CoBB | Conversations on the Business of Brands Sudeep Chawla & Sharavana Raghavan

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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CONNECT WITH OUR HOSTS

Sudeep Chawla - ⁠Linkedin⁠

Sharavana Raghavan - Linkedin⁠



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CoBB - ⁠LinkedIn | Instagram⁠



CREDITS

Album Art & Design by ting.in

Voiceovers by Anjale Stephanos

- Music from Zapsplat.com



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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

SHOW WEBSITE

CONNECT WITH OUR HOSTS
Sudeep Chawla on Linkedin⁠
Sharavana Raghavan on ⁠Linkedin⁠

FOLLOW US
CoBB - LinkedIn Instagram

CREDITS
- Album Art & Design by ting.in
- Voiceovers by Anjale Stephanos
- Music from Zapsplat.com

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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, 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](mailto:mail@cobbcast.net). We love hearing from you.



SHOW WEBSITE



CONNECT WITH OUR HOSTS

Sudeep Chawla

Sharavana Raghavan



FOLLOW US

CoBB - ⁠LinkedIn ⁠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 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.



SHOW WEBSITE



CONNECT WITH OUR HOSTS



Sudeep Chawla on LinkedIn

Sharavana Raghavan on LinkedIn



FOLLOW US

CoBB - LinkedIn⁠, Instagram⁠



CREDITS

- Album Art & Design by ting.in

- Voiceovers by Anjale Stephanos

- Music from Zapsplat.com

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.



SHOW WEBSITE



CONNECT WITH OUR HOSTS

Sudeep Chawla

Sharavana Raghavan



FOLLOW US

⁠LinkedIn

Instagram⁠



**CREDITS**



- Album Art & Design by ting.in

- Voiceovers by Anjale Stephanos

- Music from Zapsplat.com

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.



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



***************************************



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.