bangladesh- Brands Causing Positive Change
18:30 Segment Gen Z -Definition, Insights, Trends
24:55 Rapid Fire - Personally Speaking with Bitop
27:53 Connecting with Bitop
Over 33% of Bangladesh’s population are without a bank account and most of them are farmers. They live off the land, without the ability to access credit or savings and are stuck in a vicious cycle of poverty due to the unfairness caused by the middlemen. Now, inequality and poverty are often accepted as age-old parts of the society, impossible to change, but Project AgroBanking challenged that and brought positive change in the perception and behavior of the unbanked farmers by letting them use their excess produce as currency and turning fresh produce and vegetables into bank accounts and savings
AgroBanking is a two-party platform where the currency to deposit into bank accounts is not hard cash, rather it’s the fresh produce. To convert fresh produce into money, UCB partnered with Shwapno, the largest retail chain in Bangladesh. Shwapno has stores in all the major urban centres and they already source fresh produce from the marginal growers across the country.
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Jagged with Jasravee, is an initiative of Master Sun, the Consulting Brand of Adiva Lifestyle Pvt Ltd. Please visit our blog at http://www.mastersun.in/
purposedrivenmarketing #canneslions #meaningfulbrands
What were the challenges in Affle's entrepreneurship journey and how did you resolve them ?
How did Affle use the business model innovation of Cost Per Converted User (CPCU) to strongly differentiate itself and create a compelling value proposition for marketers?
What are the key consumer trends that will impact digital marketing and advertising ?
How did Affle use various mergers and acquisitions in enhancing its value proposition ?
What are the levers of India Growth Strategy and the role of 2Vs of verticalization and vernacularization ?
Anuj answers the above questions and many more as he takes us on an amazing ride on the pivotal role he played in building & growing Affle. Anuj Kumar is the Co-founder, Chief Revenue & Operating Officer at Affle. He has helped forge important partnerships, integral to Affle’s business, thus helping Affle to become a leading Mobile platform company.
Please connect with Anuj at Linkedin https://www.linkedin.com/in/anujk/
Email - findanujkumar@gmail.com
Twitter - https://twitter.com/anujkumar13
Please visit his company Affle at https://www.affle.com/
Jagged with Jasravee is facilitated by Jasravee Kaur Chandra, Director- Brand Building, Research & Innovation at Master Sun, Consulting Brand of Adiva L Pvt. Ltd. Jasravee has over 20 years experience as a Strategic Brand Builder,Communications Leader and Entrepreneur. Please connect with Jasravee on Linkedin at https://www.linkedin.com/in/jasravee/
Email Jasravee at jasravee@theadiva.com
Sarvajeet Dinesh Chandra is an occasional co-host of the videocast/podcast. He is the Founder Director at Master Sun, Consulting Brand of Adiva L Pvt. Ltd. Please connect with Sarvajeet on Linkedin at https://www.linkedin.com/in/sarvajeet/
Email sarvajeet@theadiva.com
00:00 Preview and Introduction to Anuj Kumar
01:30 Starting up Affle - Entrepreneurial Journey of Anuj & Affle
05:20 Entrepreneurship Lessons - Marathon Mindset, Embracing Change, Path to Profitability
09:17 Business Model Innovation - Marketing as Revenue through Cost Per Converted User CPCU
13:25 Aligning the Value Proposition of Affle to Integrated & Blended Consumer Journey
17:38 Acquisitions or Partnering with Like-Minded Entrepreneurs or Co-Founders
19:04 Consumer Trends for Marketers
21:40 India Market - Characteristics, Vernaculization through Video, Continuous Innovation through Device ID Algorithms
27:48 Fraud in Digital Advertising & Affle's mFaaS Fraud Detection & Prevention Programme
30:45 Developing Markets vs Developed Markets - Characteristics, Unit Economics, Entry Barriers
33:45 Building a Talent Pool of Co-Entrepreneurs or Co-Founders
41:43 Future of Digital Advertising - Delegated Commerce through Voice Assistants, Embedded Devices, IoT
44:55 Use Cases for Affle India - Blended Customer Journeys, Integration of Paid & CRM Channels
51:18 Rapid Fire - Personally Speaking with Anuj
54:10 Connect with Anuj Kumar
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Jagged with Jasravee, is an initiative of Master Sun, the Consulting Brand of Adiva Lifestyle Pvt Ltd. Please visit our blog at http://www.mastersun.in/
affleindia #digitaladvertising #customeracquistion
What is UX, user experience and what kind of user experiences does it include? Would unboxing also be part of UX?
What aspects of UX design can enable seamless experiences across devices?
Does personalization enhance user experience? How do Spotify, Thread do it well ?
What are the key future trends to watch out for in UX?
Damian answers the above questions and many more as he talks about User Experience Design and helping businesses focus on users first and how they can design better interactions using new technology. Damian is an expert in UX research, product design, & psychology.
Damian Rees is the UX Director for Europe at Ipsos (a global research company ) responsible for educating and empowering teams to deliver top quality UX research and design work to clients globally. He has 22 years of experience in UX working with BBC, Burberry, and Financial Times.
Please connect with him on Linkedin https://www.linkedin.com/in/damianrees/
Jagged with Jasravee is facilitated by Jasravee Kaur Chandra, Director- Brand Building, Research & Innovation at Master Sun, Consulting Brand of Adiva L Pvt. Ltd. Jasravee has over 20 years experience as a Strategic Brand Builder,Communications Leader and Entrepreneur.
Please connect with Jasravee on Linkedin at https://www.linkedin.com/in/jasravee/
Email Jasravee at jasravee@theadiva.com
Damian believes that UX is about making an experience easy, useful, and in some circumstances enjoyable for user. The thing that sets UX apart is the structured user-centred design process at the heart. Where users are the focus right from the start and any assumptions are validated and design ideas are tested iteratively. So when something launches, we already know users want it, need it, and can use it.A good user experience is about making it simple, fast, accessible, easy to understand, credible.
He talks about his personal experience where he took his 7 year old to McDonalds and he ordered a happy meal for himself and his brother with no help from me. He just watched and felt it was such a great example of UX. If a 7 year old can walk up to something, interact, and complete a purchase then the experience has been designed well.
The core differences between Customer Experience (CX) and UX is that CX is about the overall customer relationship – across multiple touch points. UX tends to be more about focusing on individual touch points at a time and designing the interactions between the customer and the business.
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Jagged with Jasravee, is an initiative of Master Sun, the Consulting Brand of Adiva Lifestyle Pvt Ltd. Please visit our blog at http://www.mastersun.in/
uxdesign #uxresearcher #userexperienceresearch
How do you use neuroscience in market research? How should various research techniques get combined to better understand how a consumer experiences a product?
What is sensory footprint and brand harmony? How do senses contribute to a congruent brand experience? How would this apply on online shopping experience ?
Michelle answers the above questions as she takes us into a fascinating world of application of neuroscience in market research and sensory marketing. Michelle (Murphy) Niedziela, PhD is VP of Research & Innovation at HCD Research. She is a Consumer Behavioral Neuroscientist and Research Innovation Specialist.
You can connect with Michelle at Linkedin https://www.linkedin.com/in/michelle-niedziela-phd-b581a712/
Email Michelle at mcmurphy.phd@gmail.com
You can visit her company HCD Research blog at www.hcdi.net/blog
You can follow HCD Research on Twitter (@HCDResearchInc & @HCDNeuroscience), HCD Linkedin page is https://www.linkedin.com/company/hcd-research/
Jagged with Jasravee is facilitated by Jasravee Kaur Chandra, Director- Brand Building, Research & Innovation at Master Sun, Consulting Brand of Adiva L Pvt. Ltd. Jasravee has over 20 years experience as a Strategic Brand Builder,Communications Leader and Entrepreneur.
Please connect with Jasravee on Linkedin at https://www.linkedin.com/in/jasravee/
Email Jasravee at jasravee@theadiva.com
0:00 Preview and Introduction to Michelle
1:31 Market Research Techniques incorporating Neuroscience
6:51 Application of Neuroscience in Market Research -Decision Making, Importance of Context, Action Standards
14:56 Sensory Marketing - Sensory Footprint, Incongruence decreases Purchase Intent
19:38 Online Sensory Marketing
22:42 Sensory Marketing in E-commerce - Metaverse, Augmented Reality
27:05 Examples of Brands doing great Sensory Marketing
30:29 Effective Sensory Marketing - Collaboration of Marketing and R&D
31:54 Talent Show by Michelle - Argentine Tango
34:33 Rapid Fire - Personally Speaking with Michelle
37:00 How to Get in Touch with Michelle
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Jagged with Jasravee, is an initiative of Master Sun, the Consulting Brand of Adiva Lifestyle Pvt Ltd. Please visit our blog at http://www.mastersun.in/
sensorybranding #neuroscience #marketresearch
What are ‘messes in marketing’ ? What is the most important quality to handle them ? How do we become a better marketing manager by learning from them ?
What are the unique transformational leadership insights that we can learn from master mentors or some of the greatest minds ?
Scott answers the above two questions and more as he talks about two of his latest books- Master Mentors, Marketing Mess to Brand Success. Scott J. Miller is a senior advisor on thought leadership with Franklin Covey. He was a Former CMO and EVP of Thought Leadership at Franklin Covey. He is a best-selling author of first book, Management Mess to Leadership Success, and a WSJ best-selling author of the second book, Everyone Deserves a Great Manager.
Connect with Scott at https://www.scottjeffreymiller.com/
Scott's Linkedin Profile - https://www.linkedin.com/in/scottmillerj1/
Scott's Podcast - On Leadership with Scott Miller
Jagged with Jasravee is facilitated by Jasravee Kaur Chandra, Director- Brand Building, Research & Innovation at Master Sun, Consulting Brand of Adiva L Pvt. Ltd. Jasravee has over 20 years experience as a Strategic Brand Builder,Communications Leader and Entrepreneur.
Please connect with Jasravee on Linkedin at https://www.linkedin.com/in/jasravee/
0:00 Preview & Introduction to Scott
2:12 Own your messes
7:47 Messes in Marketing - What most marketers fail at
8:31 Marketing Mess 1 - Its the customer, stupid !
9:53 Marketing Mess 2 - Stay close to the cash
11:10 Marketing Mess 3 - Bruised hard, heal fast
13:20 Concept of Leadership
15:02 Leadership Lessons from Master Mentors -Nick Vuijic
20:00 Leadership Lessons from Master Mentors -Seth Godin
23:23 : Not everybody should be a leader of people
28:27 Common Characteristics of Master Mentors
30:51 Marketing Mess 4 -Marketing is not a department
33:55 Rapid Fire -Personally Speaking with Scott
37:11 Talent Show - Scott’s Cufflink Collection
39:36 Scott’s Online Address
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Jagged with Jasravee, is an initiative of Master Sun, the Consulting Brand of Adiva Lifestyle Pvt Ltd. Please visit our blog at http://www.mastersun.in/
transformativeleadership #marketingmanagerlife #marketingmistakes
Helene Cahen is an Innovation Consultant, Trainer, Facilitator and Speaker with 20 years of experience helping companies navigate innovation challenges. She guides Fortune 500, small businesses and non-profits to understand innovation, create innovative new products/services, build effective teams and support a user-centered culture.
In addition, she has been a facilitator, coach and lecturer for the Haas School of Business and the VP of Innovation for a start-up. Trained in Creative Problem Solving and Design Thinking, Helene received an M.S. in Creativity and Change Leadership from the International Center for Studies in Creativity at Buffalo New York and has a business degree from Sciences-Po Paris, a top French Business School.
Contact Details for Helene
Website www.strategicinsights.biz
Contact guide@strategicinsights.biz
LinkedIn https://www.linkedin.com/in/strategicinsights/
Twitter https://twitter.com/@guidinnov
Jagged with Jasravee is facilitated by Jasravee Kaur Chandra, Director- Brand Building, Research & Innovation at Master Sun, Consulting Brand of Adiva L Pvt. Ltd. Jasravee has over 20 years experience as a Strategic Brand Builder,Communications Leader and Entrepreneur.
Please connect with Jasravee on Linkedin at https://www.linkedin.com/in/jasravee/
Special offer from Helene for Jagged with Jasravee Listeners to help you grow your business and be more innovative .
Download and review our Nine Questions to Spark your Thinking about Innovation
Schedule a free 30 minutes consultation with Helene Cahen to discuss your unique challenges related to these nine issues and how they can be addressed by going to
https://www.strategicinsights.biz/growth-through-innovation/
0:00 Preview & introduction to Helene
2:38 How to be more Innovative
3:50 Why diversity in teams aids innovation
5:11 Human centered design
9:48 Improving collaboration & productivity of online meetings
13:31 Innovation Management - Wall of Assumptions, Blindspots, Common Tools & Process, Brainstorming etc.
17:49 Improv and creativity
23:27 Rapid fire- Personally speaking with Helene
25:14 Helene’s contact details
25:51 Feedback about JWJ
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Jagged with Jasravee, is an initiative of Master Sun, the Consulting Brand of Adiva Lifestyle Pvt Ltd. Please visit our blog at http://www.mastersun.in/
What’s so special and unique about the kids below 13 age segment ?
How is the segment of kids between 5- 13 evolving ? Are there any misconceptions about this age segment ?
Can you share some observations of aspirations, dreams or opinions of kids through your app Voxbox?
Aditya Jaishankar , Founder of Voxbox , answers the above questions as he takes us on a journey to a playground for kid's imagination. Before he started on his entrepreneurial journey, Aditya was a South India Strategy Planning Head for MacCann Erickson.
Please connect with Aditya on Linkedin - https://www.linkedin.com/in/aditya-jaishankar-4029523/
The Voxbox App is available for download on Google Playstore.
Jagged with Jasravee is facilitated by Jasravee Kaur Chandra, Director- Brand Building, Research & Innovation at Master Sun, Consulting Brand of Adiva L Pvt. Ltd. Jasravee has over 20 years experience as a Strategic Brand Builder,Communications Leader and Entrepreneur.
Please connect with Jasravee on Linkedin at https://www.linkedin.com/in/jasravee/
0:00 Preview & Introduction to Aditya
1:00 The Fascinating World of Kids
2:14 The Three Age Bands of Kids Between 6-12
3:41 Identity Formation For Kids
5:31 How are the Kid Segments evolving ? What does this imply for brands?
9:35 Voxbox - Imagica for Kids
14:19 How can Technology Enhancing Kids’ Creativity
15:17 How can Brands Harness Insights from Voxbox Stories & Content
16:47 Rapid Fire - Personally Speaking with Aditya
17:57 Feedback About Jagged with Jasravee
Aditya talks about the fascinating world of kids between 6 to 13, wherein the kids carve an identity for themselves and stand out amongst the peers . Every age band is a different world, 8 -10 ts hugely different from 10 -12 . The differences between small age groups can be extremely pronounced in the 6 -12 segment.Aditya talks about context of Voxbox, the app that he has founded, which acts as a playground for kid's imagination. The app enables kids below 13 to share their thoughts ideas, opinions and experiences under the supervision of their parents.Kids below 13 are looking for avenues of expression but there is no safe and secure platform that enables them to that . The app creates a safe and secure social community for kids
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Jagged with Jasravee, is an initiative of Master Sun, the Consulting Brand of Adiva Lifestyle Pvt Ltd. Please visit our blog at http://www.mastersun.in/
How has one of India's oldest tea brand Brook Bond Red Label stayed consistent over its core idea…even while refreshing it as we evolve ?
Not just a Cadbury Ad : How did the thinking behind an exemplary communication come about; which supported local businesses in the covid times ?
Cadbury re-imagined ad : What would you say are the benefits to a brand in giving such a twist to a classic ?
How do you look at small town as a segment, any insights and observations on the same ?
Prem Narayan, Chief Strategy Officer at Ogilvy India, answers the above questions and more as he talks about his experience of working on some of the top Indian advertising campaigns of the last decade by Ogilvy. In fact some of these campaigns are widely celebrated and awarded. For example in the Asia Pacific Marketing Effectiveness Awards Effie 2021 , Ogilvy India had a Silver win was for Red Label's 'Taste Of Togetherness' and the Bronze came for Mondelez's 'Not Just A Cadbury Ad'.
You can reach out to Prem at prem.narayan@ogilvy.com or connect with him on Linkedin https://www.linkedin.com/in/prem-narayan-47a0a5a/
Jagged with Jasravee is facilitated by Jasravee Kaur Chandra, Director- Brand Building, Research & Innovation at Master Sun, Consulting Brand of Adiva L Pvt. Ltd. Jasravee has over 20 years experience as a Strategic Brand Builder,Communications Leader and Entrepreneur.
Please connect with Jasravee on Linkedin at https://www.linkedin.com/in/jasravee/
00:00 Preview & Introduction to Prem
01:53 Brand Red Label -Taste of Togetherness Campaign
14:09 The Power of Briefs - Client Brief, Creative Brief
16:12 Significance of ‘Seek Out content
20:40 ‘Not just a Cadbury Ad’ Campaign
27:47 Red Label Ad - Physical vs Social Distancing
30:49 Cadbury Dairy Milk -Re-imaging a Classic
35:33 Small Town Consumer
48:15 Rapid Fire - Personally Speaking with Prem
Prem talks about how the celebrated and award-winning Brook Bond Red Label has adopted a relevant and grand purpose that its genuinely making India find common ground over a cup of tea through its various campaigns like the current transgender ad, that type of girl ad and 6pack bands etc.
Prem talks about another award winning 'Not just a Cadbury Ad' . He talks about how they collaborated with a data company in Bangalore to deliver a hyper-local campaign that boosted the morale and sales of local retailers. He explains the thinking behind an exemplary communication come which supported local businesses in the covid times .
Prem gives his views on Cadbury re-imagined ad : Good Luck girls. He explains the benefits to a brand in giving such a twist to a classic; and in adapting to changing times. He also gives his views on nostalgia marketing.
Prem talks about his view on small town India, and explains that 'small town' is a mindset that is present amongst 95% of urban Indians.
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Jagged with Jasravee, is an initiative of Master Sun, the Consulting Brand of Adiva Lifestyle Pvt Ltd. Please visit our blog at http://www.mastersun.in/
swadapnepanka #smalltownIndia #notjustacadbury
Chris Hood is the Head of Business Innovation & Strategy at Google. In this conversation he answers the below mentioned questions and many more.
How do the marketers continuously innovate to remain relevant and provide value to their customers?
According to research, majority of digital customers expect marketers to know what they want before you ask them ? How do we deliver personalized and predictable experience to our customers?
What is an API First strategy and how does it help marketers and businesses to pivot quickly ? How does it accelerate time to market ? What are the opportunities to monetize data through APIs.
In this conversation, Chris talks about Marketing Transformation, Digital Innovation at Scale and API First approach. His thought leadership and strategic insights on digital and business transformation have fueled countless enterprises' digital success. He is also a host of That Digital Show, a weekly business podcast for Google Cloud.
Please visit his website https://chrishood.com
You may also follow/connect with him on Linkedin : https://www.linkedin.com/in/chrishood/
Jagged with Jasravee is facilitated by Jasravee Kaur Chandra, Director- Brand Building, Research & Innovation at Master Sun, Consulting Brand of Adiva L Pvt. Ltd. Jasravee has over 20 years experience as a Strategic Brand Builder,Communications Leader and Entrepreneur.
Please connect with Jasravee on Linkedin at https://www.linkedin.com/in/jasravee/
Sarvajeet Dinesh Chandra is an occasional co-host of the videocast/podcast. He is the Founder Director at Master Sun, Consulting Brand of Adiva L Pvt. Ltd.
Please connect with Sarvajeet on Linkedin at https://www.linkedin.com/in/sarvajeet/
00:00 Preview & Hello to Chris
01:53 Customers are becoming more curious, impatient and demanding
03:54 Digital transformation to meet the consumers needs
08:21 Outside-In approach to customer innovation
11:43 Hyper Personalization & Predictable Experience
15:42 Biggest barriers to digital transformation
20:15 Connected experiences as key differentiator for brands.
25:00 API First Strategy 29:00 Monetization through API
36:08 American Idol - Transformative story telling technologies for engaging content
40:00 Rapid Fire - Personally Speaking with Chris
47:19 Online Contact Details for Chris
48:19 Feedback about JWJ by Chris
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Jagged with Jasravee, is an initiative of Master Sun, the Consulting Brand of Adiva Lifestyle Pvt Ltd. Please visit our blog at http://www.mastersun.in/
apifirst #customerinnovation #datadrivenmarketing
How do we study culture online using techniques like netnography ?
What are the three key insights based on Edelman Trust Barometer report that you believe have huge significance for corporates, organizations and brands ?
What is meant by ‘Trust is the new Brand Equity’. How has the concept TRUST evolved over the last 5 years. What are the key implications for brands?
Sumeer Mathur answers the above questions as he takes us through the insights from Edelman Trust Barometer and its implications for brands, organizations and corporates. Sumeer Mathur is the Senior Vice President, National Planning & Strategy Head at Edelman India.
Please connect with him at Linkedin https://www.linkedin.com/in/sumeer-mathur-81607812/
Jagged with Jasravee is facilitated by Jasravee Kaur Chandra, Director- Brand Building, Research & Innovation at Master Sun, Consulting Brand of Adiva L Pvt. Ltd. Jasravee has over 20 years experience as a Strategic Brand Builder,Communications Leader and Entrepreneur.
Please connect with Jasravee on Linkedin at https://www.linkedin.com/in/jasravee/
Key Segments
00:00 Introduction To Sumeer
01:41 Netnography -Studying culture online
03:28 Edelman Trust Barometer - Key Findings
11:19 Corporates Inspire More Trust Than Other Institutions
18:39 Consumers Want Brands to Drive Cultural Change
22:50 Brands Coming Back After Trust Issues - Maggi
25:21 Rapid Fire - Personally Speaking With Sumeer
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Jagged with Jasravee, is an initiative of Master Sun, the Consulting Brand of Adiva Lifestyle Pvt Ltd. Please visit our blog at http://www.mastersun.in
brandtrust #edelmantrustbarometer #netnography
Has the 'The New Age of Audio' arrived and why is podcasting is booming in all sectors from B2B Enterprise podcasts to Brand Originals ?
What is the role of human communication in the age of the machine?
How would you characterize the dawn of the 'Age of Authenticity' for business and the importance of Storytelling for brands and leaders?
What Apple and Spotify algorithms want from podcasters in 2021 ? What are the podcasting best practices ?
Graham Brown answers the above questions as he talks about Podcasting as a compelling tool for marketing, a story telling medium for business leaders. Graham Brown is CEO and the founder of Pikkal & Co - Award Winning Podcast Agency in Singapore. He is also a host of various podcasts like Podcast Maps, The Be More Human Podcast, The XL Podcast and Asia Tech Podcast.
Please visit his website : https://www.grahamdbrown.com/
You may connect with him on Linkedin : https://www.linkedin.com/in/grahamdbrown/
Jagged with Jasravee is facilitated by Jasravee Kaur Chandra, Director- Brand Building, Research & Innovation at Master Sun, Consulting Brand of Adiva L Pvt. Ltd. Jasravee has over 20 years experience as a Strategic Brand Builder,Communications Leader and Entrepreneur.
Please connect with Jasravee on Linkedin at https://www.linkedin.com/in/jasravee/
Index
00:00 Introduction
01:14 New Age of Audio
04:55 Need for Authenticity Fuels Rise Od Audio
11:33 Conventional Branding is dead.Need for a Pluralistic Narrative
15:09 B2B & B2C Podcasts
19:30 Podcasting Market in India, Women Podcasters
23:42 What Apple and Spotify Want From Podcasters
26:14 Rapid Fire - Personally Speaking With Graham
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Jagged with Jasravee, is an initiative of Master Sun, the Consulting Brand of Adiva Lifestyle Pvt Ltd. Please visit our blog at http://www.mastersun.in/
podcasting #thoughtleadership #podcastingwomen
How marketing is about helping people make choices and feel good about themselves ?
How to make the behavior you need people to adopt an easy, natural and rewarding choice ?
What is Matthew's framework of Behavioral LENS for behavioral insights and choice architecture?
If Content is King, how ‘Context is Queen'?
Matthew Willcox answers the above questions and many more as he get at the heart of how human beings make decisions. Beyond marketing plans and strategies, he gets at what motivates us at our core. The result is revolutionary ways of thinking about the consumer journey and how your brand can intersect and influence choice. Matthew is an author of "The Business of Choice"
, co-winner of the American Marketing Association-Berry Book Prize and winner of Marketing & Sales Books "Marketing Book Of The Year 2016". He is the founder of the Institute of Decision Making. He currently runs a behavioral insights and choice architecture consultancy and training.
Matthew has over 25 years brand strategy experience in Europe, Asia and North America, and has helped organizations such as Levi Strauss and Co., Electronic Arts, Unilever, Nestlé, Shell and GlaxoSmithKline get their products chosen, and in the process, has won eight Effie Awards.
Matthew's Consulting Company - https://thebusinessofchoice.com/
Matthew's Book - https://www.amazon.in/Business-Choice-Influences-Everyones-Decisions/dp/1839820713
Matthew's Linkedin : https://www.linkedin.com/in/businessofchoice/
Jagged with Jasravee is facilitated by Jasravee Kaur Chandra, Director- Brand Building, Research & Innovation at Master Sun, Consulting Brand of Adiva L Pvt. Ltd. Jasravee has over 20 years experience as a Strategic Brand Builder,Communications Leader and Entrepreneur.
Please connect with Jasravee on Linkedin at https://www.linkedin.com/in/jasravee/
The Conversation Chapters
00:00 Introduction to Matthew Willcox
01:03 Marketing is about helping people make choice
05:40 Matthew's Framework of Behavioural LENS
19:25 Self Efficacy - Making consumers feel lucky, beautiful and smart
23:46 How to make people feel good about their choices -Role of Brands, Brand Purpose
28:10 Familiarity with a Twist
32:40 Cocktail Party Effect - Relevance, followed by Disruption
35:44 Content is King and Context is Queen
42:40 Talent Show - Bird Watching
47:34 Rapid Fire - Personally Speaking with Matthew
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Jagged with Jasravee, is an initiative of Master Sun, the Consulting Brand of Adiva Lifestyle Pvt Ltd. Please visit our blog at http://www.mastersun.in/
choicearchitecture #behavioraleconomics #thebusinessofchoice #behavioralinsights
What is the concept of value based pricing. Why competitor’s price is not sufficient for determining the prices a firm can extract ?
How does business strategy impact pricing?
How can a firm influence a customer’s perception of value ? What is the role of branding in influencing value ?
In reacting to competitor’s pricing actions or the entrance of a new competitor, how do executives use the Competitive Price Reaction Matrix and identify the reaction most likely to yield a better outcome?
Tim J Smith, answers the above questions, as he makes a case for Value Based Pricing. Tim J Smith is the Founder & CEO of Wiglaf Pricing. He is a pricing strategy consultant, chief editor of the Wiglaf Journal and author of two books -Pricing Strategy, Pricing Done Right.
Please connect with Tim on Linkedin - https://www.linkedin.com/in/drwiglaf/
His company blog - https://wiglafjournal.com/
His book - https://www.amazon.in/Pricing-Done-Right-Successful-Profitable/dp/111918319
Jagged with Jasravee is facilitated by Jasravee Kaur Chandra, Director- Brand Building, Research & Innovation at Master Sun, Consulting Brand of Adiva L Pvt. Ltd. Jasravee has over 20 years experience as a Strategic Brand Builder,Communications Leader and Entrepreneur.
Please connect with Jasravee on Linkedin at https://www.linkedin.com/in/jasravee/
00:00 Introduction to Tim
01:09 Principles of Value Based Pricing
07:19 Alignment of Business Strategy & Pricing
12:38 Role of Branding in Pricing
15:00 Psychological Influences that Impact Perception of Value
17:56 Price Competition Matrix
24:24 Tim's Talent Show
28:03 The Rapid Fire - Personally Speaking with Tim
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Jagged with Jasravee, is an initiative of Master Sun, the Consulting Brand of Adiva Lifestyle Pvt Ltd. Please visit our blog at http://www.mastersun.in/
pricingstrategies #pricingdecision #pricingmethods
Why every brand needs to pivot around a critical human story for the maximum ROI ?
What is Stories at Scale ? How to do Qualitative Research at Quantitative Scale ?
Is there a need to build new brands for expansions or extend existing brands to maximize efficiencies ?
Arindam Som, answers the above questions as he talks of the jagged edges of market research. Arindam is a Founder at BrandEigen Insights & Analytics . He is ex-HUL, Unilever, GSK , Kantar, Nielsen.
Please visit his firm at https://brandeigen.com/
You may connect with him on Linkedin https://www.linkedin.com/in/arindam-som-b7924b4/
Jagged with Jasravee is facilitated by Jasravee Kaur Chandra, Director- Brand Building, Research & Innovation at Master Sun, Consulting Brand of Adiva L Pvt. Ltd. Jasravee has over 20 years experience as a Strategic Brand Builder,Communications Leader and Entrepreneur.
Please connect with Jasravee on Linkedin at https://www.linkedin.com/in/jasravee/
Arindam believes that every brand needs to pivot around a critical human story for the maximum ROI. Any transition or any change in life is accompanied with some significant stories. Stories are expressions of some vulnerabilities, some unspoken ambitions. The transitions are about adoptions. Adoptions of categories, services, brands, a new behaviour or a new way of life. The methodology focuses on getting the most impactful story for the category or the brand adoption. The technique focuses on nudging people back to the moment or period when this adoption happened and ask them to narrate their story.
Getting a hang of the diversity of conversations at a large quantitative scale yet maintaining the depth of them as you do through qualitative research is one of the interesting challenges we have today. One… we know how people have made conversations their staple over WhatsApp. Hours are spent over WhatsApp every day. Two… at the same time, our friends from the AI & NLP front have enabled Q&As through intuitive understanding of human language. Three… we in Market Research know how large-scale survey data is becoming less credible due to non-availability of people’s time and the high claim culture of certain countries. As a result, lot of us believe that implicitly derived scores are far more actionable than the lame duck claimed scores. . The methodology focuses on collecting large volumes of stories automated by effective BOTs & NLPs within WhatsApp conversational chats. Its Qual Research @ Quant Scale.
00:00 Introduction to Arindam
00:46 Cutting Edge Ideas at MRSI (Market Research Society of India)
08:31 Moments or Critical Incident Technique (CIT)
20:00 Stories at Scale, Learnings from Fintech
27:00 Caselet : Use of CIT for Saridon
29:44 Caselet : GSK - Extending Old Brands or New Brands for New Spaces
38:50 Talent Show - Song in Bengali by Arindam
39:40 Rapid Fire - Personally Speaking with Arindam
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Jagged with Jasravee, is an initiative of Master Sun, the Consulting Brand of Adiva Lifestyle Pvt Ltd. Please visit our blog at http://www.mastersun.in/
marketresearchtechniques #marketresearchmethodology #consumerbehavior
What are your learnings about effective B2B marketing at Oracle, Seibel Systems etc.?
Why is there so much friction in the buyer's journey? How do we reduce it ?
Why is Customer Relationship Management (CRM) platform the best hub for marketing automation for SMEs?
Eric Dickmann answers the above questions and shares his experience as a Senior Director of Marketing at Oracle, Marketing Lead at Siebel Systems. Currently as a Chief Marketing Officer of The Five Echelon Group, Eric is a Strategic Marketing Advisor & Fractional CMO. Eric is also the host of 'The Virtual CMO' podcast.
Eric’s Profile at Linkedin : linkedin.com/in/edickmann
Eric's Company Website : fiveechelon.com
Jagged with Jasravee is facilitated by Jasravee Kaur Chandra, Director- Brand Building, Research & Innovation at Master Sun, Consulting Brand of Adiva L Pvt. Ltd. Jasravee has over 20 years experience as a Strategic Brand Builder,Communications Leader and Entrepreneur.
Please connect with Jasravee on Linkedin at https://www.linkedin.com/in/jasravee/
Eric talks about how he built awareness and generated executive level leads at Oracle and how to build nurturing programs for leads working closely with sales leadership. He also talks about his experience in Siebel Systems and how helped position it as a leading CRM software in financial services.
He also talks about his stint at how he repositioned Sunview Software and achieves a significant decrease in lead acquisition spends & 620% increase in organic web traffic.
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Jagged with Jasravee, is an initiative of Master Sun, the Consulting Brand of Adiva Lifestyle Pvt Ltd. Please visit our blog at http://www.mastersun.in/
b2bmarketing #buyersjourney #enterprisesoftwaremarketing
John’s Crazy Socks is a father-son venture inspired by co-founder John Lee Cronin, a young man with Down syndrome. John’s affinity for crazy socks paired with his love of making people smile, made him and his father Mark X. Cronin. The mission of John's Crazy Socks is to spread happiness.
Please visit their website https://johnscrazysocks.com/
Or you may write to service@johnscrazysocks.com
Jagged with Jasravee is facilitated by Jasravee Kaur Chandra, Director- Brand Building, Research & Innovation at Master Sun, Consulting Brand of Adiva L Pvt. Ltd. Jasravee has over 20 years experience as a Strategic Brand Builder,Communications Leader and Entrepreneur.
Please connect with Jasravee on Linkedin at https://www.linkedin.com/in/jasravee/
00:00 Introduction to John's Crazy Socks
00:46 Vision and Mission of John’s Crazy Socks
04:10 How Social Mission Helps Business
07:51 Product Design Elements to Ensure Brand-Product Fit
10:51 Benefits of Unified Workplace with People With Differing Abilities
18:01 Association with Special Olympics
21:18 The Origin Story of John's Crazy Socks
26:00 Business in a Box - 1000 Differing Ability Entrepreneurs
28:07 Rapid Fire with John & Mark
30:58 Talent Show with John & Mark
It was in fall of 2016, John's last year of high school, that the idea for John's Crazy Socks started to take shape.Like many of his peers, Cronin was deciding what he wanted to do after graduation. But unlike his classmates, John's options were somewhat limited. With Down syndrome, the career paths available to him didn't exactly pique his interest; many were gigs at retail chains and the ones that weren't had long waiting lists.
The John's Crazy Socks website officially launched in December 2016. The response from customers, Mark recalls, was promising. They received 42 orders that first day, all local and largely coming from nearby Huntington, New York. John, at the time, was a student at Huntington High School.
Since its launch in John's Crazy Socks has exploded. In five years, the yearly revenue is in excess of 10 million dollars. Customers include high-profile people ranging from George H.W. Bush to Eva Longoria. John's official title at John's Crazy Socks is chief happiness officer, which is fitting in more ways than one.
John's Crazy Socks has a social mission and a retail mission, and they are indivisible. They believe in giving back: the company donates 5 percent of its earnings to the Special Olympics as they’ve played a vital role in John’s development. The company continues to expand its charity partners by offering and creating socks with specific “awareness” themes, such as our Autism Awareness Socks and Down Syndrome Awareness Socks.
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Jagged with Jasravee, is an initiative of Master Sun, the Consulting Brand of Adiva Lifestyle Pvt Ltd. Please visit our blog at http://www.mastersun.in/
CrazySocks #DownSyndrome #SpreadingHappiness
Michael Buzinski's book 'The Rule of 26' narrows the focus of website revenue growth down to three key performance indicators (KPIs). These indicators allow SME owners to take control of their website marketing without having to learn digital marketing.
Connect with Michael on Linkedin https://www.linkedin.com/in/michaelbuzinski/
His Book on Amazon : https://www.amazon.in/Rule-26-Service-Based-Businesses-Doubling-ebook/dp/B0957QYM27/
Jagged with Jasravee is facilitated by Jasravee Kaur Chandra, Director- Brand Building, Research & Innovation at Master Sun, Consulting Brand of Adiva L Pvt. Ltd. Jasravee has over 20 years experience as a Strategic Brand Builder,Communications Leader and Entrepreneur.
Please connect with Jasravee on Linkedin at https://www.linkedin.com/in/jasravee/
Digital marketing is made complex by two main factors.
-
The intricacies marketing agencies create to measure success for large enterprise companies.
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The plethora of tactics and tools available to obtain enterprise marketing goals.
Neither completely pertains nor scales down to the needs of small or medium-sized businesses, and less so for service-based businesses. Michael Buzinski shows you the path to doubling your website revenue using the Rule of 26, focusing on the only three key performance indicators (KPIs) you need to track when marketing your website.
These are simple strategies that increase your revenue without proportionately increasing your workload.
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Jagged with Jasravee, is an initiative of Master Sun, the Consulting Brand of Adiva Lifestyle Pvt Ltd. Please visit our blog at http://www.mastersun.in/
websitemarketing #websiterevenue #websitemarketingstrategy
What is the strategy first approach to sales and marketing ?
How do you convert every touch into a voracious advocate of your brand ?
What is the role of predictive AI & data analytics in upselling and cross-selling ?
Andrew Deutsch answers the above questions in an interesting and often funny conversation. Andrew Deutsch is a CEO of Fangled Technology. He is a Global Marketing & Sales Executive, passionate about converting every touch into an advocate for your brand.
Please connect with Andrew on Linkedin https://www.linkedin.com/in/andrew-deutsch-2445936/
Andrew is also a host of The FangledCast Podcast.
Please visit his Podcast page- https://fangledtech.com/podcasts/
Jagged with Jasravee is facilitated by Jasravee Kaur Chandra, Director- Brand Building, Research & Innovation at Master Sun, Consulting Brand of Adiva L Pvt. Ltd. Jasravee has over 20 years experience as a Strategic Brand Builder,Communications Leader and Entrepreneur.
Please connect with Jasravee on Linkedin at https://www.linkedin.com/in/jasravee/
00:00 Introduction to Andrew Deutsch
00:55 Strategy First or Customer First Approach to S & M
06:66 Converting Every Touch Into an Advocate for Your Brand
09:43 Need for Due Diligence in International Marketing
12:45 Predictive AI & Data Analytics in Sales & Marketing
17:45 Rapid Fire - Personally Speaking With Andrew
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Jagged with Jasravee, is an initiative of Master Sun, the Consulting Brand of Adiva Lifestyle Pvt Ltd. Please visit our blog at http://www.mastersun.in/
brandadvocacy #predictivesalesai #customerfirst
Why is ‘my brand is better than your brand’ strategy irrelevant?
How formation & re-framing of Game-Changing Subcategories is the only way to drive growth?
Why becoming an exemplar brand is the key to relevance ?
What has fundamentally changed in the relationship a consumer has with brand; and the role brands play in an organization?
How is 'signature story' a strategic asset ? What makes an effective signature story ? How to build a culture of story-telling ?
The “Father of Modern Branding”, David Aaker answers the above questions. David serves as Vice Chairman at Prophet, a global growth consultancy.David has been the Professor of Marketing Strategy at Haas School of Business since 1971. In 2015, David Aaker was inducted into the American Marketing Association Hall of Fame for his lifetime achievements in marketing.
David Aaker has authored and published hundreds of articles and 16 books, including Aaker on Branding: 20 Principles That Drive Success, Brand Relevance, Spanning Silos, Brand Portfolio Strategy, Building Strong Brands, and From Fargo to the World of Brands. His books have been translated in 18 languages and sold over 1 million copies.
You can follow David Aaker on his blog at wwwdavidaaker.com
You can connect with his company at www.prophet.com
Jagged with Jasravee is facilitated by Jasravee Kaur Chandra, Director- Brand Building, Research & Innovation at Master Sun, Consulting Brand of Adiva L Pvt. Ltd. Jasravee has over 20 years experience as a Strategic Brand Builder,Communications Leader and Entrepreneur.
Please connect with Jasravee on Linkedin at https://www.linkedin.com/in/jasravee/
00:00 Introduction to the 'Father of Branding'
01:51 David Aaker on 'What led him to write on brands'
06:42 About David’s Book “Aaker on Branding’
08:09 Changes in the Relationship a Consumer with the Brand
11:25 Owning Game-changing Subcategories
16:27 Ways to Finding and Own Subcategories
20:02 Signature story as a Strategic Asset
25:27 Examples of Brands with Great Signature Stories
30:00 The Process, Skills for Great Storytelling
34:10 Why An Organization needs to have a Story Culture
36:18 Brands and Stories
40:12 Personally Speaking with Dave - Rapid Fire
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Jagged with Jasravee, is an initiative of Master Sun, the Consulting Brand of Adiva Lifestyle Pvt Ltd. Please visit our blog at http://www.mastersun.in/
davidaaker #davidaakerbook #brandingstrategy #davidaakermodel
What was the background, creative challenges and insights behind the Grand Effie Winning Campaigns for Bisleri & Star Plus ?
What will be the role of story telling, creative ideas in the fast changing world of digital marketing?
What will change and what will not? How did you turn your passion for english, into an interesting concept of 'The English Nut'. In light of that how do you look at personal branding?
Sumanto answers the above questions and many more as he takes us on a fascinating ride on the various facets of his life- award winning advertising guru, actor, passionate English Nut, passion for Tagore etc.
Sumanto Chattopadhyay is the chairman & chief creative officer of 82.5 Communications, Ogilvy Group, which he helped launch in 2019. Earlier, he was the executive creative director, South Asia, Ogilvy. Sumanto has won advertising awards at Cannes, the Clios, the One Show, the London Festival, the Abbies and Kyoorius. He won a Grand Effie for the Star Plus campaign and his company won another Grand Effie for the Bisleri Camel campaign.
Please connect with him on https://www.linkedin.com/in/sumanto-chattopadhyay-827442182
Sumanto's alter ego is The English Nut, his channel which has a lot of wit and wisdom about the English language.
Please Visit The English Nut Channel on Youtube : https://www.youtube.com/channel/UCH9PeUclH0VY9vnESCj-Tlg
Jagged with Jasravee is facilitated by Jasravee Kaur Chandra, Director- Brand Building, Research & Innovation at Master Sun, Consulting Brand of Adiva L Pvt. Ltd. Jasravee has over 20 years experience as a Strategic Brand Builder,Communications Leader and Entrepreneur.
Please connect with Jasravee on Linkedin at https://www.linkedin.com/in/jasravee/
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Jagged with Jasravee, is an initiative of Master Sun, the Consulting Brand of Adiva Lifestyle Pvt Ltd. Please visit our blog at http://www.mastersun.in/ #awardwinningads #advertisingcasestudy #theenglishnut
How can an anthropologist add value to producing better products, designs or a campaign?
What is the role of ethnography in research and how does it help in understanding the WHY ?
Matt Artz answers the above questions as he makes a strong case for anthropology in business, consumer research, product design and development. Matt is a Business & Design Anthropologist , SXSW & TEDx Speaker & Head of Product & Experience at Cloudshadow Consulting + Venture Resources.
Matt makes a case for anthropology as it helps us uncover the 'Unknown-Unknowns' and hidden insights. Amongst other things Matt talks about how he is using insights from ethnography to develop a disruptive app for the art market. He also delves on bigger issues like how current algorithms are having unintended consequences and the need to have a multidisciplinary approach to solving societal issues.
You may connect with Matt on
https://www.linkedin.com/in/matt-artz-anthropology/
https://www.mattartz.me/
00:00 Introduction to Matt
00:42 How Anthropology helps to Un-cover Hidden Insights
04:56 Arts App Developed by Matt
07:32 Theory of Social Capital
9:00 The Rise of Anthropology
12:48 Role of Anthropology in Understanding Future Possibilities
15:44 Deductive vs Inductive Problem Solving
17:10 Rapid Fire - Personally Speaking with Matt
Jagged with Jasravee is facilitated by Jasravee Kaur Chandra, Director- Brand Building, Research & Innovation at Master Sun, Consulting Brand of Adiva L Pvt. Ltd. Jasravee has over 20 years experience as a Strategic Brand Builder,Communications Leader and Entrepreneur.
Please connect with Jasravee on Linkedin at
https://www.linkedin.com/in/jasravee/
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Jagged with Jasravee, is an initiative of Master Sun, the Consulting Brand of Adiva Lifestyle Pvt Ltd. Please visit our blog at http://www.mastersun.in/ #digitalanthropology #businessanthropology #designanthropology
How can behavioral psychology be applied to the improve team performance and effectiveness especially in Marketing & Communications Industry ?
How can behavioral psychology be applied to the field of marketing and advertising ?
How does one apply the concepts like 'Behavioural Priming', 'Power of Social Proof', 'Mere Exposure Effect' and 'Loss Aversion' in improving Advertising & Marketing Effectiveness ?
Dr. Kurt Nelson, PhD answers the above questions and many more as he takes us on a fascinating journey on how behavioral sciences can improve productivity and effectiveness of organizations, marketing and advertising. Kurt is an innovative leader, engaged in helping companies use behavioral science insights to help companies and people improve. Please connect with Kurt on Linkedin https://www.linkedin.com/in/kurtwnelson/
Kurt is the Founder & President at The Lantern Group, a Behavioral Design and Communication Agency. They help improve organizational performance by applying behavioral science insights to the human side of business. Please visit the company at https://lanterngroup.com/
Kurt is a co-founder of Behavioral Grooves Podcast. Started in December of 2017, the award-winning Behavioral Grooves is one of the fastest-growing podcasts in the social science realms. Please visit the website of podcast at https://behavioralgrooves.com/
Jagged with Jasravee is facilitated by Jasravee Kaur Chandra, Director- Brand Building, Research & Innovation at Master Sun, Consulting Brand of Adiva L Pvt. Ltd. Jasravee has over 20 years experience as a Strategic Brand Builder,Communications Leader and Entrepreneur.
Please connect with Jasravee on Linkedin at https://www.linkedin.com/in/jasravee/
Sarvajeet Dinesh Chandra is an occasional co-host of the videocast/podcast. He is the Founder Director at Master Sun, Consulting Brand of Adiva L Pvt. Ltd. Please connect with Sarvajeet on Linkedin at https://www.linkedin.com/in/sarvajeet/
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Jagged with Jasravee, is an initiative of Master Sun, the Consulting Brand of Adiva Lifestyle Pvt Ltd. Please visit our blog at http://www.mastersun.in/
neuromarketing #behavioralscience #behaviouralpsychology
What is a thought leader and what exactly is thought leadership?
How to become a global thought leader ?
What are the strategies and tools that help you gain traction as a global thought leader ?
Tracy Lamourie, an international award winning publicist, takes us on a journey of how to become a thought leader if one is a good at something. She shares strategies that will help an expert gain global recognition and traction as a thought leader.
0:00 Introduction 01:43 Marie Kondo Story : Thought Leader on Closet Organisation
03:31 Hairstylist Story : To Beverly Hills, From Small Town Canada
04:49 Building an Authentic Personal Brand
06:45 Media Strategies & Tools for Thought Leader Marketing
07:29 Featuring in Global Press - Help a Reporter Out
13:29 Tracy's Upcoming Book - GET REPPED
14:46 Rapid Fire - Personally Speaking with Tracy
Tracy Lamourie, a high profile international award winning publicist, is the Founder and Managing Director of Lamourie Media Inc., Greater Toronto Area, Canada. She is a Universal Women's Network 2020 Woman of Inspiration Winner for the Women In Media award . She is the author of the upcoming book GET REPPED - Build Your Brand With Effective Public and Media Relations.
Please connect with her on Linkedin - https://www.linkedin.com/in/tracylamourie/
Please visit Lamourie Media's website - http://www.lamouriemedia.com/
Jagged with Jasravee is facilitated by Jasravee Kaur Chandra, Director- Brand Building, Research & Innovation at Master Sun, Consulting Brand of Adiva L Pvt. Ltd. Jasravee has over 20 years experience as a Strategic Brand Builder,Communications Leader and Entrepreneur.
Please connect with Jasravee on Linkedin https://www.linkedin.com/in/jasravee/
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Jagged with Jasravee, is an initiative of Master Sun, the Consulting Brand of Adiva Lifestyle Pvt Ltd. Please visit our blog at http://www.mastersun.in/
thoughtleadership #thoughtleader #globalthoughtleader
How to build brands full of purpose? Case Study of Lifebuoy in India
How to re-interpret a global positioning for a brand and make it relevant in local market ? Case Study of Surf Excel
How to revive a brand after a long slumber, and give it a new life with nostalgia marketing ? Case Study of Jawa Bike
Saji Abraham, Founder Fighting Fit Brands, answers the above questions as he takes us on a fascinating journey of Lifebuoy and Surf Excel's evolution as a brand in India.
Saji has 25+ years of experience in advertising and marketing across Lintas, where he was an Executive Director and Classic Legends (the resurrectors of iconic motorcycle brands Jawa, Yezdi and BSA) where he was the Chief Marketing Officer. Saji Abraham has helped launch brands, resuscitate flagging ones and propel both challengers and leader brands onto a growth trajectory.
Saji has now founded Fighting Fit brands with an ambition of helping brands realise their true potential.
Please visit Saji's new company at https://fightingfitbrands.com/
Connect with Saji on Linkedin https://www.linkedin.com/in/saji-abraham/
00:00 Introduction
01:53 Lifebuoy Caselet - Help a Child Reach 5 Campaign
07:00 Surf Excel Caselet - Dirt is Good Reinterpreted as Daag Acche Hain
15:50 Nostalgia Marketing - Jawa Bikes Experience
19:30 Role of Ad Agency from CMO Perspective
23:26 Saji's New Venture - Fighting Fit Brands
24:50 Rapid Fire : Personally Speaking with Saji
Jagged with Jasravee is facilitated by Jasravee Kaur Chandra, Director- Brand Building, Research & Innovation at Master Sun, Consulting Brand of Adiva L Pvt. Ltd. Jasravee has over 20 years experience as a Strategic Brand Builder,Communications Leader and Entrepreneur.
Please connect with Jasravee on Linkedin https://www.linkedin.com/in/jasravee/
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Jagged with Jasravee, is an initiative of Master Sun, the Consulting Brand of Adiva Lifestyle Pvt Ltd. Please visit our blog at http://www.mastersun.in/
What are the several fundamental changes in consumer behavior that are happening which you enumerate in your book The New Chameleons ?
How has the pandemic affected consumer behavior, and what dominant patterns of behaviour can we expect in the new normal?
How are the young consumer of today different ? What do they seek from brands and hence which type of brands do they prefer?
How will automation and artificial Intelligence change the way we shop and organizations market?
Professor Micheal Solomon answers the above questions as he takes us on a fascinating journey wherein he introduces the audience to two very different worlds: the real world where individual consumers float seamlessly from one connection to another, defying classification. And an alternative universe where marketers are still trapped by strictly defined consumer segments and media categories which bear no relationship to real customer behavior.
Michael R. Solomon is professor of marketing in the Haub School of Business at Saint Joseph's University and he resides in Philadelphia, Pennsylvania. He advises global clients in leading industries on marketing strategies to make them more consumer-centric. He is the author of several leading textbooks on marketing and consumer behavior.
Micheal on Linkedin : https://www.linkedin.com/in/michaelsolomon/
His Book The New Chameleons https://www.amazon.in/New-Chameleons-Connect-Consumers-Categorization/dp/1398600067
The Flow of Conversation
0:00 Introduction
0:50 End of Segmentation & Emergence of Chameleons
4:40 Gender Fluidity Dichotomy
6:43 Man Machine Dichotomy - Breaking Down Barriers
7:42 Athleisure Clothing - Out of Box Thinking
11:22 Young People & Their Relationships With Brands
17:45 AI & It's Impact on Marketing
21:32 Me vs. We Dichotomy - Teenagers Like B2B
25:04 Marketers Talk to Network and Not an Individual
28:00 Guiding Principles in the New Age- Consumers as Partners
31:02 Market Research in New Age - Web Scraping, Sentiment Analysis, Ethnography
36:44 Personally Speaking - Rapid Fire
Jagged with Jasravee is facilitated by Jasravee Kaur Chandra, Director- Brand Building, Research & Innovation at Master Sun, Consulting Brand of Adiva L Pvt. Ltd. Jasravee has over 20 years experience as a Strategic Brand Builder,Communications Leader and Entrepreneur.
Please connect with Jasravee on Linkedin
https://www.linkedin.com/in/jasravee/
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Jagged with Jasravee, is an initiative of Master Sun, the Consulting Brand of Adiva Lifestyle Pvt Ltd. Please visit our blog at http://www.mastersun.in/
marketsegmentation #consumerbehavior #consumerculture
How are global brands and MNCs responding to the challenge of agile new age D2C brands ? How are the MNCs changing structure, strategy and culture to adapt to the change?
How are Moms evolving across the last 25 years and 5 cultures ? How they are no longer desperate housewives and have truly come on their own ?
Sanjai gives his point of view on the above questions, as he dips into his vast and multicultural experience of marketing prestigious global brands. Sanjai Srivastava is Global Business Lead, Team IPG -UNILEVER, Singapore . Sanjai has over 25 years of business and strategic leadership in brand communication agencies across Mumbai, Shanghai, New York, Bangkok & Singapore and a range of categories and markets for prestigious global brands.
Please connect with Sanjai on Linkedin https://www.linkedin.com/in/sanjai-srivastava-9363862/
Jagged with Jasravee is facilitated by Jasravee Kaur Chandra, Director- Brand Building, Research & Innovation at Master Sun, Consulting Brand of Adiva L Pvt. Ltd. Jasravee has over 20 years experience as a Strategic Brand Builder,Communications Leader and Entrepreneur.
Please connect with Jasravee on Linkedin https://www.linkedin.com/in/jasravee/
00:00 New Age Brands Force MNCs to become relevant, go local
09:45 Evolution of New Age Moms, Not Desperate Anymore
20:21 Personally Speaking with Sanjai - Talent Show & Rapid Fire
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Jagged with Jasravee, is an initiative of Master Sun, the Consulting Brand of Adiva Lifestyle Pvt Ltd. Please visit our blog at http://www.mastersun.in/
d2cbrands #globalbrandstrategy #modernmotherhood
Why are there so many boring "corporate videos'?
Are you struggling to make a marketing video that everyone would want to watch?
What are the biggest mistakes B2B marketers are making with their ads? What can video marketers learn from TV ads ?
Guy Bauer is the Founder and Creative Director of Umault, Chicago, USA. His agency makes wildly creative B2B video marketing campaigns people actually want to watch.Guy has been making commercial videos for over 20 years . Umault's Website https://umault.com/
Guy is the author of Death to the Corporate Video, and his biggest life regret is being a Cincinnati Bengals fan. Connect with Guy on Linkedin https://www.linkedin.com/in/guybauer/
0:00 B2B Marketing with Videos - Why it's not a Corporate Video Brochure
6:15 Best Practices of Video Marketing - Mass Mutual, US Case Study
13:55 What Video Marketing Can Learn from TV Ads
21:15 Key Aspects of a Potent Video Marketing Strategy
26:12 Talent Show - Guy's Hidden Talent
27:02 Rapid Fire - Personally Speaking with Guy
Jagged with Jasravee is facilitated by Jasravee Kaur Chandra, Director- Brand Building, Research & Innovation at Master Sun, Consulting Brand of Adiva L Pvt. Ltd. Jasravee has over 20 years experience as a Strategic Brand Builder,Communications Leader and Entrepreneur. https://www.linkedin.com/in/jasravee/
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Jagged with Jasravee, is an initiative of Master Sun, the Consulting Brand of Adiva Lifestyle Pvt Ltd. Please visit our blog at www.mastersun.in #videomarketing #videomarketingstrategy #videobestpractices
Is healthcare marketing too scientific and evidence based? Do we think or feel health ?
Could placebo effect and understanding human psychology be better enablers for causing a behavioural change (e.g. wearing of the mask in the pandemic) ?
What are the best practices for Rx to OTC transition ? Why a Doctor stays important stakeholder across ?
Why healthcare marketing needs to be responsible and not gimmicky/opportunistic in the emerging trust deficit world?
0:00 UFP (Unique Feeling Proposition) for Healthcare Branding
3:17 FMHG (Fast Moving Health Goods) Marketing.Role of Doctors & Other Influencers
9:39 Can Vatika Shampoo Protect from Covid ?
11:50 Catalyzing Placebo & Mitigating Nocebo Effect
15:50 Behavioural Change of Mask Wearing During Covid
21:25 Rapid Fire with Gauri
Gauri Chaudhari answers the above in an interesting conversation.Gauri Chaudhari is a Co-Founder of Brand Innerworld, a Healthcare Brand Consultancy that specializes in end to end healthcare brand consultancy.Before starting Brand Innerworld, Gauri headed the healthcare business of FCB-Ulka Advertising and handled assignments for India's top healthcare companies including GSK, Cipla, Abbott, Pfizer, Dr. Reddy's, and J&J.
Gauri is the author of the book -The Perfect Pill: 10 Steps to Build a Strong Healthcare Brand. https://www.amazon.in/Perfect-Pill-Steps-Strong-Healthcare/dp/9353882516
Please connect with her on Linkedin https://www.linkedin.com/in/gauri-chaudhari-5501702/
Jagged with Jasravee is facilitated by Jasravee Kaur Chandra, Director- Brand Building, Research & Innovation at Master Sun, Consulting Brand of Adiva L Pvt. Ltd. Jasravee has over 20 years experience as a Strategic Brand Builder,Communications Leader and Entrepreneur.
Please connect with Jasravee https://www.linkedin.com/in/jasravee/
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Jagged with Jasravee, is an initiative of Master Sun, the Consulting Brand of Adiva Lifestyle Pvt Ltd. Please visit our blog at www.mastersun.in
healthinfluencers #healthbrands #pharmabrandstrategy
What are some interesting changes in the Indian middle class over the last two decades ?
Which key trends define an Indian small town’s coming of age ?
How do you launch the brand Airtel in the African Continent to connect with diverse societies & different consumer mindsets?
Why the core brand idea of Airtel needed to find an expression through notions of success, and its various meanings across cultural diversities of Africa?
Saumya Chattopadhyay, Senior Vice President, Lowe Lintas India, answers the above questions and shares his views on cultures, societies and brands. Saumya has a a varied multi-cultural immersion with a work experience of 22 years, working and living in 6 countries & 10 cities, such as Kenya, Saudi Arabia, United Kingdom & more. Most of his career has been spent understanding consumers and gathering insights, working as an account planner in various international communication agencies, across categories like Telecom , FMCG, Financial Services, Automotive and Consumer Durables.
Please connect with him on https://www.linkedin.com/in/saumya-c-66245111/
Jagged with Jasravee is facilitated by Jasravee Kaur Chandra, Director- Brand Building, Research & Innovation at Master Sun, Consulting Brand of Adiva L Pvt. Ltd. Jasravee has over 20 years experience as a Strategic Brand Builder,Communications Leader and Entrepreneur. https://www.linkedin.com/in/jasravee/
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Jagged with Jasravee, is an initiative of Master Sun, the Consulting Brand of Adiva Lifestyle Pvt Ltd. Please visit our blog at www.mastersun.in
How does one navigate the corporate world, the modern day battlefield with great wars that are fought in the conference rooms ?
What are the lessons, the new 4Ps that we learn from playground that are useful in management thinking and playing the sport of corporate life ( in arenas like conference room) ?
What makes champion ideators from the world of sport tick?
Vinay Kanchan shares snippets from his books that answer the above questions. His books include 'Sportivity', 'Lessons from the Playground' & 'The Madness Starts at 9'. Vinay Kanchan's journey has spanned a departure from engineering into the world of advertising, some memorable campaigns, three bestselling books and a host of brainstorming and training programs which left behind cherished memories.
Please connect with him on https://www.linkedin.com/in/vinay-kanchan-b98034181
Jagged with Jasravee is facilitated by Jasravee Kaur Chandra, Director- Brand Building, Research & Innovation at Master Sun, Consulting Brand of Adiva L Pvt. Ltd. Jasravee has over 20 years experience as a Strategic Brand Builder,Communications Leader and Entrepreneur.
https://www.linkedin.com/in/jasravee/
Subscribe to Jagged with Jasravee on Youtube
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'The Madness at 9' by Vinay Kanchan is an interesting take on the corporate world, where the great wars are all fought in the conference rooms and within the seemingly peaceful environment of the office. Emails and hierarchies have replaced the sword and the gun as the weapons that can inflict damage.And the enemy just might be everywhere; sometimes very much on your side and could actually be masquerading as your boss.
‘Lessons from the Playground’ from Vinay Kanchan is an attempt to infuse the adrenaline rush of sport in management thinking. It has been structured along a new set of ‘4P’s’ The First P is People- The first section represents sporting heroes like Pele, Ali, Jordan, Tendulkar and Federer, and seeks to uncover what the corporate world can learn from the life of these champions. The Second P is Platforms- The second section dwells on the great stages in world sport like The Olympics, The World Cups, and Wimbledon & so on. It looks at what management think tanks can embrace from these cauldrons of human potential. The Third P is Processes- The third section looks at the various processes which sport throws up, from rituals like the ‘Hakka’, to sound bytes emerging from on and off the field, and ideas which transformed cricket, Barcelona’s playing style plus the leadership philosophies of some iconic captains. The Fourth P is Pinnacles- The last section celebrates the once in a lifetime, epochal performance; like Bannister’s sub four minute mile, Phelps at Beijing, Maradona in the 86 World Cup etc.
Vinay R Kanchan’s Sportivity, emphasises the importance of creativity in an individual’s life. Divided into ten chapters, the book generates ten unique ideas to live life in the creative lane. Moreover, it establishes an explicit connection between working creatively and making phenomenal achievements in life.The author bases his ideas on his observations of a handful of extraordinary sports men and women, who have used creativity to produce phenomenal results.
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Jagged with Jasravee, is an initiative of Master Sun, the Consulting Brand of Adiva Lifestyle Pvt Ltd. Please visit our blog at www.mastersun.in #corporatelifecoach #lessonsoflife #lessonsfromsports
What are the Start-up Life Hacks that ensure that you develop the right entrepreneur mindset ?
As an entrepreneur how do you ensure that your heart in the right place and keeps you focused on 'what you want to change' ?
How do you look at failure and how to be true to yourself as an entreprenuer?
Karthik Kumar, Director at Evam Entertainment & Sideways Training, answers the above questions and shares his experience as entrepreneur, as a Co-Founder Director of Evam, an arts-based entrepreneurship.He shares insights from his book 'Don't Startup : What No One Tells You about Starting Your Own Business'
Please connect with him on Linkedin: https://www.linkedin.com/in/karthik-kumar-2865861/
Jagged with Jasravee is facilitated by Jasravee Kaur Chandra, Director- Brand Building, Research & Innovation at Master Sun, Consulting Brand of Adiva L Pvt. Ltd. Jasravee has over 20 years experience as a Strategic Brand Builder,Communications Leader and Entrepreneur.
https://www.linkedin.com/in/jasravee/
Subscribe to Jagged with Jasravee on Youtube
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Karthik Kumar explores the various emotional challenges an entrepreneur faces and also tells you how to overcome them. He talks about developing the right mindset about starting up and ensuring that your heart is in the right place. His book Don't Startup is not about giving you the knowledge and the know-hows of starting up. It is about imparting the wisdom that Karthik has gained from his journey and how that wisdom will be the strength in yours.
His book is available on Amazon : https://www.amazon.in/Dont-Startup-Tells-Starting-Business/dp/164429186X
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Jagged with Jasravee, is an initiative of Master Sun, the Consulting Brand of Adiva Lifestyle Pvt Ltd. Please visit our blog at www.mastersun.in
entreprenuermindset #entreprenuermotivation #startuphacks
How to unleash creativity in everyday corporate life using the 'Three Pillars' framework?
How to seek a story and humour in everything- in brands, business etc?
What are the two iconic brands that are great examples of storytelling and use of humour ? And Why?
0:00 Unleashing Creativity through the 'Three Pillars' Framework
16:35 Power of Humour in Everyday & Corporate Life
20:45 Brands that Exemplify Story Telling & Humour- James Bond & Amul
Vinay Kanchan takes us on a fascinating journey of how to unleash our creativity in our everyday life and corporate decision making. He talks about the power of story telling & humour to help build compelling products, businesses and brands. He shares the case of 'James Bond' and 'Amul' as great examples of storytelling and humour respectively over many decades.
Vinay Kanchan is a bestselling author, brand storyteller and an innovation catalyst. His books include 'Sportivity', 'Lessons from the Playground' & 'The Madness Starts at 9'. Vinay Kanchan's journey has spanned a departure from engineering into the world of advertising, some memorable campaigns, three bestselling books and a host of brainstorming and training programs which left behind cherished memories.
Please connect with him on https://www.linkedin.com/in/vinay-kanchan-b98034181
Jagged with Jasravee is facilitated by Jasravee Kaur Chandra, Director- Brand Building, Research & Innovation at Master Sun, Consulting Brand of Adiva L Pvt. Ltd. Jasravee has over 20 years experience as a Strategic Brand Builder,Communications Leader and Entrepreneur.
https://www.linkedin.com/in/jasravee/
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Jagged with Jasravee, is an initiative of Master Sun, the Consulting Brand of Adiva Lifestyle Pvt Ltd. Please visit our blog at www.mastersun.in
creativitycoach. #creativityeverday #brandstorytelling
What is the relevance of agile marketing in the fast changing world ?
What are the changes necessary while marketing in the 'new normal'?
Malathi Srinivasan, Product Marketing Lead - Developer Marketing, IBM shares her insights about agile marketing and changes needed for marketing in a fast changing world. Malathi is an award-winning Marketing leader with 20 years’ experience. She built India’s most extensive skills ecosystem from scratch, as the leader of IBM’s Project Praviin.
Pl connect with her on Linkedin : https://www.linkedin.com/in/malathis/
Jagged with Jasravee is facilitated by Jasravee Kaur Chandra, Director- Brand Building, Research & Innovation at Master Sun, Consulting Brand of Adiva L Pvt. Ltd. Jasravee has over 20 years experience as a Strategic Brand Builder,Communications Leader and Entrepreneur. https://www.linkedin.com/in/jasravee/
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Jagged with Jasravee, is an initiative of Master Sun, the Consulting Brand of Adiva Lifestyle Pvt Ltd. Please visit our blog at www.mastersun.in
agilemarketing #agileorganizations #datadrivenmarketing
How is humour a key driver of behaviour change - for society, for brands ?
How has comedy become the preferred way for Young India to communicate ?
When customers are creating funnier content, how do agencies and marketers encourage customers to drive conversation?
Karthik Kumar, Director at Evam Entertainment & Sideways Training, answers the above questions and shares his experience as a stand-up comedian, mentor of a comedy show and a theatre artist.
Please connect with him on Linkedin: https://www.linkedin.com/in/karthik-kumar-2865861/
Jagged with Jasravee is facilitated by Jasravee Kaur Chandra, Director- Brand Building, Research & Innovation at Master Sun, Consulting Brand of Adiva L Pvt. Ltd. Jasravee has over 20 years experience as a Strategic Brand Builder,Communications Leader and Entrepreneur. https://www.linkedin.com/in/jasravee/
Subscribe to Jagged with Jasravee on Youtube https://www.youtube.com/channel/UCUo6M-uODgb7gIEO014XIGg?sub_confirmation=1
Karthik talks about how humour is a key driver of change. Humour breaks one's defences and allows people to think, to feel become vulnerable. . When they laugh they become silly, they open up. And in that moment of openness and vulnerability you can put something into their heads - an idea, an opportunity or a brand.
Humour is a celebration of Silliness. Silly is what makes baby laugh. You have to become silly to make baby laugh. Karthik shares his views on importance of Standup Comedy in Society and how Stand Up Comedy has become 'cool' for kids & youth. School children aspire to be stand up comics and the time for comedy has arrived. Younger India wants to talk to power through reels , memes and comedy video.
Karthik believes that the clown has true power and influence. You love the person who makes you laugh because you feel they want the best for you. And the emergence of the Clown and the short form videos content has truly changed the rule for customer engagement. To engage with your audience and your customer, you need to be local and relevant. Therefore advertising agencies have to create a medium for customers to participate and co-create a message. Brands have to let consumers drive the brand conversation. The truth is out there and brands need to be authentic and make a genuine effort to drive conversations.
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Jagged with Jasravee, is an initiative of Master Sun, the Consulting Brand of Adiva Lifestyle Pvt Ltd. Please visit our blog at www.mastersun.in
conversationalmarketing #standupcomedy #brandengagement
What is Karthik Kumar's debut directorial venture Senior Super Heroes all about ?
What is the 'politics' of becoming a director. Tips on how to become a good director?
What drives Karthik internally to foray into so many creative pursuits- standup, acting, theatre & now direction?
Personally Speaking with Karthik Kumar. Getting to know Karthik personally as he lets his guard down with Jasravee, his senior at MICA.
Karthik Kumar is a Standup Comic, Theatre Director, Arts Entrepreneur and Film Actor. Super Senior Heroes is his debut foray into feature film direction. Founder of Evam, one of India's leading Theatre Entrepreneurships and Evam Standup Tamasha, South India's flag bearer in pioneering Standup Comedy, Karthik is a published author and has been the judge on Amazon's Tamil Comicstaan. He has written, performed and toured several standup shows worldwide some of which are available on Amazon Prime Video. He has also acted in over 20 films largely in the Tamil film industry.
Please connect with him on Linkedin: https://www.linkedin.com/in/karthik-kumar-2865861/
Jagged with Jasravee is facilitated by Jasravee Kaur Chandra, Director- Brand Building, Research & Innovation at Master Sun, Consulting Brand of Adiva L Pvt. Ltd. Jasravee has over 20 years experience as a Strategic Brand Builder,Communications Leader and Entrepreneur.
https://www.linkedin.com/in/jasravee/
Subscribe to Jagged with Jasravee on Youtube
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Film Synopsis
65-year-old Ganeshan has completely lost the zest for life after his wife's passing. But the news of his 7-year-old grandson Aadith's visit to India gives him a new lease of life. When all attempts to bond with the superhero fanatic Aadith fail, Ganeshan and his retired friends join in the madness of pretending to be a superhero league. The idea works like a charm. Little Aadith's excitement knows no bounds when he witnesses a secret meeting of this 'league'. Ganeshan is elated to receive his grandson's genuine affection for the first time. But the happiness is short-lived. The very next day a small girl gets kidnapped from their apartment complex. As the police start a preliminary investigation, Aadith turns to his grandfather with a glint of excitement in his eyes. He knows, just like any superhero, his 'thaatha' will solve the case in no time. Left with no choice, the old man turns to his ageing cronies. And thus, with aching knees, weak eyesights & greying hairlines, this League of Super (senior) Heroes is set upon their first mission!
The Films Cast is
Ambika as Mrs. S
Bhagyaraj as Ganeshan
Chinni Jayanth as Ashok
Manobala as Mohan
Pandiarajan as Captain
It is produced by Yoodlee Films. https://www.saregama.com/yoodleefilms
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Jagged with Jasravee, is an initiative of Master Sun, the Consulting Brand of Adiva Lifestyle Pvt Ltd. Please visit our blog at www.mastersun.in
tamilmovie2021 #karthikkumar #tamilmoviekarthik
How is humour in general and standup comedy in particular impacting Indian popular culture and Indian youth ?
What are the Start-up Life Hacks that ensure that you develop the right entrepreneur mindset heart in the right place and keeps you focused on 'what you want to change' ?
How are customer conversations changing marketing & brand building ?
What is the theme of Karthik's debut directorial venture and what is the 'politics' of being a director ?
How an art-based intervention can trigger behavioural change in your organisation and ensure that employees bring their 'best selves' to work?
Karthik Kumar, Director at Evam Entertainment & Sideways Training, answers the above questions and shares his experience as entrepreneur, actor, a stand-up comedian, theatre artist and now debuting as a director of a Tamil movie.
Please connect with him on Linkedin: https://www.linkedin.com/in/karthik-kumar-2865861/
Jagged with Jasravee is facilitated by Jasravee Kaur Chandra, Director- Brand Building, Research & Innovation at Master Sun, Consulting Brand of Adiva L Pvt. Ltd. Jasravee has over 20 years experience as a Strategic Brand Builder,Communications Leader and Entrepreneur. https://www.linkedin.com/in/jasravee/
Subscribe to Jagged with Jasravee on Youtube
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0:00 Introduction
2:35 Startup Hacks - Straight from the Heart
13:20 Art Based Behavioural Training - Bringing Your Best Self To Work
19:20 Standup Comedy, Role of Humour in Popular Culture
27:16 Conversational Marketing & Customer Conversations
31:08 Rapid Fire - Personally Speaking with Karthik Kumar
34:30 Talent Show - Directorial Movie Debut & The ‘Politics’ of Becoming a Director
Karthik Kumar explores the various emotional challenges an entrepreneur faces and also tells you how to overcome them. He talks about developing the right mindset about starting up and ensuring that your heart is in the right place. His book Don't Startup is not about giving you the knowledge and the know-hows of starting up. It is about imparting the wisdom that Karthik has gained from his journey and how that wisdom will be the strength in yours.
Karthik talks about his company Sideways Training and how causing behavioural change is such a challenge. He emphasises on the use of theatre for understanding and causing behavioural change in corporate culture.
Karthik then talks about his work as a stand up comedian and his role in supporting the standup culture through the initiative -Evam Stand Up Tamasha, which has played an important role in an entire category of stand-up comedy getting created in South India. He also shares his experience of working as a mentor of Comicstaan in Tamil - Comicstaan Semma Comedy Pa- the series on Amazon , which is about finding comedy talent in the South. He dwells on the short video format and on how Indian youth have taken to comedy and short video formats to voice their opinion, ask difficult questions and assume an active role in society.
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Jagged with Jasravee, is an initiative of Master Sun, the Consulting Brand of Adiva Lifestyle Pvt Ltd. Please visit our blog at www.mastersun.in
#startuphacks #comedyculture #karthikkumar
How do you make global brand like Master Card sing in the same voice across 150+ countries ?
If the whole world was blind, how will your brand be recognized ?
How to create a unique sonic identity, audio signature for businesses like Mastercard in an increasing digital world, with rising importance of voice ?
Rajeev Raja, Soundsmith & Founder, Brand Musiq, takes us through the development of Sonic Branding Identity & musical logo or a MOGO® for Mastercard . He explains the use of sound to reinforce your brand identity, just as you would use certain colours or words to design a brand identity. He talks about how he helped develop a Sonic Brand Identity for Mastercard. The melody would play whenever consumers used their cards in physical, digital and voice environments.
Connect with Rajeev Raja on Linkedin https://www.linkedin.com/in/rajeev-raja-1b0b1649/
Jagged with Jasravee is facilitated by Jasravee Kaur Chandra, Director- Brand Building, Research & Innovation at Master Sun, Consulting Brand of Adiva L Pvt. Ltd. Jasravee has over 20 years experience as a Strategic Brand Builder,Communications Leader and Entrepreneur. https://www.linkedin.com/in/jasravee/
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Jagged with Jasravee, is an initiative of Master Sun, the Consulting Brand of Adiva Lifestyle Pvt Ltd. Please visit our blog at www.mastersun.in
Why do SMEs/Family Businesses/Startups need to perceive brand building as an investment and not an expense ?
While brands cannot be built overnight, how can brands become a growth engine for SMEs and startups ?
Why SMEs and startups need to look beyond intermediaries and focus on deeply understanding their current customers and their potential customers?
Sameer Joshi & Anindya Ghosh, the founding parts and the head & heart of Sam & Andy, address how SMEs and Family Businesses can embrace brand building as a growth engine. Sameer Joshi & Anindya Ghosh enjoy more than 36+ years of cumulative work experience in strategic marketing, brand management, digital solutions & mainline advertising, having worked in some of the top communication agencies in India.
Please reach them on Linkedin https://www.linkedin.com/in/sam-and-andy-brand-consultancy-b29649166/
Jagged with Jasravee is facilitated by Jasravee Kaur Chandra, Director- Brand Building, Research & Innovation at Master Sun, Consulting Brand of Adiva L Pvt. Ltd. Jasravee has over 20 years experience as a Strategic Brand Builder,Communications Leader and Entrepreneur. https://www.linkedin.com/in/jasravee/
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Sam & Andy share their insights on how to build brands in SMEs and Family Business. Building brands is always seen as an expense and never as an investment amongst certain segments of the business, like SME/MSME/Start-ups, Family-owned businesses, B2B – the age-old debate. Also, there is this somewhat myth that sales will increase immediately if someone builds a brand overnight. These stand truer today post the Covid-era, and that even for the established brands - putting survival as an apparent reason to stop spending when it comes to brand building, marketing and communications. But if brand is developed with solid clarity & focus, it becomes the growth engine. Yes, even in the post Covid-era.
One needs to believe in providing clarity to the brand for maximum output. Importantly, this clarity becomes the sole compass while charting out the Go-to-Market strategy for a brand. The segment that Sam & Andy service is good at doing business. They believe that they can’t teach them how to do business. They are sales driven and as far as dhandha is happening they are fine. In this bargain, when you ask them what they stand for or what business they are into or who buys them & why or what they sell & what their customers buy, there is no clarity even about single-line definition of their business.
Once they get clarity, it becomes easier for them to map the future growth trajectory. The next generation can see-through as why they want to join this business or brand. Every business face challenges, and one has to frame a priority ladder to address the same. No challenges can be solved on a temporary basis or always in fire-fighting mode; one has to plan a long-term “solution” for the same.
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Jagged with Jasravee, is an initiative of Master Sun, the Consulting Brand of Adiva Lifestyle Pvt Ltd. Please visit our blog at www.mastersun.in
familybusinessmanagement #startupmarketing #smallbusinessindia
What does hyper-personalisation mean ?
How it is done and why do marketers consider it an effective strategy?
How do we apply hyper-personalisation for fashion retail and entertainment ? What were key aspects of the marketing strategy in making Celio ( a French menswear brand) ‘One of the Most Promising Brands at ET Promising Brands Awards?
Abhishek Shetty answers the above questions and more as he takes us on a journey of explaining how marketing campaigns should influence human behaviour. Abhishek currently leads the Brand, content marketing and communications piece at Sony LIV.
Abhishek on Linkedin - https://www.linkedin.com/in/abhishekshettyisb/
Jagged with Jasravee is facilitated by Jasravee Kaur Chandra, Director- Brand Building, Research & Innovation at Master Sun, Consulting Brand of Adiva L Pvt. Ltd. Jasravee has over 20 years experience as a Strategic Brand Builder,Communications Leader and Entrepreneur.
https://www.linkedin.com/in/jasravee/
Subscribe to Jagged with Jasravee on Youtube
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Abhishek believes that the ultimate goal of any marketing campaign is to influence human behavior. He is a huge fan of neuroscience. He believes that right personalised marketing messaging fundamentally takes advantage of individuals’ heuristics, their intuitions, their rules of thumb, their impulses, their myopia, and their laziness... to drive conversion and induce purchase or consideration.
Abhishek believes that the core idea behind hyper- personalisation is to use the concept of familiarity. Unconsciously we give preference to things and people we are familiar with. So how does this play out in the world of consumers. There are two basic concepts 1. Cognitive fluency: Our brains are lazy and that plays a role in purchase decision making! Simplicity becomes key to conversion. Essentially the more we are exposed to something the more likely we are to develop a preference to buy it. 2. Habit Loop: When you’re a habitual Amazon user, it’s unlikely that you’ll purchase elsewhere. Even if the product you’re looking for is available, you’ll check (and prefer to convert via) Amazon because it’s familiar, it’s safe.
The proliferation of digital channels through which people interact with brands – social, text, email, voice or chatbot – has created a perfect storm for those mastering customer service. The challenge is how do you gather all the information together and have a “single source of truth” on the customer? Abhishek talks about his stint as marketing head at French menswear brand Celio. The challenges were steep, many international brands had taken on Indians’ consciousness - like Zara, H&M. The audiences were diverse; millennials as well as more mature ones with drastically different attitudes to international brands ; residing in a Patna (tier II and tier III towns) as well as a Mumbai.
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Jagged with Jasravee, is an initiative of Master Sun, the Consulting Brand of Adiva Lifestyle Pvt Ltd. Please visit our blog at www.mastersun.in
If the whole world was blind, how will your brand be recognized ?
How do you make brand like Master Card , HDFC Bank sing ?
How to create a unique sonic identity, audio signature for digital businesses like Zomato in an increasing digital world, with rising importance of voice ?
Rajeev Raja, Soundsmith & Founder, Brand Musiq, takes us through the fundamentals and process of Sonic Branding musical logo or a MOGO® . He explains the use of sound to reinforce your brand identity, just as you would use certain colours or words to design a brand identity. He talks about case studies of Mastercard, Zomato, HDFC Bank and how he helped developed a Sonic Brand Identity for these brands.
Connect with Rajeev Raja on Linkedin https://www.linkedin.com/in/rajeev-raja-1b0b1649/
Jagged with Jasravee is facilitated by Jasravee Kaur Chandra, Director- Brand Building, Research & Innovation at Master Sun, Consulting Brand of Adiva L Pvt. Ltd. Jasravee has over 20 years experience as a Strategic Brand Builder,Communications Leader and Entrepreneur. https://www.linkedin.com/in/jasravee/
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Jagged with Jasravee, is an initiative of Master Sun, the Consulting Brand of Adiva Lifestyle Pvt Ltd. Please visit our blog at www.mastersun.in
How can digital transformation improve marketing effectiveness?
How brand marketing and performance marketing needs to be combine to deliver the best of both worlds?
How is voice will impact the marketing funnel ? How gaming will become the new social media ?
Niyati Srivastava, Consulting Lead- Digital Strategy & Transformation, Cognizant Consulting, London, U.K. answers the above questions and also points out digital marketing trends that she is going to bet on - conversational marketing and advertising blockchain.
Please connect with Niyati on Linkedin on https://www.linkedin.com/in/niyatisrivastava/
Jagged with Jasravee is facilitated by Jasravee Kaur Chandra, Director- Brand Building, Research & Innovation at Master Sun, Consulting Brand of Adiva L Pvt. Ltd. Jasravee has over 20 years experience as a Strategic Brand Builder,Communications Leader and Entrepreneur.
https://www.linkedin.com/in/jasravee/
Subscribe to Jagged with Jasravee on Youtube
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Jagged with Jasravee, is an initiative of Master Sun, the Consulting Brand of Adiva Lifestyle Pvt Ltd. Please visit our blog at www.mastersun.in
Why does every marketer need an augmented reality strategy as AR bridges the gap between offline-online experiences ?
How is Augmented Reality going to change the way we are going to engage with brands and shop for products for not just big ticket items but also fmcg ?
How did Brand Vanish benefit with association with Augmented Reality ?
How is Augmented Reality going to impact post-purchase dissatisfaction and reverse logistics ?
Kedar Teny, Sr. Vice President, Country Head at Avataar.Me, answers the above questions and discusses the way AR is going to change customer engagement & loyalty strategies. He starts off by making a distinction between AR and VR (virtual reality) and makes a case for how AR is truly scalable. He highlights how AR is becoming mainstream from being a novelty. He explains AR’s key application across the entire consumer path to purchase journey since it enables engagement, triggers curiosity, immersive-ness etc. It is no wonder that Tim Cook, Apple’s CEO, has said that AR will one day be as important in our everyday lives as “eating three meals a day.”
Jagged with Jasravee is facilitated by Jasravee Kaur Chandra, Director- Brand Building, Research & Innovation at Master Sun, Consulting Brand of Adiva L Pvt. Ltd. Jasravee has over 20 years experience as a Strategic Brand Builder,Communications Leader and Entrepreneur.
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Jagged with Jasravee, is an initiative of Master Sun, the Consulting Brand of Adiva Lifestyle Pvt Ltd. Please visit our blog at www.mastersun.in
How does a corporate brand (like HUL) champion a national cause like Swachh Bharat (Clean India) which is aligned to the purpose of it's consumer brands ?
How do you instill clean habits in India's children and truly undertake marketing with a purpose ?
How do you create distribution in media-dark areas and also provide employment to rural women ?
Krishnendu Dasgupta, Head of Marketing & Executive Committee Member (Dairy and Beverages), ITC Limited, answers the above question and shares his 16+ years of experience as a marketer who has been instrumental and envisioning of some of the most successful purpose driven marketing campaigns for brand Unilever. Krishnendu speaks on the Haath Mum Bum campaign and his role in executing Project Shakti.
Krishnendu's Linkedin Profile : https://www.linkedin.com/in/krishnendu-dasgupta-hul
Jagged with Jasravee is facilitated by Jasravee Kaur Chandra, Director- Brand Building, Research & Innovation at Master Sun, Consulting Brand of Adiva L Pvt. Ltd. Jasravee has over 20 years experience as a Strategic Brand Builder,Communications Leader and Entrepreneur.
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Jagged with Jasravee, is an initiative of Master Sun, the Consulting Brand of Adiva Lifestyle Pvt Ltd. Please visit our blog at www.mastersun.in
How did ITC's Aashirvaad Svasti Milk position itself vs incumbents like Amul, Mother Dairy in West Bengal ?
How did Svasti Milk build distinctiveness for the brand by using a 'Doodher Reportcard' ?
What was the impact of Covid on consumption of categories like Beverages & Dairy, and what is the current situation? What are some of the learnings about the Indian middle class over the last two decades ?
Krishnendu Dasgupta, Head of Marketing & Executive Committee Member (Dairy and Beverages), ITC Limited, answers the above question and shares his 16+ years of experience as a marketer of fmcg brands in foods, laundry & corporate branding in ITC & Hindustan Unilever. Krishnendu also shares the impact of Covid on beverage and other fmcg categories
Jagged with Jasravee is facilitated by Jasravee Kaur Chandra, Director- Brand Building, Research & Innovation at Master Sun, Consulting Brand of Adiva L Pvt. Ltd. Jasravee has over 20 years experience as a Strategic Brand Builder,Communications Leader and Entrepreneur. https://www.linkedin.com/in/jasravee/
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Jagged with Jasravee, is an initiative of Master Sun, the Consulting Brand of Adiva Lifestyle Pvt Ltd. Please visit our blog at www.mastersun.in
How to re-invent a hundred year old dying Indian Cigar brand founded in 1887 and transform it to a premium global super brand for the ultra-rich ?
How did an Indian Parsi Guy, based in Florida, disrupt cigar consumption in 1992 by taking inspiration from the Great Indian Curry ?
How to launch a super-luxury brand in India (which retails at high-end at USD 3000 per stick ) and ensure it becomes a roaring success in five years ?
Danny Carroll, serial entrepreneur and brand ambassador of Gurkha in India answers the above questions and many more as he takes us onto a fascinating ride of how a brand of Indian cigars founded in 1887 patronised by the British Army was re-invented by an enterprising Parsi gentleman based in Florida, Mr Kaizad Hansotia. Mr Hansotia re-invented cigars and disrupted the category ensuring that Gurkha became the world's finest cigars.
Today, Gurkha has over 105 Brands. Visit Gurkha at www.gurkhacigars.com Danny talks about how he & team Gurkha launched Gurkha in India and how they displaced far cheaper Cuban cigars. He takes us on a fascinating journey of how they created the infrastructure, the community & the market for cigar consumption in India. He also talks about how they marketed to the super-rich in India, making the brand synonymous with the best the money can buy, and an essential treat at the wedding of the super-rich including a certain Mr. Mukesh Ambani.
Jagged with Jasravee is facilitated by Jasravee Kaur Chandra, Director- Brand Building, Research & Innovation at Master Sun, Consulting Brand of Adiva L Pvt. Ltd. Jasravee has over 20 years experience as a Strategic Brand Builder,Communications Leader and Entrepreneur. https://www.linkedin.com/in/jasravee/
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Jagged with Jasravee, is an initiative of Master Sun, the Consulting Brand of Adiva Lifestyle Pvt Ltd. Please visit our blog at www.mastersun.in
Neeraj Sharma, Head Strategic Planning @ Rediffusion talks about interesting insights on new moms in India which he leveraged for developing campaigns for Johnson Baby products in India.
The biggest mistake we make as a culture to forget the person and only see her as a mother. And most of the issues they face as a new mother is our judgement on them. He talks about how they managed to re-invent Bisleri into a distinctive preferred purchase brand through the award winning Camel campaign after the brand had become a generic word for the category, and its strength had become its weakness.
He shares interesting thoughts on how to plan digital brand strategy using a digital consumer journey, and the role of digital activations. He shares an interesting case study on how to market to teenagers, insights on a teenager's life and how to deal with the problem of being judged.
Jagged with Jasravee is facilitated by Jasravee Kaur Chandra, Director- Brand Building, Research & Innovation at Master Sun, Consulting Brand of Adiva L Pvt. Ltd. Jasravee has over 20 years experience as a Strategic Brand Builder,Communications Leader and Entrepreneur.
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On Johnson’s baby the key insight on New Mothers shared by Neeraj is that the biggest mistake we make as a culture is to forget the person and only see her as a mother. And most of the issues they face as a new mother is our judgement on them. It’s not a good feeling when she suddenly sees all the attention she got before the child-birth transferred to the kid. No one wants to see herself just a carrier of the child like a machine. Thing to remember is being a mother adds to a woman's personality. It doesn’t destroy who she is.
In case of Bisleri the business problem was that it's strength had become its weakness. Bisleri became a generic name for bottled water and hence people became ok to have any bottled water even if they ask for Bisleri. So the key task was how can we convince them to have only Bisleri when they ask for it. The campaign addressed this issue with the theme that " Samjhdar jante hain har pani ki bottle Bisleri nahi" through the Mother camel and baby camel commercial which propelled it to become the most trusted brand in India as per ET Brand survey. The Camel along with the green packaging made the brand distinctive.
Neeraj talks about the story of Clean & Clear and how the brand kept it real for the young teenagers, since the teenage audience sniggers at anything that is not them or relatable. The insight was that teens want to do so many things are but afraid of judgement Hence the brand positioning 'See the real Me' . The brand team went to colleges and hung out with teenage kids and gave them the product. They allowed the teenagers to shape up the communication, so that the communication is real just like the positioning...’see the real me’. Across other countries the Clean & Clear communication is thematic while in India it is pretty functional. This is because of the brand status and life cycle in the country.
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Jagged with Jasravee, is an initiative of Master Sun, the Consulting Brand of Adiva Lifestyle Pvt Ltd. Please visit our blog at www.mastersun.in
Atin Roy ,a Senior Creative Director at Ogilvy talks of unique challenges in marketing and advertising of pharma/health brands.
He talks about how to communicate in a regulated environment and how to keep empathy and responsibility in mind when we creating healthcare communications. He talks of award winning campaigns which succeeded in humanising pharma communications amongst doctors.
Atin talks about interesting developments in healthtech which have been catalysed by Covid19. He talks about how pharma companies can make a switch from Rx to OTC brands, of things to watch-out for while making the transition and how to avoid debacles like i-pill.
Atin Roy has 20+ years experience as a Creative Professional helping businesses and brands leverage creative thinking through a balance of strategy and stories . He is working as Senior Creative Director at Ogilvy since November 2014. Up to December 2019, he was heading the healthcare creative department in Ogilvy Mumbai. He is a behavioural science enthusiast and design-thinking advocate . https://www.linkedin.com/in/atin-r-0173952/
Jagged with Jasravee is facilitated by Jasravee Kaur Chandra, Director- Brand Building, Research & Innovation at Master Sun, Consulting Brand of Adiva L Pvt. Ltd. Jasravee has over 20 years experience as a Strategic Brand Builder,Communications Leader and Entrepreneur. Subscribe to Jagged with Jasravee on Youtube
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Atin talks about talking of caselet of a client wanting to take one the brands Neurobion Forte from Rx to OTC. Now the challenge was that Indian regulations did not allow us to show, say or write nerves in the TVC. Think about it. A nerve health medicine, and you are not allowed to say, write or show nerves. Now what do you do? The other anecdote was on the WHO ORS campaign, where the team were planning a TVC. The team decided to test the story in the rural India. So the brand head and Atin, the copywriter, travelled to these rural centers to literally narrate the story and gauge the TG’s reactions. The film was about diarrhoea. It showed a doll, as the VO talked about diarrhoea and water loss, losing water and wilting. But as he was narrating that story, he witnessed horror dawn on the faces of the women who were listening. But what in his creative flourish he didn’t realise that while he was narrating the story vividly, the women were visualising their own child wilting away. And he thinks that was the day, the needle moved in his life when he realised the great responsibility they have as communication creators to keep empathy and responsibility in mind when we creating healthcare communications. Another episode was humanising communications and treating doctors as human beings. The pharma companies believe that doctors are scientific beings who only care about the scientific aspects and show no emotions.
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Jagged with Jasravee, is an initiative of Master Sun, the Consulting Brand of Adiva Lifestyle Pvt Ltd. Please visit our blog at www.mastersun.in
Meraj Hasan, Chief Marketing Officer, Welspun Global Brands Limited talks about some of his key brand launch and positioning experiences on Reliance Jio launch in India, Tata Sky launch in India, Airtel launch in Sri Lanka and the genesis of the Pampers 'It takes Two' campaign.
Meraj Hasan is a Marketing & Communications professional with 20 years of rich and expansive experience traversing Corporate Houses, Creative Agencies, Categories, Brands & Nations.
Jagged with Jasravee is facilitated by Jasravee Kaur Chandra, Director- Brand Building, Research & Innovation at Master Sun, Consulting Brand of Adiva L Pvt. Ltd. Jasravee has over 20 years experience as a Strategic Brand Builder,Communications Leader and Entrepreneur. Jasravee is all about the authentic insight, a deeper cultural lens and the creative idea, for building meaningful brands that drive business growth.
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Meraj goes back in time to discuss the launch of DTH with Tata Sky in India. Tata Sky was positioned as a never before viewing experience, a 10 X entertainment. The teaser showed everything that one has been using for entertainment being thrown out of the houses. Since they will not need it. So that’s what Tata Sky was meant to do for your life, something mysterious and something which is 10 X entertainment..…and of course can only be understood after an experience of it.This was expressed creatively through the line 'Isko laga dala to life jinga lala'
He also discusses the launch of Reliance Jio and how Jio came into the picture with a huge vision. Mukesh Bhai (Mukesh Ambani). always believes that what is good for India is good for our business too. So when the logo was asked to include ‘digital life’ it completed the thought. ‘jio’ being ‘growth’. This is how Reliance group’s commitment to growth gets played out. We know how data is the oil lubricating the wheels of the new economy. Internet is like fire. When fire was discovered and how it drove progress; the same way data is feeling our progress today.
He also talks about launching Airtel in Sri Lanka. He talks about his month long immersion in Sri Lanka market to prepare for the launch. Sri Lanka is a very polite country and quite talkative as well. But when it came to using mobiles they used it like perfume and sprays. Sri Lankans are very proud of their heritage, their nature. They are awed by Bollywood. So the launch ad combined all these aspects- what they are proud of and what they aspire for. Shahrukh’s coming in and saying Hello Sri Lanka was a way to ride on Lankan fascination for Bollywood. Further the Airtel Indian tune (which is A.R. Rahman composition) was re-recorded through Sri Lankan folk instrument and the effect was mesmerising.
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Jagged with Jasravee, is an initiative of Master Sun, the Consulting Brand of Adiva Lifestyle Pvt Ltd. Please visit our blog at www.mastersun.in
Divya Khanna shares her experience of working on Liquor Brands in India. She observes that it was very challenging, communicating/ advertising a product when you cannot show it or talk about it. Nor would the liquor brands do any promotions which could seen as an attempt to encourage consumption. For example they would never do any promotions like ‘buy one and one free’.
Divya Khanna is a Strategist & Writer.She has 18+ years of experience in brand strategy. Her last full-time job was as a Vice President & Strategic Planning Director, J. Walter Thompson Bangalore. She has experience across a range of FMCG, Fashion & Lifestyle brands at J. Walter Thompson and Lowe Lintas.
Jagged with Jasravee is facilitated by Jasravee Kaur Chandra, Director- Brand Building, Research & Innovation at Master Sun, Consulting Brand of Adiva L Pvt. Ltd. Jasravee has over 20+ years experience as a Strategic Brand Builder,Communications Leader and Entrepreneur. Jasravee is all about the authentic insight, a deeper cultural lens and the creative idea, for building meaningful brands that drive business growth.
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Since liquor marketing cannot show the product, the marketing focuses on the occasion of consumption. It tries to capture the mood consumers will be in when consuming the product or enables creating the mood in which the consumers will consume the product. Brand Signature is for consumers that value achievement. Its for those on the move. Brand Black Dog on the other hand is for moments of contemplation, for internal introspection. Liquor advertising has been about 'out of home' consumption. All moods showcased in advertising have been about out of home consumption. At home consumption has never been encouraged. So it will be interesting to see how brands are adapting to the changed COVID times when the home has become the destination for all re-creation and entertainment. Divya dwells on the usage of Neuro-marketing.
When you are selling images and moods and not a tangible product it becomes challenging to use conventional market research.Market Research measures system 1 and system 2 thinking. System 1 is the brain's automatic, intuitive, and unconscious thinking mode. System 1 is more influential and guides our day-to-day decisions. System 1 is very important since it is the unconscious desires we have. You cannot take consumers for what they say. And this where Neuroscience comes to our aid in measuring system 1 processes of the brain. With EEG and eye track you can measure now what could not be tracked and understood earlier. Critical measures like where attention is spiking or faltering can now be very clearly seen.
Divya then dwells on her long association of working on brand Rin. Rin as a brand is centred on consumers who have ambition. Since consumers were a little poorer Divya assumed that they would be gloomy and negative. But they were very optimistic and aware of opportunities. At that time the talent and reality shows like Indian Idol, Kaun Banega Crorepati were firing the imagination of the lower middle class. They realised their child could have an amazing career in singing, sports. So that is what the mother doing laundry thought and that is what her emotions characterised.
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Jagged with Jasravee, is an initiative of Master Sun, the Consulting Brand of Adiva Lifestyle Pvt Ltd. Please visit our blog at www.mastersun.in
Rishabha Nayyar is currently Head of Strategy at 82.5 Communications, a WPP Ogilvy company is spearheading strategy across all offices. Rishabha talks about how purpose is manifesting within the brands and their communication. He talks of purpose that is expressed through the products or service that the brands provide like Apple.
Jagged with Jasravee is facilitated by Jasravee Kaur Chandra, Director- Brand Building, Research & Innovation at Master Sun, Consulting Brand of Adiva L Pvt. Ltd. Jasravee has over 20 years experience as a Strategic Brand Builder,Communications Leader and Entrepreneur.
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More and more consumers are increasingly not just wanting to be a part of a society but play an active role in shaping that society as well. Like we often keep saying, consumers are not just buying brands anymore, they are buying INTO brands. Another way for brands to express purpose is through product or service and communication like Tom. Both these models works from a brand building point of view as long as what you are saying is meaningful and authentic.
For a brand getting it right, Rishabha feels that 3 things that need to come together – the cultural truth needs to be real and relatable with the audience, the brand needs to have a point-of-view that resonates with the people it serves and the role of the brand needs to be integral in making the change a reality. He cites ‘Help a Child Reach 5’ campaign as a good example.
He takes an example of when the brand gets it wrong. He cites a case of famous dishwash brand talking about how it can help you save minutes to create an identity for yourself as a woman! He feels that in doing so the brand is perceived as being opportunistic rather than having a real intent.
Rishabha believes that as consumers become more socially conscious, as they aspire to make an impact on the world that they live in, they will more and more seek brands that align with them on belief than benefits. From that point of view, I believe every brand needs to have a larger purpose that drives everything that the brand does. However, it should not become a mandatory piece to build a brand. People are still more than happy to buy brands for the functional or emotional benefits that they offer.
He highlights 5 Important Questions Brands Need to Answer to be Purpose-Driven
What is the primary motivation to take on a larger purpose ? Wanting to make a real difference or a new tactic to get noticed
Is the change that the purpose wants to bring about something that is universally sought by the target audience?
Is the purpose statement one where I as a brand can do more than just preach?
Am I as a brand willing to embrace that purpose beyond just communication?
Is the performance metric on purpose going to be the social good that was realised or a conventional brand / marketing parameter?
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Jagged with Jasravee, is an initiative of Master Sun, the Consulting Brand of Adiva Lifestyle Pvt Ltd. Please visit our blog at www.mastersun.in
Navin Rammohan is Vice President, Segment Head Marketing at Infosys. The conversation starts off with 5 Key Tech Trends enumerated by thought leader Navin Rammohan
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Consumerisation of User Experience
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Adoption of Cloud
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Cyber Security
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Open Source technology
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Modernization of Core Applications
Jagged with Jasravee is facilitated by Jasravee Kaur Chandra, Director- Brand Building, Research & Innovation at Master Sun, Consulting Brand of Adiva L Pvt. Ltd. Jasravee has over 20 years experience as a Strategic Brand Builder,Communications Leader and Entrepreneur.
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Jagged with Jasravee, is an initiative of Master Sun, the Consulting Brand of Adiva Lifestyle Pvt Ltd. Please visit our blog at www.mastersun.in
The conversation dwells on Infosys approach to B2B Marketing and the role of digital marketing. In the last decade or so the company realised that Infosys does not have high brand recall when compared to Top Global IT service providers. Besides instead of merely talking to CIOs, it became important that Infosys talked to all the CXOs, since a large part of IT related spends were made by CMO, CSO etc.
Navin also explains how Account Based Marketing has become the new buzzword in B2B marketing. He outlines how Infosys is looking at its ABM approach. . He believes that this is a much more effective approach, wherein the marketeers look at an important account as one market. He stresses on the need of sales and marketing to get aligned in order for ABM to be truly effective. Navin outlines some of the characteristics of a good ABM approach. He explains that this requires for great deal of customization and how even Infosys website is customised to different accounts and displays what will be relevant to them.
Navin then dwells on using events and sponsorships to drive brand awareness and recall. He outlines the unique and innovative ways in which Infosys has developed a 'true partnership' with Grand Slam Tennis. He explains how Infosys chose tennis over other games, since it was popular in its relevant markets and had tournaments running all year round. Infosys also believed could that technology could actually impact the experience of consuming tennis. Unlike regular sponsorships Infosys doesn't just slap our logo on the tennis tournaments.Infosys has used is as an experiential marketing exercise, wherein they use the work they have done with tennis consumption and analytics as a way to showcase what is possible with data analytics and AI. Clients can see that the Infosys partnerships have truly changed the way Tennis is consumed.
Navin Rammohan is Vice President, Segment Head Marketing at Infosys, London, UK. He talks about his award winning approach to account based marketing and how Infosys has changed the way tennis is consumed.
Jagged with Jasravee is facilitated by Jasravee Kaur Chandra, Director- Brand Building, Research & Innovation at Master Sun, Consulting Brand of Adiva L Pvt. Ltd. Jasravee has over 20+ years experience as a Strategic Brand Builder,Communications Leader and Entrepreneur.
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Navin Rammohan recounts how In the last decade or so the technology spends were increasingly made by other CXOs. In this segment the company realised that Infosys does not have high brand recall when compared to Top Global IT service providers. Besides instead of merely talking to CIOs, it became imperative that Infosys talked to all the CXOs, since a large part of IT related spends were made by CMO, CSO etc. Navin also explains how it became critical therefore for Infosys to adopt Account Based Marketing .
He believes that this is a much more effective approach, wherein the marketeers look at an important account as one market. And since a lot of business was repeat business, it was important to market to other CXOs, within the existing roster of clients. He stresses on the need of sales and marketing to get aligned in order for ABM to be truly effective. He recommends that sales and marketing teams co-locate and develop a cohesive strategy for every account. He explains that ABM requires a great deal of customisation and how even Infosys website is customised to different accounts and displays what will be relevant to them.
Navin stresses on the fact that ABM requires building trust and strong relationships with clients . Navin then dwells on using events and sponsorships to drive brand awareness and recall. He outlines the unique and innovative ways in which Infosys has developed a 'true partnership' with Grand Slam Tennis. He explains how Infosys chose tennis over other games, since it was popular in its relevant markets and had tournaments running all year round. Infosys also believed could that technology could actually impact the experience of consuming tennis. Unlike regular sponsorships Infosys doesn't just slap our logo on the tennis tournaments.Infosys has used is as an experiential marketing exercise, wherein they use the work they have done with tennis consumption and analytics as a way to showcase what is possible with data analytics and AI.
Clients can see that the Infosys partnerships have truly changed the way Tennis is consumed. Infosys Tennis Platform, or ITP, is a suite of digital technology tools contextualised to multiple aspects of analysing and experiencing tennis.Infosys has used various innovations like virtual reality headgear, wherein a person can visit different parts of the stadium. The tennis partnership & ITP has certainly helped in opening C-level doors and nurturing existing relationships at marquee companies for Infosys.
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Jagged with Jasravee, is an initiative of Master Sun, the Consulting Brand of Adiva Lifestyle Pvt Ltd. Please visit our blog at www.mastersun.in
Meraj Hasan was until recently Chief Marketing Officer, Welspun Global Brands Limited. The key question on Welspun Flooring that Meraj answers is
Could you explain the innovation that has the potential to change how we look at a floor?
What were the existing beliefs and how did the various marketing efforts intend to change them? How did you use influencer marketing - Masaba ? Why?
What was the intention? Elaborate on Spatium in context of office design; relevance in Covid times?
Jagged with Jasravee is facilitated by Jasravee Kaur Chandra, Director- Brand Building, Research & Innovation at Master Sun, Consulting Brand of Adiva L Pvt. Ltd. Jasravee has over 20 years experience as a Strategic Brand Builder,Communications Leader and Entrepreneur.
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Typically when you look at home decor category its largely unorganised. There are a few brands like Asian Paints, Kajaria Ceramics etc. These brands have educated the consumer and you have a shortening cycle of purchase where the customer wants to change the decor more frequently. But does this apply to flooring ? The answer is emphatic No. Flooring is available in limited colors, grey and white. Also, it is considered a very lengthy process to get it changed. You have to move out of the house. There is dust and mess in the house. The innovation by Welspun Flooring enables the change of a flooring in just 1 day. There is a click and lock system that enables that. Besides it is available in many colours and textures for home, corporate and hospitality sector needs. The installation is dust and noise free. And these floors are easy to maintain When the product itself was disruptive, the marketing too had to be disruptive as well. So it was a multi pronged strategy.
We used Mr Amitabh Bachchan, who is also as a Welspun Brand ambassador. He had already been an endorser for Welspun bed sheets and towels. This helped us break clutter and a new sheen of credibility. Then we had to convey the ease of installation and impact on experience of living. We made three ads with a young couple, most likely early adopters. I thought of taking a relatable couple. The couple Shakti Arora and Neha Saxena are a couple in a TV series as well as in real life. That chemistry was very important and I ensured that by picking this couple. In the ads we have taken three different situations, home, vacation and corporate. So we wanted to show ease of changing the flooring for all the three sectors. And we have explained the product innovation with nice music in an engaging manner. The influencer program, a digital chat series called ‘Masters of Design’ was taken up because in the home construction as well as interior design sector the architects are the ones who dictate the terms. So they need to be appeased. To be able to have an eye level conversation with the architects we decided to take up this influencer program.
And when we took up an association with Masaba Gupta and Elle Decor. This association helped us pick all the desired associations. Hafeez Contractor is like Amitabh Bachchan of the architect world. Once he featured in this program called ‘Masters of Design’; other architects also started calling us to be part of the program.
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Jagged with Jasravee, is an initiative of Master Sun, the Consulting Brand of Adiva Lifestyle Pvt Ltd. Please visit our blog at www.mastersun.in
A conversation with Rishabha Nayyar with Jasravee Kaur Chandra in this new episode of Jagged with Jasravee addresses some key questions like
- What are the current stereotypes of men in advertising and popular culture?
- How to un-stereotype men and develop a progressive narrative for men?
- Why do we make men appear as villain, whenever we make woman a hero ?
- Why can't a brand redefine how a man ought to be ?
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Why can't men potrayal be real and authentic in popular culture?
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Rishabha argues than 'bashing men' has become a formula for every FMCG brand trying to woo the women. Create the man to be a villain. A good for nothing, unreasonable and demanding character who would probably even put the Bollywood villains to shame. He comes across as Mogambo of movie ‘Mr India’.
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Rishabha analyses advertising and cinema in our country over the last 10 years and comes up with typical stereotypes of men in popular culture
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Macho Man : Very brave, risk-taking and adventurous. Boys envy him and girls adore him. Fear or vulnerability are not word that exist in his dictionary
- Insensitive Man: Believes that while the Mughals have left the country, he is still their descendant and should therefore be treated like royalty. Will sit and do nothing. For him everyone is a servant
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Provider : He is the male version of ‘Mother India’ in the context of doing things for others. He lives to only fulfil the dreams of everyone other than himself. He gets great joy in never doing something that makes him happy
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Rishabha asks the fundamental question- Why does a man need to be the ‘Chief wage Earner’? Why can’t he be one of the wage earners.Why put so much pressure on him. He believes that the man of tomorrow wants to do things for the family but also fulfil his own dreams and desires. He wants to be a co-parent and not the absent parent. An interesting case in point is the SBI Life ad wherein the husband quits his job and lives his dream of doing a stand-up comedy
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Rishabha argues that the problem with continuing to put out the traditional masculine stereotypes is two-fold. One we are being as unfair to men, like we we were to women, in the past. If un-stereotype women is a movement, then we should start a similar movement for men. Secondly, we are slowing down the pace of change for men in the society as the role models that we are putting out are regressive, dated and stereo-typical.
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Rishaba thinks that what is missing when it comes to the narrative on men is authenticity. Neither is the guy in the ‘Share the Load’ ad real nor is the ‘Complete Man’. Why does the take on men have to be so black and white? As with all things in life, men too have their greys. Why can’t brands project them like that? The problem with the extreme projections that we currently have is that they are devoid of reality and as a result do not set the right expectations.He rounds it by discussing issues like should men themselves stop shying away from the reality and openly express their vulnerability / and raise a voice against incorrect portrayal . #whatmenwant #consumertrends #thecompleteman be real and authentic ?
Jagged with Jasravee is facilitated by Jasravee Kaur Chandra, Director- Brand Building, Research & Innovation at Master Sun, Consulting Brand of Adiva L Pvt. Ltd.
Rishabha Nayyar is currently National Head of Strategy at 82.5 Communications, a WPP Ogilvy company. In this conversation at the jagged edges, Rishabha passionately expresses his views on some of the key concerns of the advertising and marketing Industry.
He clarifies how Brand Purpose should not just used be a marketing gimmick but as an instrument of real change. He emphasises how brands will have bigger ideas if they accessed more of ‘dil se’ insights that is thick data rather than excessively on the logical big data. He wondered why a progressive narrative on men is completely absent in advertising and media; and brands continue to portray men through outdated stereotypes.
Rishabha has over 17 years of corporate and entrepreneurial experience in which he has been a part of the brand building and communication story of more than 50 different brands (MNC, Indian, Leaders, Disruptors, Start-ups)
Jagged with Jasravee is facilitated by Jasravee Kaur Chandra, Director- Brand Building, Research & Innovation at Master Sun, Consulting Brand of Adiva L Pvt. Ltd. Jasravee has over 20 years experience as a Strategic Brand Builder,Communications Leader and Entrepreneur.
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The conversation sought to answer a few questions like
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What does brand having a purpose mean? Why it has become mandatory to have a Brand Purpose?
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When do brands gets the purpose right . What are the factors that lead to a brand getting this right ? How does that brand benefit? How do people/ consumers benefit ?
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When and how is it that having a brand purpose gets abused ? Discussions on brand purpose included discussing examples of Apple, Surf (Daag Achche Hai Campaign ), Dove - Real Beauty Campaign , Fair & Lovely, Ariel - Share the Load Campaign, Whisper - Touch the Pickle Campaign
Conversation on Big Data, Thick Data & Consumer Insight The conversation explores the reasons for over reliance on Big Data? It deals with the question of complexity of human beings and thus how can ‘thick data’ be excluded?
The conversation delves on how were the Dil Se Insights (Thick data) available earlier, what changed and why?Is thick data losing out on credibility? Or just considered non-essential by the clients? But then isn't it critical for developing innovation? Thick data provides the context, emotion, a narrative in form of a story which is needed for the creative briefing process for the creative to take an imaginative leap from the thought.
And is critical to understanding the real picture. Rishabha discussed how can agencies take up this work to enrich the briefing and creative process and his preferred methodologies for thick data. Rishabha outlines five things he would mandate in an agency for ensuring communication process is equipped with ‘dil se’ insights Conversation about Un-stereotyping Men in Media & Mass Communication The conversations veers around questions like “Are all men the same? Are all men supposed to be complete men?
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Jagged with Jasravee, is an initiative of Master Sun, the Consulting Brand of Adiva Lifestyle Pvt Ltd. Please visit our blog at www.mastersun.in