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 | 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 [email protected]. We love hearing from you. SHOW WEBSITE CONNECT WITH OUR HOSTS Sudeep Chawla - Linkedin⁠ Sharavana Raghavan - Linkedin⁠ FOLLOW US CoBB - LinkedIn ⁠ Instagram⁠ CREDITS - Album Art & Design by ting.in - Voiceovers by Anjale Stephanos - Audio Edit by Janhavi Pethkar - Music from Zapsplat.com