Shows
CoBB | Conversations on the Business of Brands139) Bullied by Q-Com? It’s Completely Your Fault.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 HIGHLIGHTSVisibility ≠ Viability: Why being listed...2025-07-1026 minCoBB | Conversations on the Business of Brands138) What The Duck! - What Marketers Have in Common With DucksIn 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 jus...2025-06-2619 minCoBB | Conversations on the Business of Brands137) Bharat on Wheels: Cracking Rural Distribution (Part 2)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 HIGHLIGHTSHub & Spoke vs Van Sales: Two dominant rural distribution models—and their trade-offsProj...2025-06-1227 minCoBB | Conversations on the Business of Brands136) Micro Marketing: How B2B2C Brands Train The Best MarketersIn 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 th...2025-05-2926 minCoBB | Conversations on the Business of Brands135) Bharat on Wheels: Cracking Rural Distribution (Part 1)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 HIGHLIGHTSWhy Bharat Matters: 65% of India’s population lives in rural areas, contributing nearly...2025-05-1522 minCoBB | Conversations on the Business of Brands134) Advertising in the Era of Scroll, Skip & SwipeIn 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 wh...2025-05-0124 minCoBB | Conversations on the Business of Brands133) Brand First, Creativity Second: How to Evaluate Advertising EffectivelyIn 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 HIGHLIGHTSFeelings ≠ Effectiveness: Why emotional resonance isn’t the best benchmark for ju...2025-04-1721 minCoBB | Conversations on the Business of Brands132) To Get Better At Marketing: Dive Deep into SalesIn 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...2025-04-0320 minCoBB | Conversations on the Business of Brands131) From Hype to Business: Can Influencers Build Real Brands?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 HIGHLIGHTSThe Rise of Influencer Brands: Why influencers are shifting from content creation to l...2025-03-2020 minCoBB | Conversations on the Business of Brands130) Cart Before the Horse: When Trend-Driven Marketing Goes WrongIn 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.W...2025-03-0616 minCoBB | Conversations on the Business of Brands129) The Long Chew: Why Regional FMCG Brands Are Slowing Down & What They Must Do to SurviveIn 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 DownThe 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.2025-02-2016 minCoBB | Conversations on the Business of Brands128) Copy Cats Will Fail: The Risks of Mimicking Trends and CompetitorsIn 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.
...2025-02-1317 minCoBB | Conversations on the Business of Brands127) Is There Any Hope Left For Non-FMCG Marketers?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 l...2025-02-0617 minCoBB | Conversations on the Business of Brands126) Why a Great Product Alone Won’t Build a Great BrandIn 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 o...2025-01-3020 minCoBB | Conversations on the Business of Brands125) AI Led Marketing Personalization: Balancing Connection & EngagementIn 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 enga...2025-01-2317 minCoBB | Conversations on the Business of Brands124) The Missing Marketing in the MiddleIn 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 organiza...2025-01-1623 minCoBB | Conversations on the Business of Brands123) Crafting Creative Masterpieces: Balancing Convex and Concave Lenses in MarketingJoin 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...2025-01-0919 minCoBB | Conversations on the Business of Brands122) Vanity Metrics & Misguided MarketingIn 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...2025-01-0219 minCoBB | Conversations on the Business of Brands121) AI in Advertising: Enhancing Creativity or Undermining Emotions?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...2024-12-2617 minCoBB | Conversations on the Business of Brands120) Positioning vs Proposition: Building the Foundation for Brand SuccessIn 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
2024-12-1919 minCoBB | Conversations on the Business of Brands119) JAGUAR - When Insight is Out of SightIn 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:
Su...2024-12-1218 minCoBB | Conversations on the Business of Brands118) From Campaigns to Culture: Living the IMCIn 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 Mult...2024-12-0519 minCoBB | Conversations on the Business of Brands117) Brand Extension Done Right: Strategies for Sustainable GrowthIn 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, an...2024-11-2822 minCoBB | Conversations on the Business of Brands116) Making Smart Media Choices: Head Vs HeartIn 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...2024-11-2120 minCoBB | Conversations on the Business of Brands115) Beyond Clicks: Why Brands Need more than Traffic in Content MarketingIn 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 Mar...2024-11-1419 minCoBB | Conversations on the Business of Brands114) Integrated Marketing Campaigns - In a Digital WorldIn 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 ma...2024-11-0716 minCoBB | Conversations on the Business of Brands113) Fight or Flight – Managing Brands Through Market DeclinesIn 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...2024-10-3119 minCoBB | Conversations on the Business of Brands112) Gaming the Long Chew – How to Accelerate Brand Growth Post PMF.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 b...2024-10-2419 minCoBB | Conversations on the Business of Brands111) Demystifying Product Market FitIn 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, sc...2024-10-1723 min
CoBB | Conversations on the Business of Brands110) In Conversation with the CoFounder of 'The Baker's Dozen' - Sneh Jain (Part-2)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 operatio...2024-10-1044 min
CoBB | Conversations on the Business of Brands109) In Conversation with the CoFounder of 'The Baker's Dozen' - Sneh Jain (Part-1)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 C...2024-10-0346 minCoBB | Conversations on the Business of Brands108) Want... Fear... MarketingIn 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...2024-09-2618 minCoBB | Conversations on the Business of Brands107) Brand Marketing Vs Performance MarketingIn 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...2024-09-1918 minCoBB | Conversations on the Business of Brands106) GAMeS D2C Brands Must PlayIn 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 grow...2024-09-1220 minCoBB | Conversations on the Business of Brands101) Brand Building From Scratch - Part 2 - The Road AheadIn 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...2024-08-0832 minCoBB | Conversations on the Business of Brands100) Brand Building From Scratch - Part 1 - Insights from the FrontlineIn 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 Ba...2024-08-0147 minCoBB | Conversations on the Business of Brands99) T-Zone Specialisation: Deep Expertise For Wide ImpactSharan 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...2024-07-2514 minCoBB | Conversations on the Business of Brands98) Metrics & Measurements: Making Sense of the NumbersMetrics & 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...2024-07-1815 minCoBB | Conversations on the Business of Brands97) Navigating the Fine Line: Misleading AdvertisingIn 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...2024-07-1116 minCoBB | Conversations on the Business of Brands96) Brand Loyalty: A Marketing Reality CheckIn 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...2024-07-0417 minCoBB | Conversations on the Business of Brands95) 3 Fs of an Effective MarketerIn 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...2024-06-2714 minCoBB | Conversations on the Business of Brands94) Demystifying Unit P&LIn 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...2024-06-2019 minCoBB | Conversations on the Business of Brands93) The Art of Insight: Priya Lobo on Shaping Market TrendsIn 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...2024-06-1327 minCoBB | Conversations on the Business of Brands92) Navigating a Career in Market Research: Insights from Priya Lobo, CEO - Ormax CompassIn 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:
...2024-06-0530 minCoBB | Conversations on the Business of Brands91) Decoding Market Research For Start-ups with Priya Lobo - CEO Ormax CompassIn 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...2024-05-3026 minCoBB | Conversations on the Business of Brands90) When Culture Impacts BrandsIn 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:
...2024-05-2320 minCoBB | Conversations on the Business of Brands89) Don’t Put All Your Eggs in the Q-Com BasketIn 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 fo...2024-05-1616 minCoBB | Conversations on the Business of Brands88) What Politicians can learn from MarketersIn 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 demo...2024-05-0920 minCoBB | Conversations on the Business of Brands87) Brands Are Neither Assets Nor InvestmentsIn 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...2024-05-0211 minCoBB | Conversations on the Business of Brands86) Avoiding Marketing (B)loopersIn 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...2024-04-2514 minCoBB | Conversations on the Business of Brands85) Decoding Marketing Jargon - A Fun QuizIn 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...2024-04-1818 minCoBB | Conversations on the Business of Brands84) Marketing Frameworks Vs CreativityIn 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 of...2024-04-1113 minCoBB | Conversations on the Business of Brands83) 5 Red Flags for an FMCG EntrepreneurIn 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...2024-04-0315 minCoBB | Conversations on the Business of Brands82) To be or Not To Be on IPLIn 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 ou...2024-03-2713 minCoBB | Conversations on the Business of Brands81) Why Innovations FailIn 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...2024-03-2017 minCoBB | Conversations on the Business of Brands80) Marketing Effectiveness Vs EfficiencyIn 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...2024-03-1317 minCoBB | Conversations on the Business of Brands79) Building Offline DistributionIn 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...2024-03-0614 minCoBB | Conversations on the Business of Brands78) Triggering Brand Growth with ALICEPlease tell us what topics you'd like to have discussed on the CoBB, by filling in this CONTENT SUGGESTION FORM
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In this 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...2024-02-2811 minCoBB | Conversations on the Business of Brands77) 5 Cs Of Sales TransformationPlease tell us what topics you'd like to have discussed on the CoBB, by filling in this CONTENT SUGGESTION FORM
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In this 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 s...2024-02-2214 minCoBB | Conversations on the Business of Brands76) Marketers Need To Lose Control To Gain ControlPlease tell us what topics you'd like to have discussed on the CoBB, by filling in this CONTENT SUGGESTION FORM
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In 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.
2024-02-1408 minCoBB | Conversations on the Business of Brands75) How Premium Can Brands Drive PenetrationPlease tell us what topics you'd like to have discussed on the CoBB, by filling in this CONTENT SUGGESTION FORM
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In this 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 app...2024-02-0707 minCoBB | Conversations on the Business of Brands74) How To Get Better At MarketingPlease tell us what topics you'd like to have discussed on the CoBB, by filling in this CONTENT SUGGESTION FORM
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In this 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...2024-01-3109 minCoBB | Conversations on the Business of Brands73) 7 Reasons Why Regional Brands Don’t Scale NationallyPlease tell us what topics you'd like to have discussed on the CoBB, by filling in this CONTENT SUGGESTION FORM
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In this 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...2024-01-2418 minCoBB | Conversations on the Business of Brands72) Future Proofing Marketing CareersPlease tell us what topics you'd like to have discussed on the CoBB, by filling in this CONTENT SUGGESTION FORM
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In this 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 see...2024-01-1729 minCoBB | Conversations on the Business of Brands71) Marketing Side of Sales (Part -3) - MerchandisingPlease tell us what topics you'd like to have discussed on the CoBB, by filling in this CONTENT SUGGESTION FORM
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In 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.
2024-01-1035 minCoBB | Conversations on the Business of Brands70) Marketing Side of Sales (Part -2) - Shopper MarketingPlease tell us what topics you'd like to have discussed on the CoBB, by filling in this CONTENT SUGGESTION FORM
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In 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...2024-01-0433 minCoBB | Conversations on the Business of Brands69) Marketing Side of Sales (Part -1) - Retail ClassificationPlease tell us what topics you'd like to have discussed on the CoBB, by filling in this CONTENT SUGGESTION FORM
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In this 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.
...2023-12-2736 minCoBB | Conversations on the Business of Brands68) Impact of the AI on MarketersPlease tell us what topics you'd like to have discussed on the CoBB, by filling in this CONTENT SUGGESTION FORM
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In 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 job...2023-12-2032 minCoBB | Conversations on the Business of Brands67) Get Started on Your Distribution JourneyPlease tell us what topics you'd like to have discussed on the CoBB, by filling in this CONTENT SUGGESTION FORM
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In this 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 appro...2023-12-1335 minCoBB | Conversations on the Business of Brands66) How To Craft a Brand StoryPlease tell us what topics you'd like to have discussed on the CoBB, by filling in this CONTENT SUGGESTION FORM
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In this 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 mea...2023-12-0639 minCoBB | Conversations on the Business of Brands65) Sales Tales: The Ethical Dilemma of Action Vs ImpactPlease tell us what topics you'd like to have discussed on the CoBB, by filling in this [CONTENT SUGGESTION FORM
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In this 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...2023-11-2932 minCoBB | Conversations on the Business of Brands64) #PoliceWaliPublic - Interview with Sunchika PandeyPlease tell us what topics you'd like to have discussed on the CoBB, by filling in this CONTENT SUGGESTION FORM
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In this 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 per...2023-11-221h 19CoBB | Conversations on the Business of Brands63) Nurturing Your Marketing CareerPlease tell us what topics you'd like to have discussed on the CoBB, by filling in this CONTENT SUGGESTION FORM
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In this 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 marke...2023-11-1534 minCoBB | Conversations on the Business of Brands62) Shoestring MarketingPlease tell us what topics you'd like to have discussed on the CoBB, by filling in this CONTENT SUGGESTION FORM
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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 of...2023-11-0844 minCoBB | Conversations on the Business of Brands61) Marketing To InfluencersPlease tell us what topics you'd like to have discussed on the CoBB, by filling in this CONTENT SUGGESTION FORM
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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 t...2023-11-0134 minCoBB | Conversations on the Business of Brands60) How To Be A Lazy MarketerPlease tell us what topics you'd like to have discussed on the CoBB, by filling in this CONTENT SUGGESTION FORM
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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 won...2023-10-2623 minCoBB | Conversations on the Business of Brands59) 5 Mistakes of My Marketing CareerPlease tell us what topics you'd like to have discussed on the CoBB, by filling in this CONTENT SUGGESTION FORM
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In this 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 stor...2023-10-1835 minCoBB | Conversations on the Business of Brands58) Build Your Own Super Brand - BYOSBPlease tell us what topics you'd like to have discussed on the CoBB, by filling in this CONTENT SUGGESTION FORM
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In this 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...2023-10-1139 minCoBB | Conversations on the Business of Brands57) Is it True or just Marketing?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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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 & Sud...2023-10-0439 minCoBB | Conversations on the Business of Brands56) A Brand Whisperer’s Handbook For Designers - Interview with Jos HarrisonPlease tell us what topics you'd like to have discussed on the CoBB, by filling in this CONTENT SUGGESTION FORM
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In this 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...2023-09-271h 17CoBB | Conversations on the Business of Brands55) VC Vs Marketer’s Model of Brand Building (free ROI Template)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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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 con...2023-09-2040 minCoBB | Conversations on the Business of Brands54) Outsourcing Vs Insourcing MarketingPlease 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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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 tight...2023-09-1340 minCoBB | Conversations on the Business of Brands53) Magic of the first PPlease tell us what topics you'd like to have discussed on the CoBB, by filling in this CONTENT SUGGESTION FORM
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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 tod...2023-09-0636 minCoBB | Conversations on the Business of Brands52) Under the D2C RainbowPlease tell us what topics you'd like to have discussed on the CoBB, by filling in this CONTENT SUGGESTION FORM
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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](https://cobbcast.net/episode/49-kyunki-fortune-500-bhi-kabhi-start-up-thi).
2023-08-3039 minCoBB | Conversations on the Business of Brands51) Chronicles of a Marketing Marathoner - Interview with Anil Viswanathan (Part -2)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...2023-08-2350 minCoBB | Conversations on the Business of Brands50) Chronicles of a Marketing Marathoner - Interview with Anil Viswanathan (Part -1)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...2023-08-1645 minCoBB | Conversations on the Business of Brands49) Kyunki Fortune 500 Bhi Kabhi Start-up ThiPlease tell us what topics you'd like to have discussed on the CoBB, by filling in this CONTENT SUGGESTION FORM
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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 Con...2023-08-0938 minCoBB | Conversations on the Business of Brands47) Communicate Like A TED SpeakerPlease tell us what topics you'd like to have discussed on the CoBB, by filling in this CONTENT SUGGESTION FORM
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Checkout Sudeep's TedX talk - Everybody Should Be a Marketer
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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 tak...2023-07-2633 minCoBB | Conversations on the Business of Brands44) The Elusive Art of Brand ExtensionsIn 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...2023-07-0637 minCoBB | Conversations on the Business of Brands42) How To Fire Your AgencyToday, 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...2023-06-2132 minCoBB | Conversations on the Business of Brands40) Inspiring Creative Agency MagicIn 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, dazz...2023-06-0741 minCoBB | Conversations on the Business of Brands39) Taming TAM, SAM, SOMSharan 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...2023-05-3135 minCoBB | Conversations on the Business of Brands24) The Silent SalesmenSharan 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.
2023-02-1529 minCoBB | Conversations on the Business of Brands10) Creating a Brand PropositionSharan 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...2022-11-0932 minCoBB | Conversations on the Business of BrandsIntroducing Sharavana Raghavan aka SharanSudeep 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 P...2022-10-3111 minCoBB | Conversations on the Business of Brands07) Case Study 01 - The Rebranding of Dairy Milk EclairsSharan 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...2022-10-1941 minCoBB | Conversations on the Business of BrandsAn Introduction to Sudeep ChawlaSharan 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
2022-10-1709 minCoBB | Conversations on the Business of Brands06) Brand Purpose - What's the point?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 Bl...2022-10-1335 minCoBB | Conversations on the Business of Brands04) Measure Whatever You TreasureSudeep 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.
SHOW NOTES
Product Concept Card Example
CREDITS
Album Art & Design by ting.in
Voiceovers b...2022-09-2930 minCoBB | Conversations on the Business of BrandsTrailerIn 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
2022-09-0706 min