CoBB | Conversations on the Business of Brands: Recent Episodes
CoBB | Conversations on the Business of Brands
On the show, the hosts, Sudeep Chawla & Sharavana Raghavan, leverage their collective industry experience of over 30 years to deconstruct and simplify aspects of brand and marketing strategies to enable smaller businesses to build and serve remarkable brands.
In each episode, the hosts take turns interviewing each other, on a specific topic of their choice.
Listeners will see their passion for brands, brand strategies and marketing fill the conversations in the form of candour, debates and even disagreements at times.
In this sharp and revealing episode of CoBB, Sharavana Raghavan demystifies the world of influencer marketing in a conversation with Sudeep Chawla. From Queen’s-endorsed crockery to nano-influencers on Instagram, the duo traces how influencer marketing evolved and how today’s marketers can make sense of what often feels like a circus.
Through analogies, examples, and a practical playbook for budget allocation, the episode offers a rare structured lens on what is typically seen as a noisy, unpredictable space. Whether you’re running a 50 crore brand or launching your first product, this episode gives you a grounded, ROI-focused understanding of how to work with creators and why measurability matters more than ever.
KEY THEMES EXPLORED
Why influencer marketing still works, despite the chaos
Even with the noise, risk, and fragmentation, marketers continue to “buy tickets to the circus” because influencer campaigns remain measurable and promise high ROI - especially when done right.
Influencers vs Celebrities
Sharavana draws a clear distinction between reach and relatability. Celebrities offer visibility and stature. Influencers bring community, engagement, and trust - often at a fraction of the cost.
A system in the chaos: Segmentation by size and strategy
From nano to mega, the episode breaks down the influencer spectrum by follower count and impact. It also outlines different engagement formats - reviews, endorsements, affiliate codes, ambassador programs - and how marketers can use each to their advantage.
Budgets, Playbooks and ROAS Expectations
Sharavana lays out a tactical framework for brands (especially in the ₹5-50 crore range) to allocate budgets across influencer tiers. He also offers a thumb rule: aim for at least 3x return, but track obsessively to find what’s working.
From Queen’s Ware to TikTok Commerce
The episode connects historical and cultural dots - from 1760s England to today’s live commerce in Southeast Asia - to highlight how the core principles of influence have remained the same, even as formats change.
Key Takeaways
- Influencer marketing isn’t new. But it needs structure to work in today’s chaotic ecosystem.
- Use celebrities for broad awareness. Use influencers for community trust and conversions.
- Micro and nano influencers offer the best engagement-to-cost ratio for emerging brands.
- Your influencer strategy must be measurable. Use affiliate links, discount codes, and conversion tracking.
- ROI varies. But if you’re not seeing at least 3x returns, your campaign may need rethinking.
QUOTES
“Influencer marketing is a circus - but one that delivers results when you know how to navigate it.”
“Celebrities offer reach. Influencers offer trust.”
“If you’re not getting 3x returns from influencer spends, you’re not doing it right.”
“Nano-influencers might charge nothing - but deliver the most authentic engagement.”
If you’re a brand owner, digital marketer, or startup founder wondering how to structure your influencer efforts, or if you feel overwhelmed by the noise, this episode offers a roadmap through the madness. Tune in and learn how to play the influencer game without losing your head (or your budget).
As always, send your feedback and topic suggestions to mail@cobbcast.net!
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CREDITS
- Album Art & Design by ting.in
- Voiceovers by Anjale Stephanos
- Music from Zapsplat.com
In this thought-provoking episode of CoBB, hosts Sudeep Chawla and Sharavana Raghavan explore the crucial distinction between designation and role — and why understanding what you actually do is far more important than the title on your business card.
Inspired by a powerful anecdote shared by Rajiv Bajaj, Managing Director of Bajaj Auto, this conversation unpacks how leaders and marketers alike can unlock clarity, contribution, and career growth by answering one deceptively simple question: What is your role?
Whether you’re a founder, brand manager, or corporate leader, this episode challenges you to reflect not just on your expertise, but on how you’re showing up for your team and business today.
KEY THEMES EXPLORED
Designation vs Role
Your title stays constant, but your role evolves with the needs of the business. This distinction is critical for professionals in fast-changing environments.
The ‘Improvement Manager’ Mindset
Rajiv Bajaj’s personal journey from “Managing Director” to identifying as an “Improvement Manager” illustrates how clarity of role can sharpen your impact.
Role Evolves with Product Lifecycle
From insight manager to coordinator to performance improver, your role must adapt as the product moves through its lifecycle.
Purpose Drives Role, Not the Other Way Around
Taking a cue from Simon Sinek’s ‘Start With Why’, this episode repositions purpose as an internal compass for contribution, not a branding gimmick.
Philosophy Meets Practice
What do JFK, Munnabhai, and Krishna have in common? They all point to one truth: your role is about what you do, not what you are called.
KEY TAKEAWAYS
Designations Are Static. Roles Are Dynamic.
What the company calls you may not change for years, but what the company needs from you can change tomorrow.
Evaluate Your Daily Contribution
Ask yourself: “What did I actually do today?” and “How many times did I deliver on my core role?”
Role Is Determined by Context
Your role isn’t just defined by your skills, but by what the situation and the team require most right now.
Purpose Is Personal, Not Promotional
Your “why” isn’t a UN cause. It’s a grounding belief that aligns your work to your impact, internally first and externally later.
Growth Begins With Self-Awareness
Recognizing when your role must shift, and acting on it, is the hallmark of effective leaders and brand builders.
QUOTES
- “Your designation might remain the same for years. But your role could change every few months, and it must.”
- “Don’t confuse what you’re called with what you contribute.”
- “Purpose is not a brand campaign. It’s a compass for your role.”
- “Know your role. And you’ll always rock and roll.”
Don’t miss this episode if you’ve ever caught yourself saying, “This isn’t in my job description” and are ready to redefine how you contribute to your brand, team, and business.
As always, send your feedback and topic suggestions to mail@cobbcast.net!
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CREDITS
-
Album Art & Design by ting.in
-
Voiceovers by Anjale Stephanos
-
Music from Zapsplat.com
In this truth-bomb-laden episode of CoBB, Sudeep Chawla interviews Sharavana Raghavan to unravel the paradox of marketing research, if everyone is doing it, why do most innovations still fail?
Using examples from Dettol, Farmley, and their own deep-dive into snacking behaviour, the duo expose how research often confirms pre-existing biases instead of uncovering real insights. Sharavana makes a compelling case for qualitative immersions over click-and-run surveys, especially when the consumer’s stated intent and actual behaviour don’t align.
From contradictory preferences to cultural conditioning, the episode explores why consumers seem inconsistent — and why that’s actually a consistent pattern marketers must decode.
KEY THEMES EXPLORED
Research confirms biases more often than it uncovers truths
Sharavana argues that many brand teams use research as validation, not investigation. Poorly framed questions or surveys often end up reinforcing what marketers want to believe.
Surveys capture intent, not action
Online surveys tend to highlight what consumers claim, but miss the deeper “why” behind their behaviour - leading to skewed insights and contradictory conclusions.
Same data, opposite takeaways
Farmley and CoBB’s own snacking reports aligned on facts, but their interpretations were starkly different - exposing how intent, audience, and methodology shape insights.
Meet the LOTH, again
The Lady of the House (LOTH) is not just a demographic — she’s a decision-making system. She’s rational within her emotional world, balancing budget, convenience, guilt, and culture — all at once.
A framework of contradictions
From noodles to pasta to biscuits, what seems like hypocrisy is actually a consistent logic: conditioning, convenience, and customisability. Marketers need to learn her real operating system.
Familiarity breeds acceptance
Formats that feel homemade (or home-makeable) earn trust. The more foreign a format feels, the more scrutiny it faces — no matter how healthy it claims to be.
Top-of-mind ≠ Top-of-sale
Consumers ask for “Maggi” but settle for Zoopy. Familiarity and price trump brand loyalty when contextual costs like effort and emotion come into play.
KEY TAKEAWAYS
•Don’t confuse research with surveys. Immersive, ethnographic methods yield deeper insights.
•Consumers are not irrational — they’re operating with a logic shaped by culture, context, and compromise.
•Trust is rooted in familiarity, not just brand building.
•Market share can be won locally by mastering activation and retailer relationships — not just awareness.
•Stop expecting consumers to behave in straight lines. Real life is a loop of contradictions — and marketers must map it.
QUOTES
“Surveys capture intent. Immersions capture action.”
“The Lady of the House is not confused. We are. She’s complex.”
“Don’t chase health. Respect convenience and conditioning.”
“Top-of-mind doesn’t mean top-of-sale — especially when Zoopy is ₹10.”
Access the full report on snacking choices here.
If you are a food entrepreneur, FMCG marketer, or brand builder who wants to understand the real psychology behind snack choices in Indian homes, this is the episode for you.
As always, send your feedback and topic suggestions to mail@cobbcast.net!
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CREDITS
-
Album Art & Design by ting.in
-
Voiceovers by Anjale Stephanos
-
Music from Zapsplat.com
In this episode of CoBB, hosts Sharavana Raghavan and Sudeep Chawla break down the often-misunderstood world of brand architecture — offering a practical framework to help brand builders avoid chaos while scaling their portfolios. Using relatable examples from everyday brands like Cadbury, Colgate, and Tata, the duo explores how marketers can structure brands for clarity, consistency, and long-term value.
Whether you’re managing a house of brands or figuring out how far your brand can stretch, this episode gives you the language, logic, and levers to make better decisions — without losing consumer trust.
KEY THEMES EXPLORED
The Building Blocks of Brand Architecture
Understand the differences between endorser brands, mother brands, sub-brands, and variants, and when to use each.
The ‘Brand Stretch’ Dilemma
Learn how to assess if your brand can move into new categories without diluting its equity or confusing the consumer.
Why Structure Drives Scale
How a well-designed brand hierarchy unlocks marketing efficiency and strengthens long-term brand equity.
Consumer Lens First, Always
Avoid the common trap of structuring brands for internal convenience instead of consumer clarity.
Brand Promises Are Not Flexible
What happens when brands overextend, and why certain associations can’t (and shouldn’t) be transferred across categories.
KEY TAKEAWAYS
Sub-Brands Serve New Needs
Create sub-brands when solving different consumer needs or using significantly different formats, provided your core brand promise is extendable.
Variants Offer Variety, Not Strategy
Variants are minor changes (like flavor or format) meant to refresh the consumer experience without shifting the brand’s core positioning.
Mother Brands Anchor the Portfolio
The central brand that carries sub-brands and variants under its umbrella, often the original offering that built the equity.
Endorser Brands Are Equity Enablers
These brands (like Tata or Cadbury) don’t directly shape the offering but lend trust and consistency to a wide array of products.
Structure Enables Scale
A clear brand hierarchy allows brands to scale without fragmenting investments — creating halo effects that drive marketing efficiency across the portfolio.
QUOTES
“Every time a consumer sees your brand name, they’re subconsciously recalling a promise. Break that — and you break the brand.”
“A variant is for taste. A sub-brand is for strategy.”
“Brand architecture is not a design problem. It’s a trust problem, and a scale opportunity.”
Don’t miss this episode if you’re a brand manager, startup founder, or marketing strategist looking to expand your product portfolio without confusing your consumers or breaking your brand.
As always, send your feedback and topic suggestions to mail@cobbcast.net!
Please tell us what topics you'd like to have discussed on the CoBB, by filling in this CONTENT SUGGESTION FORM
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CREDITS
-
Album Art & Design by ting.in
-
Voiceovers by Anjale Stephanos
-
Music from Zapsplat.com
In this provocative episode of CoBB, Sudeep Chawla interviews Sharavana Raghavan on a bold new qualitative report, "Beyond Healthy: What Really Drives Snack Acceptance in Indian Homes."
Drawing insights from conversations with over 250 consumers across Hindi-speaking markets, the report challenges the dominant narrative around “healthy snacking” that fills startup decks, LinkedIn posts, and Shark Tank pitches.
Sharan reveals what real Indian consumers actually prioritize when choosing snacks, and it’s not what most marketers assume.
KEY THEMES EXPLORED
Snacking is not about health
Contrary to industry beliefs, health is the least important factor in snack choices. Taste, satiety, price, and convenience rank higher in every conversation.
LOTH: The Lady of the House
Not a mother, housewife, or homemaker, but the LOTH — the Chief Food Officer who balances taste, budget, nutrition, and guilt for the whole family.
Snacks are judged by senses, not labels
Consumers rarely read back-of-pack information. They go by smell, oil residue, texture, and how familiar the snack feels.
It’s about repertoire, not replacement
No brand owns the household. At best, it earns a spot in the LOTH’s rotation. One bad batch can eliminate it. Familiarity is everything.
Why “healthy snack” is an oxymoron
Few brands have scaled while staying purely health-focused. Most successful ones have grown only after moving into meals or supplements.
Design for health without leading with it
Health should be a choice the consumer makes, not a claim you lead with. Smaller pack sizes, pairing suggestions, and rituals work better than front-of-pack promises.
KEY TAKEAWAYS
- Support her existing behavior. Don’t try to change it.
- Health is a post-purchase justification, not a purchase driver.
- Traditional snacks are seen as healthier than modern alternatives, thanks to familiarity.
- Avoid flashy claims. Focus on consistent experience and sensorial comfort.
QUOTES
“Don’t make snacks healthy. Make health snackable.”
“A healthy snack will only bring you limited success.”
“Consumers say they read labels. What they really read is how the snack smells, feels, and tastes.”
“A brand earns its way into the household. It’s not bought — it’s permitted.”
📎 Access the full report here:
If you are a food entrepreneur, FMCG marketer, or brand builder who wants to understand the real psychology behind snack choices in Indian homes, this is the episode for you.
As always, send your feedback and topic suggestions to mail@cobbcast.net!
Please tell us what topics you'd like to have discussed on the CoBB, by filling in this CONTENT SUGGESTION FORM
It only takes a few minutes, and it will help us provide you with the content most relevant to you.
SHOW WEBSITE
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Sudeep Chawla on Linkedin
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FOLLOW US
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CREDITS
-
Album Art & Design by ting.in
-
Voiceovers by Anjale Stephanos
-
Music from Zapsplat.com
In this episode of CoBB, hosts Sharavana Raghavan and Sudeep Chawla strip away the glossy veneer of marketing to reveal the gritty, unstructured reality that marketers live every day. Sudeep, drawing from his extensive experience, offers a candid, behind-the-scenes look at the mental and strategic rigour involved in solving business problems through marketing.
Contrary to the popular perception that marketing is all about making glamorous ads, the conversation explores how true marketing is about navigating ambiguity, unearthing deep consumer insights, and aligning multiple stakeholders — all while facing immense pressure to deliver impact.
KEY THEMES EXPLORED
Defining the Right Problem
Why marketers must go beyond surface-level issues to reframe problems in a way that opens up fertile ground for innovation and business growth.
The Power of ‘Why’ Questions
How structured curiosity helps uncover the root causes behind brand stagnation, category decline, or market shifts.
Conviction Before Communication
Why internal alignment and stakeholder buy-in are just as critical as consumer insight when developing a strategy.
The Communication Brief, Not the Communication
Clarifying a common misconception — marketers create the brief, not the ad. The role is about strategic clarity, not creative execution.
The Pain of Uncertainty
Despite rigorous research and insight mining, marketing is not a perfect science. You can do everything “right” and still fail — and that’s what makes the role so challenging and exciting.
KEY TAKEAWAYS
Marketing Is Business Problem-Solving
It’s not about making ads; it’s about decoding and influencing belief systems that lead to sustainable change in consumer behaviour.
Great Marketers Embrace Ambiguity
If you enjoy solving unstructured problems with no clear answers, marketing might just be your calling.
You’re the Custodian, Not the Creator
Your job is to preserve the integrity of the insight and strategy through the communication process. Not to micromanage creatives.
Success Is Never Guaranteed
Testing, stakeholder alignment, and insight discovery don’t always ensure results, and that’s part of the game.
QUOTES
“Marketing is about solving unstructured, unclear problems in an unscientific environment — with no guarantee of success.”
“Before marketers influence consumers, they must first build their own conviction — and then align the stakeholders who’ll help bring that vision to life.”
“If solving real-world problems with no clear roadmap excites you, marketing mirrors life in the best possible way.”
Don’t miss this episode if you’re a young marketer, aspiring brand builder, or entrepreneur who wants to understand what marketing really demands - beyond the glitz and glamour.
As always, send your feedback and topic suggestions to mail@cobbcast.net!
Please tell us what topics you'd like to have discussed on the CoBB, by filling in this CONTENT SUGGESTION FORM
It only takes a few minutes, and it will help us provide you with the content most relevant to you.
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CREDITS
-
Album Art & Design by ting.in
-
Voiceovers by Anjale Stephanos
-
Music from Zapsplat.com
In this episode, Sudeep grills Sharan on a brutally honest question - why are so many emerging consumer brands getting steamrolled by Quick Commerce platforms?
Sharan shares firsthand founder conversations and hard-earned insights to make a bold claim: Q-Com isn’t the problem. You are, if you’re treating it like a business model instead of a channel. What follows is a fiery, insight-packed breakdown of how to engage with platforms like Blinkit, Zepto, and Instamart without losing your brand, your margins, or your mind.
CONVERSATION HIGHLIGHTS
- Visibility ≠ Viability: Why being listed on Q-Com might be hurting more than helping.
- Modern Trade Déjà Vu: How today’s Q-Com behavior mirrors yesterday’s Modern Trade chaos.
- The Double Jeopardy Trap: Small brands pay more, get less, and stay stuck in the cycle.
- The Myth of D2C: Why most Indian brand websites are a disaster—and Q-Com feels like a savior.
- Real Moats Are Boring: How brands like Atomberg and Heads Up For Tails built strength through offline first.
- When to Use Q-Com: A framework to decide if you’re there for discovery, sampling, or convenience.
- Margins vs. Ambition: How pressure from investors leads to dangerous trade-offs.
- What Success Actually Looks Like: Building control, customer experience, and long-term equity.
KEY TAKEAWAYS
Platforms Are Tools, Not Strategies: You’re not on Q-Com. Q-Com is on you, until you build your own roads.
Define the Role Before You Spend:
- Use Q-Com for trials? Great—treat the losses like a marketing budget.
- Driving repeat purchase? Then you have the leverage.
- Want visibility? Budget with ROI clarity.
Distribution Is the Ultimate Moat: You can’t build a brand without owning how it reaches customers.
D2C ≠ Selling on Shopify: If your logistics fail and you can’t control CX, it’s not D2C—it’s rented reach.
Sample, Don’t Sell at a Loss: In FMCG, CAC vs LTV is flawed. Give it for free rather than burn margins permanently.
Start Small, But Start Now: Even 100 offline stores in your city is a step toward real independence.
QUOTES
“Visibility cannot come at the cost of viability.”
“If Q-Com is your business model, go work there. You’re just a supplier.”
“Distribution is expensive, yes - but being dependent is far more costly.”
“There is no LTV in FMCG. You don’t acquire customers. You rent occasions.”
“The best brands aren’t avoiding Q-Com. They’re just not addicted to it.”
If you’re a founder, marketer, or investor in consumer brands, this episode is your wake-up call. Before you chase growth on platforms, make sure you actually own the business you’re building.
As always, send your feedback and topic suggestions to mail@cobbcast.net!
Please tell us what topics you'd like to have discussed on the CoBB, by filling in this CONTENT SUGGESTION FORM
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CREDITS
Album Art & Design by ting.in
Voiceovers by Anjale Stephanos
Music from Zapsplat.com
In this quirky yet insightful episode, Sudeep and Sharan explore an unusual analogy - how marketers are similar to ducks. Sudeep breaks down five distinct ways a marketer’s job mirrors the life of a duck: calm on the surface but furiously paddling underneath, staying unaffected by their environment, taking short strategic flights, diving in when needed, and balancing short-term and long-term focus — just like ducks practicing unihemispheric sleep.
Through humorous anecdotes and deep marketing wisdom, they decode how these duck-like behaviors are essential for building remarkable brands. Whether you’re a seasoned marketer or just starting out, this episode provides a fresh lens to reflect on your marketing journey.
Key Takeaways:
- Paddling Under the Surface: While marketing may seem glamorous from the outside, it involves relentless problem-solving and behind-the-scenes hustle.
- Waterproof Like a Duck: Marketers must stay emotionally unattached to their brand’s assets and keep consumer needs at the center — not personal bias.
- The Short Flight: Periodically zooming out for a strategic overview helps marketers align daily tasks with long-term brand goals.
- Diving In: Great marketers aren’t afraid to roll up their sleeves — whether it’s walking the market, meeting consumers, or working closely with sales teams and agencies.
- Unihemispheric Focus: Marketers must balance tactical execution with long-term brand-building — keeping one eye on today’s numbers and the other on the brand’s future.
Quotes:
“If both you and your brand are coasting peacefully, that’s a sign something’s wrong — you’re not paddling hard enough.”
“Marketers need to be like ducks: strategic when needed, but also ready to dive deep and get their hands dirty.”
As always, send your feedback and topic suggestions to mail@cobbcast.net!
Please tell us what topics you'd like to have discussed on the CoBB, by filling in this CONTENT SUGGESTION FORM
It only takes a few minutes, and it will help us provide you with the content most relevant to you.
SHOW WEBSITE
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CREDITS
- Album Art & Design by ting.in
- Voiceovers by Anjale Stephanos
- Music from Zapsplat.com
In this follow-up to Episode 135, Sudeep Chawla continues his conversation with Sharavana Raghavan, diving deeper into how brands—both global giants and local heroes—have cracked the code to rural distribution in India.
From HUL’s legendary Project Shakti to Parle-G’s drought-time dominance and Ghadi’s two-rupee trust model, this episode moves from principles to powerful playbooks. It’s a masterclass in building brand equity where infrastructure is limited but aspiration is limitless.
CONVERSATION HIGHLIGHTS
- Hub & Spoke vs Van Sales: Two dominant rural distribution models—and their trade-offs
- Project Shakti: How empowering local women turned into a ₹ scale engine for HUL
- Coke’s Solar Coolers: How merchandising and micro-training brought cold credibility to villages
- Ghadi Detergent: Why India’s top-selling detergent brand won with trust, not ad spends
- Parle-G’s Drought Strategy: The bold move that cemented cultural equity
- Tata Wiron: Content marketing meets rural activation—without ever selling
- Local vs MNC Brands: Why “belonging” beats “conquering” in rural India
- Seasonal Sensitivity: Why rural calendars beat fiscal ones in relevance
- From Availability to Affection: The secret shift that makes rural consumers loyal
KEY TAKEAWAYS
Winning in Bharat is not about tweaking urban playbooks—it’s about rewriting them from scratch.
Five Essential Rural Truths:
1.Fragmentation is the default, not the enemy
2.Scale comes from serving small, not selling big
3.Trust is the real infrastructure
4.Affordability must be baked into product design
5.Belong, don’t conquer—brand resonance starts with cultural immersion
QUOTES
“You don’t build trust in rural. You partner with the community—and borrow it.”
“Parle didn’t outspend competitors during the drought. They just didn’t leave.”
“Coke realized it wasn’t just about availability—it was about being remembered at the moment of thirst.”
“Ghadi didn’t try to be glamorous. They tried to be reliable. And they won.”
If you’re a brand marketer, sales leader, or founder trying to break into small-town India—or any developing market—this episode is packed with insights you can apply tomorrow.
As always, send your feedback and topic suggestions to mail@cobbcast.net!
Please tell us what topics you'd like to have discussed on the CoBB, by filling in this CONTENT SUGGESTION FORM
It only takes a few minutes, and it will help us provide you with the content most relevant to you.
SHOW WEBSITE
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CREDITS
- Album Art & Design by ting.in
- Voiceovers by Anjale Stephanos
- Music from Zapsplat.com
In this episode, hosts Sharavana Raghavan and Sudeep Chawla explore a question many young marketers are asking today. How can you learn, grow, and make an impact when your organisation limits experimentation and the economy feels slow?
Sudeep offers an unexpected answer: B2B2C categories. Often seen as unglamorous and rigid, industries like paints, adhesives, waterproofing, and pipes actually offer a goldmine of learning opportunities. With high regional diversity, complex intermediary networks, and under-researched end-users, these sectors challenge marketers to think deeply, act locally, and execute precisely.
If you’re a marketer wondering where the real action is, this episode will surprise and inspire you.
DISCUSSION FLOW
They discuss
Why B2B2C is a misunderstood space
Most marketers assume it’s all sales and no brand, but Sudeep reveals how intermediaries like plumbers and contractors actually shape consumer choice and trust
How regional practices create micro markets
From Punjab’s mud phaska roofs to Kerala’s truss constructions, India’s geography and culture create unique user behaviours and needs
What makes marketing in B2B2C a learning playground
With every town acting like a unique market, brand managers get infinite chances to experiment, observe, and refine their craft — if they’re willing to put in the work
The role of intellectual humility in marketing
Sudeep explains why empathy and humility are critical when working with blue-collar influencers, people marketers often overlook but must learn to understand
Three enablers of deep marketing learning
1.Look beyond the lack of glamour
2.Stay humble and open to learning from all
3.Work under marketing leaders who create frameworks and feedback loops
KEY TAKEAWAYS
- B2B2C categories are rich in insight, diversity, and marketing opportunity — not just sales operations
- Micro marketing is a powerful model for building core marketing capabilities
- The most impactful learning comes from observation, empathy, and iteration — not just from campaigns
- Great marketers thrive where others don’t even bother to look
QUOTES
“There’s no one India. There are many Indias. And each one teaches you something different”
“Micro markets are not small markets. They’re marketing labs”
“You’re not your brand’s consumer. And in B2B2C, you can’t even pretend to be”
“If you want to learn fast, put in the hard yards where others don’t”
As always, send your feedback and topic suggestions to mail@cobbcast.net!
Please tell us what topics you'd like to have discussed on the CoBB, by filling in this CONTENT SUGGESTION FORM
It only takes a few minutes, and it will help us provide you with the content most relevant to you.
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CREDITS
Album Art & Design by ting.in
Voiceovers by Anjale Stephanos
Music from Zapsplat.com
In this episode, Sudeep Chawla interviews Sharan on one of the most under-discussed but critical topics in Indian marketing—how brands can build effective rural distribution.
Sharan draws from years of consulting experience and insights from Rama Bijapurkar’s Lilliput Land to reframe rural distribution as a strategic design challenge rather than a logistical nightmare. This episode sets the foundation with four powerful principles that every brand must understand before venturing into Bharat.
CONVERSATION HIGHLIGHTS
Why Bharat Matters: 65% of India’s population lives in rural areas, contributing nearly half of all FMCG sales.
Rural ≠ One Market: How treating rural India as a monolith is the first strategic mistake.
From Infrastructure to Insight: Why roads and warehouses are less important than relationships and rhythms.
Four Fundamentals of Rural Distribution:
- Fragmentation is Normal: Rural demand is scattered by design.
- Small is Scale: Growth comes from servicing more outlets, not bigger ones.
- Accessibility Over Affordability: It’s not about cheap brands, it’s about accessible formats.
- Trust is Infrastructure: Distribution rides on relationships, not trucks.
KEY TAKEAWAYS
- Rural markets demand custom-designed systems, not repurposed urban models.
- Brands must shift from fighting fragmentation to engineering for it.
- Success in Bharat depends on your ability to aggregate small demand points consistently.
- Design for daily behavior, not monthly stocking habits.
- Local trust networks are often more critical than formal distribution partners.
QUOTES
“Fragmentation isn’t a bug. It’s the blueprint.”
“You don’t crack Bharat by scaling up. You crack it by going small, again and again.”
“Trust is the real infrastructure in rural India. Roads come later.”
“They don’t want cheaper brands. They want the same brands, made accessible to their lives.”
“Lilliput Land isn’t a metaphor. It’s a distribution strategy.”
If you’re a brand builder, marketer, or founder trying to reach real India beyond metros, this episode gives you the mindset shift you didn’t know you needed.
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CREDITS
- Album Art & Design by ting.in
- Voiceovers by Anjale Stephanos
- Music from Zapsplat.com
In this episode, hosts Sharavana Raghavan and Sudeep Chawla dive deep into a timely challenge for brand builders — how can advertising truly make an impact in the age of reels, shorts, and endless scroll?
Sudeep unpacks the evolving media landscape where attention is fragmented, competition is infinite, and algorithms feed our every instinct. As digital platforms shift the power entirely to the consumer, the conversation explores how marketers can still create meaningful, memorable brand communication.
They discuss:
- The Reels Effect: How today’s always-on content culture has reshaped consumer attention spans — and what that means for advertisers.
- Attention is Just the Start: Why grabbing attention isn’t enough — brands must now win attention and leave a lasting impression.
- Why Storytelling Still Wins: Even in a six-second world, the timeless power of storytelling — when done right — still holds.
The Four Pillars of Effective Modern Advertising:
- Purpose-First Messaging: Tell stories for the right reasons — not just to sneak in your proposition.
- Build a Believable World: Don’t target demographics — create settings and narratives that emotionally resonate.
- Emotion Over Product: Ads that lead with emotion, not features, are far more memorable.
- Keep it Real: Authenticity beats polish — especially when your audience consumes raw, creator-led content every day.
KEY TAKEAWAYS:
- Ads Must Earn Their Place: In a sea of content, only emotionally resonant and authentic ads cut through.
- Storytelling is a Long Game: Tactical messages may trigger action, but stories build brands that endure.
- Real > Perfect: Today’s consumers connect more with raw, real, and transparent communication than glossy productions.
- The Medium is Not the Message: A great story can work at any length — whether 10 seconds or 90 — if it’s compelling and true.
QUOTES:
“Consumers today are reeling under the effect of reels.”
“Don’t fall in love with your product. Fall in love with the emotion your brand can evoke.”
“If you’ve reached a stage where Facebook needs to teach you how to make ads, God help you.”
“You don’t need 90 seconds to tell a great story — you just need conviction.”
Whether you’re an emerging brand or an established player trying to stand out in a scroll-happy world, this episode will help you rethink how you show up in the feeds of your future customers.
As always, send your feedback and topic suggestions to mail@cobbcast.net!
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CREDITS
- Album Art & Design by ting.in
- Voiceovers by Anjale Stephanos
- Music from Zapsplat.com
In this episode, Sudeep Chawla flips the mic to interview Sharavana Raghavan on a deceptively simple but highly debated topic—how should one judge brand communication?
Sharan lays down a compelling case for why most marketers get it wrong. He argues that judging an ad based on how it “feels” or how “beautiful” it looks is a flawed approach. Instead, he introduces a practical 5-point framework to help marketers evaluate advertising based on what truly matters—effectiveness.
CONVERSATION HIGHLIGHTS
- Feelings ≠ Effectiveness: Why emotional resonance isn’t the best benchmark for judging ads.
- Purpose Before Praise: Why marketers must understand the ad’s brief before assessing its quality.
- Five Key Questions to Ask: A clear framework to evaluate if an ad is doing its job.
- Creative ≠ Art: Why advertising isn’t about artistic expression but business outcomes.
- Magic with Meaning: The role of the director and storytelling—but always in service of the brand.
- The Trap of Awards: Why chasing Cannes might be sabotaging your brand goals.
- Distinctiveness Over Novelty: Why being true to the brand’s personality matters more than being “cool.”
KEY TAKEAWAYS
- Don’t Judge in a Vacuum: Always assess an ad against the strategic brief—not just on surface impressions.
Five Must-Ask Questions:
- Is the brand registering?
- Is the message clear?
- Is it relevant to the audience?
- Does it drive action or build long-term memory?
- Is it distinctive and true to the brand’s personality?
Good Creativity Lives Within Constraints: The best creative minds work better with clear boundaries.
There’s No Perfect Ad: Only communication that’s right for the brand, the objective, and the moment.
QUOTES
“Magic without meaning for the brand or the consumer is an absolute waste of money.”
“Your job isn’t to fall in love with the ad. Your job is to make sure it’s right for the brand.”
“If you can’t write a clear brief, you’re not doing your job as a marketer.”
“An ad that entertains but fails to register the brand is a failed investment.”
If you’re a marketer, agency leader, or brand owner struggling to decode ad performance, this episode is your cheat sheet to judging creative work like a pro.
As always, send your feedback and topic suggestions to mail@cobbcast.net!
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CREDITS
-
Album Art & Design by ting.in
-
Voiceovers by Anjale Stephanos
-
Music from Zapsplat.com
In this episode, hosts Sharavana Raghavan and Sudeep Chawla discuss an unconventional yet powerful principle for brand builders — the importance of diving deep into sales to become a better marketer.
Sudeep shares how his own journey from sales to marketing taught him that true marketing mastery is incomplete without understanding the sales ecosystem. Together, they explore why young brand managers often abandon their sales experience in pursuit of marketing expertise, and why that’s a critical mistake. The conversation highlights:
Sales-Market Synergy: How marketing strategies must flow seamlessly through the sales chain — from marketers to sales teams to retailers — to finally reach the consumer.
Market Segmentation: Why understanding market segments through sales data is essential to discover growth opportunities and identify consumer behavior patterns.
Retailer & Trade Influence: How retailer conviction can often make or break a consumer sale, and why marketers must influence not just consumers but also trade partners.
The Story Chain: The process of simplifying and communicating the brand story effectively to sales teams and retailers, ensuring the message doesn’t get diluted in the market.
KEY TAKEAWAYS:
- Sales Data is a Goldmine: Sales numbers reveal consumption patterns and market segments that can guide effective brand strategy.
- Marketing is Incomplete Without Sales: A brand’s success depends not only on consumer perception but also on the conviction of the sales chain.
- Simplify the Story for the Trade: Marketers must learn to translate their brand proposition into clear, demonstrable stories for sales teams and retailers.
- On-Ground Learning Matters: Visiting markets, talking to dealers, distributors, and observing in-store behaviour is invaluable to sharpen marketing strategies.
QUOTES:
“The purpose of marketing is to create profitable and sustainable sales for your brand.”
“You don’t know what you don’t know — and sales can reveal the unknowns that shape your marketing choices.”
“A marketer’s job is to sell conviction — first to themselves, then to their sales team, and finally to the consumer.”
Don’t miss this insightful conversation! If you’re a marketer, brand builder, or entrepreneur, this episode is a masterclass in why going back to sales can fast-track your marketing expertise.
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CREDITS
- Album Art & Design by ting.in
- Voiceovers by Anjale Stephanos
- Music from Zapsplat.com
In this episode, hosts Sharavana Raghavan and Sudeep Chawla explore a growing trend—influencers launching their own brands—and why most of them fail.
Sharan takes a firm stance, arguing that while influencers excel at creating engagement, most of them struggle to build sustainable businesses. He and Sudeep break down the key reasons why influencer-led brands either thrive or crash and burn, and what influencers must do to succeed beyond their personal brand equity.
CONVERSATION HIGHLIGHTS
- The Rise of Influencer Brands: Why influencers are shifting from content creation to launching businesses.
- Hype vs. Real Trust: The difference between initial traction driven by followers and long-term brand loyalty.
- The Illusion of Product-Market Fit (IPMF): How influencer hype can create a false sense of success before sales plummet.
- Why Some Influencer Brands Fail: Common mistakes, from lack of business expertise to over-reliance on their personal brand.
- The Right to Win: Why only a few influencer-led brands, like HRX by Hrithik Roshan and Fenty Beauty by Rihanna, succeed.
- Licensing vs. Entrepreneurship: Why licensing can be a smarter, lower-risk model for influencers instead of trying to run a business solo.
- The Survival Test: The ultimate measure of a brand’s strength—can it survive without the influencer?
KEY TAKEAWAYS
- Hype Doesn’t Build a Business: A strong product and business strategy matter more than initial buzz.
- Solve a Problem, Don’t Just Sell Your Name: Influencer brands that solve real problems succeed; those relying only on popularity fade fast.
- Business Expertise is Non-Negotiable: Partnering with experienced operators is crucial for long-term success.
- Licensing is a Smarter Bet: Influencers can monetize their brand through licensing instead of risking business failure.
QUOTES
“If your brand can’t survive without you, it was never a real business.”
“The biggest mistake influencers make? Confusing hype for success.”
“A brand should stand for something beyond the influencer’s name—otherwise, it’s just a cash grab.”
Don’t miss this episode if you’re an influencer, entrepreneur, or marketer looking to understand the business of influence and the right way to build a brand!
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CREDITS
- Album Art & Design by ting.in
- Voiceovers by Anjale Stephanos
- Music from Zapsplat.com
In this episode of CoBB, hosts Sharavana Raghavan and Sudeep Chawla dissect how marketers often "put the cart before the horse" by prioritizing trends and occasions over a strong brand proposition.
Sudeep shares insights on how brands sometimes become slaves to topicality—whether it’s through festivals, tentpole events like IPL, or moment marketing—without ensuring a strategic alignment with their core message. The discussion covers:
The Role of Topicality in Marketing: How brands leverage planned occasions (Diwali, Valentine's Day) and unplanned events (viral trends, news) to stay relevant.
When Brands Lose Focus: Examples of how excessive reliance on trends can dilute a brand’s identity and move it away from its core proposition.
The Five Star Case Study: Analyzing the evolution of Five Star’s marketing from “Eat Five Star, Do Nothing” to recent campaigns like “Destroy Valentine’s Day,” and whether they align with the brand’s essence.
The Dangers of Causevertising: How brands jumping onto social causes without genuine purpose can backfire.
KEY TAKEAWAYS:
Topicality Should Serve the Brand, Not Lead It: Successful marketing integrates trends without compromising brand identity.
Repetition Builds Recall: Sticking to a strong brand proposition and reinforcing it over time is key to consumer engagement.
Beware of Trend-Chasing: Brands should evaluate whether a trend or occasion genuinely fits within their strategy before acting on it.
Causevertising Needs Authenticity: Leveraging social causes should be meaningful rather than opportunistic.
QUOTES:
"The moment you start serving topicality instead of your brand, the cart is pulling the horse."
"Trends can give your brand visibility, but a strong proposition gives it longevity."
As always, send your feedback and topic suggestions to mail@cobbcast.net!
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CREDITS
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Album Art & Design by ting.in
-
Voiceovers by Anjale Stephanos
-
Music from Zapsplat.com
In this episode, hosts Sudeep Chawla and Sharavana Raghavan dissect the challenges facing regional FMCG brands in India. With recent reports highlighting their slowing growth, Sharan connects the dots between market dynamics, the Long Chew phenomenon, and why many of these brands are struggling to sustain momentum.
The discussion covers:
Why Regional FMCG Brands Are Slowing Down
The Growth Illusion: Many regional brands saw rapid expansion, but it was driven more by external factors like inflation and commodity pricing than by strategic business building.
- The Push Sales Trap: Instead of creating consumer pull, these brands rely on distributor incentives, retailer credit, and discounts—leading to cash flow challenges.
- The Competitive Reality: Large FMCG brands are regaining lost ground as price stability returns, exposing the weaknesses of regional players.
Lessons from Global Private Labels
- Retailer-Backed Growth: Unlike regional FMCG brands, private labels in the West (e.g., Tesco, Lidl) have retailer support and invest in brand-building, making them resilient beyond just low pricing.
- Beyond Discounts: Successful private labels position themselves strategically, offering both affordable and premium choices, rather than competing purely on price.
What Regional FMCG Brands Must Do to Survive
- Shift from Push to Pull: Brands must invest in positioning, storytelling, and trust-building instead of short-term sales tactics.
- Stop the Discounting Cycle: Prioritize business discipline—sustainable pricing, cash flow management, and long-term value creation.
- Distribution Done Right: Expanding reach isn’t enough; efficient servicing of existing stores is key to long-term success.
- Brand Building Beyond Advertising: Every business decision—from packaging to pricing to customer experience—contributes to brand perception.
Key Takeaways
- Sustained growth comes from strategy, not market conditions. Regional brands that thrived in inflationary periods now struggle as prices stabilize.
- Discount-driven sales are a trap. They create temporary volume but no brand loyalty, forcing businesses to start from scratch with every sale.
- Branding isn’t just about advertising. It’s about clear positioning, trust-building, and ensuring repeat purchases.
- Retailer-backed private labels offer key lessons. Indian regional brands must go beyond price wars and invest in category positioning.
- The long-term win lies in brand equity. Businesses that prioritize consumer experience and value creation will stand the test of time.
Quotes
"If every sale resets you to zero, you’re not building a business—you’re just running on a treadmill."
"Brand building doesn’t need money—advertising does. Your business decisions define your brand."
"The illusion of choice disappears when small brands don’t survive. Regional businesses are critical for a diverse, thriving FMCG industry."
As always, send your feedback and topic suggestions to mail@cobbcast.net!
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CREDITS
- Album Art & Design by ting.in
- Voiceovers by Anjale Stephanos
- Music from Zapsplat.com
In this episode, co-hosts Sudeep Chawla and Sharan Raghavan explore a critical challenge for emerging brands: the temptation to copy trends, competitors, and viral campaigns. This conversation dissects why mimicking others often backfires and how brands can focus on authenticity and long-term value instead.
KEY TAKEAWAYS:
The Illusion of Virality as a Strategy:
Many brands mistakenly believe they can engineer virality, but it’s an unpredictable outcome, not a reliable strategy. Viral content might bring short-term attention but often fails to build meaningful brand recall or long-term loyalty.Copying Strategies vs. Execution:
Learning from successful brands can be useful, but blindly imitating their actions often leads to failure. Execution that works for a market leader might not suit a smaller brand with different resources and context.Staying True to Your Brand DNA:
Authenticity is the greatest strength of smaller brands, enabling them to build genuine consumer trust. Mimicking larger competitors or following every trend can dilute your identity and alienate loyal customers.The Right Way to Engage with Trends:
Brands should adopt trends that align with their values and purpose instead of chasing relevance for the sake of visibility. Misaligned participation in trends can come across as inauthentic and damage credibility.Balancing Short-Term Wins and Long-Term Loyalty:
Immediate sales and results are important, especially for emerging businesses, but they shouldn’t come at the cost of long-term brand equity. Smart short-term decisions should reinforce the brand’s overarching goals rather than undermining them.QUOTES:
“Virality is a tool that grabs attention but fades without a meaningful message or connection.”
“Authenticity is the underdog’s superpower—it’s what sets smaller brands apart in a crowded market.”
“Just because something worked for someone else doesn’t mean it will work for you. Your brand’s uniqueness is its greatest strength.”
WHY LISTEN?
This episode is a must-listen for marketers, entrepreneurs, and brand builders navigating a fast-paced, trend-driven world. Sudeep and Sharan share actionable advice to help businesses avoid the pitfalls of imitation and focus on building their own distinctive, enduring brands.
As always, send your feedback and topic suggestions to mail@cobbcast.net!
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CREDITS
Album Art & Design by ting.in Voiceovers by Anjale Stephanos Music from Zapsplat.com
In this episode, co-hosts Sudeep Chawla and Sharan Raghavan challenge a widespread belief in the marketing world: Can marketers outside of FMCG develop world-class marketing skills? Or is FMCG truly the only space where marketing talent can be honed?
With insights from Sudeep’s experience across FMCG, B2B, and B2C industries, this conversation breaks down the essential skills every marketer should master—regardless of industry.
KEY TAKEAWAYS:
1. The Myth of FMCG as the Only Training Ground
Many believe FMCG is the best place to learn marketing, but core marketing principles apply across industries.
Marketing is about understanding consumers and influencing behavior—skills that transcend any sector.
2. The Four Pillars of Marketing
Product Management – Exists in every industry, from physical products to services and digital platforms. It covers ideation, need-gap analysis, launch strategy, and growth.
Behavioral Marketing – The real differentiator of great marketers. It focuses on understanding consumer behavior, creating behavior shifts, and building long-term habits.
Traditional Media Management – Covers TV, print, radio, cinema, and outdoor advertising—essential for large-scale reach and awareness.
Digital Media Management – Encompasses social media, search, performance marketing, and direct digital engagement with consumers.
3. Why Behavioral Marketing is the Game-Changer
The most successful marketers focus on shifting consumer behavior, not just pushing products.
Convenience drives decisions—people naturally choose the easiest option, whether physically or mentally.
To influence behavior, marketers must:
Make it convenient for people to think and act differently.
Give a compelling reason to change existing behavior.
Reinforce the new behavior until it becomes a habit.
Stay relevant as consumer convenience benchmarks evolve.
4. Applying Marketing Beyond Consumers
Behavioral marketing is not just for consumers—it also applies to internal stakeholders, sales teams, and distribution partners.
Convincing them to adopt a new way of working requires the same principles as marketing a product.
5. The FMCG Learning Model vs. Other Industries
One challenge in non-FMCG industries (especially tech) is the siloing of product marketing, brand marketing, and media management.
However, by actively applying behavioral marketing principles across functions, marketers can break down these silos and build stronger expertise.
QUOTES:
"People are not loyal to your brand—they are loyal to their own habits. Your job as a marketer is to create those habits."
"Convenience is king. If you don’t make it easier for consumers to change, they won’t."
"Great marketing isn’t about flashy ads—it’s about influencing behavior in a way that sticks."
WHY LISTEN?
This episode is a must-listen for marketers, entrepreneurs, and brand builders across industries. Whether you work in FMCG, tech, B2B, or services, Sudeep and Sharan share a structured approach to learning and applying marketing skills that will help you grow—no matter where you work.
As always, send your feedback and topic suggestions to mail@cobbcast.net!
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CREDITS
- Album Art & Design by ting.in
- Voiceovers by Anjale Stephanos
- Music from Zapsplat.com
In this episode, co-hosts Sudeep Chawla and Sharan Raghavan tackle a common entrepreneurial misconception: that a great product is all it takes to succeed. This conversation highlights how storytelling, branding, and experience delivery are essential for creating lasting impact in a commoditized world.
KEY TAKEAWAYS:
1) The Myth of ‘Build It and They Will Come’:
- Entrepreneurs often focus solely on perfecting their product, assuming it will naturally attract customers.
- Manufacturing and product quality are no longer differentiators but baselines in today’s competitive market.
2) The Role of Branding in Driving Success:
- In a world where customers have endless choices, it’s the brand and the story that create emotional connections and drive preference.
- Brands like Apple, Tesla, and Dyson exemplify how strong narratives elevate even exceptional products to iconic status.
3) Storytelling as a Business Superpower:
- Authentic storytelling creates consumer trust, builds anticipation, and encourages loyalty.
- Storytelling is not just about advertising; it’s about crafting a cohesive experience that resonates at every customer touchpoint.
4) Empowering Small Brands to Compete:
- Smaller brands can overcome budget constraints by focusing on authenticity, personal customer engagement, and creating a strong word-of-mouth pull.
- The right mix of storytelling and strategic performance marketing can amplify their reach and impact.
5) Performance Marketing Meets Storytelling:
- Performance marketing can drive trials, but its effectiveness is maximized when it’s guided by strategic storytelling that attracts the right audience.
- Retention comes from delivering on the brand promise with a product that meets or exceeds expectations.
QUOTES:
“In a world where manufacturing is commoditized, the real value lies in how you tell your story, not just what you make.”
“A strong narrative will get customers to try your product. A great product will get them to stay. But together, they create a brand they can’t live without.”
WHY LISTEN?
This episode is a must-listen for entrepreneurs, brand builders, and marketers who are looking to move beyond product perfection and embrace the transformative power of storytelling and branding. Sharan and Sudeep unpack actionable insights to help businesses of all sizes compete and thrive in today’s experience-driven economy.
As always, send your feedback and topic suggestions to mail@cobbcast.net!
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CREDITS
- Album Art & Design by ting.in
- Voiceovers by Anjale Stephanos
- Music from Zapsplat.com
In this episode of CoBB, hosts Sudeep Chawla and Sharavana Raghavan delve into the transformative role of AI in marketing personalization.
Sudeep shares insights on how AI enables both hyper-personalization and mass personalization, exploring how marketers can use these tools to connect with their audience effectively. The discussion highlights:
Hyper-Personalization: Real-life examples like Cadbury’s Diwali campaign, where AI-driven strategies created deeply personalized experiences for local stores, fostering emotional connections.
Mass Personalization: Campaigns like Spotify Wrapped and Zomato’s Year in Review, which deliver data-driven yet broader engagement with consumers.
The Privacy Dilemma: A critical conversation about how marketers can harness AI without crossing the fine line into data overreach, maintaining consumer trust.
Emerging Business Use: Tips for small businesses on leveraging AI for personalization, emphasizing the importance of intent and thoughtful strategy over technology alone.
KEY TAKEAWAYS:
- Hyper-Personalization Builds Connections: Ideal for moments when consumers seek deep understanding or emotional resonance from a brand.
- Mass Personalization Drives Engagement: Great for keeping your brand top-of-mind and maintaining customer relevance.
- Privacy Considerations: Distinguishing between data availability and its responsible use by marketers, and how consumers can protect their privacy.
- AI for Startups: How emerging businesses can use AI effectively, even with limited resources.
QUOTES:
"You hyper-personalize to connect and mass-personalize to engage."
"The power of AI lies in its ability to create messaging that feels intelligent and relevant to the consumer."
Don’t miss this insightful discussion! If you’re navigating the world of AI-driven marketing, this episode is packed with actionable advice and ethical considerations.
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CREDITS
- Album Art & Design by ting.in
- Voiceovers by Anjale Stephanos
- Music from Zapsplat.com
In this episode, co-hosts Sudeep Chawla and Sharavana Raghavan delve into a topic that is both critical and often overlooked in marketing: the role and importance of marketing middle management. With a compelling title, “The Missing Marketing in the Middle,” this discussion unpacks the challenges, trends, and solutions surrounding the diminishing presence of “link leaders” in modern marketing hierarchies.
KEY TAKEAWAYS
1. The Vital Role of Middle Management in Marketing:
- Middle managers serve as the crucial link between senior leadership and junior marketers.
- They translate strategy into execution, ensuring seamless alignment of organizational goals.
- Acting as mentors, they pass down essential marketing craft and build a sustainable organizational culture.
2. The Erosion of Middle Management:
- The rise of performance marketing has led to a diminishing need for middle management roles in certain organizations.
- Flattened hierarchies and overly specialized roles have fragmented traditional marketing structures.
- Startups often overlook the importance of middle managers in favor of lean teams and rapid execution.
3.Impact on the Marketing Landscape:
- Loss of mentorship results in junior marketers lacking a holistic understanding of marketing strategy.
- Overemphasis on short-term performance metrics risks undermining long-term brand building.
- Organizations without strong middle management may struggle with continuity and lose sight of big-picture objectives.
4.How to Reinvest in Middle Management:
- Empowering CMOs and providing structured mentorship programs.
- Rethinking training to focus on real-world applications and long-term skill development.
- Building a culture where middle managers play a pivotal role in guiding and inspiring teams.
QUOTES:
“Marketing isn’t a science or an art—it’s a craft. It’s learned through practice, and mentors accelerate that learning.”
“Middle managers provide continuity and culture. Without them, marketing loses its soul.”
“Flattened hierarchies may look efficient but can lack the glue that holds top leadership and junior teams together.”
WHY LISTEN?
This episode is a wake-up call for organizations, leaders, and marketers to rethink their approach to building marketing teams. It highlights the importance of reinvesting in middle management to nurture the next generation of marketing leaders and ensure long-term brand success.
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CREDITS
- Album Art & Design by ting.in
- Voiceovers by Anjale Stephanos
- Music from Zapsplat.com
Join hosts Sudeep Chawla and Sharavana Raghavan as they delve into the fascinating world of marketing creativity. This episode explores how marketers can inspire great creative ideas by understanding and balancing their “convex” and “concave” lenses—strategic focus and creative divergence, respectively.
KEY TAKEAWAYS:
1. The Science and Art of Marketing:
- Marketing is neither purely art nor science but a craft that thrives at the intersection of strategic precision and boundless creativity.
2. What Makes a Great Idea?
- Great ideas emerge at the confluence of robust strategy and compelling creativity.
- Examples like Surf Excel’s “Daag Acche Hain” campaign demonstrate the harmony between strategic goals and creative execution.
3. The Convex and Concave Lenses Metaphor:
- Convex Lens: Symbolizing strategy, it converges focus and narrows down choices.
- Concave Lens: Representing creativity, it diverges possibilities and opens up new perspectives.
4. Collaborating with Creative Teams:
- The marketer’s role is to inspire and guide creativity, not constrain it.
- Effective collaboration involves narrating briefs to ignite creativity while retaining strategic objectives.
5. Practical Advice for Marketers:
- Combine both lenses to evaluate and refine ideas.
- Foster an environment of open-mindedness in brainstorming sessions to encourage innovative thinking.
- Learn to retrofit strategy around a brilliant creative idea when necessary.
QUOTES:
“Great strategy sharpens focus; great creativity opens possibilities.”
“You can always edit a bad page, but you can’t edit a blank page.”
WHY LISTEN?
If you’re a marketer, brand builder, or entrepreneur looking to refine your approach to creative ideation, this episode is packed with actionable insights. Learn how to make the most of your team’s strengths, avoid common pitfalls, and craft campaigns that resonate.
As always, send your feedback and topic suggestions to mail@cobbcast.net
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CREDITS
Album Art & Design by ting.in
Voiceovers by Anjale Stephanos
Music from Zapsplat.com
In this thought-provoking episode of Conversations on the Business of Brands (CoBB), Sharan and Sudeep dive deep into the pitfalls of vanity metrics in performance marketing. Using real-world examples and sharp insights, they unpack why brands often chase metrics like likes, impressions, and followers without considering their impact on business outcomes.
Sharan discusses the misguided strategies that prioritize platform algorithms over brand objectives and how this misalignment often leads to wasted resources. From the story of a reality star turned politician with millions of followers but little impact, to the challenges D2C brands face in building genuine connections with their consumers, this episode challenges conventional wisdom around performance marketing.
If you’ve ever wondered how to balance clarity in strategy with the agility to pivot, or how to align actionable metrics with your marketing objectives, this episode is for you.
KEY TAKEAWAYS
- The Fallacy of Vanity Metrics: Why likes, shares, and impressions can be deceptive indicators of brand success. Strategic Missteps in Performance Marketing: How many brands let algorithms dictate strategy, putting the cart before the horse.
- Actionable Advice: Sharan’s blueprint for focusing on meaningful, measurable metrics aligned with business objectives.
- Clarity vs. Agility: How brands can stay clear in their goals while being flexible in their tactics.
- Differentiation vs. Distinction: Understanding the nuanced difference and how to stand out in saturated markets.
QUOTES
"Vanity metrics give the illusion of success but rarely translate into business growth."
"Algorithms are tools, not your marketing director. It’s up to brands to define and own their strategy."
"Standing out is not about being different—it’s about being distinctive and creating a lasting impression."
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CREDITS
Album Art & Design by ting.in
Voiceovers by Anjale Stephanos
Music from Zapsplat.com
In this thought-provoking episode of CoBB, Sudeep and Sharan dive into the transformative role of AI in the world of advertising. Inspired by a controversial AI-created Coca-Cola Christmas ad, they dissect whether AI can truly replicate the emotional resonance of human creativity. The conversation explores the delicate balance between leveraging AI as an efficiency tool and preserving the human touch essential to impactful communication.
KEY TAKEAWAYS
- The purpose of advertising: connecting brands with consumers on an emotional level.
- Lessons from iconic Indian brands like MDH, Fevicol, and Bajaj, and how their advertising built enduring consumer trust.
- Can AI-generated ads deliver the same magic as human-crafted narratives?
- The evolving role of AI in content creation, from summaries to personalized campaigns.
- Why understanding consumer insights remains irreplaceable despite advancements in AI.
- The ethics and future implications of AI in creative industries.
- Sudeep shares his personal experiences with AI in creative projects, including his latest TEDx presentation, while Sharan poses critical questions about the limits and possibilities of technology in marketing.
QUOTES
"Technology is not meant to replace humans but to elevate them."
"Great advertising resonates because it feels like a brand is speaking directly to you."
"AI can be a tool, but without deep consumer insights, the magic in advertising might be lost."
RESOURCES MENTIONED
- Coca-Cola’s 2023 Christmas Ad: The World Needs More Santas
- Coca-Cola’s 2024 Christmas Ad: AI Generated
As always, send your feedback and topic suggestions to mail@cobbcast.net!
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CREDITS
-
Album Art & Design by ting.in
-
Voiceovers by Anjale Stephanos
-
Music from Zapsplat.com
In this episode, Sudeep and Sharan tackle one of the most critical yet misunderstood aspects of branding: the difference between Positioning and Proposition. Through their conversational style and a focus on simplifying concepts, they break down how these foundational pillars shape a brand’s identity and communication strategy.
Whether you’re a seasoned marketer or a budding entrepreneur, this episode is packed with actionable insights, practical frameworks, and real-world examples to help you create consistent, compelling messaging that resonates with your audience.
KEY TAKEAWAYS
1. Understanding the Basics
Positioning: Positioning is about how you want your brand to be perceived in the consumer’s mind relative to competitors. It’s strategic, emotional, and long-term.
Proposition: The proposition is the promise your brand makes—what value you deliver to your consumers. It’s what turns perception into trust.
2. Crafting a Positioning Statement
Sharan introduces a simple and practical framework for crafting effective positioning statements:
For [target audience] who [target audience need], [The Brand] provides [main benefit] because [reason why target market should believe your differentiation statement].
EXAMPLES FROM THE EPISODE
TATA MOTORS
For environmentally conscious consumers who seek affordable, reliable electric vehicles, Tata Motors provides innovative, high-performing EVs backed by significant investments in safety, EV technology, and charging infrastructure.
MAGGI
For busy parents who need quick and tasty meal options, Maggi provides delicious 2-minute noodles with trusted quality and iconic taste.
QUOTES:
“Positioning inspires the work you’re going to do; your proposition promises the outcome.”“Both positioning and proposition need to align—otherwise, you risk being either hollow or forgettable.”
“Your brand’s evolution isn’t about abandoning roots; it’s about building on them to stay relevant.”
THIS EPISODE IS PERFECT FOR:
- Entrepreneurs seeking clarity on brand-building strategies.
- Marketers refining their approach to messaging and differentiation.
- Anyone curious about how strategic alignment drives sustainable brand success.
As always, send your feedback and topic suggestions to mail@cobbcast.net.
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CREDITS
-
Album Art & Design by ting.in
-
Voiceovers by Anjale Stephanos
-
Music from Zapsplat.com
In this episode, Sharan and Sudeep engage in a spirited debate about Jaguar's recent rebranding effort, which has garnered polarized reactions from consumers and industry experts alike. Sudeep voices his disappointment with the brand’s approach, critiquing its lack of consumer insight, while Sharan plays the devil's advocate, exploring the potential merits of bold and disruptive strategies.
Together, they unpack the implications of Jaguar’s rebranding on its legacy, its core consumers, and its future aspirations.
KEY TAKEAWAYS:
The Importance of Consumer Insight:
Sudeep argues that effective rebranding must be rooted in a deep understanding of both core and future consumers.
A successful brand evolution balances loyalty to existing customers with the aspirations of new audiences.
Rebranding Without Relevance:
The discussion highlights how Jaguar’s approach might have overlooked key emotional connections with its traditional customer base.
The focus on aesthetics and abstract concepts left many questioning the absence of tangible innovations tied to the product itself.
Lessons from Iconic Brands:
The episode compares Jaguar’s strategy to successful rebranding stories, such as Old Spice and Cadbury, emphasizing the critical role of insight and clear communication.
Debating Bold Moves:
Sharan defends Jaguar’s attempt to create buzz by taking bold risks and reframing its identity for a global audience.
He challenges the notion of playing it safe in an era of electric cars and shifting consumer priorities.
QUOTES
“Rebranding is not just about changing the logo; it’s about realigning the brand with evolving consumer insights.”
“Sometimes, disrupting the narrative is necessary to force people to take notice, but is it worth alienating your loyal customers?”
RESOURCES
Watch Jaguar’s rebranding teaser video here.
Watch Jaguar’s CCO’s speech at the Miami Art Festival here
As always, send your feedback and topic suggestions to mail@cobbcast.net!
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CREDITS
- Album Art & Design by ting.in
- Voiceovers by Anjale Stephanos
- Music from Zapsplat.com
In this episode, hosts Sharan and Sudeep tackle a cornerstone of modern marketing: Integrated Marketing Campaigns (IMCs). They explore the distinction between "doing" and "living" an IMC, highlighting how brands can transition from executing isolated campaigns to embedding their core propositions into every consumer touchpoint.
Through captivating anecdotes and real-world examples, they reveal why simply “doing” an IMC is not enough. The duo deep dives into the nuances of creative multipliers versus proposition multipliers, showcasing how these approaches shape brand equity and consumer experiences.
KEY TAKEAWAYS
Creative Multiplier vs. Proposition Multiplier:
Discover the strategic difference between amplifying creative ideas and embedding propositions in diverse contexts, with examples like Vodafone’s Zuzus and Cadbury Dairy Milk.
The Shift to Living IMC:
Why focusing on sustained consumer experience, like Domino’s evolution from faster delivery promises to pinpoint GPS delivery, is the future of brand engagement.
Memorable Consumer Propositions:
How brands like Five Star and Cadbury Celebrations use their IMCs to build lasting consumer impressions that resonate beyond campaigns.
Decoding Brand Decay:
Insights on how embedding IMCs into product propositions can prevent brand message erosion and create ongoing value.
QUOTES
"Don’t just do an IMC. Live it. Deliver your proposition through experiences that resonate with consumers, day in and day out."
"Campaigns fade, but a lived IMC creates equity that endures."
As always, send your feedback and topic suggestions to mail@cobbcast.net
Please tell us what topics you'd like to have discussed on the CoBB, by filling in this CONTENT SUGGESTION FORM
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CREDITS
-
Album Art & Design by ting.in
-
Voiceovers by Anjale Stephanos
-
Music from Zapsplat.com
In this episode, hosts Sharan and Sudeep unravel the complexities of brand extension, offering a roadmap for sustainable growth without diluting the core identity of your brand.
They delve into the nuances of:
The Danger of Over Extension: Why focusing on a few core products often yields better results than spreading too thin across a vast portfolio.
Lessons from Industry Leaders: Insights from Anand Kripalu’s transformative strategy at Cadbury and the concept of "Fewer, Bigger, Faster, Better."
Luxury vs. Affordable Brands: How aspirational value drives brand success, and why creating a new brand identity (like Toyota’s Lexus) is crucial for entering premium markets.
The Art of Periphery Extension: Strategies for leveraging trust and equity in your core market to reach peripheral consumers without losing focus.
Through relatable examples like Nexa's distinct branding strategy, they explain why clarity in leadership and thoughtful portfolio planning are the cornerstones of effective brand extension.
KEY TAKEAWAYS
1. Focus on the Core: Avoid unnecessary portfolio extension; concentrate on what truly defines your brand.
2. Align with Your Brand Positioning: Ensure every product or category aligns with your brand's strengths and right to win.
3. Learn from Others: Brands like BMW, Lifebuoy, and Yoga Bar illustrate how to innovate while staying authentic to your core.
4. Cost vs. Impact: Brand extension doesn’t have to break the bank; smart strategies can create impactful growth with minimal spend.
QUOTES
“The more you keep doing it, the more your habits change, and consumers’ perceptions change too. That is creating brand equity.”
“If you're expanding, it should align with your brand's strengths, reinforcing your right to win.”
This episode is a treasure trove of insights for entrepreneurs, marketers, and brand builders looking to grow strategically and sustainably. Tune in and discover the secrets of brand extension done right!
As always, send your feedback and topic suggestions to mail@cobbcast.net
Please tell us what topics you'd like to have discussed on the CoBB, by filling in this CONTENT SUGGESTION FORM
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CREDITS
-
- Album Art & Design by ting.in
-
- Voiceovers by Anjale Stephanos
-
- Music from Zapsplat.com
In this thought-provoking episode of Conversations on the Business of Brands (CoBB), Sharan and Sudeep dive into the often overlooked balance between logic and intuition in media planning. Using real-life case studies of brands like Atomberg Fans and Govardhan Ghee, they explore how unconventional media strategies can achieve remarkable results when guided by clarity, empathy, and conviction.
KEY TAKEAWAYS:
The Art and Science of Media Planning:
Sudeep emphasizes the importance of combining structured frameworks with gut instincts. While traditional media plans rely heavily on reach and frequency, success often lies in understanding the brand’s unique tasks and making bold, focused decisions.
Case Studies: Atomberg Fans & Govardhan Ghee
Atomberg Fans: A newer player in the market, Attenberg chose to exclusively focus on cricket as a high-engagement platform rather than spreading their budget across multiple channels. Their strategy, complemented by innovative performance marketing tactics, ensures awareness and credibility at key consumer touchpoints.
Govardhan Ghee: By partnering with Kaun Banega Crorepati (KBC), Govardhan has successfully leveraged saliency and cultural relevance to build strong emotional associations, such as their campaign “Garv Se Govardhan.”
Framework Meets Intuition:
Sharan and Sudeep break down how marketers can develop a “gut” for bold strategies by deeply empathizing with their consumers, maintaining a razor-sharp focus on brand objectives, and committing to their convictions despite risks.
QUOTES
“Marketing is the science behind the art, and the art comes from the heart.”
“Hyper-empathy combined with hyper-clarity drives the most effective media decisions.”
This episode is an invitation to think beyond conventional norms and create impactful, memorable strategies by blending structure with intuition. Whether you're a media planner, brand strategist, or a marketing enthusiast, you’ll find actionable insights to elevate your campaigns.
As always, send your feedback and topic suggestions to mail@cobbcast.net
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CREDITS
Album Art & Design by ting.in
Voiceovers by Anjale Stephanos
Music from Zapsplat.com
In this episode, Sharan and Sudeep tackle a pressing question in today’s content-heavy marketing landscape: Is traffic really a sign of success? Diving into the often misunderstood world of content marketing, Sharan explores why chasing views and clicks might actually derail brand goals rather than support them. Together, they discuss the pitfalls of focusing on vanity metrics and the difference between brands acting as “content creators” versus “media houses.”
Throughout this lively conversation, Sharan shares insights on building content strategies that prioritize quality traffic and meaningful engagement. They also reference Seth Godin’s “Permission Marketing,” emphasizing the importance of crafting content so valuable that customers actively seek it out. The episode concludes with practical strategies for brands to control their distribution, invest in high-intent audiences, and shift from interruption to invitation in their marketing approach.
KEY TAKEAWAYS:
- The Content Conundrum: Why traffic and views don’t equal success, and how brands can avoid falling into the “noise trap” by focusing on core audiences.
- Brands as Media Houses: The shift from interruptive ads to content that audiences choose to engage with, using the example of The LEGO Movie as a model of brand-driven storytelling.
- Permission Marketing: How Seth Godin’s principles apply today, moving brands from grabbing attention to earning it.
- SEO and Intent-Driven Content: The pitfalls of SEO-driven content that attracts broad, low-intent audiences, and how to prioritize quality over quantity in targeting.
- Content Marketing vs Traditional Advertising: Distinguishing between short-term advertising reach and the long-term benefits of content that builds rapport and relevance.
- Creating Brand-Owned Experiences: Examples like Nike marathons and Royal Enfield’s Rider Mania that show how brands can create memorable experiences that deepen consumer loyalty.
QUOTES:
- "Reach does not equal relevance.”
- “Act like a media house, not a content creator.”
- “Permission marketing is about crafting content audiences want to consume.”
As always, send your feedback and topic suggestions to mail@cobbcast.net!
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CREDITS
- Album Art & Design by ting.in
- Voiceovers by Anjale Stephanos
- Music from Zapsplat.com
In this episode, Sharan interviews Sudeep in a deep dive into how traditional and digital marketing approaches are evolving. They revisit the past reliance on TV as the cornerstone of Integrated Marketing Campaigns (IMCs) and contrast it with today’s multifaceted strategies tailored for a cluttered media environment.
KEY TAKEAWAYS:
- The Shift from TV-Centric Campaigns to Multi-Channel Approaches: Sudeep elaborates on how marketers once centered brand messaging around TV campaigns, which were then supported by secondary channels, and how digital-first brands are reshaping this strategy.
- Consistent Salience vs. One-Time Visibility: The concept of maintaining "consistent salience" in a world flooded with advertising is discussed, emphasizing the need for brands to reinforce their propositions regularly to stay top-of-mind.
- Balancing Branding and Performance Marketing: The discussion highlights the necessity of coupling top-of-the-funnel brand-building efforts with performance marketing to safeguard the customer journey and improve ROI.
- Guarding Against Funnel Drop-Offs: Sharan and Sudeep explore tactics to prevent potential customers from drifting towards competitors, focusing on how brands can effectively use performance marketing without neglecting their broader brand-building efforts.
QUOTE
"Consistent salience is easy to create but challenging to sustain in today's media-saturated world. Brands that balance strategic brand-building with tactical performance marketing will outlast their competition."
RESOURCES:
- Evidence that shows a linear relationship between conversion ratio and awareness levels
- Previous episode on Building Integrated Marketing Campaigns
As always, send your feedback and topic suggestions to mail@cobbcast.net
Please tell us what topics you'd like to have discussed on the CoBB, by filling in this CONTENT SUGGESTION FORM
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CREDITS
Album Art & Design by ting.in
Voiceovers by Anjale Stephanos
Music from Zapsplat.com
In this episode, Sharan and Sudeep dive deep into the strategic decisions brands face when determining whether to "fight" and persevere or "flight" and pivot in declining markets. Drawing on practical examples and case studies, they discuss the critical signals that help marketers differentiate between a temporary market slump and a terminal decline.
KEY TAKEAWAYS:
1. Recognizing Market Declines: Slump vs. Terminal Decline
Sharan discusses the key indicators that reveal whether a brand is experiencing a temporary downturn or a lasting decline. He explains how changes in consumer behavior, competition, and retail dynamics can serve as early signs, highlighting examples like Maggi and Tang.
2. Strategic Choices: When to Fight and When to Flight
Brands often aim to persevere, but some situations call for a calculated pivot. Sudeep and Sharan outline practical strategies to identify if a brand’s market challenge is reversible or if it’s time to consider alternate paths, such as adjacent markets or new consumer segments.
3. Adapting to Change: Tactical Brand Responses
The hosts explore strategies that can help a brand remain relevant amidst market decline, from premiumization to product repositioning. Sharan shares insights into how legacy brands like Olay successfully pivoted to target new audiences by shifting focus from anti-aging to youth preservation.
4. Practical Frameworks for Marketers
Sudeep and Sharan provide a framework to help brand managers assess whether to double down or exit when faced with a market slump, advising listeners on the importance of timing, innovation, and consumer insights in these high-stakes decisions.
QUOTES
“When sales stagnate and consumers shift away, it’s often the first warning sign that a category may be in terminal decline.”
“A brand’s survival can depend on understanding when to fight and when to flight.”
“Pivoting doesn’t mean giving up; it means finding where the brand can add the most value for a new audience.”
“Marketers need to recognize when investing further in the brand is fueling growth—or when it’s simply delaying the inevitable.”
Whether you’re a brand manager, entrepreneur, or marketer, this episode is packed with insights into managing brands in tough markets and making the right strategic calls.
As always, send your feedback and topic suggestions to mail@cobbcast.net
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CREDITS
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Album Art & Design by ting.in
-
Voiceovers by Anjale Stephanos
-
Music from Zapsplat.com
In this episode, Sharan and Sudeep dive deep into a critical topic for emerging businesses—how to leapfrog the "long chew" phase of the brand lifecycle and accelerate growth once product-market fit (PMF) has been achieved.
Sudeep unpacks the idea of "gaming the marketing stage," explaining how brands can effectively transition from proving their PMF to scaling up without getting stuck in the long chew—a period where many businesses struggle to convert early success into sustained growth. The conversation covers:
- The long chew dilemma: Why so many brands get trapped and how to break free.
- Three key strategies for accelerating growth: Riding, creating, and buying the wave.
- Real-world examples from Indian and global brands like Paytm and Red Bull, illustrating how they gamed their way to success by leveraging market trends and innovation.
- Myths debunked: Sudeep challenges the assumption that effective marketing post-PMF must be expensive.
Whether you're an entrepreneur or marketer looking to scale your brand, this episode is packed with actionable insights on how to drive brand acceleration.
KEY TAKEAWAYS
- The Long Chew: Understanding why businesses get stuck and the critical importance of moving past this stage to scale effectively.
- Riding the Wave: How brands can leverage external market trends to accelerate growth.
- Creating the Wave: Strategies to create your own marketing platform, similar to Red Bull’s event-driven approach.
- Buying the Wave: The role of high-budget campaigns and how they fit into the growth strategy.
- Sustained Growth Beyond PMF: Why it’s essential to prepare for brand acceleration before hitting the scaling stage.
QUOTES
- "It's not about hacking growth, but gaming the system to create a brand pull that accelerates your journey."
- "The myth that post-PMF marketing is expensive needs to be busted. There are smarter ways to get the traction you need."
Listen to the previous episode on PMF here.
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Connect with our Hosts
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CREDITS
Album Art & Design by ting.in
Voiceovers by Anjale Stephanos
Music from Zapsplat.com
As always, we'd love to hear your feedback and suggestions! Feel free to reach out to us at mail@cobbcast.net.
This episode distills the essence of accelerating growth after PMF, delivering practical strategies that you can implement today to ensure your brand leapfrogs to success. Don't miss it!
In this episode of, Sudeep and Sharan tackle the often misunderstood concept of Product-Market Fit (PMF). Drawing from their extensive experience in B2C and B2B sectors, they break down what PMF really means and why it’s essential for businesses of all kinds. This is a must-listen for any entrepreneur, marketer, or business leader aiming to scale a brand successfully.
EPISODE HIGHLIGHTS:
What is PMF?
Sharan defines PMF as the point where your product satisfies a market need profitably, with the ability to acquire customers, scale predictably, and make money. He discusses three critical elements of PMF: repeatability, predictability, and profitability.
PMF in Practice:
The conversation moves beyond theory as Sharan explains how businesses can ensure they have achieved PMF by aligning product performance with customer expectations and being able to grow efficiently.
Common Misconceptions:
Sharan and Sudeep debunk the idea that rapid growth equals PMF. Sharan shares how growth-at-all-costs can often mislead founders into thinking they have achieved PMF, when profitability still lags.
The Iterative Nature of PMF:
They emphasize that PMF is not a one-time milestone. It’s an ongoing process that needs to be re-evaluated as businesses expand to new markets or segments.
Challenges in Scaling After PMF:
Sharan outlines the typical challenges businesses face when scaling after PMF—like maintaining operational efficiency, keeping product quality consistent, and ensuring profitability across different distribution channels.
B2B vs. B2C PMF:
Sharan asks Sudeep to share insights on the differences in achieving PMF between B2B and B2C businesses. While the fundamental principles remain the same, B2B tends to have longer sales cycles, more stakeholders, and more personalized PMF iterations. In contrast, B2C is often faster to achieve PMF, but scaling can be more challenging due to diverse consumer behaviours and higher operational complexity.
KEY TAKEAWAYS:
1. PMF is Ongoing:
It’s not a one-and-done. As you grow, you’ll need to revalidate your product’s fit in different markets and with different customer segments.
2. Profitability Matters:
Achieving PMF isn’t just about having a popular product—it’s about making money consistently while scaling.
3. B2B is More Complex:
In B2B, PMF involves deeper customer empathy and often requires multiple iterations to align solutions with client needs.
4. Scaling Brings New Challenges:
After PMF, maintaining quality, aligning your team, and planning unit economics for new channels are critical hurdles.
QUOTES:
- “PMF is when your product satisfies a market need profitably—repeatably, predictably, and cost-efficiently.”
- “Don’t confuse growth with PMF. If you’re not making money, you haven’t nailed it yet.”
- “B2B is more intimate—you hyper-customize the PMF because you can empathize deeply with your client.”
As always, we’d love to hear your feedback. Please email us at mail@cobbcast.net with your thoughts or any questions for our hosts.
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CONNECT WITH OUR HOSTS
Sudeep Chawla on Linkedin
Sharavana Raghavan on Linkedin
FOLLOW US
CoBB - LinkedIn
CoBB - Instagram
CREDITS
-
Album Art & Design by ting.in
-
Voiceovers by Anjale Stephanos
-
Music from Zapsplat.com
In this episode of Conversations on the Business of Brands, Sudeep and Sharan sit down with Sneh Jain, co-founder of The Baker’s Dozen, to discuss his journey of building one of India’s largest artisanal bakery brands. The conversation spans from personal stories of grit and determination to the strategic pivots that shaped The Baker’s Dozen’s growth.
EPISODE HIGHLIGHTS:
- Founding Story & Vision: Sneh shares how he and his wife Aditi started The Baker’s Dozen in 2013 with the vision to deliver high-quality, authentic bakery products across India. He talks about the decision to focus on product quality as their core marketing strategy and identifying a gap for a national bakery brand.
- From Consulting to Baking: Sneh recounts his transition from McKinsey to entrepreneurship, the thought process behind the leap, and how his consulting background shaped their approach to business.
- People First, Always: One of the most inspiring stories Sneh shares is about Bharat, a security guard who started as a cleaner and grew to become a consultant chef. Bharat’s story showcases The Baker’s Dozen’s commitment to developing internal talent and building a culture of growth.
- Scaling with Purpose & Innovation: Sneh explains how the brand introduced Modified Atmosphere Packaging (MAP) to solve shelf-life challenges without preservatives, making them the first in India to use this technology in the bakery segment.
- Distribution Strategy & Expansion: Sneh details the evolution from owning physical outlets to a distribution model leveraging quick commerce and modern trade. The brand adopted a city-first approach, focusing on building a strong presence in metros like Mumbai, Delhi, and Bangalore.
- Artisanal vs. Mass Market: Sneh discusses what being “artisanal” truly means and how The Baker’s Dozen balances staying true to its product roots while scaling. Being artisanal is about product integrity, not just premium pricing.
- Balancing Business and Personal Life: As co-founders and a married couple, Sneh and Aditi have faced unique challenges in managing personal and professional boundaries. He provides candid insights into how they manage roles, decision-making, and growth while maintaining a healthy relationship.
KEY TAKEAWAYS:
- The Product is the Marketing: A good product speaks for itself. Marketing and packaging can attract customers, but product quality and consistency are what keep them coming back.
- Innovate with Intent: Innovation should serve the product’s essence and solve real consumer challenges. Sneh’s decision to introduce MAP was to ensure consistent quality, even at a higher cost.
- Distribution is About Depth, Not Breadth: Think micro-market first—build depth in a few cities rather than spreading thin across many locations. The focus should be on winning in chosen markets.
- Empower Your People: Invest in developing internal talent and building capabilities from the ground up. Sneh’s approach to empowering his employees has been a key driver of growth.
- Stay Honest as a Founder: Don’t get caught up in vanity metrics or chasing unrealistic targets. Know your business inside-out and stay true to your brand’s core values.
QUOTES:
“The genesis of The Baker’s Dozen was to take a high-quality, true-to-its-origin bakery product and make it available pan-India.”
“It’s not just about being artisanal—it’s about being true to the product and its process.”
“Your distribution strategy should be about where you can win, not just where you can sell.”
RESOURCES
Connect with Sneh
The Baker’s Dozen Website
SHOW WEBSITE
CONNECT WITH OUR HOSTS
Sudeep Chawla on Linkedin
Sharavana Raghavan on Linkedin
FOLLOW US
CoBB - LinkedIn
CoBB - Instagram
CREDITS
-
Album Art & Design by ting.in
-
Voiceovers by Anjale Stephanos
-
Music from Zapsplat.com
Please tell us what topics you'd like to have discussed on the CoBB, by filling in this CONTENT SUGGESTION FORM
It only takes a few minutes, and it will help us provide you with the content most relevant to you.
In Part 2 of our conversation with Sneh Jain, co-founder of The Baker’s Dozen, we dive into the operational challenges and strategic pivots that shaped the growth of one of India’s leading artisanal bakery brands.
EPISODE HIGHLIGHTS:
- People Over Process: Sneh shares the inspiring story of Bharat, who began as a cleaner and rose through the ranks to become a consultant chef. His journey underscores The Baker’s Dozen’s commitment to building internal talent and empowering local communities.
- From Bootstrapped to Scaling Pan-India: Sneh details the tough decisions made to scale operations, from moving manufacturing to Ahmedabad for cost efficiency to introducing Modified Atmosphere Packaging (MAP) to ensure product consistency and shelf life.
- Evolving Distribution Strategy: The brand moved away from owning physical outlets to leveraging quick commerce and premium modern trade channels, focusing on a city-by-city approach. Sneh explains how this pivot helped the brand reach deeper into targeted markets without compromising on quality.
- Maintaining Artisanal Quality at Scale: Sneh discusses the challenges of staying true to the product’s artisanal roots while scaling. He emphasizes the brand’s decision to remain zero maida and chemical-free, even at the cost of higher operational expenses.
- Balancing Entrepreneurship with Personal Life: Sneh offers a candid look into balancing work and personal life with his co-founder and wife, Aditi. He shares practical insights on maintaining clear functional ownership to reduce friction and scale effectively as a couple.
KEY TAKEAWAYS:
- Innovate with Intent: Sneh believes that innovation should be purposeful, not for the sake of change. Whether it's choosing MAP or localizing production, each decision was made to uphold product integrity.
- Define Your Distribution Strategy: He advises startups to think micro-market first. Rather than being in 10,000 pin codes, focus on building depth and loyalty within a few cities.
- Stay True to the Product: Whether it’s pricing, scaling, or discounting, Sneh’s primary advice is to always prioritize product quality and consistency over everything else.
QUOTES:
"Don't try to teach consumers a new habit—focus on making products that fit into their lives."
"Your distribution strategy should be about where you can win, not just where you can sell."
"Being a founder couple is like raising a child—you need to balance roles and expectations."
As always, we’d love to hear your feedback. Please email us at mail@cobbcast.net with your thoughts or any questions for our hosts.
RESOURCES
Connect with Sneh
The Baker’s Dozen Website
SHOW WEBSITE
CONNECT WITH OUR HOSTS
Sudeep Chawla on Linkedin
Sharavana Raghavan on Linkedin
FOLLOW US
CoBB - LinkedIn
CoBB - Instagram
CREDITS
-
Album Art & Design by ting.in
-
Voiceovers by Anjale Stephanos
-
Music from Zapsplat.com
Please tell us what topics you'd like to have discussed on the CoBB, by filling in this CONTENT SUGGESTION FORM
It only takes a few minutes, and it will help us provide you with the content most relevant to you.
In this episode of Conversations on the Business of Brands, Sudeep and Sharan sit down with Sneh Jain, co-founder of The Baker’s Dozen, to discuss his journey of building one of India’s largest artisanal bakery brands.
EPISODE HIGHLIGHTS
- Founding Story & Vision: Sneh shares how he and his wife Aditi co-founded The Baker’s Dozen in 2013 with a mission to deliver high-quality, authentic bakery products across India. He talks about their decision to focus on product quality as their marketing strategy and how they identified a gap for a national bakery brand.
- From Consulting to Baking: Sneh recounts his transition from McKinsey to entrepreneurship, the thought process behind the leap, and how his consulting background helped shape their approach to business.
- Market Challenges & Innovations: The brand introduced several innovations, like Modified Atmosphere Packaging (MAP), to solve the challenge of shelf life without adding preservatives, making The Baker’s Dozen the first in India to use this technology in the bakery segment.
- Artisanal vs. Mass Market: Sneh discusses the meaning of “artisanal” and how they stay true to the product’s essence while scaling the business. He emphasizes that being artisanal is not just about premium pricing but about product integrity.
- Building the Brand: Sneh explains how partnerships with retail chains like Nature’s Basket and Big Basket helped increase visibility and accessibility, and the brand’s unique expansion strategy, starting in Bombay, Pune, and then Bangalore.
KEY TAKEAWAYS:
- Product-First Approach: Sneh highlights that the product is the marketing—if you get it right, the brand will speak for itself.
- Complementary Skillsets: Sneh credits the complementary strengths he and Aditi bring to the business as a crucial element of their success.
- Technology & Quality: Adapting innovative packaging technology to maintain product quality allowed them to scale while staying true to their principles.
QUOTES:
“The genesis of The Baker’s Dozen was to take a high-quality, true-to-its-origin bakery product and make it available pan-India.”
“It’s not just about being artisanal—it’s about being true to the product and its process.”
Stay tuned for Part 2, where Sneh delves deeper into The Baker’s Dozen’s growth journey and future plans!
RESOURCES
Connect with Sneh
The Baker’s Dozen Website
SHOW WEBSITE
CONNECT WITH OUR HOSTS
Sudeep Chawla on Linkedin
Sharavana Raghavan on Linkedin
FOLLOW US
CoBB - LinkedIn
CoBB - Instagram
CREDITS
-
Album Art & Design by ting.in
-
Voiceovers by Anjale Stephanos
-
Music from Zapsplat.com
Please tell us what topics you'd like to have discussed on the CoBB, by filling in this CONTENT SUGGESTION FORM
It only takes a few minutes, and it will help us provide you with the content most relevant to you.
In this episode, hosts Sudeep Chawla and Sharavana Raghavan delve into the psychology of marketing by discussing the power of emotions in brand communication. The episode focuses on how brands tap into the two core emotions—Want and Fear—to create effective marketing strategies.
Sudeep argues that marketing communication often boils down to creating either a desire (want) or addressing insecurities (fear) in the consumer's mind. The conversation expands with real-world examples from both product and service categories, highlighting how marketers can master both techniques to influence consumer behavior.
KEY TAKEAWAYS:
- Hyper-empathy in Marketing: The hosts stress the importance of understanding consumer emotions deeply to craft impactful brand messaging.
- Want vs. Fear: Marketing can be distilled into two primary emotional triggers—want and fear. While want creates aspiration, fear drives urgency.
- Examples of "Want" Marketing: Brands like Cadbury Silk and Maggie use desire to appeal to indulgence and moments of connection.
- Examples of "Fear" Marketing: Categories like waterproofing and online education often play on fear of consequences to push action.
- Dual Strategies: Some brands, like Asian Paints and MakeMyTrip, leverage both want and fear for different product ranges or marketing goals.
QUOTES:
- "Creating fear is easier because it taps into basic, raw emotions. Want, on the other hand, requires a more nuanced approach to create aspiration."
- "Marketing is fundamentally about getting new users. The challenge is doing it within the ethical and legal boundaries set by society."
DON’T MISS THIS IF:
You're interested in how brands trigger emotions to influence consumer behavior.
You want to learn how to balance creating aspiration and urgency in your marketing campaigns.
Connect with Our Hosts:
Sudeep Chawla on LinkedIn
Sharavana Raghavan on LinkedIn
Follow Us:
CoBB on LinkedIn
CoBB on Instagram
CREDITS:
Album Art: Designed by ting.in
Voiceovers: Anjale Stephanos
Music: Sourced from Zapsplat.com
As always, we’d love to hear your feedback. Please email us at mail@cobbcast.net with your thoughts or any questions for our hosts.
In this episode of CoBB, hosts Sharan and Sudeep revisit the ever-relevant debate between performance and brand marketing, analyzing the strategic shifts made by two iconic brands: Nike and Airbnb. They explore the risks, rewards, and consequences of favouring one approach over the other and highlight the importance of striking the right balance.
KEY TAKEAWAYS:
1. Nike's D2C Journey and Challenges:
Nike shifted towards a Direct-to-Consumer (D2C) model, significantly reducing its reliance on wholesale distribution. This move was expected to enhance margins and improve brand visibility.
While Nike initially experienced success with this strategy, they soon faced challenges. The lack of presence in multi-brand retail stores led to a decline in sales, particularly in North America, and weakened their market share.
Nike's overemphasis on nostalgia over innovation further hurt their brand equity, highlighting the pitfalls of leaning too heavily on performance marketing at the expense of brand building.
2. Airbnb's Strategic Pivot to Brand Marketing:
Airbnb, a digital-first brand, drastically cut its performance marketing budget, reallocating resources towards brand marketing. The result was an unexpected rise in direct traffic and long-term brand equity.
This move demonstrated that, for certain category innovators, investing in brand awareness can yield a stronger, more sustainable market presence compared to a sole focus on performance marketing.
3. Finding the Right Balance:
The episode underscores the importance of balancing performance and brand marketing. Both Nike and Airbnb illustrate the consequences of leaning too far towards one extreme.
As the hosts suggest, a tailored approach considering the brand's life cycle, market conditions, and consumer preferences is crucial for long-term success.
QUOTES:
- "Marketing is a balancing act; it's not about choosing one extreme over the other but finding the sweet spot that aligns with your brand's objectives."
- "Brand building is not just about immediate sales; it's about creating a narrative that resonates with your audience."
CONNECT WITH OUR HOSTS:
-
Sudeep Chawla on LinkedIn
-
Sharavana Raghavan on LinkedIn
FOLLOW US:
- CoBB on LinkedIn
- CoBB on Instagram
CREDITS:
- Album Art: Designed by ting.in
- Voiceovers: Anjale Stephanos
- Music: Sourced from Zapsplat.com
As always, we’d love to hear your feedback. Please email us at mail@cobbcast.net with your thoughts or any questions for our hosts.
In this episode, Sharan and Sudeep dissect the critical “GAMeS” Direct-to-Consumer (D2C) brands must play to succeed. With a sharp focus on building sustainable growth, Sharan breaks down the essential elements that help brands scale beyond their initial online successes.
These include go-to-market (GTM) strategies, assortment planning, and leveraging existing online learnings for offline distribution.
Throughout the episode, Sharan and Sudeep emphasize that D2C is not just a strategy but a channel, highlighting the necessity for brands to diversify and scale through offline channels to achieve significant growth.
KEY TAKEAWAYS:
- Go-to-Market (GTM): Sharan emphasizes that brands need to start small when entering offline distribution, testing in limited geographies before expanding.
- Assortment: Prioritize SKU selection by focusing on products that work well in targeted offline channels, ensuring efficient use of resources.
- Messaging Consistency: It’s crucial to maintain a unified brand experience across both online and offline channels to build strong brand recognition.
- e-Leverage: Leverage existing online data and insights to streamline offline strategies, minimizing ramp-up time and maximizing impact.
- Systems: Building robust distributor management and tracking systems ensures teams are equipped to handle the complexities of offline expansion, allowing for better oversight and growth.
QUOTES:
- D2C is a channel, not a brand.
- You need to start small, test in a lower geography before you expand.
- Without a unified experience, customers won’t know what to make of your brand.
RESOURCES & LINKS
Visit the CoBB website for more episodes and insights.
Connect with the hosts on LinkedIn: Sudeep Chawla | Sharavana Raghavan
CREDITS:
- Album Art: Designed by ting.in
- Voiceovers: Anjale Stephanos
- Music: Sourced from Zapsplat.com
As always, we’d love to hear your feedback. Please email us at mail@cobbcast.net with your thoughts or any questions for our hosts.
In the final part of our conversation with Saurabh Bajaj, EVP of Prepaid Marketing at Vodafone Idea and author of "The Practical Marketer," we explore his journey through the evolving landscape of marketing.
Saurabh delves into the challenges of moving from a focus on achievement to contribution, the impact of data overload on decision-making, and his experience in brand building at Cadbury.
The discussion also covers his advice for marketers in performance-driven roles and how to balance short-term tactics with long-term brand strategies.
KEY TAKEAWAYS:
From Achievement to Contribution:
Saurabh reflects on his mid-career shift from focusing on personal achievements to seeking ways to contribute meaningfully to the marketing community. This mindset change inspired his active presence on LinkedIn and his move into writing.
Navigating the Data Overload:
He discusses the dangers of data overload in today's marketing environment, where excessive information can paralyze decision-making. Saurabh emphasizes the importance of seeking insights from real customer interactions rather than relying solely on data.
Brand Building Insights from Cadbury:
Saurabh shares anecdotes from his tenure at Cadbury, particularly his work on the Celebrations brand, where he transformed a diverse product line into a cohesive brand narrative centered on emotions and thoughtful gifting.
Advice for Performance Marketers:
For those in performance marketing roles, Saurabh suggests balancing the use of data with understanding the human truth behind consumer behaviors. He stresses the importance of combining data-driven tactics with brand-building efforts to achieve sustainable growth.
Preparing for Future Marketing Challenges:
Saurabh offers his perspective on the rise of performance marketing and its potential pitfalls, including creating a polarized market environment. He encourages marketers to remain adaptable and continuously seek to understand their audience.
Quickfire Round – Saurabh’s Preferences and Advice:
Saurabh answers rapid-fire questions on his career choices, innovation versus category expansion, and working on large versus small brands. His advice for marketers in startups is to stick to the basics and regularly engage with customers to gain insights.
QUOTES:
"Marketing is not complicated; it’s simple when you have the patience to understand the roots."
"Performance marketing must complement brand marketing to create lasting value."
Don't miss this insightful conclusion to our conversation with Saurabh Bajaj. Learn how to navigate the complexities of modern marketing while staying true to foundational principles. Pre-order "The Practical Marketer" today and start transforming your marketing approach!
As always, do mail us your feedback, comments and any questions you may have for our hosts at mail@cobbcast.net. We love hearing from you.
RESOURCES
Connect with Saurabh
Buy ‘The Practical Marketer’ Book
Visit ‘The Practical Marketer’ Website
SHOW WEBSITE
CONNECT WITH OUR HOSTS
Sudeep Chawla on Linkedin
Sharavana Raghavan on Linkedin
FOLLOW US
CoBB on LinkedIn
CoBB on Instagram
CREDITS
-
Album Art & Design by ting.in
-
Voiceovers by Anjale Stephanos
-
Music from Zapsplat.com
-
Edited by Arul G of ting
Please tell us what topics you'd like to have discussed on the CoBB, by filling in this CONTENT SUGGESTION FORM
It only takes a few minutes, and it will help us provide you with the content most relevant to you.
In this episode of CoBB, Sharan and Sudeep engage in a lively discussion with their friend and ex-colleague Saurabh Bajaj, currently EVP of Prepaid Marketing at Vodafone Idea and author of the newly released book, "The Practical Marketer."
Saurabh shares his journey from being a marketing professional at Cadbury/Mondelez India to becoming a first-time author. The conversation covers his prolific LinkedIn activity, his passion for teaching, and his process for writing and publishing the book.
Saurabh also provides insights into practical marketing strategies, brand management, and the nuances of surrogate marketing in restricted categories like alcohol and tobacco.
KEY TAKEAWAYS:
From Corporate to Author
- Saurabh shares his transition from a full-time marketing role to writing "The Practical Marketer," driven by a desire to consolidate his experiences and insights.
- The book's origin is traced back to Saurabh's LinkedIn posts and articles, which evolved into a structured guide for marketers.
Building "The Practical Marketer"
- Saurabh describes the intensive process of compiling his book, from gathering LinkedIn articles to creating a cohesive structure with help from peers and professionals.
- The challenges of editing, refining, and finding the right publisher are highlighted, showcasing the rigour and commitment involved in publishing a quality book.
Key Marketing Lessons
- Saurabh discusses various segments of his book, focusing on practical marketing approaches such as moving from sales to marketing, category strategy, and effective brand management.
- He emphasizes the importance of real-world examples and actionable strategies, making the book a valuable resource for students, entrepreneurs, and marketing professionals alike.
Surrogate Marketing and Ethical Advertising
- A deep dive into the concept of surrogate marketing in industries like alcohol and tobacco, explaining the legal and strategic considerations behind such campaigns.
- Saurabh clarifies the difference between growing a category and stealing share, providing a nuanced understanding of marketing within regulated environments.
Future Plans and Digital Presence
- Saurabh highlights the supplementary website, "The Practical Marketer," designed to enhance the book's learning experience with case studies, ads, podcasts, and additional resources.
- His focus on making marketing education accessible and engaging through various digital platforms.
QUOTES:
"Marketing is fundamentally about getting new users. The challenge is doing it within the ethical and legal boundaries set by society."
"The Practical Marketer is not just a book; it’s a mentor in your hands."
Don't miss this insightful conversation with Saurabh Bajaj. If you're in marketing, branding, or just curious about the intricacies of advertising in regulated industries, this episode is packed with valuable takeaways.
Don't forget to grab a copy of "The Practical Marketer" and explore Saurabh's website for more resources!
As always, do mail us your feedback, comments and any questions you may have for our hosts at mail@cobbcast.net. We love hearing from you.
RESOURCES
Connect with Saurabh
Buy ‘The Practical Marketer’ Book
Visit ‘The Practical Marketer’ Website
SHOW WEBSITE
CONNECT WITH OUR HOSTS
Sudeep Chawla on Linkedin
Sharavana Raghavan on Linkedin
FOLLOW US
CoBB on LinkedIn
CoBB on Instagram
CREDITS
- Album Art & Design by ting.in
- Voiceovers by Anjale Stephanos
- Music from Zapsplat.com
Please tell us what topics you'd like to have discussed on the CoBB, by filling in this CONTENT SUGGESTION FORM
It only takes a few minutes, and it will help us provide you with the content most relevant to you.
In the final installment of our special 100th episode, we focus on the human side of brand building—scaling teams, fostering culture, and the leadership strategies that drive long-term success. Our guests, Puru, Manas, and Sapna, dive deep into their experiences of building and managing teams, navigating the challenges of leadership, and ensuring their organizations stay aligned with their core values as they grow. This episode offers valuable insights into the people dynamics that underpin successful brands.
PANELISTS:
- Puru Gupta - CoFounder ofTrue Elements, a brand dedicated to healthy breakfast and snacks, with a strong presence both online and offline.
- Manas Madhu - Founder of Beyond Snack, Kerala Banana Chips, which is pioneering the shift of Banana Chips from unorganized to organized snacking with a focus on quality and innovation.
- Sapna Desai - CMO at Manipal Cigna Health Insurance, with extensive experience in BFSI, telecom, and advertising sectors.
KEY SEGMENTS:
Balancing Vision and Execution in Leadership (00:13 - 03:04)
The discussion opens with insights on how to align team members with the company’s vision. Puru emphasizes the importance of communicating the "why" behind decisions, ensuring that everyone is on the same page as the company evolves.
Building Teams with Complementary Skills (03:05 - 08:33)
Manas shares his approach to assembling a team with complementary skills, particularly focusing on his experience in bringing in FMCG expertise. He highlights the importance of giving team members the autonomy to lead in their areas of expertise without micromanagement.
Cultivating a Collaborative Culture in a Traditional Industry (08:37 - 10:35)
Sapna discusses the challenges of fostering a collaborative culture in the BFSI sector, a traditionally rigid industry. She talks about how bringing in talent from diverse backgrounds has helped infuse new thinking and drive innovation within her organization.
Overcoming Resistance to Change (10:35 - 11:26)
The panel discusses the resistance to change that often comes from long-established teams within an organization. Sapna and Puru share strategies for overcoming this resistance and encouraging a more adaptable mindset.
Closing Thoughts: The Journey of Building a Successful Team (11:27 - 11:57)
TAKEAWAYS:
- For Entrepreneurs: Building a strong team starts with aligning them to the company’s core mission and values. Provide autonomy to your experts and foster a collaborative environment to encourage innovation.
- For Leaders: Communicating the "why" behind your decisions is key to ensuring your team is aligned with the organization's goals. This understanding helps create a resilient and motivated workforce.
- For Brand Builders: The human side of brand building—team dynamics, leadership, and culture—plays a critical role in the long-term success of your brand. Invest in your people as much as in your products.
MEMORABLE QUOTES:
"If your team understands the 'why,' they will often guide you back when you stray from your mission." - Puru Gupta
"In a startup, it's crucial to build a team with complementary skills and then step back to let them lead in their domain." - Manas Madhu
"Bringing in talent from outside the industry can challenge the status quo and drive necessary change." - Sapna Desai
As always, do mail us your feedback, comments and any questions you may have for our hosts at mail@cobbcast.net. We love hearing from you.
SHOW WEBSITE
CONNECT WITH OUR HOSTS
Sudeep Chawla on Linkedin
Sharavana Raghavan on Linkedin
FOLLOW US
CoBB on LinkedIn
CoBB on Instagram
CREDITS
-
Album Art & Design by ting.in
-
Voiceovers by Anjale Stephanos
-
Music from Zapsplat.com
-
Produced by Kapoor AV
-
Shot At Recreate Spaces
-
Edited by Arul G of ting
Please tell us what topics you'd like to have discussed on the CoBB, by filling in this CONTENT SUGGESTION FORM
It only takes a few minutes, and it will help us provide you with the content most relevant to you.
In the third segment of our special 100th episode, we shift focus to the critical challenges of scaling and distribution. Our expert panel, including Puru Gupta, Manas Madhu, and SapnaDesai, discuss the intricacies of taking their brands to the next level, with a deep dive into the real-world struggles of distribution, market dynamics, and the hard choices that define success. This conversation pulls back the curtain on the less glamorous but essential aspects of brand building.
PANELISTS:
- Puru Gupta - CoFounder of True Elements, a brand dedicated to healthy breakfast and snacks, with a strong presence both online and offline.
- Manas Madhu - Founder of Beyond Snack, Kerala Banana Chips, which is pioneering the shift of Banana Chips from unorganized to organized snacking with a focus on quality and innovation.
- Sapna Desai - CMO at Manipal Cigna Health Insurance, with extensive experience in BFSI, telecom, and advertising sectors.
KEY SEGMENTS:
Investment Timing and Market Confidence (00:13 - 02:00)
Puru and Sapna discuss the importance of timing investments once confidence in product-market fit is established. They explore how market responses influence decisions on scaling and investment.
Innovation vs. Practicality (02:47 - 08:25)
The panel debates the balance between innovation and sticking to core strengths. Puru emphasizes that innovation should be driven by real problems rather than the desire to create something new for its own sake. The conversation covers both product and process innovation, highlighting the importance of focusing on what truly adds value.
Distribution Challenges and Strategies (13:43 - 24:53)
Manas and Puru share their experiences with distribution, particularly the difficulties startups face when competing with established giants like P&G and HUL. They discuss the trade-offs in selecting the right distributors and the importance of maintaining flexibility and adaptability in their strategies.
Leveraging Distribution for Growth (24:53 - 30:24)
Sapna provides insights into how traditional face-to-face distribution channels are evolving, particularly in the insurance sector. She also discusses the importance of understanding the dynamics of both online and offline distribution and the role of intermediaries in scaling a brand.
TAKEAWAYS:
- For Entrepreneurs: Timing your investments is crucial—ensure your product has established market confidence before scaling. Focus on practical innovations that solve real problems rather than creating new products for their own sake.
- For Marketers: Distribution is as critical as the product itself. Finding the right partners and understanding the nuances of both online and offline channels can make or break your brand’s success.
- For Brand Builders: The journey from startup to scale involves continuous problem-solving. Be prepared to adapt, innovate, and rethink your distribution strategies as you grow.
MEMORABLE QUOTES:
"Innovation should be driven by real problems, not just the desire to do something new." - Puru Gupta
"The distribution game is tough, especially for startups, but it's a challenge worth taking on." - Manas Madhu
"In insurance, the distribution channel is evolving, but understanding and adapting to these changes is key to staying ahead." - Sapna Desai
As always, do mail us your feedback, comments and any questions you may have for our hosts at mail@cobbcast.net. We love hearing from you.
SHOW WEBSITE
CONNECT WITH OUR HOSTS
Sudeep Chawla - Linkedin
Sharavana Raghavan - Linkedin
FOLLOW US
CoBB - LinkedIn
CoBB - Instagram
CREDITS
-
Album Art & Design by ting.in
-
Voiceovers by Anjale Stephanos
-
Music from Zapsplat.com
-
Produced by Kapoor AV
-
Shot At Recreate Spaces
-
Edited by Arul G of ting
Please tell us what topics you'd like to have discussed on the CoBB, by filling in this CONTENT SUGGESTION FORM
It only takes a few minutes, and it will help us provide you with the content most relevant to you.
In this continuation of CoBB's milestone 100th episode, we dive deeper into the world of brand building with our expert panel of guests. Hosts Sharavana Raghavan and Sudeep Chawla are joined by Puru, Manas, and Sapna to share their experiences and strategies in creating successful brands. This episode covers the challenges of distribution, the impact of COVID-19, and the importance of customer feedback and market fit.
PANELISTS:
- Puru Gupta- CoFounder of True Elements, a brand dedicated to healthy breakfast and snacks, with a strong presence both online and offline.
- Manas Madhu - Founder of Beyond Snack, Kerala Banana Chips, which is pioneering the shift of Banana Chips from unorganized to organized snacking with a focus on quality and innovation.
- Sapna Desai- CMO at Manipal Cigna Health Insurance, with extensive experience in BFSI, telecom, and advertising sectors.
KEY SEGMENTS:
Challenges in Distribution and Market Fit
- Sapna discusses the live challenges faced in distribution channels, both online and offline.
- Insights into how Manipal Cigna gauges market fit for new insurance products and the importance of understanding product-market fit for service brands.
Impact of COVID-19 on Brand Strategies
- Puru and Manas share how COVID-19 validated their brand strategies and shifted consumer behaviour.
- The panel explores the new opportunities and challenges brought by the pandemic.
Customer Feedback and Iteration
- Manas emphasizes the significance of conversion ratios in determining product-market fit.
- Guests discuss their methods for collecting and leveraging customer feedback to refine their products.
Brand Differentiation and Competition
- The panel debates how startup brands can challenge established players and maintain a competitive edge.
- Strategies for sustaining brand salience and profitability despite intense competition.
Sustainable Investment in Brand Building
- Focus on the importance of sustainable investments in brand marketing.
- Puru and Manas talk about balancing short-term spending with long-term brand equity and avoiding vanity metrics.
TAKEAWAYS:
- For Entrepreneurs: Identifying distribution challenges early and iterating based on customer feedback is crucial. Persistence and adaptability remain key to navigating market shifts.
- For Marketers: COVID-19 has underscored the importance of health-related products and services, pushing brands to innovate and adapt quickly.
- For Brand Builders: Sustainable investment in brand building, focusing on long-term profitability rather than short-term gains, is essential for lasting success.
MEMORABLE QUOTES:
"Understanding your customer's needs and iterating based on their feedback is crucial. It’s not just about getting the product right, but about continuously evolving with the market." - Puru Gupta
"COVID-19 has been a validation for health insurance and changed how consumers view their health needs." - Sapna Desai
"Sales is the best feedback; conversion ratios help us understand product-market fit." - Manas Madhu
As always, do mail us your feedback, comments and any questions you may have for our hosts at mail@cobbcast.net. We love hearing from you.
SHOW WEBSITE
CONNECT WITH OUR HOSTS
Sudeep Chawla - Linkedin
Sharavana Raghavan - Linkedin
FOLLOW US
CoBB - LinkedIn
CoBB - Instagram
CREDITS
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Album Art & Design by ting.in
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Voiceovers by Anjale Stephanos
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Music from Zapsplat.com
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Produced by Kapoor AV
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Shot At Recreate Spaces
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Edited by Arul G of ting
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In this landmark 100th episode, we bring together a dynamic panel of guests to explore diverse perspectives on brand building. Joining hosts Sharavana Raghavan and Sudeep Chawla are two successful startup entrepreneurs and a seasoned CMO. Together, they dive into the intricacies of creating and scaling remarkable brands in today’s competitive market.
PANELISTS:
- Puru Gupta - CoFounder of True Elements, a brand dedicated to healthy breakfast and snacks, with a strong presence both online and offline.
- Manas Madhu - Founder of Beyond Snack, Kerala Banana Chips, which is pioneering the shift of Banana Chips from unorganized to organized snacking with a focus on quality and innovation.
- Sapna Desai - CMO at Manipal Cigna Health Insurance, with extensive experience in BFSI, telecom, and advertising sectors.
KEYSEGMENTS:
Introduction and Milestones (00:00 - 05:00)
- Celebrating 100 episodes of CoBB.
- Introduction of esteemed guests.
Guest Introductions and Brand Journeys (05:01 - 20:00)
- Puru shares the journey of True Elements, emphasizing healthy snacking.
- Manas discusses the inception of Beyond Snack and the challenges of standardizing banana chips.
- Sapna reflects on her marketing journey across different industries and her role at Manipal Cigna.
Brand Building Strategies (20:01 - 40:00)
- Discussion on the importance of standardization and quality control in product development.
- Insights into the role of packaging and branding in creating consumer appeal.
- The impact of consumer feedback and market testing on product iterations.
Navigating Challenges and Learning from Failures (40:01 - 55:00)
- Puru and Manas share their experiences of overcoming initial setbacks and pivoting strategies.
- The significance of persistence and adaptability in entrepreneurship.
Innovation and Market Trends (55:01 - 01:10:00)
- Sapna talks about the innovations in the insurance sector and how regulatory changes have facilitated faster go-to-market strategies.
- The guests discuss the shifts in consumer behavior post-COVID and the rise of e-commerce.
TAKEAWAYS:
- For Entrepreneurs: Embrace failure as a learning opportunity and continuously iterate your product based on consumer feedback.
- For Marketers: Innovation and adaptability are key in navigating market shifts and regulatory landscapes.
- For Brand Builders: Consistency in quality and a strong brand narrative can significantly enhance consumer trust and loyalty.
MEMORABLE QUOTES:
"Sales is the best feedback." - Manas Madhu
"Persistence and adaptability are crucial in the journey of brand building." - Puru Gupta
"Innovation in marketing strategies can drive significant growth, even in regulated industries." - Sapna Desai
As always, do mail us your feedback, comments and any questions you may have for our hosts at mail@cobbcast.net. We love hearing from you.
SHOW WEBSITE
CONNECT WITH OUR HOSTS
Sudeep Chawla - Linkedin
Sharavana Raghavan - Linkedin
FOLLOW US
CoBB - LinkedIn | Instagram
CREDITS
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Album Art & Design by ting.in
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Voiceovers by Anjale Stephanos
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Music from Zapsplat.com
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Produced by Kapoor AV
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Shot at Recreate Spaces
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Edited by Arul G of ting
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Sharan and Sudeep delve into the concept of T-shaped expertise and its significance in various fields such as marketing, business, and even yoga. They discuss the importance of developing deep expertise in one area and then applying that knowledge broadly across different contexts. This episode provides valuable insights for marketers and professionals looking to enhance their careers by becoming T-shaped individuals.
Key Topics Discussed:
Introduction to T-shaped Expertise: Sudeep recalls the concept of T-shaped careers, which he first encountered while working with Cadbury. The idea is to develop deep expertise in one area (the vertical part of the T) and then apply that knowledge across various functions and teams (the horizontal part of the T).
Importance of Frameworks: Sharan explains how frameworks help structure thinking and problem-solving. Once mastered, these frameworks become second nature and can be applied across different scenarios without explicit reference.
Specialization in Careers: The hosts emphasize the importance of being known for a unique skill in an organization, which attracts good teams and leaders. Developing deep expertise allows professionals to become the go-to person for specific skills within the organization.
Application in Business and Yoga: Sharan draws parallels between business strategies and yoga practices. Just as yoga requires balance and core strength before extending into new poses, businesses need to establish core competencies before exploring new opportunities and adjacencies.
Marketing Context: The T-shaped concept is applied to marketing strategies. By deeply understanding frameworks like the FAB (Feature-Advantage-Benefit) model, marketers can effectively position brands across different target groups and contexts.
Technological Application: The episode highlights the importance of diving deep into technologies like AI and NFTs. Understanding these technologies at a fundamental level allows for innovative applications, as demonstrated by examples from Mondelez and a US sneaker company.
Takeaways:
- Develop deep expertise in one area before attempting to apply your knowledge broadly.
- Use frameworks to structure your thinking and problem-solving, but aim to internalize them to the point where they become second nature.
- In business, establish strong core competencies before exploring new opportunities.
- Apply deep understanding and expertise to various contexts, whether it's marketing, technology, or personal branding.
As always, do mail us your feedback, comments and any questions you may have for our hosts at mail@cobbcast.net. We love hearing from you.
SHOW WEBSITE
CONNECT WITH OUR HOSTS
Sudeep Chawla - Linkedin
Sharavana Raghavan - Linkedin
FOLLOW US
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Music from Zapsplat.com
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Metrics & Measurements: Making Sense of the Numbers
In this episode, Sharan and Sudeep delve into the crucial topic of metrics and measurements in business. They challenge the conventional wisdom of "measure everything" and offer practical guidance for entrepreneurs and marketers.
Our hosts kick off the discussion by reflecting on an earlier episode, "Measure What You Treasure," emphasizing the importance of measuring critical business factors. However, Sharan argues that many businesses measure everything indiscriminately, leading to confusion and poor decisions.
The conversation is structured around three categories of metrics:
Forecasts: These are guesses about future performance, such as sales projections and customer acquisition cost estimates. Sharan explains that while forecasts are attempts to predict the future, they should not be mistaken for actual measurements of current performance. Examples include the predictions of a cricket player's performance based on past trends, like Virat Kohli's anticipated scores.
Snapshots: These provide status updates on current business performance, like market share and brand measurement scores. Sharan emphasizes that snapshots are point-in-time data that need to be understood in the context of past trends to be meaningful. For instance, understanding a player's current strike rate in a cricket match.
Historical Measurements: These look at past performance, such as batting averages or cost-per-lead over time. Sharan points out that while historical data shows how well a business or individual has performed, it is not a reliable predictor of future performance. An example discussed is the initial high ROAS (Return on Ad Spend) of a wellness brand during COVID-19, which significantly dropped as market competition increased.
Sharan and Sudeep provide practical examples to illustrate these concepts, including the challenges startups face with limited data and the pitfalls of applying tech valuation principles to FMCG businesses. They highlight the case of Dollar Shave Club, which was overvalued based on initial subscriber numbers but later faced high churn rates, illustrating the risks of misinterpreting metrics.
Key takeaways from the episode include:
Context is Crucial: Understanding the purpose and context of each metric is essential for making informed decisions.
Build Trends: Relying on long-term trends rather than single data points leads to better insights.
Informed Forecasting: Forecasts should be treated as informed guesses, not definitive performance indicators.
Throughout the episode, Sharan and Sudeep emphasize the importance of using metrics thoughtfully and contextually to drive better business decisions. They conclude by reinforcing that while metrics are essential, their value lies in the context and trends they help build over time.
Join Sharan and Sudeep as they lay out these fundamental principles, providing a practical guide to enhance your effectiveness as a marketer. Ready to elevate your understanding of business metrics? Tune in and transform your approach to data-driven decision-making.
As always, do mail us your feedback, comments and any questions you may have for our hosts at mail@cobbcast.net. We love hearing from you.
SHOW WEBSITE
CONNECT WITH OUR HOSTS
Sudeep Chawla - Linkedin
Sharavana Raghavan - Linkedin
FOLLOW US
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CREDITS
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Music from Zapsplat.com
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In this episode, Sharan and Sudeep delve into the complexities of misleading advertising within the realm of ethical marketing. They challenge the traditional understanding of what constitutes misleading ads and offer practical guidance for marketers.
Our hosts kick off the discussion by defining misleading advertising, differentiating between exaggerated claims and visual representations. They illustrate their points with examples such as Cadbury's ChocoBomb, Mentos' "Zindagi," and the Axe effect. Sharan emphasizes the importance of using common sense to determine whether an ad is misleading, focusing on the distinction between what the brand claims and how these claims are visually depicted.
The conversation moves to the role of the consumer as the ultimate judge of whether an ad is misleading. Sharan argues that brands must ensure their messages are understood accurately by their audience to maintain trust and credibility. He explains that continuous exaggerated claims can lead to a loss of consumer trust, affecting both repeat purchases and new trials, ultimately damaging the brand’s reputation and sustainability.
Sharan and Sudeep then provide practical tips for creating memorable yet ethical ads. They introduce a framework for marketers, summarized by the formula E = MC², which stands for Echo Chamber Avoidance, Memorability, Courage, and Custodianship. Echo Chamber Avoidance involves seeking neutral feedback to ensure ads are not misinterpreted. Memorability should be achieved through ethical means, using emotion, consistency, and punchlines rather than exaggerated claims. Courage is needed to challenge potentially misleading content, and Custodianship emphasizes always representing the consumer's interests.
Throughout the episode, Sharan shares personal experiences and industry examples to illustrate the importance of balancing creativity with ethics in advertising. He concludes by reinforcing the idea that ethical marketing is crucial for long-term business success and emphasizes the responsibility of marketers to ensure their messages are truthful and accurately understood by consumers.
Join Sharan and Sudeep as they lay out these fundamental principles, providing a practical guide to enhance your effectiveness as a marketer. Ready to elevate your marketing game? Tune in and transform your approach to ethical advertising.
As always, do mail us your feedback, comments and any questions you may have for our hosts at mail@cobbcast.net. We love hearing from you.
SHOW WEBSITE
CONNECT WITH OUR HOSTS
Sudeep Chawla - Linkedin
Sharavana Raghavan - Linkedin
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CREDITS
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Music from Zapsplat.com
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In this episode, Sharan and Sudeep dive into the intricate realities of brand loyalty. Is it truly an emotional bond or merely a matter of convenience and habit? This episode challenges the conventional wisdom around brand loyalty and offers a practical guide for marketers.
Our hosts start by discussing why recent studies question the traditional concepts of brand loyalty. With only 13% of consumers feeling a deep attachment to brands, Sharan explains why speed, ease, and habit are the real drivers of repeat purchases. He emphasizes that consumers are pragmatic, sticking with brands more out of convenience than devotion.
The episode delves into the four neurobiological principles of loyalty: reward, memory, emotion, and social interaction. Sharan shares practical insights on how brands can leverage these principles to foster habitual purchasing. Examples include Starbucks for rewards and Patagonia for aligning with customer values.
Sharan and Sudeep then explore tactical approaches to boost loyalty, such as gamification, shared values, and personalization. Continuous engagement is highlighted as crucial for staying relevant, with brands like Red Bull and LEGO maintaining engagement through innovative content and community-building.
The discussion shifts to how loyalty has evolved to focus on convenience, value, and experience. Sharan emphasizes the importance of delivering disproportionate value, using Amazon Prime as an example. The hosts also discuss the role of omnipresence, with Unilever ensuring product availability across various retail formats.
The episode wraps up with real-world examples of brands that have successfully shifted from loyalty to engagement, including Amazon Prime, LEGO, and Harley-Davidson. Sharan and Sudeep also touch on the concept of forced loyalty through ecosystems, stressing the importance of making ecosystems rewarding to avoid customer dissatisfaction.
Join Sharan and Sudeep as they lay out these fundamental principles, providing a practical guide to enhance your effectiveness as a marketer. Ready to elevate your marketing game? Tune in and transform your approach to building brand loyalty.
As always, do mail us your feedback, comments and any questions you may have for our hosts at mail@cobbcast.net. We love hearing from you.
SHOW WEBSITE
CONNECT WITH OUR HOSTS
Sudeep Chawla - Linkedin
Sharavana Raghavan - Linkedin
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In this episode of CoBB | Conversations on the Business of Brands, Sharan and Sudeep dive into the core attributes that make a marketer effective daily. This is not about the broad strokes of marketing strategies but the daily grind that defines success.
Our hosts start by discussing why these three attributes—Freshness, Finishiative, and Fitness—are critical for marketers aiming for excellence. Think it’s just about the big ideas? Think again. They reveal why day-to-day habits and mindsets are just as crucial.
First up, Freshness. Sharan and Sudeep break down how maintaining a fresh perspective and constantly generating new ideas are non-negotiable for marketers. They share practical tips on how hobbies, new experiences, and agency relationships can keep your thinking sharp and innovative.
Then, they explore Finishiative—a unique blend of finishing and initiative. They discuss the importance of seeing initiatives through to the end, emphasizing that great ideas are worthless without execution. Drawing from examples at Pidilite, they highlight how a bias for closure can set successful marketers apart.
Lastly, they cover Fitness, not just in the traditional sense but focusing on mental agility and stamina. Sudeep shares his personal routines for maintaining high energy and alertness throughout the day, including hydration, regular snacking, and exercise. This segment is packed with actionable advice for keeping your mind and body in peak condition.
Join Sharan and Sudeep as they lay out these fundamental principles, providing a practical guide to enhance your effectiveness as a marketer. Ready to elevate your marketing game? Tune in and transform your daily approach to marketing.
As always, do mail us your feedback, comments and any questions you may have for our hosts at mail@cobbcast.net. We love hearing from you.
SHOW WEBSITE
CONNECT WITH OUR HOSTS
Sudeep Chawla - Linkedin
Sharavana Raghavan - Linkedin
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CREDITS
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Album Art & Design by ting.in
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Music from Zapsplat.com
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In this episode, Sharan and Sudeep tackle the critical topic of Unit P&L, breaking down its importance, common pitfalls, and practical applications for startups. Whether you're a seasoned entrepreneur or just starting, this episode provides essential insights into understanding and managing your business's financial health.
Our hosts kick off by highlighting why every business owner, regardless of their background, needs to be on top of their numbers. They delve into why many startups get their unit P&L wrong initially and the severe consequences this can have.
Then, Sharan and Sudeep take a deep dive into the specifics of Unit P&L, using a hypothetical healthy chocolate product as an example. They cover:
MRP and Margins: Understanding retailer and distributor margins.
Trade Incentives: Breaking down trade loads, visibility spends, and other incentives.
COGS: A thorough look at the cost of goods sold, including raw materials, packaging, and variable overheads.
Gross Margins: Calculating GM1 and GM2 to get a clear picture of profitability.
Advertising and Promotions: The role of ATL and BTL spends in driving sales and building a brand.
Operating Expenses: Analysing OPEX to understand its impact on net income
Throughout the episode, they provide strategic insights into managing key cost elements over time, such as transportation and manufacturing expenses, and discuss why certain metrics like LTV and ROAS can be misleading in the FMCG space.
Real-world examples from the confectionery industry and strategic moves by companies like Parle-G and Lenskart enrich the discussion, illustrating the practical application of these financial principles.
Sharan and Sudeep also share an Excel sheet template with the audience, allowing listeners to apply the discussed concepts to their own businesses. This hands-on tool aims to help entrepreneurs accurately calculate and understand their unit P&L.
Join Sharan and Sudeep as they demystify Unit P&L and provide you with the tools to ensure your business's profitability and sustainability. Ready to master your numbers and build a healthier business? Tune in and transform your approach to financial management.
As always, do mail us your feedback, comments and any questions you may have for our hosts at mail@cobbcast.net. We love hearing from you.
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Sudeep Chawla - Linkedin
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In the finale of our engaging three-part series with Priya Lobo, we dive deep into the mechanics of successful market research and the personal attributes that can make or break a campaign.
Join us as Priya shares her profound experiences working with major brands, highlighting her most memorable campaigns and the nuances of navigating market dynamics. This episode is rich with stories of transformational research that reshaped brand strategies and redefined product categories.
Episode Highlights:
- Priya discusses her favourite campaigns, including game-changing market entry strategy for Moov.
- Explore the critical balance between creative vision and market feedback, and learn how to effectively communicate research findings to maximise impact.
- Gain insights into the meticulous process of turning data into actionable strategies that resonate with consumers and meet their unspoken needs.
This episode is not just a look behind the curtain of successful marketing campaigns but also a masterclass in the strategic thinking and resilience required to lead in the market research industry.
Don’t miss out on these invaluable insights from a veteran who has been at the forefront of market research innovation. It is packed with actionable insights for marketers, brand managers, and business leaders looking to leverage market research for competitive advantage. Tune in to hear Priya Lobo share her wisdom on navigating the challenges and opportunities of market research to build successful, resilient brands.
As always, do mail us your feedback, comments and any questions you may have for our hosts at mail@cobbcast.net. We love hearing from you.
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CONNECT WITH PRIYA LOBO Linkedin | priyalobo@ormaxworld.in
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In this second instalment of our three-part series with Priya Lobo, CEO of Ormax Compass, we delve into her personal journey to the top and the vital lessons learned along the way.
Join us as Priya shares her transformative experiences and pivotal moments that shaped her path from a fresh graduate to a seasoned CEO. This episode is not just about the climb but also about the strategic stops and starts, the decisions that steer a career from foundational roles to executive leadership.
Episode Highlights:
- Priya recounts how early influences and key decisions ignited her passion for market research and led her to leadership.
- Discover the impact of mentorship and self-driven change on career trajectory.
- Learn about the essential skills and mindset shifts required for ascending to and excelling in top roles.
Priya’s story is a blend of determination, continuous learning, and the right amount of risk-taking. Whether you’re aspiring to executive positions or carving your own path in any field, there’s wisdom here to fuel your journey.
Don’t miss these invaluable insights that could redefine your career path and leadership approach. Watch the teaser here, and find the full episode linked in the comments below for a deeper dive into Priya Lobo’s professional playbook.
As always, do mail us your feedback, comments and any questions you may have for our hosts at mail@cobbcast.net. We love hearing from you.
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CONNECT WITH PRIYA LOBO
Linkedin | Email
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In this enlightening episode, Sharan and Sudeep are joined by Priya Lobo, CEO of Ormax Compass and a veteran in market research. This episode kicks off the first part of a three-part series, diving deep into the intricacies of understanding consumer behavior and the critical role of market research in shaping businesses.
Priya demystifies the complex world of market research and shares invaluable insights on its application across various industries, emphasizing its importance not just for large corporations but also for startups and entrepreneurs. The conversation explores why businesses often sideline market research and how this can be a costly oversight in understanding and meeting consumer needs.
The discussion also highlights practical advice for startups on budgeting for and utilizing market research effectively, debunking the myth that quality research is only for the financially robust. Priya’s approachable explanations and real-world examples illustrate how research is integral to developing products that genuinely resonate with consumers.
Join us as we uncover why “measuring what you treasure” in business through research isn’t just an option but a necessity. Whether you’re an entrepreneur, a marketing professional, or simply curious about the behind-the-scenes of market strategies, this episode promises rich insights and practical tips to leverage research for business success. Tune in to transform how you view and use market research to carve out your niche in the market.
As always, do mail us your feedback, comments and any questions you may have for our hosts at mail@cobbcast.net. We love hearing from you.
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In this thought-provoking episode, Sharan and Sudeep explore how cultural dynamics shape brands, flipping the conventional narrative of brands influencing culture.
Our hosts begin by discussing brands like Lays, which reduced palm oil in its chips sold in India, reflecting broader cultural trends driving brand strategies. They then delve into how iconic brands like Pepsi and Coke shaped culture historically, but today's focus is on the reverse: culture impacting brands.
Sudeep introduces "centralization of trust," where modern consumers trust themselves over institutions, reshaping brand strategies.
Key Cultural Shifts:
Self-Reliance: Consumers use information to make their own decisions.
Secure Experimentation: Growing trend of trying new things with assurance.
Positive-Sum Mindset: Favoring sustainable, socially responsible choices.
Possibility Mindset: Belief that anything is possible, inspired by success stories.
Sharan and Sudeep emphasize staying attuned to cultural shifts, advocating for proactive, questioning approaches to marketing.
Listen to younger team members for fresh perspectives.
Engage deeply with consumers to understand trends.
Integrate cultural insights into strategies to stay relevant.
This episode underscores the importance of cultural awareness in brand strategy. Sharan and Sudeep challenge marketers to embrace cultural changes as opportunities to innovate and lead.
For insights into the intersection of culture and marketing, join Sharan and Sudeep as they navigate the complex landscape of cultural impacts on brands.
As always, do mail us your feedback, comments and any questions you may have for our hosts at mail@cobbcast.net.
We love hearing from you.
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In this contrarian episode, Sharan and Sudeep challenge the prevailing hype for Quick Commerce (Q-Com) and urge a balanced view on its transformative impact on FMCG businesses.
Our hosts begin by questioning the current infatuation with Q-Com, drawing parallels with historical trends such as the rise and stabilisation of Modern Trade (MT). Sharan reflects on the lessons from MT's explosive growth forecasts and its reality today, advocating for a cautious approach to the Q-Com hype. They dissect the allure of Q-Com—its convenience, speed, and technological integration, mirroring the traditional kirana stores, yet enhanced for the digital age.
However, the discussion takes a critical turn as they explore the potential pitfalls for Q-Com, including SKU rationalization and the resurgence of kirana stores. Sharan emphasizes the importance of not becoming overly reliant on one channel, advocating for a diversified approach to ensure brand resilience and adaptability across multiple distribution strategies.
Join Sharan and Sudeep as they delve into the complexities of Quick Commerce, offering insights that go beyond the surface-level excitement.
This episode is a must-listen for anyone looking to understand the nuances of new retail formats and how to strategically navigate them. Tune in to get a fuller picture of Q-Com's role in the future of FMCG distribution.
As always, do mail us your feedback, comments and any questions you may have for our hosts at mail@cobbcast.net. We love hearing from you.
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In this intriguing episode, Sharan and Sudeep dive into a thought-provoking discussion that bridges the gap between political strategy and marketing savvy. They explore how the massive spending and strategic segmentation in political campaigns mirror cutting-edge marketing techniques, providing a masterclass in audience targeting and brand positioning.
Our hosts dissect the electoral process, likened to the biggest marketing event of the year, where the stakes are high and the strategies are intensely micro-targeted. From discussing the foundational 'product' of a political campaign—essentially the actions and words of politicians—to examining the role of demographic vs. attitudinal segmentation, this episode offers a rich analysis that parallels political tactics with FMCG marketing strategies.
Join Sharan and Sudeep as they uncover the lessons marketers can take from the political arena, emphasizing the importance of a solid 'product' and consistent branding. Whether you're a marketer, a political strategist, or just a curious listener, this episode will equip you with insights on how to craft campaigns that resonate and endure. Tune in to rethink how political strategies can inform and enhance marketing practices.
As always, do mail us your feedback, comments and any questions you may have for our hosts at mail@cobbcast.net. We love hearing from you.
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In this provocative episode, Sharan and Sudeep challenge the traditional view of brands in a way that will make you rethink your strategy. They dive into a compelling discussion that breaks down common misconceptions about brand building and its actual impact on business growth.
Sharan questions the efficacy of marketing, traditionally seen as an investment, and points out that not all spending is fruitful. This leads to an interesting perspective that shifts the way we think about brands entirely. Drawing from insights in a recent article from The Marketing Week and studies using BAV and EVA data, they explore the crucial relationship between brand strength and operational efficiency.
Their conversation reveals a 2x2 grid analysis showing that while a brand alone can increase business by 30%, operational efficiency can double it. More strikingly, they discuss how the synergy of high brand strength combined with operational efficiency can nearly triple a company's value.
By the end of this episode, you'll understand why many new "brands" fail to make money and how integrating brand strength with efficient operations is not just a good-to-have but essential for substantial business growth.
Tune in to discover why brands are not just about logos or cool advertisements but are strategic accelerators of your business potential. Don’t miss this insightful discussion that could redefine how you approach brand building and operational excellence in your FMCG business.
As always, do mail us your feedback, comments and any questions you may have for our hosts at mail@cobbcast.net. We love hearing from you.
Here is the article in The Marketing week - Brands are Multipliers, not Assets in themselves
Jonathan Knowles - The author
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In this episode, Sharan and Sudeep dive into the intricate world of marketing strategies gone awry.
They unravel the common pitfalls that brand managers face when they become too brand-centric, forgetting that the true north should always be the consumer’s perspective.
The conversation takes a critical look at the outdated practices of creating microsites and Facebook groups for Integrated Marketing Communications (IMC), which often lead consumers down a never-ending loop, assuming their world revolves around a single brand. Our hosts argue that these ‘loopers’ can quickly turn into ‘bloopers’ if not navigated with care.
For added measure, Sharan uses a blooper from his time on Oreo India to explain Sudeep’s watch-out points.
As they dissect the consumer journey, Sudeep lays out the essential principles for brand managers: be present where the consumer is, establish a clear and compelling core premise, fulfil promises early to avoid loopy journeys, and ensure branding feels effortless. They emphasise that peripheral elements should remain optional, never hindering the joy of the consumer experience.
Join us as we explore how to avoid these marketing missteps and create brand strategies that resonate authentically with consumers. Tune in to learn from the candid debates and insightful disagreements that make CoBB a must-listen for anyone passionate about building remarkable brands.
As always, do mail us your feedback, comments and any questions you may have for our hosts at mail@cobbcast.net. We love hearing from you.
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In this fun episode, Sharan and Sudeep take a detour from their usual discussions. Expect a playful yet educational session, as Sharan springs a surprise quiz on Sudeep. Both challenge each other to demystify the jargon often sprinkled in marketing talks.
Our hosts delve into a series of marketing terms that, while commonly used, can be bewildering for emerging entrepreneurs and early career marketers. They bring clarity to concepts like Market Share, Numeric and Weighted Distribution, and Share Among Handlers (SAH). These terms aren't just dissected for their definitions; Sharan and Sudeep provide real-world examples, making them easily digestible.
But the discussion doesn't stop there. The episode also explores deeper metrics such as Household Penetration, Purchase Occasions, Frequency of Purchase, Source of Business (SoB), Top of Mind (TOM) recall, Spontaneous Awareness (SPONT), and the Purchase Decision Hierarchy (PDH). Each of these concepts is broken down in a way that simplifies their complexity, making them accessible to all listeners, with an example of an energy drink brand.
Whether you're a seasoned professional or new to the field, this episode of CoBB is a must-listen. Not only will it enhance your marketing vocabulary, but it will also equip you with insights to navigate the FMCG industry more effectively. Sharan and Sudeep ensure that by the end of this episode, you'll be more confident in understanding and employing these critical marketing terms in your business strategy. Tune in for an engaging and informative session, where learning meets fun in the world of brand marketing!
As always, do mail us your feedback, comments and any questions you may have for our hosts at mail@cobbcast.net. We love hearing from you.
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In this episode of Sharan and Sudeep dive into a thought-provoking debate: "Do Frameworks Stifle Creativity?”. It's a juxtaposition that delves deep into the heart of marketing, addressing a common conundrum faced by students and professionals alike.
The conversation starts with the fundamental nature of frameworks, stretching back to our earliest days in school. Sharan & Sudeep dissect the rationale behind frameworks, emphasising their role in honing our mental and physical behaviours to achieve optimal effort versus result ROI. They unravel how these frameworks, ingrained through repeated training, become second nature, transforming into what we often refer to as 'experience.'
But here's the twist: the episode challenges the notion that frameworks stifle creativity. Instead, Sharan and Sudeep argue that in marketing, frameworks like branding fact base, brand ladder, and winning proposition expression serve as guides, shaping our thinking while leaving ample room for creativity. They illustrate this with compelling examples.
Is marketing really about creativity? Can frameworks and free thinking coexist harmoniously? This episode is not just an exploration but an eye-opener, encouraging listeners to rethink their approach to marketing and creativity. It's a must-listen for anyone looking to break the mould while staying grounded in the principles that define successful brand strategies. Tune in to discover how to harness the power of frameworks without dampening the spark of creativity
As always, do mail us your feedback, comments and any questions you may have for our hosts at mail@cobbcast.net. We love hearing from you.
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In this episode, hosts Sharan and Sudeep dive deep into the challenges and pitfalls that FMCG entrepreneurs often face. They discuss the fine line between ambition and overreach in the fast-paced world of FMCG.
Sharan points out that despite these admirable qualities, there are critical red flags that can potentially derail even the most promising ventures.
They start with the harsh reality that in FMCG, profitability cannot be ignored in favor of growth metrics. They then tackle the issue of overextending product ranges, emphasizing the need for focused and strategic product development.
They stress the importance of fostering strong relationships with distributors and retailers, and not merely relying on them without providing adequate incentives.
Additionally, they dissect the misconception of equating social media popularity with brand success, cautioning entrepreneurs against neglecting the core aspects of brand building.
Lastly, they delve into the allure and potential pitfalls of early export opportunities, urging entrepreneurs to focus on sustainable, long-term business growth.
This episode is a bundle of insights for FMCG entrepreneurs, packed with practical advice and eye-opening discussions. Tune in to learn how to navigate these red flags and steer your FMCG venture towards success.
As always, do mail us your feedback, comments and any questions you may have for our hosts at mail@cobbcast.net . We love hearing from you.
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In this week’s episode, Sharan and Sudeep dive into a question that keeps many a brand managers awake at night: To be or not to be on IPL?
Known as the Super Bowl of India, the IPL stands as a towering media event, luring in brands with its promise of unparalleled exposure. But is it always the right move?
Our hosts meticulously dissect the IPL's mammoth scale, with a staggering 8000 Cr spent across 300-400 brands in various sponsorships and associated shows. But amid this ocean of investments, standing out becomes a Herculean task.
Sharan and Sudeep unravel the complexities of deciding whether to partake in this advertising bonanza, weighing factors like category consumption, budgetary constraints, and the specific advertising tasks at hand.
But what if IPL isn't the right fit for your brand? The conversation takes an intriguing turn as our hosts explore viable alternatives. With insights on the strategic value of advertising outside the IPL season, particularly focusing on news channels during election times, they argue for a more sustained brand presence throughout the year.
As always, Sharan and Sudeep blend their expert analysis with engaging examples, making this episode a must-listen for brand managers, marketers, and anyone fascinated by the high-stakes world of advertising and media buying.
Tune in to find out whether your brand should play in the IPL arena or look beyond it.
As always, do mail us your feedback, comments and any questions you may have for our hosts at mail@cobbcast.net. We love hearing from you.
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In this eye-opening episode Sharan and Sudeep delve into the intriguing world of FMCG innovation and its pitfalls. They uncover the hidden challenges behind why over 90% of innovations don't succeed, a reality not just limited to FMCG but prevalent across consumer-focused sectors.
The discussion kicks off with Sharan sharing insights from his rich experience in FMCG innovations, highlighting how even straightforward innovations take an excessively long 18-24 months from conception to launch. This sets the stage for a deep dive into the reasons behind these high failure rates. They explore everything from the lack of strategic fitment in product launches to internal dynamics like R&D teams' love affair with their innovations, often at the cost of real consumer needs.
But it's not just about the problems. Sharan and Sudeep shift gears to discuss opportunities for emerging businesses. They argue that these businesses, with their agility and close connection to customers, can sidestep the traps that larger companies often fall into. This section is particularly insightful for budding entrepreneurs and smaller firms looking to make a mark in the industry.
The episode concludes with a bang as Sharan shares Vitral's revolutionary approach to innovation, aiming to take FMCG innovations to market in just one quarter.
Tune in to this special episode to understand the intricate dynamics of FMCG innovations and learn how to navigate these challenges successfully. It's an essential listen for anyone in the industry, offering a blend of deep insights and practical advice.
As always, do mail us your feedback, comments and any questions you may have for our hosts at mail@cobbcast.net . We love hearing from you.
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In the episode, hosts Sharan and Sudeep delve into the intricate balance between marketing efficiency and effectiveness. The episode, begins with Sudeep's reflection on his experience as a judge at prestigious marketing award shows like the EMVIES and EFFIES. This leads to a compelling discussion on what truly makes a marketing campaign stand out.
Sudeep articulates his preference for effectiveness over efficiency, emphasizing the need to first meet the stated objectives of a campaign before seeking the most optimum path to achieve them. The duo stresses that effectiveness must precede efficiency, advocating for a focus on crafting the right message before optimizing media choices.
They explore how deep insights and the 'Think, Feel, Do' (TFD) framework can guide marketers in crafting impactful messages. An example of the Bajaj Platina campaign demonstrates how a well-grounded insight and an intuitively crafted message can lead to marketing success.
This episode is a must-listen for marketers aiming to understand the nuanced relationship between effectiveness and efficiency. It's not just about making a campaign faster or cheaper; it's about striking the right balance to ensure long-term brand building and success.
As always, do mail us your feedback, comments and any questions you may have for our hosts at mail@cobbcast.net mail@cobbcast.net We love hearing from you.
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In this episode of CoBB | Conversations on the Business of Brands, Sharan and Sudeep unlock the secrets of mastering Offline Distribution. This isn't just about the what, but the how and why behind expanding your brand's reach.
Our hosts start by dissecting why Offline Distribution is critical for FMCG brands, especially in a digital-first era. Think it's all about online reach? Think again. They reveal the staggering stats of India's consumer base, showing why offline is not just an option, but a necessity.
Then, it's a deep dive into the world of distributors. Navigating this maze can be daunting, but Sharan and Sudeep have got your back. They discuss finding the right distributor, striking a balance with margins, and the often overlooked art of building relationships. This isn't just business; it's about creating a network that grows with you.
But what about sales teams? Crucial, says our duo. They explain why equipping and training your salesforce is essential to ensuring your product doesn't just sit on shelves but sells.
Finally, they tackle scaling. How do you go from one distributor to covering a city, or even a state? It's a step-by-step journey, filled with learning and adapting. It's strategy, execution, and a bit of magic.
Join Sharan and Sudeep as they lay out the roadmap for Offline Distribution success. It's a guide not just to survive but thrive in the FMCG marketplace. Ready to take your brand to the next level? Tune in and transform your approach to distribution.
As always, do mail us your feedback, comments and any questions you may have for our hosts at mail@cobbcast.net. We love hearing from you.
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Album Art & Design by ting.in
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Music from Zapsplat.com
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In this episode of CoBB | Conversations on the Business of Brands, Sharan & Sudeep dive into the mysterious world of ALICE, and no, we're not tumbling down any rabbit holes! ALICE, a strategy they picked up during their time at Cadbury, is the secret sauce to sparking brand growth. But who is this elusive ALICE, and why should brand custodians care? Well, buckle up, because you're about to find out.
ALICE isn't a person but a process, and a darn good one at that. It stands for Align, Leverage, Immerse, Connect, and Execute - five steps that sound simple but are as intricate as a Swiss watch. Our hosts begin by exploring how aligning on the right problem can be the difference between a skyrocketing brand and a stagnating one. Take the European toilet cleaner category, for instance – a market as crowded as a rush-hour subway, where differentiation is key.
Then, there's leveraging what you already know. Did you know consumers often can't tell bleach from acid in cleaners? That's a gold mine of insight right there. And let's not forget about immersing yourself in the consumer's world. Homes with kids, it turns out, face a daily battle with the loo.
Connecting these dots leads to some surprising revelations and, ultimately, to executing a solution that's not just effective but measurable. Case in point? Harpic Platinum Shield - a product that's like a superhero cape for your toilet, keeping it pristine for up to 20 uses.
Join Sharan and Sudeep as they unpack the ALICE process, using real-world examples. You'll come away with a clearer understanding of how to trigger growth for your brand – and maybe a newfound respect for toilet cleaners! So, are you ready to meet ALICE? Listen in and let the brand growth adventure begin.
As always, do mail us your feedback, comments and any questions you may have for our hosts at mail@cobbcast.net. We love hearing from you.
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In this episode of CoBB, Sharan & Sudeep are at it again, this time tackling a topic that's as critical as it is complex: transforming the sales function in emerging businesses. They start with a truth bomb that hits close to home for many entrepreneurs – the struggle of moving from a relationship-based, people-dependent business to one that's system-driven.
But wait, there's more. The duo dives into why businesses often hesitate to shift gears and embrace change. It's not just about the fear of the unknown, but also about the practical challenges of elevating a business to the next level. And guess what? They're here to tell you that this transformation doesn't have to be as daunting as it sounds.
Sharan & Sudeep tease a simple yet revolutionary framework to navigate this high-stress transition – the 5 Cs of Sales Transformation.
Expect a blend of insight and experience that you've come to love. It's all about starting at the top, charting your course, conveying your vision, checking progress, and, of course, dangling the proverbial carrot. But the specifics? Well, you'll have to listen to the episode for those.
So, if you're an entrepreneur, a marketing maven, or just someone who loves a good business strategy session, this episode is for you. It's time to transform your sales, and maybe, just maybe, your entire business perspective. Tune in, and let the transformation begin! 🌟🚀
As always, do mail us your feedback, comments and any questions you may have for our hosts at mail@cobbcast.net We love hearing from you.
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In the latest episode of CoBB | Conversations on the Business of Brands, Sharan and Sudeep unravel a paradox that every marketer faces but seldom talks about. This episode is not just a discussion; it's a guide to transforming your marketing challenges into triumphs.
Remember when we touched upon crowdsourcing wisdom? This episode takes that idea a step further. Marketers often find themselves bogged down with the desire to solve complex problems single-handedly – whether it's attracting new consumers, upgrading current ones, or outshining the competition. The desire to deliver that perfect, glory-winning solution often overshadows a crucial strategy: sharing the problem.
But who do you share your problem with? Our hosts dive into the nitty-gritty, listing everyone from fellow marketers to your sales team, and discusses the 'how' of it. They lay out a blueprint – stating the problem, hypothesizing barriers and opportunities, and setting clear expectations. The crux? Make them part of your mission.
The episode also highlights the power of collaboration with a real-world example – remember the Gems surprise with Ben 10 toys? Plus, there's a tip on follow-ups that could be your game-changer.
Tune in for an insightful, discussion on how losing control in the right way could be your ticket to gaining it back, stronger than ever. As Sharan and Sudeep say, "Sometimes, the best way to solve a problem is to share it."
As always, do mail us your feedback, comments and any questions you may have for our hosts at mail@cobbcast.net. We love hearing from you.
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In this episode of CoBB | Conversations on the Business of Brands, our hosts, Sharan and Sudeep, dive into the seemingly paradoxical world of premium brands seeking mass market penetration. The episode challenges the traditional notion that high-end brands must sacrifice their luxury aura to appeal to the masses.
Can premium brands truly blend into the mass market without losing their luster? It's not about indiscriminate price slashing. It's about strategy. They delve into the art of smart pricing and packaging, illustrating how brands like Harley Davidson manage to retain their premium status while making their products more accessible. Think entry-level luxury that doesn't compromise on quality.
Then they go on to tackle the equally crucial aspect of accessibility. It's not just about being available; it's about being aspirationaly reachable. They dissect how brands like Dove have successfully navigated this terrain, not by cheapening their product but by repackaging it for a broader audience.
This episode is a lesson in maintaining that delicate balance between exclusivity and reach. It's about offering a slice of luxury that's both tempting and attainable. If you’re in the business of brand building, this episode is your roadmap to navigating the tightrope of premium brand penetration without falling into the trap of devaluing your brand. Tune in and get ready to be enlightened and entertained!
As always, do mail us your feedback, comments and any questions you may have for our hosts at mail@cobbcast.net. We love hearing from you.
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In this new 10-minute episode version of CoBB | Conversations on the Business of Brands, hosts Sharan and Sudeep dive deep into the heart of continuous learning for marketers. The episode kicks off with a nod to Malcolm Gladwell's "Outliers" and the famed 10,000-hour rule, and Chandramouli Venkatesan’s ‘Get Better At Getting Better’. It's not just about clocking hours; it's about deliberate and strategic practice in the art of marketing.
The duo breaks down the essence of marketing into three fundamental steps: Accumulation, Assimilation, and Adaptation. Sudeep shares his personal journey of soaking up knowledge from sources like Brand Equity and Afaqs, encouraging listeners to find their own wells of inspiration. They dissect what it means to truly assimilate marketing campaigns, using the example of 5 Star's clever stances and propositions, which speak directly to the youth with a blend of smart humour and quirkiness.
As they move to Adaptation, they challenge listeners to rethink and remodel existing campaigns, fostering a mindset of innovation and creativity. The episode is peppered with insights on how brands like 5 Star stay relevant by aligning with topical issues and maintaining a fresh perspective on their target demographic.
Wrapping up, Sharan and Sudeep invite their audience to reflect on these 3As and share their interpretations.
This episode isn't just a lesson; it's a call to action for budding marketers to hone their craft through thoughtful practice and analysis. Tune in to transform your marketing skills from ordinary to extraordinary!
As always, do mail us your feedback, comments and any questions you may have for our hosts at mail@cobbcast.net . We love hearing from you.
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Album Art & Design by ting.in
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Voiceovers by Anjale Stephanos
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Audio Edit by [Janhavi Pethkar
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In this bite-sized, meaty episode, Sharan & Sudeep delve into a question that keeps many an entrepreneur tossing and turning at night: Why do regional brands often hit a glass ceiling when scaling nationally?
Inspired by Sharan's interview with Mr. CK Ranganathan, for his Tamil podcast, this episode is a treasure trove of insights, perfect for anyone flirting with the idea of expanding their regional brand.
The episode serves as a roadmap, highlighting common potholes on the path to national success. They begin with the critical decision of 'Where to Play,' underscoring the importance of starting local and dreaming big. But it's not all rosy; the duo doesn't shy away from discussing the sticky issue of 'Dare to Explore,' where many brands get comfortable in their regional cocoons.
The conversation gets juicier as they dissect the transition from a 'People Dependent Business' to a 'System Led' approach. Ever heard of the adage 'Too many cooks spoil the broth?' Well, Sharan and Sudeep flip this on its head, revealing why not letting others into the kitchen can stifle growth.
They dig deeper into the 'Fear of the Unknown,' 'Inability to Delegate,' and the often-overlooked aspect of 'Building a Brand' beyond mere transactions. And for the cherry on top, they touch upon 'Succession Planning,' a topic as delicate as it is crucial.
So, if you've ever wondered why that delicious soft drink brand from Tamil Nadu hasn't hit your local supermarket in Mumbai yet, this episode has the answers.
Tune in and find out how to make the leap from being a big fish in a small pond to swimming in the ocean.
Spoiler alert: it's not just about the money, but the mindset.
As always, do mail us your feedback, comments and any questions you may have for our hosts at mail@cobbcast.net. We love hearing from you.
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Album Art & Design by ting.in
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Voiceovers by Anjale Stephanos
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In this high-stakes episode, our dynamic duo, Sharan and Sudeep, dive headfirst into the turbulent waters of AI and its impact on marketing careers. Yes, the AI threat is not just knocking; it's barging in!
As seasoned marketers, we've seen our fair share of changes, but nothing quite like this. A decade ago, we might have shrugged off the idea of AI taking over. Today? Not so much. The episode peels back the layers on why, especially if you're a one-trick pony in the digital marketing circus, it's time to sit up and pay attention.
Remember when Google Ads was all the rage in 2000? Fast forward to now, and big tech giants like Google, Facebook, and Amazon are practically running the show. The key takeaway? If your marketing strategy is all about funnels and social media campaigns, it's time to rethink.
But don't hit the panic button just yet! Amidst this AI takeover, Sharan and Sudeep explore the marketer's secret weapon – deep, almost psychic, consumer empathy. It's about understanding the heartbeats of your consumers, their joys, and pains. Think Asian Paints or Cadbury – brands that don't just sell products but tell stories.
So, how does one master this art? It's all about getting down to the nitty-gritty, spending time with consumers, and building lasting relationships.
This episode is not just a wake-up call; it's a playbook on staying relevant, creative, and ahead of the AI curve. Tune in to discover how to keep your marketing career not just afloat, but sailing smoothly into the future.
As always, do mail us your feedback, comments and any questions you may have for our hosts at mail@cobbcast.net. We love hearing from you.
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Album Art & Design by ting.in
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In the third and final instalment of ‘Marketing Side of Sales’, Sharan & Sudeep delve into the intriguing aspect of Merchandising in General Trade. After unpacking the 5S of shopper marketing in modern trade, our hosts shift focus to the traditional trade landscape.
Is General Trade a different beast? They dissect each step of the sales funnel in GT, from category placement to brand visibility, and examine how elements like Spot and Show Interest play pivotal roles in a shopper’s journey.
With a keen eye on how Point-of-Buying (POB) communication and product placement can make or break a sale in the blink-and-you-miss-it environment of General Trade, they uncover surprising truths. For instance, did you know that the belief that space in GT is always constrained is more myth than reality?
But wait, there's more! They explore how shopping missions in GT, often perceived as routine or ad hoc, are not always as planned as one might think. With insights on impulse buying behavior and the critical 5 Ps of in-store merchandising, this episode is packed with strategies for emerging FMCG brands.
Sharan & Sudeep also tackle the often overlooked yet crucial aspect of stock weight in shopper behaviour and how it can be leveraged to create a brand block even in the fast-paced world of General Trade.
Tune in to discover why being at eye level isn't just a metaphor but a strategic imperative in General Trade.
This episode is a must-listen for anyone looking to crack the code of merchandising in the ever-evolving landscape of FMCG retail! 🛒🚀
As always, do mail us your feedback, comments and any questions you may have for our hosts at mail@cobbcast.net . We love hearing from you.
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In the 2nd of Marketing Side of Sales, Sharan and Sudeep delve deep into the difference between shoppers, consumers, and customers.
They pose an intriguing question: What really separates a shopper from a consumer or a customer? It's not just semantics; it's the key to unlocking the shopper's mind.
Then, they dive into the art of getting your product off the shelf and into shopping carts. It's not just about what you're selling, but where and how you're selling it. Product placement and location-specific communication aren't just buzzwords; they're the secret sauce to shopper seduction.
But wait, there's more! Ever heard of the 5S of Shopper Marketing? Sharan and Sudeep break it down from 'See' to 'Select.' It’s like a first date for your product – making the right first impression is crucial.
And for those who think shopping is always planned – think again. Our hosts discuss the wild world of impulse buys versus planned purchases. Why do we sometimes throw caution (and our shopping list) to the wind?
Stay tuned for a little teaser about Part 3 – Merchandising. It’s like the cliffhanger at the end of your favorite TV show, but better because it's about brand building.
So, if you're curious to know the difference between a shopper picking a toothbrush and a chocolate bar, tune in. Like they always say, "It's not just business, it's the business of brands."
As always, do mail us your feedback, comments and any questions you may have for our hosts at mail@cobbcast.net. We love hearing from you.
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In this 2-part CoBB | Conversations on the Business of Brands, Sharan and Sudeep dive into the often-overlooked intricacies of brand understanding and marketing thinking required on the distribution side of things in a consumer business. retail store classification in the FMCG industry.
In this episode, they dive into Retail Classification.
Our hosts expose a common pitfall many mid-sized companies encounter: the arbitrary categorization of retail stores into A, B, and C types without a clear, standardized approach. This haphazard method can leave sales teams meandering, with products misplaced as comically as toothpaste in a stationery store!
Drawing on their insightful experiences from Cadbury, they unravel the importance of a well-defined retail classification system. From 'Stand Alone Supermarkets' to 'Paan Stores', they discuss how a tailored approach to store categorization can significantly streamline distribution and enhance product visibility at the crucial 'moment of truth'—the point of purchase.
The episode also highlights real-life examples, such as a biscuit company's stagnation despite innovative efforts, solved by reevaluating their retail store classification. Sharan and Sudeep dissect the evolution of retail classification, offering invaluable lessons for FMCG businesses aiming to refine their distribution strategies.
Don't miss the teaser for Part 2, where they will delve into the fascinating world of shopper marketing. Tune in to this episode for practical insights that could redefine how you view retail classification and its impact on your brand's success in the market.
As always, do mail us your feedback, comments and any questions you may have for our hosts at mail@cobbcast.net. We love hearing from you.
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In today's episode of CoBB, Sharan & Sudeep dive into the digital age's hottest topic. Strap in as they unravel how AI is revolutionizing the marketing landscape, making waves with its potential to amplify creativity and efficiency, and shaking up the very nature of marketing jobs.
They kick off with a thought-provoking look at AI's dual-edged sword: its boundless possibilities and the perceived threat to traditional jobs. Imagine a world where marketers can experiment without limits, where creativity is not just a skill but a superpower enhanced by AI. They delve into how AI is pushing marketers to evolve from mere number crunchers to strategic thinkers, ensuring every move is both efficient and effective.
AI has the ability to redefine how we understand customer engagement. But, marketers are advised to watch out not to overdo it too.
Then, brace for a reality check. The real threats aren't job losses, but complacency and reluctance to embrace AI. They argue against the misconception of AI as a one-stop replacement for agencies and stress the importance of building AI capabilities within teams.
Wrapping up, our hosts shine a light on the underdog: small businesses. Can AI level the playing field against bigger players? Tune in to this intriguing episode where our hosts demystify AI's role in marketing, urging marketers to adapt, evolve, and thrive in an AI-dominated world.
As always, do mail us your feedback, comments and any questions you may have for our hosts at mail@cobbcast.net We love hearing from you.
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In this episode, Sharan and Sudeep dive into a crucial topic for emerging FMCG businesses : How to get started on your distribution journey. The duo acknowledges the challenges D2C businesses face in terms of scale, margins, and profits, and present a ridiculously simple approach to kickstart General Trade (GT) distribution.
The strategy begins with an interesting move – start local. Take your products to nearby retail stores, offering them 100% of the sales to test the waters and gauge your product's appeal. Blend in with the store's team, observe shopper behaviour, and tweak your message to drive sales without resorting to discounts.
The hosts emphasise the importance of talking to shoppers, understanding why they choose competitor brands, and being open to evolving your message, packaging, or product itself. They encourage entrepreneurs to handle distribution themselves initially, skipping middlemen to make decisions based on first-hand experience.
After navigating this process in about 40 local stores, leverage the gathered data to approach distributors with confidence. The episode's actionable steps, infused with the hosts' trademark simplicity and clarity, promise to demystify the intimidating realm of GT distribution for aspiring FMCG businesses.
Remember this: Simple does not mean its easy. Building distribution is hard. Bloody hard, but its definitely worth it.
Tune in to discover a practical roadmap for accelerating your business through effective distribution.
As always, do mail us your feedback, comments and any questions you may have for our hosts at mail@cobbcast.net. We love hearing from you.
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In this episode of CoBB | Conversations on the Business of Brands, Sharan and Sudeep dive into the art of crafting a brand story that resonates and sticks in the minds of consumers. They delve into the essential elements that make a brand memorable and meaningful in the cluttered world of consumer choices.
The hosts emphasize the importance of finding a role for your brand in consumers' lives, drawing parallels with iconic brands like Mentos, Eclairs, and MDH.
They break down the process of identifying tensions in consumers' lives, exploring scenarios where individuals want to do something, but obstacles hinder them, or they aspire to feel a certain way but face challenges. The revelation of these tensions forms the foundation for crafting a compelling brand story.
Listeners will discover the crucial steps in communicating the identified role to consumers through storytelling. The episode unfolds with insightful examples from brands like Harpic, Surf, and 5 Star, dissecting the context, setup, and resolution of tensions within their stories. Sharan and Sudeep also highlight key elements of compelling storytelling, including authenticity, memorability, a worthy resolution offering hope, and the ability to evoke a range of emotions.
Tune in to this episode to gain invaluable insights into the art of crafting a brand story that not only captures attention but becomes an integral part of consumers' narratives. It's a journey through the intricacies of brand storytelling, presented with the signature blend of authority, simplicity, and a touch of their quintessential humour.
As always, do mail us your feedback, comments and any questions you may have for our hosts at mail@cobbcast.net We love hearing from you.
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In this episode, Sharan and Sudeep dive into the often-overlooked realm of sales, exploring its pivotal role in building remarkable brands.
The hosts kick off by highlighting the significant role sales plays in revenue generation, emphasising that no brand can thrive without a robust sales function. Sharan recounts a recent LinkedIn post that sparked varied reactions, setting the stage for an engaging discussion on ethical dilemmas faced in the sales arena.
As Sudeep shares his own experience, the hosts draw attention to the scarcity of sales case studies compared to their marketing counterparts, attributing it to the unique nature of each sales situation. The episode unfolds as a journey through their respective sales stints, revealing valuable lessons learned and emphasising the symbiotic relationship between sales and marketing.
Sales Tales will be a series, on CoBB, of stories and experiences that underscore how every sales challenge becomes an opportunity for collaboration between the two crucial functions, ultimately driving business success.
They sign-off with a special invitation to you, the listeners, to pitch in and join in as a guest on the show.
Tune in for a candid exploration of the ethical complexities faced in the pursuit of sales in the Business of Brands.
As always, do mail us your feedback, comments and any questions you may have for our hosts at mail@cobbcast.net. We love hearing from you.
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In this captivating, hosts Sharan and Sudeep sit down with the remarkable Sunchika Pandey, the founder of HAT media. Known for making Mumbai Police approachable on social media, Sunchika shares insights into her fascinating journey from being a crime reporter to shaping the online persona of one of India's largest police forces.
The episode kicks off with a deep dive into Mumbai Police's branding journey, exploring the initial objectives, strategies, and the evolution over time. The hosts probe into the proposed brand personality, its pros and cons, and draw comparisons with other public service entities doing an exceptional job.
Navigating through the complexities of working with governmental organizations, Sunchika sheds light on her experiences dealing with political interference, brand image crises, and the processes she implemented to maintain consistency in personality and messaging.
As the conversation shifts to the impact of COVID-19 on her role, listeners get an insider's view of Sunchika's hectic yet purposeful days. The episode also unveils personal stories, from Sunchika's adventurous spirit to her journey from Ranchi to Mumbai.
Delving into journalism, the hosts explore Sunchika's why and the fascination for crime reporting, sharing intriguing anecdotes from her most interesting assignments. Transitioning to the realm of brand building, Sunchika divulges her approach to working with clients, defining online reputation management, and recounting her biggest brand turnaround.
The episode concludes with insights into entrepreneurship, as Sunchika details the inception of HAT media, its rapid growth, and the criteria for joining her dynamic team. The hosts leave listeners eagerly anticipating Sunchika's next exciting assignment.
Tune in for a riveting conversation that demystifies the world of social storytelling, brand building, and entrepreneurship, all served with simplicity, and a touch of humor. This is one episode you won't want to miss!
As always, do mail us your feedback, comments and any questions you may have for our hosts at mail@cobbcast.net. We love hearing from you.
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In this episode, Sharan and Sudeep dive into the frenetic race of young marketers looking to fast-track their careers—a move that might not always be the key to unlocking marketing mastery.
Sudeep provocatively dissects the common trend of marketers hastily transitioning to sales or business roles for speedy designation growth. He argues that true marketing prowess blossoms through completing learning cycles. These cycles, from ideation to execution to impact to learning for improvement, are the true markers of marketing evolution.
They discuss how in sectors like e-commerce or media, marketers might sprint through multiple learning cycles in just two years. However, in traditional setups, the journey to mastering product lifecycle management and branding takes a more deliberate 3-4 years.
They humorously navigate the initial years' tasks—grappling with product life stages, deciphering growth levers, and mastering the delicate dance of tactical tasks. The conversation moves progressively into, focusing on understanding the synergy between tactical and strategic tasks, creating lasting impact, and embracing immeasurable learning.
The episode provocatively challenges the impulsive urge to jump roles, emphasizing the pivotal choice between immediate career progression and building deeper marketing expertise.
Sharan and Sudeep share insights on shaping one's path, urging listeners to decide based on passion, security, and seeking mentorship from those who've tread a similar journey.
Tune in for a candid exploration of the delicate art of choosing between the fast lane and the path less traveled in the dynamic world of marketing careers. It's not just about speed; it's about mastering the marketing career marathon.
Enjoy!
As always, do mail us your feedback, comments and any questions you may have for our hosts at mail@cobbcast.net We love hearing from you.
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Welcome to the latest episode of CoBB | Conversations on the Business of Brands!
Today, Sharan & Sudeep tackle a challenge that many face: "Marketing on a Shoestring Budget."
In a world where building a brand is often associated with deep pockets, they debunk that myth. They show you how to focus your efforts, even on a limited budget.
They dive into the common financial constraints that businesses encounter, from unit economics to platform margins. Discover the key to planning your budget effectively and ensuring a 6-month runway.
One game-changing strategy we discuss is the power of niche marketing. Forget the big audience and focus on solving the problems of a specific group. It's not just cost-effective; it's a smart approach that Atomberg and Canva mastered.
Learn about low-cost marketing strategies, creating engaging content, and building a community. We'll reveal how to leverage AI to your advantage, making it a must-have for any business.
Collaborations and partnerships can be your secret weapon. We share success stories and the rules to follow.
And don't forget the art of "Jugaad" - those ingenious, innovative ways to go viral and make a splash in the market.
Listen in to uncover these savvy techniques for shoestring marketing and learn how to build your brand without breaking the bank.
It's a journey that's all about being smart, strategic, and having fun along the way.
Enjoy!
As always, do mail us your feedback, comments and any questions you may have for our hosts at mail@cobbcast.net. We love hearing from you.
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Welcome back to another exciting episode of CoBB | Conversations on the Business of Brands, with Sharan and Sudeep! Today, we're delving into the fascinating world of marketing to influencers. You read that right. Not Influencer marketing, but marketing TO influencers and you're in for a treat.
In this episode, they unravel the intriguing dynamics of influencers in the business world. From contractors to doctors, we explore how you have the power to choose your influencers and, most importantly, why you should. Discover the immediate returns and amplified impact on your marketing efforts as we discuss the art of influencing the funnel.
But that's not all. Sudeep also unveils the secrets of building sustained loyalty that goes beyond campaign-to-campaign strategies. It may not bring immediate rewards, but as he reveals with examples like Cadbury Celebrations, it's the time to embrace hyper-personalization.
With brands like HUL, Pidilite, and Asian Paints leading the way, we explore the concept of hyper-empathy and how it's crucial in this age of cross-category competition. As we dive into the Fevicol story, you'll understand why empathizing better can be a game-changer.
In a world where businesses are vying for attention and consumer loyalty, we provide you with the key takeaways to succeed. Choose your influencers wisely, test your choices with short-term campaigns, and invest in hyper-empathy for the long term.
This episode is packed with insights, real-world examples, and actionable advice.
Listen in as our hosts walk us through how we should market TO influencers.
You don't want to miss this!
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Welcome to the latest episode of CoBB | Conversations on the Business of Brands!
In this intriguing new episode, Sharan and Sudeep, explore a provocative concept: "How To Be A Lazy Marketer."
Do you ever wonder if doing less could lead to more effective marketing? Listen in as they reveal the art of simplifying your approach, from saying 'No' to the endless stream of new trends to mastering the basics and even passing on the work. It's about working smarter, not harder.
Discover why creating new ads isn't always the answer and why speaking directly to consumers can be a game-changer. Plus, we'll dive into the significance of working on something you believe in and how it can impact your performance and happiness.
If you're ready to uncover the secrets of streamlined marketing, this episode is a must-listen. Get ready to rethink your approach to branding and marketing. Don't miss it
As always, do mail us your feedback, comments and any questions you may have for our hosts at mail@cobbcast.net. We love hearing from you.
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In this episode, Sharan’s had enough of case studies, models and opinions fro Sudeep. He gets Sudeep to talk about some of his mistakes in his life as a marketer.
What ensues is a fun and insightful exchange of stories from each other’s career.
Sudeep lists 5 specific mistakes he made in his career, how he was called out and more importantly what he learnt from making those mistakes.
‘Acting’ busy, Trying to do everything on your own, Not building sponsors, Getting carried away by a creative execution, and actually resigning from a job without too much thought.
Sudeep goes on to share a a bonus reality check he got back in 2014, that he continues to remember.
Recalling each incident, hosts point out the cause of the mistake, and what they took away as learning.
The intention of the episode is to showcase common pitfalls one can encounter in their marketing career and how to avoid hem. and learn from this episode to avoid them.
The hosts encourage you to find newer mistakes to make so you can learn even more.
Listen in for some sparkling career advice to all marketers.
Enjoy!
As always, do mail us your feedback, comments and any questions you may have for our hosts at mail@cobbcast.net. We love hearing from you.
NOTES:
The Catalyst by Chandramouli Venkatesan
Cadbury Choclairs TVC
Cadbury Gems Raho Umarless TVC
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In this episode, Sharan & Sudeep delve into the essential strategies and decisions you need to make as an entrepreneur to build a lasting brand for your business.
Have you ever wondered why some businesses seem to effortlessly stand out from the competition while others struggle to gain traction? Sharan and Sudeep tell us that building a brand is not an afterthought; it should start right from the inception of your business. In this episode, they debunk common myths about brand building, including the misconception that it's expensive or something to consider later down the road.
Instead, they provide a practical roadmap for aspiring entrepreneurs, outlining five crucial decisions that can set your business on the path to becoming a super brand. These decisions cover understanding your market, identifying your target audience, crafting a unique positioning, defining your brand's personality, and creating a solid messaging framework.
Join us as our hosts share their insights and expertise on why these decisions matter and how they can save you time and resources in the long run. Whether you're a startup founder or an established business owner looking to strengthen your brand, this episode is packed with actionable advice that can transform your approach to brand building.
Don't miss out on this opportunity to learn how to Build Your Own Super Brand - BYOSB.
A PDF of the frameworks that Sharan uses in his actual Brand workshops is here just for you.
Enjoy!
As always, do mail us your feedback, comments and any questions you may have for our hosts at mail@cobbcast.net. We love hearing from you.
SHOW WEBSITE
CONNECT WITH OUR HOSTSSharan - LinkedInSudeep - LinkedIn
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Today, we're diving headfirst into a topic that often feels like a paradox: ethical marketing. In this episode, we look to unravel the conundrum surrounding ethics and marketing, proving that they're not as distant as they may seem.
Sharan & Sudeep begin by challenging the common perception that ethics and marketing don't belong in the same sentence. Ethical marketing isn't just about avoiding deceptive tactics; it's about so much more. They break down the concept into 4-5 crucial facets that every marketer should consider.
Sudeep explores the revolutionary idea that consumers, not companies, foot the bill for marketing. It's about doing only what's necessary and using the rest to enhance consumer value. Discover why your product or service is your most potent marketing tool and how to maximise consumer value while maintaining transparency.
They delve into the importance of truthful claims, transparency, and avoiding marketing to vulnerable groups. But that's not all; we also discuss what marketers can do to uphold ethical standards, from knowing your consumers intimately to understanding the nitty-gritty of your products and services.
Listen in to this inquisitive conversation as Sharan & Sudeep share their knowledge and insights to navigating the complex realm of ethical marketing. They show you how to approach it as if you were marketing to your own family. Ready to unravel the truth behind marketing?
Enjoy!
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In this episode of CoBB | Conversations on the Business of Brands, hosts Sharan and Sudeep engage in a captivating dialogue with Jos Harrison, the global head of Design & Brand Experience at Reckitt.
Jos's career has been a testament to the power of design, a word that has remained consistent throughout his various roles. He enlightens us on the profound role of a designer, emphasizing that it's not about sketching and artistry but all creative problem-solving.
Discover how design is a cornerstone in brand building and how it differs in in-house and agency settings. Jos shares guiding design principles and provides real-world examples of design's transformative impact on brands. Uncover the challenges of crafting ideal design strategies, especially in the digital age and post-pandemic landscape.
Learn how collaboration with various departments ensures brand cohesion and the crucial art of creating a compelling design brief. Dive into the future with insights on emerging design trends and technology, pondering the relationship between designers and AI.
Jos imparts wisdom on team leadership and offers invaluable advice to budding designers and marketers. His career lessons serve as a guiding light in this rich and inspiring episode.
Join us for an exploration of design's intricate role in the business of brands, promising insights that transcend the realm of design enthusiasts.
Enjoy!
As always, do mail us your feedback, comments and any questions you may have for our hosts at mail@cobbcast.net. We love hearing from you.
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Audio Edit by Janhavi Pethkar
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Music from Zapsplat.com
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This week, Sharan & Sudeep dive deep into a fascinating topic that's been creating quite a buzz in the world of marketing – "VC Vs Marketer’s Model of Brand Building."
In a landscape dominated by performance marketing, where every click and conversion is meticulously tracked, we're witnessing a shift that's leaving marketers with some tough questions. Is performance marketing the be-all and end-all, or has it started overshadowing the age-old art of brand building?
We unravel this tension between performance marketing and brand building, exploring how marketers are grappling with the catch-22 extremism of focusing on short-term revenue versus long-term brand value. Is it really an either-or scenario, or can these two approaches coexist harmoniously?
Join in as our hosts debunk some common myths about performance marketing, share real-world examples that showcase the delicate balance between brand building and performance marketing, and unveil a solution that could bridge the gap between the two.
Discover how to create brand metrics that matter, measure brand equity's impact on financial results, and align performance marketing with your larger brand strategy. Plus, we'll dive into the reevaluation of performance marketing ROI and leave you with three key takeaways that could reshape your approach to building and growing brands.
So, whether you're a seasoned marketer or a curious listener, this episode promises to ignite your passion for the ever-evolving world of brand building and performance marketing. Tune in now and gain insights that could redefine your brand's journey to success.
Make sure you download the ROI Template here.
Enjoy!
As always, do mail us your feedback, comments and any questions you may have for our hosts at mail@cobbcast.net. We love hearing from you.
SHOW WEBSITE
CONNECT WITH OUR HOSTS
Sudeep Chawla - Linkedin
Sharavana Raghavan - Linkedin
CREDITS
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Album Art & Design by ting.in
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Voiceovers by Anjale Stephanos
-
Edited by Janhavi Pethkar
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Music from Zapsplat.com
Please tell us what topics you'd like to have discussed on the CoBB, by filling in this CONTENT SUGGESTION FORM. It only takes a few minutes, and it will help us provide you with the content most relevant to you.
Welcome to CoBB | Conversations on the Business of Brands.
In this episode, Sharan interviews Sudeep on a topic that perplexes many marketers – "Marketing Outsourcing Vs Insourcing."In the ever-evolving world of marketing, navigating the decision to outsource or insource can be like walking a tightrope.
It's not just about saving costs; it's about preserving your core competency and seizing opportunities. They discuss how to strike that balance.
Sudeep begins by dissecting the marketing process itself. From consumer insights to crafting the perfect messaging, and breaks it down step by step.
For a traditional FMCG company, certain steps are best kept in-house, while others thrive in the hands of agency partners. But with the rise of e-commerce, the game has changed.
He’s shares how e-commerce companies are taking control of critical steps, from channel selection to messaging, and even creative production. Is this the way forward, or does it come with hidden costs?
Don't miss the insights into the often-overlooked challenges of insourcing. Plus, they reveal a golden principle: always evaluate what's core to your brand and eliminate what's draining. And, regardless of your industry, never outsource the brand thinking entirely.
Listen in as our hosts navigate the intricate world of marketing outsourcing and insourcing, revealing the strategies that can take your brand to the next level. Enjoy!
As always, do mail us your feedback, comments, and any questions you may have for our hosts at mail@cobbcast.net. We love hearing from you.
SHOW WEBSITE
CONNECT WITH OUR HOSTS
Sudeep Chawla - Linkedin
Sharavana Raghavan - Linkedin
CREDITS
Album Art & Design by ting.in
Voiceovers by Anjale Stephanos
Edited by Janhavi Pethkar
- Music from Zapsplat.com
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Welcome back to another exciting episode of CoBB | Conversations on the Business of Brands!
Philip Kotler gave all Marketers the 4Ps and people have added to it liberally, taking it even up to 9Ps 🙂.
In today’s episode, Sharan & Sudeep discuss the first, and arguably the most important P - Product.
We come across a lot of small business owners who leverage their product to gain a competitive advantage. And no, we’re not talking about product differentiation here. Nor are we discussing distinctiveness as is the fashion these days.
We’re talking about how the product coupled with exceptional service can give a business a competitive edge.
Service here can be mistaken for customer service. If you’re selling a singular physical product whats the service orientation there?
The hosts walks us through having a service mentality to deliver a superlative customer or consumer experience.
It is about understanding the customer journey and ensuring that every touch point is moment of true delight.
Whether you’re in the product business or service business, you are truly in the experience business. When you deliver a superlative experience is when you position your business for success.
Listen in to this episode for this and more. As usual, the episode is loaded with present day examples, for better understanding.
Enjoy!
As always, do mail us your feedback, comments and any questions you may have for our hosts at mail@cobbcast.net. We love hearing from you.
SHOW WEBSITE
CONNECT WITH OUR HOSTS
Sudeep Chawla - Linkedin
Sharavana Raghavan - Linkedin
CREDITS
-
Album Art & Design by ting.in
-
Voiceovers by Anjale Stephanos
-
Edited by Janhavi Pethkar
-
Music from Zapsplat.com
Please tell us what topics you'd like to have discussed on the CoBB, by filling in this CONTENT SUGGESTION FORM
It only takes a few minutes, and it will help us provide you with the content most relevant to you.
Welcome back to another exciting episode of CoBB | Conversations on the Business of Brands!
A couple of episodes ago, Sharan and Sudeep had presented the 6 stages of an FMCG business.
As detailed as it was, many of you wrote in asking where the D2C FMCG businesses would figure in the 6 stages.
Short Answer: They don’t.
Medium Answer:
The core essence of an FMCG business is the width and depth of distribution a Brand can get. This is the traditional moat of the established players. In fact, building distribution is what engulfs these businesses in Stage 2 of their evolution: The Long Chew.
There are businesses that never leave here, for not having built a strong enough Brand to accelerate growth.
The D2C Brands, have tried to circumvent this stage - jumping straight from Concept to Acceleration - by leaning the eCom platforms.
Can the D2C Brands succeed in this endeavour?
Will they manage to breach the traditional FMCG moat with eCom optimization?
At the end of the D2C rainbow, will we find pots of gold or be jumped by the leprechauns?
Grab your headphones and listen in to this exciting episode to find out more.
As always, do mail us your feedback, comments and any questions you may have for our hosts at mail@cobbcast.net. We love hearing from you.
6 Stages of FMCG Business Evolution - Graph
SHOW WEBSITE
CONNECT WITH OUR HOSTS
Sudeep Chawla - https://www.linkedin.com/in/sudeepchawla/
Sharavana Raghavan - https://www.linkedin.com/in/sharavana-raghavan/
CREDITS
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Album Art & Design by ting.in
-
Voiceovers by Anjale Stephanos
-
Edited by Janhavi Pethkar
-
Music from Zapsplat.com
Welcome to the 50th episode of CoBB: Conversations on the Business of Brands!
In this milestone episode, we're thrilled to bring you an exceptional conversation with a marketing maven who has left an indelible mark on the industry and also the careers of our hosts. Join Sharan and Sudeep as they dive deep into the world of marketing, transformation, and personal inspiration with none other than Mr. Anil Viswanathan, the Managing Director of Mondelez Vietnam and former CMO of Mondelez India.
In the episode, Anil presents unparalleled clarity to the table, even to pointed questions about sugar-loaded snacks. Delve into his candid insights on healthy snacking, consumer behaviour, and the power of choices in shaping brand narratives.
Anil has spent over 23 years in the company he joined, but the organisation has changed from Cadbury to Kraft to Mondelez. We explore this dynamic journey of a thoroughbred marketer who shares intriguing anecdotes from his career, including the launch of new products during the COVID lockdown and the audacious move of introducing Oreo biscuits in India, as a chocolate company.
Beyond marketing, Anil is a passionate marathoner who has inspired many in the Cadbury family to take up running. Discover how his love for running serves as a form of meditation and exploration, allowing him to connect with new cities, people and clear his mind. Find out how this passion for running, turns it into a metaphor for endurance in both personal and professional realms.
This special episode, is a rich tapestry of insights, anecdotes, and wisdom.
Join us for an enriching conversation that captures the essence of marketing, transformation, and the power of personal pursuits. Whether you're a marketer, a business enthusiast, or simply someone seeking inspiration, this episode is a must-listen!
This is just the second half of the conversation. If you haven't already, check out part-1 from last week.
Thank you for being a part of our CoBB community. Here's to 50 episodes of insightful conversations and many more to come!
Please tell us what topics you'd like to have discussed on the CoBB, by filling in this CONTENT SUGGESTION FORM
It only takes a few minutes, and it will help us provide you with the content most relevant to you.
As always, do mail us your feedback, comments, and any questions you may have for our hosts at mail@cobbcast.net. We love hearing from you.
SHOW WEBSITE
CONNECT WITH OUR HOSTS
Sudeep Chawla - LinkedIn
Sharavana Raghavan - LinkedIn
CREDITS
- Album Art & Design by ting.in
- Voiceovers by Anjale Stephanos
- Audio Edit by Jayesh Awtani
- Music from Zapsplat.com
Welcome to the 50th episode of CoBB: Conversations on the Business of Brands!
In this milestone episode, we're thrilled to bring you an exceptional conversation with a marketing maven who has left an indelible mark on the industry and also the careers of our hosts. Join Sharan and Sudeep as they dive deep into the world of marketing, transformation, and personal inspiration with none other than Mr. Anil Viswanathan, the Managing Director of Mondelez Vietnam and former CMO of Mondelez India.
In the episode, Anil presents unparalleled clarity to the table, even to pointed questions about sugar-loaded snacks. Delve into his candid insights on healthy snacking, consumer behaviour, and the power of choices in shaping brand narratives.
Anil has spent over 23 years in the company he joined, but the organisation has changed from Cadbury to Kraft to Mondelez. We explore this dynamic journey of a thoroughbred marketer who shares intriguing anecdotes from his career, including the launch of new products during the COVID lockdown and the audacious move of introducing Oreo biscuits in India, as a chocolate company.
Beyond marketing, Anil is a passionate marathoner who has inspired many in the Cadbury family to take up running. Discover how his love for running serves as a form of meditation and exploration, allowing him to connect with new cities, people and clear his mind. Find out how this passion for running, turns it into a metaphor for endurance in both personal and professional realms.
This special episode, is a rich tapestry of insights, anecdotes, and wisdom.
Join us for an enriching conversation that captures the essence of marketing, transformation, and the power of personal pursuits. Whether you're a marketer, a business enthusiast, or simply someone seeking inspiration, this episode is a must-listen!
This is just the first half of the conversation. Stay tuned for part-2 next week.
Thank you for being a part of our CoBB community. Here's to 50 episodes of insightful conversations and many more to come!
Please tell us what topics you'd like to have discussed on the CoBB, by filling in this CONTENT SUGGESTION FORM
It only takes a few minutes, and it will help us provide you with the content most relevant to you.
As always, do mail us your feedback, comments and any questions you may have for our hosts at mail@cobbcast.net. We love hearing from you.
SHOW WEBSITE
CONNECT WITH OUR HOSTS
Sudeep Chawla - Linkedin
Sharavana Raghavan - Linkedin
CREDITS
-
Album Art & Design by ting.in
-
Voiceovers by Anjale Stephanos
-
Audio Edit by Janhavi Pethkar
-
Video Edit by Jayesh
-
Music from Zapsplat.com
Please tell us what topics you'd like to have discussed on the CoBB, by filling in this CONTENT SUGGESTION FORM
It only takes a few minutes, and it will help us provide you with the content most relevant to you.
Welcome back to another exciting episode of CoBB | Conversations on the Business of Brands!
In today's episode, our hosts Sharan and Sudeep embark on a riveting journey through the dynamic and ever-evolving realm of Fast-Moving Consumer Goods (FMCG) or Consumer Packaged Goods (CPG) industry.
Despite being among the oldest industries, FMCG continues to evolve rapidly, with low entry and exit barriers, often fostering intense competition. Businesses often handle too many priorities and changes simultaneously, resulting in high-stress situations, with little business impact.
Sharan believes that in reality, FMCG businesses are a lot more predictable than perceived. There are certain priorities and obstacles come along at a specific cadence of growth. Understanding these stages helps prioritise and focus on specific agenda, taking proactive action and accelerate growth.
Join Sudeep as he interviews Sharan, leveraging his vast experience working with and advising FMCG businesses of all sizes. Together, they provide a roadmap for businesses to identify where they stand in their evolutionary journey, and more importantly, how to pave their way towards greater success.
A peek into the 6 stages:
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Start-up: The birth of a dream.
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The Long Chew: Weathering the early storms.
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Acceleration: Gaining momentum and scaling.
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House of Brands: Diversification and expansion.
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Multi-Nationals: Crossing borders and cultures.
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Fortune 500: Scaling the pinnacle of success.
The magic of these stages lies in their adaptability. Discover why it's not just about ticking off the years, but about embracing the right strategies to transition smoothly from one stage to another.
Tune in and gain insights that transcend time, because when it comes to FMCG, it's not just about the products on the shelves – it's about mastering the art of evolution.
So grab your headphones, hit play, and get ready to unlock the secrets of the 6 stages of an FMCG business, in the latest episode of CoBB | Conversations on the Business of Brands.
As always, do mail us your feedback, comments and any questions you may have for our hosts at mail@cobbcast.net. We love hearing from you.
6 Stages of FMCG Business Evolution - Graph
SHOW WEBSITE
CONNECT WITH OUR HOSTS
Sudeep Chawla - Linkedin
Sharavana Raghavan - Linkedin
CREDITS
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Album Art & Design by ting.in
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Voiceovers by Anjale Stephanos
-
Edited by Janhavi Pethkar
-
Music from Zapsplat.com
Please tell us what topics you'd like to have discussed on the CoBB, by filling in this CONTENT SUGGESTION FORM
It only takes a few minutes, and it will help us provide you with the content most relevant to you.
When starting your marketing career, especially after a sales stint, it's typical for anyone to feel out of place. A lot of marketers, make-up for this by over doing the mundane to demonstrate business. This is often leads to a vicious circle of lowly maintenance work and the marketers garner the reputation of being just about adequate, without ever developing strong marketing skills. Extended over a few more marketers this habit breeds groups of bozos, and is pretty easy for young marketers to get caught in bozocity.
Sharan interviews Sudeep on this episode of CoBB, about what young marketers must do to not just survive, but thrive in bozo city. Both hosts delve into their own careers, without claiming to have aced it, to explain the zones of activity for a new marketer. They also explain on one can earn credibility and build-up the power to influence key Brand decisions, to eventually become a marketing leader in ones own right.
If you're a marketer or even thinking of a career in marketing, this episode is a must listen.
As always, do mail us your feedback, comments and any questions you may have for our hosts at mail@cobbcast.net. We love hearing from you.
Reference Episode:
20) 5 Qualities of a Great Marketer
SHOW WEBSITE
CREDITS
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Album Art & Design by ting.in
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Voiceovers by Anjale Stephanos
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Edited by Janhavi Pethkar
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Music from Zapsplat.com
Please tell us what topics you'd like to have discussed on the CoBB, by filling in this CONTENT SUGGESTION FORM
It only takes a few minutes, and it will help us provide you with the content most relevant to you.
Welcome back to CoBB | Conversations on the Business of Brands! In our latest episode, we have an exciting episode that will leave you inspired and motivated to take your communication skills to the next level.
Sudeep recently had the chance to speak at a TEDx conference. In this episode, Sharan gets him to spill the beans on how that came about. Sudeep shares his captivating experience as a TED speaker. Discover the invaluable lessons he learned throughout the process. But that's not all; Sudeep also reveals a surprise for our listeners, where he eludes to every episode of CoBB being a TED Talk in itself. We agree :-)
As the discussion unfolds, we delve into a fundamental truth: that each one of us is a marketer, because we buy and sell convictions on a daily basis. Listen in as Sudeep unravels the essence of effective communication and why it's crucial to consider both the context and content of our messages. Whether you're a business professional, a student, or simply passionate about improving your communication skills, this episode offers invaluable insights for success.
Intriguingly, Sudeep shares his perspective on the responsibility that lies on the initiator of communication. Explore how we can navigate the evolving landscape of communication by embracing change and adapting our strategies.
Tune in to this thought-provoking episode and unlock the power of communication. Whether you're an aspiring TED speaker, a marketer, or simply looking to enhance your communication skills, this episode is a must-listen. Get ready to engage, learn, and be inspired as we embark on a journey to master the art of effective communication.
Do send your feedback and questions to mail@cobbcast.net
SHOW WEBSITE
CREDITS
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Album Art & Design by ting.in of the Black & Yellow show
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Voiceovers by Anjale Stephanos
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Edited by Janhavi Pethkar
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Music from Zapsplat.com
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It only takes a few minutes, and it will help us provide you with the content most relevant to you.
Uncover the secrets of success as we explore how established companies can learn from emerging businesses in the latest episode of CoBB | Conversations on the Business of Brands. While the focus is often on how emerging businesses should emulate the established players, this episode flips the script and highlights the valuable lessons that established companies can glean from their agile counterparts.
Join hosts Sharan and Sudeep as they dive into key areas where established companies can improve their practices. Discover the importance of empowering teams and fostering cross-functional collaboration to enhance decision-making processes. Learn how culture building can set the right expectations, boost employee ownership, and reduce stress within large organisations.
Explore the significance of embracing calculated risk-taking and treating failures as valuable learning experiences. Understand how fostering a culture of innovation can drive breakthroughs, and why large companies should strive to be more prolific than perfect. Additionally, discover the transformative power of technology adoption in driving efficiency, innovation, and staying ahead of the competition.
Don't miss this insightful episode where our hosts share actionable strategies and thought-provoking insights that will inspire both emerging and established businesses.
Tune in now to CoBB and gain a fresh perspective on business practices that can elevate your brand to new heights.
Do send your feedback and questions to mail@cobbcast.net
SHOW WEBSITE
CREDITS
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Album Art & Design by ting.in of the Black & Yellow show
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Voiceovers by Anjale Stephanos
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Edited by Janhavi Pethkar
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Music from Zapsplat.com
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In this episode of CoBB, Sharan and Sudeep delve into the intriguing realm of marketing and the art of selling convictions. They discuss the importance of willing to sound dumb in front of consumers, to be able to sound genuine and insightful while navigating the pressures of the marketing world.
To sound genuine and smart with the internal stakeholders and partners, the hosts propose the route of developing telepathic empathy with consumers. This involves genuinely understanding them by asking basic and seemingly "dumb" questions. Despite having prior knowledge and hypotheses based on countless consumer interactions, marketers need to approach each interaction with curiosity and an open mind.
In the Indian context, where people often strive to please others even if it means being dishonest, exposing hypotheses upfront can colour consumer responses. Therefore, starting from basic questions becomes crucial in order to obtain unbiased insights.
They emphasise the need for marketers to embrace sounding dumb. Sudeep highlights that consumers, especially children, might question marketers if they don't possess certain fundamental knowledge. Similarly, marketers should be open to sounding dumb while gathering insights from all quarters.
By processing consumer information and aligning it with core human insights, brand purpose, and proposition, marketers can create a foundation to sound smart when presenting their convictions. Confidence plays a key role in successfully selling these convictions.
Throughout the episode, the hosts illustrate their points with an example from their past experiences and their consumer immersions with kids and teens.
Join Sharan and Sudeep as they explore the importance of genuine curiosity and the need to challenge the seemingly obvious, to build and sell convictions. Tune in to CoBB for insightful discussions on the business of Brands.
Please take a moment to fill out our quick and easy form here. It only takes a few minutes, and it will make a world of difference for our podcast!
You can also send your feedback and questions to mail@cobbcast.net.
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CREDITS
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Album Art & Design by ting.in of the Black & Yellow show
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Voiceovers by Anjale Stephanos
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Edited by Janhavi Pethkar
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Music from Zapsplat.com
In today's discussion, Sharan & Sudeep tackle a topic that seems deceptively simple yet proves to be a formidable task, even for the largest companies: Brand Extensions.
The discussion begins with an intriguing case study juxtaposing Veet hair remover cream with the fairness cream category. Both used heavily by men, but when the brands launched a male specific sub-brand, one boomed and the other bombed. This stark contrast piques the curiosity of our hosts, prompting them to explore the intricacies of brand extensions.
Brand extension, as they uncover, is the process of utilizing the equity of an established brand to introduce a new product in another category or sub-category. It allows businesses to leverage the existing brand equity, avoiding the need to start from scratch and benefiting from the groundwork that has already been laid.
However, what is it about brand extensions that even the largest companies find so challenging? The discussion unveils the key factors that contribute to this vulnerability. From the importance of transferrable brand equity, complementary products to avoid cannibalization, and the competence to deliver on the brand promise, to the necessity of effective communication despite assuming automatic equity transference, Sharan and Sudeep navigate the complexities involved.
Sudeep also shares a compelling real-life experience of the options considered and decisions made at Mondelez India, before picking Cadbury Gems to combat Ferrero’s Kinder Joy.
From success stories and cautionary tales, this episode is loaded with examples like Cadbury Eclairs, Lysol, Harpic, Good Knight, Nupur Henna, and even Michelin tyres extending to Restaurant Ratings, to unravel the valuable lessons.
Listen in as we uncover the nuances of Brand extensions and dig into why they can be simple yet difficult to get right, even for the most prominent companies in the industry.
Do send your feedback and questions to mail@cobbcast.net
SHOW WEBSITE
CREDITS
-
Album Art & Design by ting.in of the Black & Yellow show
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Voiceovers by Anjale Stephanos
-
Edited by Janhavi Pethkar
-
Music from Zapsplat.com
In this episode of CoBB, we have Lijo Isac, a complete maverick. After his MBA, unlike most of his peers, he shunned the top jobs t go work fo new age internet companies. About 17 years later, Lijo has worked on Consumer Tech brands that have touched almost every Indian’s life. He has worked on brands like Rediff.com, Practo, Paytm, and now Byju’s. As if to top it all off, he is also an Angel Investor encouraging entrepreneurs to pursue opportunities beyond their wildest dreams.
Sharan & Sudeep speak to Lijo on his unconventional career path, to take us on a captivating journey, walking us through the pivotal moments that shaped his professional trajectory. From highly technology-led roles to transitioning into marketing, Lijo reflects on the challenges he encountered and the skills he acquired along the way.
Delving into the realm of product marketing, Lijo explains its nuances and dispels the misconception that it is exclusive to the tech industry. He highlights the distinctions between product marketing, traditional marketing, and digital marketing, offering valuable insights into the demands and opportunities of a product management career. Furthermore, Lijo compares product marketing across different sectors such as pharma, edutech, and more, uncovering both the differences and commonalities in his experiences.
Drawing from his expertise as an angel investor, Lijo also shares his wisdom on the world of startup investments. He discusses the importance of mentors and the criteria he considers when deciding which ventures to support. Lijo sheds light on his role as an angel investor and reveals how he manages deal flow while staying up-to-date with the latest trends in the ever-evolving startup ecosystem. Through his own successful investments, he offers valuable insights into the factors that contribute to a startup's triumph.
As the conversation progresses, Lijo offers his advice for aspiring tech marketers and entrepreneurs seeking funding. He shares his vision for the future, exploring how emerging technologies like AI and machine learning will impact product marketing in specific industries such as health tech, fintech, and edtech.
Lijo Isac's diverse career journey and his deep insights into product marketing and angel investing make this episode a must-listen for anyone interested in exploring the unconventional path to marketing awesomeness. Join our hosts as they explore Lijo's experiences and gain valuable takeaways that can guide your own professional endeavours.
To connect with Lijo and learn more about his work, you can visit his LinkedIn profile: Lijo's LinkedIn Profile.
Do send your feedback and questions to mail@cobbcast.net
SHOW WEBSITE
CREDITS
-
Album Art & Design by ting.in of the Black & Yellow show
-
Voiceovers by Anjale Stephanos
-
Edited by - Jayesh Awtani
-
Produced by Janhavi Pethkar
-
Music from Zapsplat.com
In this episode of CoBB, we have Lijo Isac, a complete maverick. After his MBA, unlike most of his peers, he shunned the top jobs t go work fo new age internet companies. About 17 years later, Lijo has worked on Consumer Tech brands that have touched almost every Indian’s life. He has worked on brands like Rediff.com, Practo, Paytm, and now Byju’s. As if to top it all off, he is also an Angel Investor encouraging entrepreneurs to pursue opportunities beyond their wildest dreams.
Sharan & Sudeep speak to Lijo on his unconventional career path, to take us on a captivating journey, walking us through the pivotal moments that shaped his professional trajectory. From highly technology-led roles to transitioning into marketing, Lijo reflects on the challenges he encountered and the skills he acquired along the way.
Delving into the realm of product marketing, Lijo explains its nuances and dispels the misconception that it is exclusive to the tech industry. He highlights the distinctions between product marketing, traditional marketing, and digital marketing, offering valuable insights into the demands and opportunities of a product management career. Furthermore, Lijo compares product marketing across different sectors such as pharma, edutech, and more, uncovering both the differences and commonalities in his experiences.
Drawing from his expertise as an angel investor, Lijo also shares his wisdom on the world of startup investments. He discusses the importance of mentors and the criteria he considers when deciding which ventures to support. Lijo sheds light on his role as an angel investor and reveals how he manages deal flow while staying up-to-date with the latest trends in the ever-evolving startup ecosystem. Through his own successful investments, he offers valuable insights into the factors that contribute to a startup's triumph.
As the conversation progresses, Lijo offers his advice for aspiring tech marketers and entrepreneurs seeking funding. He shares his vision for the future, exploring how emerging technologies like AI and machine learning will impact product marketing in specific industries such as health tech, fintech, and edtech.
Lijo Isac's diverse career journey and his deep insights into product marketing and angel investing make this episode a must-listen for anyone interested in exploring the unconventional path to marketing awesomeness. Join our hosts as they explore Lijo's experiences and gain valuable takeaways that can guide your own professional endeavours.
To connect with Lijo and learn more about his work, you can visit his LinkedIn profile: Lijo's LinkedIn Profile.
Do send your feedback and questions to mail@cobbcast.net
SHOW WEBSITE
CREDITS
-
Album Art & Design by ting.in of the Black & Yellow show
-
Voiceovers by Anjale Stephanos
-
Edited by Janhavi Pethkar
-
Music from Zapsplat.com
Today, we dive into a topic that's often challenging yet necessary in the business world: "How to Fire an Agency." In this episode, Sharan interviews Sudeep to discuss the intricacies of parting ways with an agency that has been your long-standing partner.
Firing an agency can be a difficult decision, given the residual knowledge and relationships built over time. Sharan and Sudeep emphasize the need for a critical and objective approach in such circumstances. They delve into the importance of identifying the criticality of the situation and ensuring that your brand prospects won't suffer. Objectivity is key, and they outline the factors to consider before making the decision.
You can expect a detailed exploration of what constitutes a change in goings on that warrants agency termination. The hosts examine scenarios where the agency's standards may have dropped or when the client's expectations have evolved. Through examples, they highlight the importance of continuous improvement and positive dissatisfaction.
Additionally, the hosts provide practical advice on how to determine if the agency can cope with the required changes. They stress the significance of open discussions with agency leadership, giving them an opportunity to disprove any doubts. Only when reasonably sure should alternative options should be considered, even if it slows down the process.
Join us on this episode as we discover why it's crucial to handle agency terminations with objectivity. The hosts also tackle the question of whether heartburn is inevitable and offer insights into maintaining relationships with the former agency, should opportunities arise. Listen in to gain from real-world experiences, and behind the scenes access, as Sudeep shares how he personally went about terminating the services of his agency and if he could salvage the relationship. This is one engaging conversation. Listen in Now!
Do send your feedback and questions to mail@cobbcast.net
SHOW WEBSITE
CREDITS
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Album Art & Design by ting.in of the Black & Yellow show
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Voiceovers by Nadir Kanthawala of Pops in a Pod
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Edited by Janhavi Pethkar
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Music from Zapsplat.com
Have you heard of The Spinner? They made headlines just before the pandemic for their eerie ability to brainwash individuals through targeted ads and news feeds. Imagine being able to convince someone to quit smoking or change their behavior using adtech techniques. It's mind-boggling!
This story leads us to the question we're exploring today: why do brands advertise? An intriguing topic that will make you question the motives behind every brand's advertising efforts and make you curios about the purpose of advertising in general and whether it truly impacts sales.
In this episode, Sudeep takes the interviewer's seat and dives deep into the world of advertising with Sharan. They discuss the definition of advertising, debunking misconceptions and clarifying its role in brand strategy. They explore the concept of creating memory structures for a brand and how advertising fits into the larger realm of brand building.
Sharan introduces the audience to the different types of advertising and the importance of targeting the right audience. They illustrate their points with an example of UPI adoption, showcasing how different consumer segments respond to advertising. Throughout the discussion, they emphasize the significance of building recall and creating distinctiveness in an ever-competitive market.
LIsten in as our hosts unravel the mysteries of advertising and understand why brands choose to invest in this powerful tool. You’ll gain valuable insights into the world of advertising, its impact on consumer behavior, and the complex motives behind it all.
And don’t forget to write in with your questions or feedback to mail@cobbcast.net
SHOW WEBSITE
CREDITS
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Album Art & Design by ting.in of the Black & Yellow show
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Voiceovers by Nadir Kanthawala of Pops in a Pod
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Edited by Janhavi Pethkar
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Music from Zapsplat.com
In this episode, we explore the world of creative agencies and the vital role they play in building successful Brands.
Have you ever wondered why more companies don’t build in-house creative agencies? Sharan dives deep into this question as he interviews Sudeep. They'll discuss the advantages of focusing on core competencies and accessing the latest skills in non-core areas. It turns out that agencies provide a valuable solution to these challenges.
They explore the awe-inspiring realm of creative agencies—the wizards behind translating marketing briefs into mind-blowing TVCs, dazzling digital creatives, and an array of captivating formats that leave you in awe and rake in big bucks. These agencies hold the key to building unforgettable brand experiences that resonate with audiences far and wide.
Now, hold your horses! You might be wondering, aren't some new-age businesses insourcing creative agencies? They dive headfirst into the pros and cons of this trend, uncovering why established giants like Cadbury, Coke, or Nestle still rely on external agencies for their advertising needs.
The hosts also shed light on how creative agencies are structured, with dedicated teams handling servicing, planning, and creative aspects. Furthermore, they share insights on leveraging agencies effectively, fostering long-term partnerships, and treating them as equal collaborators.
Remember, changing agencies should be a last resort. Sudeep emphasizes this point and explains that there are no bad agencies, only bad briefs.
Throughout the episode, Sharan and Sudeep provide practical examples, such as Ogilvy's successful collaborations with Cadbury and Pidilite. They highlight the importance of respecting agency professionals, giving proper feedback, and understanding the balance between demanding work and respecting their personal time.
So, get ready for an insightful conversation that unveils the secrets to creating magic with agencies. Join us as we explore the world of advertising and entrepreneurship, and learn how to harness the power of collaboration for exceptional brand success. Listen in!
SHOW WEBSITE
CREDITS
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Album Art & Design by ting.in of the Black & Yellow show
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Voiceovers by Nadir Kanthawala of Pops in a Pod
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Edited by Janhavi Pethkar
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Music from Zapsplat.com
Sharan and Sudeep delve into the topic of TAM, SAM, and SOM. These acronyms may sound like alphabet soup to some, but they have become common place especially after 2 season of Shark Tank India. They are essentially concepts for entrepreneurs and investors to understand when evaluating market potential and business growth opportunities.
TAM estimates the total market demand for a product or service in revenue terms, representing the maximum revenue a company could earn if it captured 100% of the market share. SAM, or Serviceable Available Market, is the portion of the TAM that a company can realistically target. SOM, or Serviceable Obtainable Market, is the portion of the SAM that a company can realistically capture.
However, the hosts highlight the myths surrounding these concepts and how they can mislead businesses. For example, focusing solely on TAM can lead to unrealistic expectations and poor resource allocation, while assuming SAM is always easy to identify can cause a business to overlook potential opportunities beyond their initial target market.
Through a thought-provoking discussion, the hosts examine the strengths and shortcomings of these measure when used in isolation and offer insights into how businesses can use these concepts to their advantage. Tune in, to gain a deeper understanding of these essential business concepts.
SHOW WEBSITE
CREDITS
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Album Art & Design by ting.in of the Black & Yellow show
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Voiceovers by Nadir Kanthawala of Pops in a Pod
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Edited by Janhavi Pethkar
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Music from Zapsplat.com
FOLLOW US
Sharan - https://www.linkedin.com/in/sharavana-raghavan
Sudeep - https://www.linkedin.com/in/sudeepchawla/
Often Marketing is propagated to be this creative endeavour. However, marketing is all about inspiring the creatively inclined and then objectively reviewing and providing feedback to elevate the execution.
In this episode, Sharan & Sudeep tackle a crucial aspect of the creative process: providing objective reviews and constructive feedback to creative agencies on their creative output.
It is a Marketer’s responsibility to ensure that the creatives we receive are aligned with your objectives and resonate with your target audience. However, giving feedback in a way that adds value without demoralizing the creative team can be a delicate task.
Our hosts emphasize the importance of two key elements: a sharp brief and value-adding feedback. By setting clear objectives in the brief, marketers can establish a solid foundation for evaluating the creative work that follows. It's essential to remember that feedback should be focused on whether the creative effectively solves the objective, rather than subjective opinions on the visual depiction.
Value-adding feedback is the cornerstone of a healthy agency-client relationship. We explore the three essential characteristics of such feedback: objectivity, reflection, and understanding. Evaluating the creative against the initial objective prompts objective assessment, while providing insights into potential consumer interpretations and considerations. This process enhances the creative team's understanding of how their work will be evaluated, the nuances of the objective, the consumer context, and the key elements necessary for success.
Adhering to these principles, and letting creatives make the creative calls, marketers can foster a collaborative environment with agencies, nurturing a feedback loop that drives excellence and fosters innovation.
Join us in this insightful conversation as we uncover practical strategies for providing constructive feedback and ensuring exceptional creative output.
SHOW WEBSITE
CREDITS
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Album Art & Design by ting.in of the Black & Yellow show
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Voiceovers by Nadir Kanthawala of Pops in a Pod
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Edited by Janhavi Pethkar
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Music from Zapsplat.com
In today's episode, Sharan & Sudeep explore a fundamental yet often misunderstood concept: Strategy.
Have you ever come across organizations claiming to have a strategy but soon realizing that what they presented was merely a goal, a plan, or even a catchy slogan? We've all been there. It turns out that many strategies are not strategies at all. They lack the essential components that define a true strategy.
In the episode, our hosts uncover the distinction between goals, plans, and visions, and the concept of a strategy that goes beyond these individual ideas. They emphasize that a strategy is not just a singular objective but a collection of diverse ideas, accompanied by a concrete plan of action. Furthermore, they explain that any robust strategy is as much about what not to do as it is about what not to do.
Additionally, they break down the different components of a strategy, including the importance of context, the significance of making tough decisions, and the necessity of a well-coordinated plan of action.
As usual, they illustrate these with a couple of real world Brand examples and break-down every aspect of the strategy in detail for better understanding.
Join us as we unravel the true essence of strategy and its pivotal role in shaping the business landscape. Get ready for an insightful conversation with your hosts, as they look to clarify and simplify the concept Strategy in business.
SHOW WEBSITE
CREDITS
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Album Art & Design by ting.in of the Black & Yellow show
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Voiceovers by Nadir Kanthawala of Pops in a Pod
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Edited by Janhavi Pethkar
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Music from Zapsplat.com
In Episode 32, where Sharan & Sudeep has discussed DIY market research, we had a lot of enquiries about research stimuli in general and Brand Concept cards in specific.
This episode, our hosts go into detail as to what a Brand Concept is. Whether you use it for market research or not, writing a Brand concept is core to a marketers job. So, they go on to describe how to write one on your own with a step by step break down.
They also bust a few myths and explain a few rules about writing a concept and actually write one on the show. The link to it is in the SHOW NOTES section.
Get out a pen and paper and get ready to take notes. You are going to need them for this one.
SHOW WEBSITE
SHOW NOTES
CREDITS
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Album Art & Design by ting.in of the Black & Yellow show
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Voiceovers by Nadir Kanthawala of Pops in a Pod
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Edited by Janhavi Pethkar
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Music from Zapsplat.com
We wanted to wanted wait a while before discussing this topic. With the dust settling just a bit (maybe), Sharan & Sudeep have decided to share their thoughts on the Cadbury Bournvita vs the influencer episode.
Everybody in the marketing circles seems to think of this as a Striesand moment for the Brand, where they might have been better served just ignoring the issue. But then, hindsight is always 20:20 especially when our neck is not on the line.
Sharan & Sudeep examine other PR issues faced by a few other food Brands like Dairy Milk, Maggi & Oreo and how that has played out and how Brands have invariably fallen back on the equity built over the years to shore the businesses from impending doom. Spoiler alert: ignoring the issue hasn’t always worked.
They further go into the sensitivities surrounding the food category especially those positioned for kids and what triggers such extreme reactions from consumers and also discuss the labelling requirements in India.
If you have spent any time discussing or opining on the Bournvita vs influencer issue, this will give you a balanced perspective and also the lessons you can take from it, were you as a Brand owner / custodian to face a similar issue in the future.
As always please share your feedback, questions, and suggestions in the comments or via email. We love hearing from you. Do feel free to add to the cases presented here, so all can benefit from the learnings.
SHOW WEBSITE
SHOW NOTES
Cadbury Amitabh Bachchan | Factory Visit | TVC
Maggi | Nostalgia | We Miss You Too | TVC
Oreo | Jyothika | Kitchen Surprise | TVC
CREDITS
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Album Art & Design by ting.in of the Black & Yellow show
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Voiceovers by Nadir Kanthawala of Pops in a Pod
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Edited by Janhavi Pethkar
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Music from Zapsplat.com
In this episode, Sharan & Sudeep interview Narayan Sundararaman, the CMO of #BajajAuto and a veteran marketer with over 25 years of experience across various industries and brands like ITC, Cadbury/Mondelez, and Star TV. Narayan shares his insights on how marketing has evolved over the years, and how marketing professionals can stay ahead of the ever-changing environment.
The hosts also delve into the nuances of marketing across different industries and how the role of marketing differs in each of them. Narayan shares his leadership style and how he nurtures and grows future marketing leaders while working collaboratively with creative agencies. He also touches upon the 'science' of marketing and shares valuable insights on how marketers can continue to hone their skills holistically.
The conversation is pithy, rich in information, but also reflects the camaraderie shared between all three participants. We’ve looked to retain the rawness of the conversation with minimal edits to maintain the casual and easy flow of conversation.
In a first for our podcast, the episode has been live recorded and can be found on our YouTube channel.
We'd love to hear your feedback, questions, and suggestions in the comments or via email.
SHOW WEBSITE
CREDITS
- Album Art & Design by ting.in of the Black & Yellow show
- Voiceovers by Nadir Kanthawala of Pops in a Pod
- Edited by Janhavi Pethkar
- Music from Zapsplat.com
In this episode, Sharan & Sudeep interview Narayan Sundararaman, the CMO of #BajajAuto and a veteran marketer with over 25 years of experience across various industries and brands like ITC, Cadbury/Mondelez, and Star TV. Narayan shares his insights on how marketing has evolved over the years, and how marketing professionals can stay ahead of the ever-changing environment.
The hosts also delve into the nuances of marketing across different industries and how the role of marketing differs in each of them. Narayan shares his leadership style and how he nurtures and grows future marketing leaders while working collaboratively with creative agencies. He also touches upon the 'science' of marketing and shares valuable insights on how marketers can continue to hone their skills holistically.
The conversation is pithy, rich in information, but also reflects the camaraderie shared between all three participants. We’ve looked to retain the rawness of the conversation with minimal edits to maintain the casual and easy flow of conversation.
In a first for our podcast, the episode has been live recorded and can be found on our YouTube channel.
We'd love to hear your feedback, questions, and suggestions in the comments or via email.
SHOW WEBSITE
CREDITS
- Album Art & Design by ting.in of the Black & Yellow show
- Voiceovers by Nadir Kanthawala of Pops in a Pod
- Edited by Janhavi Pethkar
- Music from Zapsplat.com
Marketers often refers to this term ‘insights’ as the holy grail of marketing. The term is often used liberally to glorify any marketing activity. This results in a diluting the meaning in general parlance. Wouldn’t it help us to just set the record straight once and for all?
This is the challenge our hosts Sudeep & Sharan have taken up on this week’s episode. They start with simply defining what an insight is. And just so we are all clear, they go into detail about what an insight is not.
They walk us through a process of how an insight is to be mined from data, checked with consumers and sold within organisations for it take flight and result in Brand action.
This is as fun an episode as it is educative, because it is loaded with examples at every step. Wait especially for the last one where Sharan talks about his insightful journey to understand the Indonesian consumers.
As always, do mail us your feedback, comments and any questions you may have for our hosts at mail@cobbcast.net. We love hearing from you.
SHOW WEBSITE
CREDITS
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Album Art & Design by ting.in of the Black & Yellow show
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Voiceovers by Nadir Kanthawala of Pops in a Pod
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Edited by Janhavi Pethkar
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Music from Zapsplat.com
This episode of CoBB delves deeper into the topic of measuring brand progress, following the enormous interest generated by a previous episode, 'Measure Whatever You Treasure'.
Sharan and Sudeep, explore the world of DIY market research, to equip you with the ideal tools and technique to understand your target audience and measure Brand progress.
The hosts begin by differentiating between qualitative and quantitative research methods and discussing when and how to use each method.
They also cover the importance of choosing the right stimuli to use during market research to obtain accurate and meaningful results. Additionally, the hosts discuss simple techniques that you can use to gather high-quality data, such as avoiding leading questions and ensuring that the sample used in the research is diverse.
Join Sharan and Sudeep as they provide valuable insights and tips on how businesses can conduct their own market research to cost effectively measure what they treasure and achieve their Brand goals.
As always, do mail us your feedback, comments and any questions you may have for our hosts at mail@cobbcast.net. We love hearing from you.
SHOW WEBSITE
CREDITS
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Album Art & Design by ting.in of the Black & Yellow show
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Voiceovers by Nadir Kanthawala of Pops in a Pod
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Edited by Janhavi Pethkar
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Music from Zapsplat.com
In the Q&A episodes to celebrate the 25 episodes mark, Sharan & Sudeep chose to skip a specific question because it is something they have been asked not just by podcast listeners, but also on other occasions. So they decided to dedicate a whole episode to it.The question: How do I get an FMCG marketing role and become a better marketer?They first take on the the underlying ask of how one can become a better marketer by just taking charge of their own learning and not depending on their employers or anybody in specific for that matter. Then they dive into the merits of the perception that to be a good marketer, you need to work in the FMCG industry. They confirm and deny popular beliefs surrounding a marketing career in the FMCG domain, and also speak of how the same advantages can be manufactured in other industries too.If you’re a marketer, or aspiring marketer looking to hone your skills, this episode is a must listen to. Enjoy!As always, do mail us your feedback, comments and any questions you may have for our hosts at [mail@cobbcast.net]. We love hearing from you. As a bonus, here are a few books Sharan & Sudeep recommend that you add to your list of learning resources to become better marketers.1) This is Marketing by Seth Godin 2) Get better at Getting Better by Chandramouli Venkatesan 3) The CEO Factory by Sudhir Sitapati 4) How Brands Grow by Byron Sharp 5) Pandeymonium - Piyush Pandey on Advertising SHOW WEBSITE CREDITS- Album Art & Design by ting.in of the Black & Yellow show - Voiceovers by Nadir Kanthawala of Pops in a Pod - Edited by Janhavi Pethkar - Music from Zapsplat.com
In this episode of CoBB, Sharan and Sudeep explore the world of Integrated Marketing Campaigns (IMCs) and how businesses of all sizes can run successful and memorable campaigns by following the basics of what makes an IMC successful and memorable.
They break down the four key components of an IMC - Consumers, Brand Experience, Approach, and Cross-Channel Adaptation - for Brands to create a unified and cohesive message that resonates with their target audience across multiple channels.
They break down each component and provide valuable insights an examples for those looking to create a strong Brand experience. Whether you're a small business owner or a Brand custodian, in any capacity, this episode offers practical tips on how to create an effective IMC that stands out in the crowded marketplace. Tune in to learn more!
As always, do mail us your feedback, comments and any questions you may have for our hosts at mail@cobbcast.net. We love hearing from you.
SHOW WEBSITE
CREDITS
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Album Art & Design by ting.in of the Black & Yellow show
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Voiceovers by Nadir Kanthawala of Pops in a Pod
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Edited by Janhavi Pethkar
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Music from Zapsplat.com
This week we get into the one of the most debated and most entertaining of Brand Building topics. Should a Brand use celebrity endorsements or not?
There are two schools of thought. One, that says a well known celebrity can help build awareness and credibility for a Brand that might take years to build on its own. The other: Celebrities are so expensive that investing the money in marketing will pay far greater dividends on the Brand, in the long-term.
As is often the case, the truth is somewhere in the middle of both the extremes. On the episode, Sharan & Sudeep dig into their experiences of having used celebrities on their respective brands at different stages of their careers. They discuss the best and worst uses of celebrities to endorse brands.
They discuss a vast array of examples and even touch upon the impact of social media influencers and social media handles of celebrities having an impact on the Brand being endorsed.
Its a fun and informative conversation that will help you with what to consider, when you consider hiring a celebrity to endorse your Brand in the future.
As always, do mail us your feedback, comments and any questions you may have for our hosts at mailto:mail@cobbcast.net. We love hearing from you.
SHOW WEBSITE
CREDITS
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Album Art & Design by ting.in of the Black & Yellow show
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Voiceovers by Nadir Kanthawala of Pops in a Pod
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Edited by Janhavi Pethkar
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Music from Zapsplat.com
This episode, hop on the brand wagon with Sharan and Sudeep as they explore how Go-to-Market (GTM) choices can be extensions of the core brand strategy. In this episode, our hosts discuss how a brand-led GTM approach can help businesses make their products accessible, drive customer engagement, enhance sales conversion, and even sustain a competitive advantage.
They explain how aligning GTM planning with the brand's core values, target audience, product attributes, pricing strategy, communication strategy, and distribution channels can help create a compelling and consistent brand experience across all GTM touchpoints. They even use a graph to illustrate their points.
If you’re looking to enhance or even validate your company's GTM strategy, listen on! And be sure to check out the show notes for a visual reference of the graph used in the discussion.
As always, do mail us your feedback, comments and any questions you may have for our hosts at mail@cobbcast.net. We love hearing from you.
SHOW WEBSITE
SHOW NOTES
CREDITS
- Album Art & Design by ting.in of the Black & Yellow show
- Voiceovers by Nadir Kanthawala of Pops in a Pod
- Edited by Janhavi Pethkar
- Music from Zapsplat.com
We’re 25 episodes in. Yay!!!
First up, a big big round of thanks to all our listeners / now viewers across platforms. Your engagement and feedback is what is keeping this show going.
Our only intention of starting this show was to provide as much information and declutter the entire Brand Building process for Entrepreneurs, Brand Owners & Brand Custodians to help you build and serve truly remarkable Brands.
Given your positive feedback, we recently interviewed our first guest, Mr. Bharath Sastry (ep. 26) and we’ll continue to get in more marketing stalwarts on the show on a monthly basis.
Thank you all once again!
To mark this mini milestone of 25 episodes, we decided to put our hosts, Sharan & Sudeep, under the pump by getting them to answer a few questions we’ve received from our listeners over the course of the last few weeks.
We’ve kept the questions anonymous because we’ve merged a few similar questions and gotten the hosts to provide as universally applicable answers as possible.
This is possibly the first of many such episodes.
As always, do mail us your feedback, comments and any questions you may have for our hosts at mail@cobbcast.net. We love hearing from you.
SHOW WEBSITE
CREDITS
- Album Art & Design by ting.in of the Black & Yellow show
- Voiceovers by Nadir Kanthawala of Pops in a Pod
- Edited by Janhavi Pethkar
- Music from Zapsplat.com
This episode, we break away from the regular format, to invite our first ever guest on the show, Mr. Bharath Sastry, the CEO of Vistaprint, India.
In a pithy conversation, Sharan & Sudeep interview Bharat on a variety of topics starting form his early career days at Cadbury, his rise to leadership positions within and marketing lessons thereof.
Bharath left the comfort of a thriving career at Cadbury, to enter the start-up world way back in 2015 when wasn’t cool enough to do so. He walks us through the ‘why’ behind such a drastic decision and how his experiences have been since.
Loaded with lessons on Marketing, Brand Building, Marketing Myth Busting and more this episode is a must for Brand custodians and entrepreneurs of all sizes.
His take on B2C vs B2B marketing & even D2C is sure to knock your socks off.
Also as a break away, we have decided to video record this interaction for a more engaged viewing.
Do mail us your feedback, comments and any additional you may have for Bharath at mail@cobbcast.net and we’ll make sure we get you his response to the same.
SHOW WEBSITE
CREDITS
- Album Art & Design by ting.in of the Black & Yellow show
- Voiceovers by Nadir Kanthawala of Pops in a Pod
- Edited by Janhavi Pethkar
- Music from Zapsplat.com
This week, we break away from the regular format, to invite our first ever guest on the show, Mr. Bharath Sastry, the CEO of Vistaprint, India.
In a pithy conversation, Sharan & Sudeep interview Bharat on a variety of topics starting form his early career days at Cadbury, his rise to leadership positions within and marketing lessons thereof.
Bharat left the comfort of a thriving career at Cadbury, to enter the start-up world way back in 2015 when wasn’t cool enough to do so. He walks us through the ‘why’ behind such a drastic decision and how his experiences have been since.
Loaded with lessons on Marketing, Brand Building, Marketing Myth Busting and more this episode is a must for Brand custodians and entrepreneurs of all sizes.
His take on B2C vs B2B marketing & even D2C is sure to knock your socks off.
Also as a break away, we have decided to video record this interaction for a more engaged viewing.
Do mail us your feedback, comments and any additional you may have for Bharat at mail@cobbcast.net and we’ll make sure we get you his response to the same.
SHOW WEBSITE
CREDITS
- Album Art & Design by ting.in of the Black & Yellow show
- Voiceovers by Nadir Kanthawala of Pops in a Pod
- Edited by Janhavi Pethkar
- Music from Zapsplat.com
A lot of entrepreneurs do not think of pricing from a Brand Strategy angle. The tendency is to look at it as a derivative of multiple ‘uncontrollable’ factors.
Sudeep talks to Sharan about how Pricing must act as core Brand pillar, used to drive the Brand narrative and even enhance the overall Brand experience. They talk about how pricing can be used to determine the eventual positioning in the market, and even be used as a Growth lever.
They go into detail about discounting and how discounts can be used intelligently without devaluing a Brand and discuss the difference between making a Brand accessible vs making it affordable.
If you’re a Brand owner or custodian, this episode points to pricing as a strong growth & positioning lever that might have escaped the context earlier. Happy Listening.
Mail us at mail@cobbcast.net with your feedback and comments on the show.
SHOW WEBSITE
CREDITS
- Album Art & Design by ting.in of the Black & Yellow show
- Voiceovers by Nadir Kanthawala of Pops in a Pod
- Edited by Janhavi Pethkar
- Music from Zapsplat.com
Sharan interviews Sudeep on what he calls an oxymoron on a title. Sudeep for his part turn’s the cliche of the the loud salesmen on its head to talk about the silent kind. The kind that continues to pull customers to pick your brand, even without the decibels.
Sudeep focuses on the different aspects of the brand pull creation including getting current customers to advocate the Brand. He goes on to detail a process of creating an army of silent salesmen to cover the last mile and win at the Brand’s zero moment of truth.
This is one rich episode for those looking to accelerate growth without the splurge on advertising.
Mail us at mail@cobbcast.net with your feedback and comments on the show.
SHOW WEBSITE
CREDITS
- Album Art & Design by ting.in of the Black & Yellow show
- Voiceovers by Nadir Kanthawala of Pops in a Pod
- Edited by Janhavi Pethkar
- Music from Zapsplat.com
Get ready for the great reveal as Sudeep delves into Sharan’s secretive and dramatic world of brand strategy workshops. Join us as we go behind the scenes to witness the magic that happens when creative minds come together to craft a brand strategy. From the thrill of inspired brainstorming to the drama of market research, we'll bring you all the juicy details.
Discover the secrets of effective collaboration and the art of coaxing leaders to make crucial decisions. We'll also delve into the unique challenges of working with entrepreneurs, and tips and tricks that help navigate the different personalities within a workshop and bring their brand vision to life.
This episode is an entertaining and informative journey through the exciting and sometimes turbulent world of Brand Consulting. So, buckle up and get ready for the ride!
SHOW WEBSITE
CREDITS
- Album Art & Design by ting.in of the Black & Yellow show
- Voiceovers by Nadir Kanthawala of Pops in a Pod
- Edited by Janhavi Pethkar
- Music from Zapsplat.com
If an underdog protagonist and a seemingly unbeatable antagonist make for a gripping story, then this episode fits the bill perfectly.
Sharan interviews Sudeep about when an episode 10 years ago. Kinder Joy launched in India with a complete package covering all bases. The market responded favourably and soon Kinder Joy charged ahead, while Cadbury / Mondelez was still figuring out the right response.
- With no global cases to fall back on, Cadbury India’s interim plans were failing to make an impact. They had to take decisive steps, but which brand would it be?
- What exactly did Kinder Joy do to crack the Indian chocolate market so well?
- Did Sudeep and his team’s reliance on basics hold them in good stead or did they have to adapt to learn the new rules of engagement?
- Which was the last Brand standing?
Listen on to find out how the story unfolds.
SHOW WEBSITE
CREDITS
- Album Art & Design by ting.in of the Black & Yellow show
- Voiceovers by Nadir Kanthawala of Pops in a Pod
- Edited by Janhavi Pethkar
- Music from Zapsplat.com
Mail us at mail@cobbcast.net with your feedback and comments on the show.
The best of consumer insights are those that are the most obvious and hidden in plain sight. Once in a while there comes an opportunity to examine a complete new reality. Egged on my Sudeep, Sharan walks us through one such fascinating experience when he worked on Harpic.
Timed right for the 2023 Republic day drop, Sharan speaks of his first-hand experience of working with organizations engaged in the Swachh Bharat program and about a creating a specialised toilet cleaner for the toilets built in remote parts of Indian under the program.
Watch out for the bit where he speaks about smelling 20 different toilets as a part of his day job then, its as captivating as it is hilarious.
Mail us at mail@cobbcast.net with your feedback and comments on the show.
SHOW WEBSITE
CREDITS
- Album Art & Design by ting.in of the Black & Yellow show
- Voiceovers by Nadir Kanthawala of Pops in a Pod
- Edited by Janhavi Pethkar
- Music from Zapsplat.com
For the most parts, Marketing is seen as a very attractive career option to outsiders, glamorous even. Not until you’re in the thick of it do you realise that a marketer is largely dependent on the other functions for pretty much anything.
In this episode, Sharan interviews Sudeep on the qualities that make a good marketer and how marketers can actually cultivate these skills. As you might imagine it is largely about the soft skills than hard skills that are usually makes the difference.
If you’re a marketing manager, please book mark this episode. We have a feeling you will keep coming back to this one often.
SHOW WEBSITE
CREDITS
- Album Art & Design by ting.in of the Black & Yellow show
- Voiceovers by Nadir Kanthawala of Pops in a Pod
- Edited by Janhavi Pethkar
- Music from Zapsplat.com
Often businesses delay active Brand Building. The most common cited reason is that we aren’t ready yet. One day, when they wake up to the need of having a strong brand, they immediately kick-off advertising mistaking it for Brand Building. This often is an exercise of finding novel ways to rid the business of money, with little to show for it. Unless a Brand’s fundamentals are on place, there is little chance of it gaining from all the advertising & marketing money.
In this episode Sharan & Sudeep walk listeners through checklist to determine a Brands Readiness to benefit from all marketing & advertising efforts and convert the spends into investments.
The show notes include a link to Vitral’s Brand Readiness quiz, that helps measure your Brand’s Readiness in under 10 mins. Be sure to make the most of it.
SHOW WEBSITE
SHOW NOTES
Brand Readiness Quiz (Beta)
CREDITS
- Album Art & Design by ting.in of the Black & Yellow show
- Voiceovers by Nadir Kanthawala of Pops in a Pod
- Edited by Janhavi Pethkar
- Music from Zapsplat.com
If you’re a marketer, be scared. Very scared. The final quarter is upon us and the dreaded marketing conversations and recommendations from all and sundry are but guaranteed.
In this episode, Sudeep details 7 conversations marketers usually dread. With Sharan's, prodding, he also explains how marketers can handle these situations like a monk boss. Seriously, this episode is a masterclass in stakeholder management, for any budding marketer to make the best of even the most disruptive situations in their management careers. Listen in.
SHOW WEBSITE
SHOW NOTES
- Cadbury Dairy Milk - Pehli Tareekh TVC 1
- Cadbury Dairy Milk - Pehli Tareekh TVC 2
CREDITS
- Album Art & Design by ting.in of the Black & Yellow show
- Voiceovers by Nadir Kanthawala of Pops in a Pod
- Edited by Janhavi Pethkar
- Music from Zapsplat.com
In this year-end episode, Sharan to make a wish list of terms he wants entrepreneurs & Brand owners to stop using in the coming year, for various reasons. He claims that they are misleading, esoteric or even grossly wrong. Sudeep pushes Sharan to come up with replacement terms that he’d rather see used more often and that makes for quite an engaging list.
You may or may not agree, but listen in and tell us what you’d add or remove from this list of 6 terms we won’t miss in 2023.
CoBB Wishes you a very Happy & Prosperous New Year!
SHOW WEBSITE
CREDITS
- Album Art & Design by ting.in of the Black & Yellow show
- Voiceovers by Nadir Kanthawala of Pops in a Pod
- Edited by Janhavi Pethkar
- Music from Zapsplat.com
Strap yourselves in, a grab a notepad and pen / pencil as is your wont. In this day of ‘LinkedIn’ advertising and a lot of iconic brands being panned for their unimaginative ‘value’ signalling and considering all publicity to be good publicity, Sudeep breathes in some fresh perspective.
Sharan interviews Sudeep on the pre & post measures brand owners and custodians must consider in evaluating every aspect of the a campaign. He explains how every step of the campaign has its role and how every stakeholder is responsible for specific measures on the campaign. He further breaks down some hardcore marketing jargon to make it easily understandable and more importantly logical.
Listeners, this one is a goldmine of marketing knowledge. Enjoy!
SHOWNOTES
Relates Episode: Measure Whatever You Treasure
WEBSITE
CoBBcast
CREDITS
- Album Art & Design by ting.in of the Black & Yellow show
- Voiceovers by Nadir Kanthawala of Pops in a Pod
- Edited by Janhavi Pethkar
- Music from Zapsplat.com
More than 90% of all innovations fail and this is proof that processes and systems are not enough to guarantee the success of a Brand. In this episode, Sharan and Sudeep walk us through the most common reasons why Brands and Brand Building efforts fail despite following all the processes prescribed.
The core issues behind any Brand’s failure are largely common to big and emerging businesses alike. Sharan & Sudeep confess to there being other potential reasons too, but focus on the most common one that spell disaster.
Listen on for the seven deadly sins Brands tend to commit, and more importantly how to avoid them.
SHOW WEBSITE
https://cobbcast.net/
CREDITS
- Album Art & Design by ting.in of the Black & Yellow show
- Voiceovers by Nadir Kanthawala of Pops in a Pod
- Edited by Janhavi Pethkar
- Music from Zapsplat.com
Sudeep answers the big question, by breaking it down to the bare bones. He speaks of long & short-term thinking that tends to pull in different directions by the very nature of the two functions. In the context of the listeners, he puts the onus on marketing managers to play an enabling role first and then get the buy-in from sales with a top-down approach.
The ever doubtful Sharan asks for a real life example of this approach ever working, and that get Sudeep to recount a mindset altering experience from his own career, when he from marketing worked with his sales partner to change the course of Cadbury Gems an oft sidelined brand within the Mondelez ecosystem.
SHOW WEBSITE
https://cobbcast.net/
CREDITS
- Album Art & Design by ting.in of the Black & Yellow show
- Voiceovers by Nadir Kanthawala of Pops in a Pod
- Music from Zapsplat.com
Sudeep gets Sharan to rewind the clock back a decade and tell us all how he single handedly (🙄) rescued Tang India and moved it from a loss leader to a high profit high growth brand within three years. Sharan also speaks about a simple consumer insight led innovations that unlocked growth for the brand and even won it multiple international awards.Sudeep & Sharan point out that despite Tang being a part of Mondelez India, it was but a start-up brand within the system.Thus, making the case that building successful Brands is more about the mindset and approach to business than about the depth of pockets.SHOW NOTES: Tang India Launch TVC - 2011 Tang Recycle Themed TVC - 2012 Tang Fruit Equity TVC - 2013 Tang 1L TVC - 2014WEBSITE: CoBBcast.netCREDITS Album Art & Design by ting.in of the Black & Yellow show Voiceovers by Nadir Kanthawala of Pops in a Pod Music from Zapsplat.com
Following-up on the promise from episode 10, Sharan invites Sudeep to further the case of the ‘Healthy Chocolate’ proposition.
Sudeep reframes the concept of a brief to something that marketers must pitch to the different stakeholders to get their buy-in and seek their support.
He walks us through a step-by-step approach to get the target consumers to try the new ‘Healthy Treat’. He insists on marketers taking their time with putting the document together primarily to internalise it and convert it into a story for the various stakeholders.
We recommend you download the document from the show notes, to follow along for this episode is loaded very practical and useful advice for all Brand Builders.
SHOW NOTES
- Marketing Pitch Framework
- Brand Proposition Framework (From Ep.10)
WEBSITE: www.CoBBcast.net
CREDITS
- Album Art & Design by ting.in of the Black & Yellow show
- Voiceovers by Nadir Kanthawala of Pops in a Pod
- Music from Zapsplat.com
Sudeep interviews Sharan on his dramatic title for the episode, but both quickly settle in, to ally a concern that haunts a lot of the business owners and custodians. Emerging businesses spend a lot of time on their product differentiation or the Minimum Viable Product (MVP), only to have it replicated by competition.
They speak about how emerging brands must dare to be different and pursue niches before focussing on the masses. Sharan proposes that Brand distinctiveness, driven by the various brand assets / collateral is a better way to connect with consumers and seep into their subconscious. Differentiation, he says, is far too logical to drive any emotional connection.
SHOW NOTES
- Book: Positioning - The Battle for Your Mind by Al Ries & Jack Trout
- Book: How Brands Grow by Byron Sharp
- Book: Thinking, Fast and Slow by Daniel Kahneman
- Book: The Diffusion of Innovations by Everett Rogers
- The Diffusion of Innovations - Summary Slide
- Sunfeast Bounce TVC
Visit show website for other episodes
CREDITS
- Album Art & Design by ting.in of the Black & Yellow show
- Voiceovers by Nadir Kanthawala of Pops in a Pod
- Music from Zapsplat.com
Sharan puts Sudeep on the spot to get him to create a brand proposition from scratch for a ‘Healthy Chocolate’ brand. Sudeep is more than upto the challenge with all the frameworks from his armour.
He systematically walks us through the different decision stages and considerations in creating a new brand, ladders up the benefits and summarises it all in the form of a pseudo concept narrative.
On the way, Sudeep lauds their R&D counterparts for working hand in hand and even championing most innovations, confident that none of them would ever listen to this episode.
They sign-off with a promise to build on this brand proposition, in the coming episodes, to creating a marketing brief.
Make sure you have downloaded the document in the show notes and follow along as you listen to this very educational episode.
SHOW NOTES
- ‘Healthy Treat’ Brand Proposition Framework
CREDITS
- Album Art & Design by ting.in of the Black & Yellow show
- Voiceovers by Nadir Kanthawala of Pops in a Pod
- Music from Zapsplat.com
Sudeep and Sharan break away from mould of interviewing each other, to go on an investigative journey to solve the mystery of the vanishing marketing briefs.
It is often said that the role of a marketing manager is not to solve problems, but to frame the right ones. While it seems like a dying art, writing an execution brief is the discipline this problem framing muscle. The hosts go into the importance of writing one and give the listeners a check-list on the elements that make up a good brief.
Sudeep then walks listeners through a real case of he wrote the creative brief for the launch communication of Dairy Milk Silk, and fills it with anecdotes of happy accidents that led to the creative output that continues to be in use today.
SHOW NOTES
- Recreated Brief for the launch of Dairy Milk Silk
CREDITS
- Album Art & Design by ting.in of the Black & Yellow show
- Voiceovers by Nadir Kanthawala of Pops in a Pod
- Music from Zapsplat.com
Sudeep attempts to reveal the person behind the name by digging into Sharan’s past to reveal a few dark secrets and gets him to describe the work he does today. Sharan teases a few episodes that might come up in the future and also discusses his passion for the business of brands.
LINKS
- Check out Sharan’s Brand Consultancy Vitral.
- If you can stand to bear his provocations, then you just might find Sharan's blog posts interesting.
CREDITS
- Album Art & Design by ting.in of the Black & Yellow show
- Voiceovers by Nadir Kanthawala of Pops in a Pod
- Music from Zapsplat.com
This week's episode begins with Sudeep trying to provoke Sharan by asking him if digital first brands are a fad and they go into detail on what brands need to consider before taking the digital dive.
They set the context for where digital can serve its rightful purpose and ask brand owners and custodians to first frame their brand strategy and understand the consumer journey before getting into digital execution.
They also look at a few examples of how a few ‘digital first’ brands have embraced offline marketing tactics to better serve their brands.
SHOW NOTES
- Market Success Equation
- Uber Offline Campaign
- Google Maps Offline Campaign
- Paytm Sound Box
- Sharan’s Blog on Identifying the role of digital marketing
CREDITS
- Album Art & Design by ting.in of the Black & Yellow show
- Voiceovers by Nadir Kanthawala of Pops in a Pod
- Music from Zapsplat.com
Sharan implores Sudeep to roll back the years and speak about a time wen he actually put to use all that they speak about on the show.
Sudeep shares his experience of rebranding a ₹300cr. brand, Dairy Milk Eclairs, to Cadbury Choclairs in 2012. He tells us how a Global corporate mandate initiated a brand transformation that took a WHOLE YEAR of testing with consumers.
He ties it back to the earlier episode of ‘Measure Whatever you Treasure’ and explains the intent behind every kind of test he and his team under took, and how startup brand owners and custodians can run the same tests in a cost effective and efficient manner.
Sudeep also gives us a window into some of the errors that tend to escape even the most stringent systems and how one can watch out for the same.
LINKED EPISODES
- Measure Whatever You Treasure
SHOW NOTES
- Jaccard Analysis
- Old & New Packaging of Choclairs
- Choclairs launch TVC
- Sudeep’s courses on Growthschool.io
CREDITS
- Album Art & Design by ting.in of the Black & Yellow show
- Voiceovers by Nadir Kanthawala of Pops in a Pod
- Music from Zapsplat.com
Sharan Interviews Sudeep to uncover the origin story of the fitness enthusiast and poet within the marketer cum educator to get to know the person behind the immaculate voice.
LINKS:
- Sudeep currently serves as the Marketing Director at Sargent Art (A subsidiary of Pidilite Industries)
- Click here for his popular course on The Art of Advertising
CREDITS
- Album Art & Design by ting.in of the Black & Yellow show
- Voiceovers by Nadir Kanthawala of Pops in a Pod
- Music from Zapsplat.com
Sudeep touches upon Sharan’s pet peeve a.k.a Brand Personality. He tables the different types of Brand Purpose used by different brands. Sharan accuses Brand Purpose of triggering marketing malpractice with young marketers who are misled by the purpose pandering of the mega Brands. Sudeep insists that all things remaining equal, Purpose give a brand the fillip at the point of purchase. A few sparks fly, but they soon settle down on an agreement how purpose ought and ought not to be used by brand owners and custodians before signing off.
SHOW NOTES: Sharan's Previous Blogs on the topic:
- Sharan's previous blogs on the topic: Its okay not to start with the 'WHY' & Brand Purpose is Complete Nonsense
RELATED EPISODE:
- 02 Branding Without Marketing
CREDITS
- Album Art & Design by ting.in of the Black & Yellow show
- Voiceovers by Nadir Kanthawala of Pops in a Pod
- Music from Zapsplat.com
Sharan presents a case for Brands to define and use their 'personality' to drive distinctiveness. Sudeep’s dislike for frameworks not withstanding, Sharan walks us through a couple of them he uses in secret. He lists the elements thats make up a Brand personality and encourage you to trust your gut more than any framework. Together they try to define the personality of a few popular brands to better understand the concept. In between all this, there is even a short detour to discuss the concept of Stereotypes vs Archetypes.
SHOW NOTES:
- Jen Acker's Personality Dimensions
- Carl Jung's Archetype Framework
- Royal Enfield - Brand Personality
- Fevicol - Brand Personality
- BoAt - Brand Personality
- The Hero & The Outlaw: Building Extraordinary Brands Through the Power of Archetypes (Book)
CREDITS
- Album Art & Design by ting.in of the Black & Yellow show
- Voiceovers by Nadir Kanthawala of Pops in a Pod
- Music from Zapsplat.com
Sudeep speaks on the importance of inculcating the discipline of constantly measuring critical marketing metrics to track any form of marketing success. He assuages Sharan's concerns on cost and scale being unviable for emerging business by detailing work arounds and ad hoc research methods that can get the job done with some investment of thought and time. Sudeep goes on to explain why measuring marketing metrics should be a top-down activity driven directly by the founders and the leadership team.
CREDITS
- Album Art & Design by ting.in
- Voiceovers by Nadir Kanthawala of Pops in a Pod
- Music from Zapsplat.com
Sudeep interviews Sharan on his disfavour for the the mainstream marketing narrative on generational classifications like Millennials, Gen-Zs, Gen-Xs, etc. Sharan implores marketers to look beyond generalisation and seek their own attitudinal niche segments. The hosts explore the concept of Life-stage marketing and how minor & major lifestyle disruptions create opportunities for brands to win over new customers. Listen till the end to find out which brands make the cut of being cited during this podcast.
SHOW NOTES:
- Gen-X as defined by Britannica
- This is Marketing by Seth Godin
- New Consumer Classification System
CREDITS
- Album Art & Design by ting.in
- Voiceovers by Nadir Kanthawala of Pops in a Pod
- Music from Zapsplat.com
Sharan interviews Sudeep on his views on building a brand without marketing. They speak about the difference between branding & marketing and how the responsibility of building a brand falls on the entire organization against being siloed into the marketing function. They dive deeper into how a good brand stems from the core DNA of the founder / leadership team and then permeates the culture of every function, across customer touch points. Do check out the example of great branding at the end of the podcast and the show notes for the reference links.
Show Notes:
Guy Kawasaki 'Art of the Start' Speech @TiECon 2006
The Whole Truth Foods
Shantau Deshpande & Ashish Mohapatra on The Barbershop Podcast
CREDITS
- Album Art & Design by ting.in
- Voiceovers by Nadir Kanthawala of Pops in a Pod
- Music from Zapsplat.com
Sudeep kicks off CoBB by interviewing Sharan on the attitudes and approaches he notices towards brand building among the businesses he interacts with. They discuss how brand building is as, if not more, important than the process orientation seen among most entrepreneurs. They clarify the difference between branding and brand building. Sharan references a study to substantiate his case for brand building co-existing with short-term sales activations and tops it off with a more recent example. If you intend to build a business, focus on building a brand!
SHOW NOTES:
- Southwest Airlines Case Study
- Chennai Citizens Protest Sale of Sathyam Cinemas to PVR
- Starbucks is also a bank
- The Long and the Short of it: Balancing Short and Long-Term Marketing Strategies - by Peter Field & Les Binet
- Brand Building + Sales Activation Graphs from the book
- Mamaearth Product Shots by Baby Photographer
CREDITS:
- Album Art & Design by ting
- Voiceovers by Nadir Kanthawala of Pops In A Pod
- Music from Zapsplat.com
In the trailer, your hosts Sudeep Chawla & Sharavana Raghavan discuss the title of the podcast 'CoBB - Conversations on the Business of Brands', introduce the concept and give you a glimpse of what to expect in the coming episodes. They also showcase the authentically raw tone of the show, with minimal edits, to capture conversations in their true spirit as they happen.
CREDITS:
- Album Art & Design by ting
- Voiceovers by Nadir Kanthawala of Pops In A Pod
- Music from Zapsplat.com