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!
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