CoBB | Conversations on the Business of Brands

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 EXPLOREDWhy influencer marketing still works, despite the chaosEven 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 CelebritiesSharavana 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 strategyFrom 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 ExpectationsSharavana 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 CommerceThe 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 TakeawaysInfluencer 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!Please tell us what topics you'd like to have discussed on the CoBB, by filling in this ⁠CONTENT SUGGESTION FORM⁠⁠It only takes a few minutes, and it will help us provide you with the content most relevant to you.SHOW WEBSITECONNECT WITH OUR HOSTSSudeep Chawla on ⁠Linkedin⁠Sharavana Raghavan on ⁠Linkedin⁠FOLLOW USCoBB - ⁠LinkedInCoBB - Instagram⁠CREDITSAlbum Art & Design by ting.inVoiceovers by Anjale StephanosMusic 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 EXPLOREDDesignation vs RoleYour 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’ MindsetRajiv 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 LifecycleFrom 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 AroundTaking 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 PracticeWhat 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 TAKEAWAYSDesignations 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 ContributionAsk yourself: “What did I actually do today?” and “How many times did I deliver on my core role?”Role Is Determined by ContextYour role isn’t just defined by your skills, but by what the situation and the team require most right now.Purpose Is Personal, Not PromotionalYour “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-AwarenessRecognizing 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!Please tell us what topics you'd like to have discussed on the CoBB, by filling in this ⁠CONTENT SUGGESTION FORM⁠⁠It only takes a few minutes, and it will help us provide you with the content most relevant to you.SHOW WEBSITECONNECT WITH OUR HOSTSSudeep Chawla on ⁠Linkedin⁠Sharavana Raghavan on ⁠Linkedin⁠FOLLOW USCoBB - ⁠LinkedInCoBB - Instagram⁠CREDITS- 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 EXPLOREDResearch confirms biases more often than it uncovers truthsSharavana 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 actionOnline 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 takeawaysFarmley 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, againThe 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 contradictionsFrom 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 acceptanceFormats 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-saleConsumers 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!Please tell us what topics you'd like to have discussed on the CoBB, by filling in this ⁠CONTENT SUGGESTION FORM⁠⁠It only takes a few minutes, and it will help us provide you with the content most relevant to you.SHOW WEBSITECONNECT WITH OUR HOSTSSudeep Chawla on ⁠Linkedin⁠Sharavana Raghavan on ⁠Linkedin⁠FOLLOW USCoBB - ⁠LinkedInCoBB - Instagram⁠CREDITS- 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 EXPLOREDThe Building Blocks of Brand ArchitectureUnderstand the differences between endorser brands, mother brands, sub-brands, and variants, and when to use each.The ‘Brand Stretch’ DilemmaLearn how to assess if your brand can move into new categories without diluting its equity or confusing the consumer.Why Structure Drives ScaleHow a well-designed brand hierarchy unlocks marketing efficiency and strengthens long-term brand equity.Consumer Lens First, AlwaysAvoid the common trap of structuring brands for internal convenience instead of consumer clarity.Brand Promises Are Not FlexibleWhat happens when brands overextend, and why certain associations can’t (and shouldn’t) be transferred across categories.KEY TAKEAWAYSSub-Brands Serve New NeedsCreate sub-brands when solving different consumer needs or using significantly different formats, provided your core brand promise is extendable.Variants Offer Variety, Not StrategyVariants are minor changes (like flavor or format) meant to refresh the consumer experience without shifting the brand’s core positioning.Mother Brands Anchor the PortfolioThe central brand that carries sub-brands and variants under its umbrella, often the original offering that built the equity.Endorser Brands Are Equity EnablersThese brands (like Tata or Cadbury) don’t directly shape the offering but lend trust and consistency to a wide array of products.Structure Enables ScaleA 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 FORM⁠⁠It only takes a few minutes, and it will help us provide you with the content most relevant to you.SHOW WEBSITECONNECT WITH OUR HOSTSSudeep Chawla on ⁠LinkedinSharavana Raghavan on ⁠Linkedin⁠FOLLOW USCoBB - ⁠LinkedInCoBB - Instagram⁠CREDITS- 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 EXPLOREDSnacking is not about healthContrary 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 HouseNot 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 labelsConsumers rarely read back-of-pack information. They go by smell, oil residue, texture, and how familiar the snack feels.It’s about repertoire, not replacementNo 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 oxymoronFew 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 itHealth 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 TAKEAWAYSSupport 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 FORM⁠⁠It only takes a few minutes, and it will help us provide you with the content most relevant to you.SHOW WEBSITECONNECT WITH OUR HOSTSSudeep Chawla on ⁠Linkedin⁠Sharavana Raghavan on ⁠Linkedin⁠FOLLOW USCoBB - ⁠LinkedInCoBB - Instagram⁠CREDITS- 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 EXPLOREDDefining the Right ProblemWhy 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’ QuestionsHow structured curiosity helps uncover the root causes behind brand stagnation, category decline, or market shifts.Conviction Before CommunicationWhy internal alignment and stakeholder buy-in are just as critical as consumer insight when developing a strategy.The Communication Brief, Not the CommunicationClarifying a common misconception — marketers create the brief, not the ad. The role is about strategic clarity, not creative execution.The Pain of UncertaintyDespite 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 TAKEAWAYSMarketing Is Business Problem-SolvingIt’s not about making ads; it’s about decoding and influencing belief systems that lead to sustainable change in consumer behaviour.Great Marketers Embrace AmbiguityIf you enjoy solving unstructured problems with no clear answers, marketing might just be your calling.You’re the Custodian, Not the CreatorYour job is to preserve the integrity of the insight and strategy through the communication process. Not to micromanage creatives.Success Is Never GuaranteedTesting, 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 FORM⁠⁠It only takes a few minutes, and it will help us provide you with the content most relevant to you.SHOW WEBSITECONNECT WITH OUR HOSTSSudeep Chawla on ⁠Linkedin⁠Sharavana Raghavan on ⁠Linkedin⁠FOLLOW USCoBB - ⁠LinkedInCoBB - Instagram⁠CREDITS- 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 HIGHLIGHTSVisibility ≠ 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 TAKEAWAYSPlatforms 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 FORM⁠⁠It only takes a few minutes, and it will help us provide you with the content most relevant to you.SHOW WEBSITECONNECT WITH OUR HOSTSSudeep Chawla on ⁠Linkedin⁠Sharavana Raghavan on ⁠Linkedin⁠FOLLOW USCoBB - ⁠LinkedInCoBB - Instagram⁠CREDITSAlbum Art & Design by ting.inVoiceovers by Anjale StephanosMusic 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 FORM⁠⁠It only takes a few minutes, and it will help us provide you with the content most relevant to you.SHOW WEBSITECONNECT WITH OUR HOSTSSudeep Chawla on ⁠Linkedin⁠Sharavana Raghavan on ⁠Linkedin⁠FOLLOW USCoBB - ⁠LinkedInCoBB - Instagram⁠CREDITSAlbum Art & Design by ting.inVoiceovers by Anjale StephanosMusic 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 HIGHLIGHTSHub & Spoke vs Van Sales: Two dominant rural distribution models—and their trade-offsProject Shakti: How empowering local women turned into a ₹ scale engine for HULCoke’s Solar Coolers: How merchandising and micro-training brought cold credibility to villagesGhadi Detergent: Why India’s top-selling detergent brand won with trust, not ad spendsParle-G’s Drought Strategy: The bold move that cemented cultural equityTata Wiron: Content marketing meets rural activation—without ever sellingLocal vs MNC Brands: Why “belonging” beats “conquering” in rural IndiaSeasonal Sensitivity: Why rural calendars beat fiscal ones in relevanceFrom Availability to Affection: The secret shift that makes rural consumers loyalKEY TAKEAWAYSWinning 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 enemy2. Scale comes from serving small, not selling big3. Trust is the real infrastructure4. Affordability must be baked into product design5. Belong, don’t conquer—brand resonance starts with cultural immersionQUOTES“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 FORM⁠⁠It only takes a few minutes, and it will help us provide you with the content most relevant to you.SHOW WEBSITECONNECT WITH OUR HOSTSSudeep Chawla on ⁠Linkedin⁠Sharavana Raghavan on ⁠Linkedin⁠FOLLOW USCoBB - ⁠LinkedInCoBB - Instagram⁠CREDITSAlbum Art & Design by ting.inVoiceovers by Anjale StephanosMusic 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 FLOWThey discussWhy B2B2C is a misunderstood spaceMost marketers assume it’s all sales and no brand, but Sudeep reveals how intermediaries like plumbers and contractors actually shape consumer choice and trustHow regional practices create micro marketsFrom Punjab’s mud phaska roofs to Kerala’s truss constructions, India’s geography and culture create unique user behaviours and needsWhat makes marketing in B2B2C a learning playgroundWith 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 workThe role of intellectual humility in marketingSudeep explains why empathy and humility are critical when working with blue-collar influencers, people marketers often overlook but must learn to understandThree enablers of deep marketing learning1. Look beyond the lack of glamour2. Stay humble and open to learning from all3. Work under marketing leaders who create frameworks and feedback loopsKEY TAKEAWAYSB2B2C categories are rich in insight, diversity, and marketing opportunity — not just sales operationsMicro marketing is a powerful model for building core marketing capabilitiesThe most impactful learning comes from observation, empathy, and iteration — not just from campaignsGreat marketers thrive where others don’t even bother to lookQUOTES“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 FORM⁠⁠It only takes a few minutes, and it will help us provide you with the content most relevant to you.SHOW WEBSITECONNECT WITH OUR HOSTSSudeep Chawla on ⁠Linkedin⁠Sharavana Raghavan on ⁠Linkedin⁠FOLLOW USCoBB - ⁠LinkedInCoBB - Instagram⁠CREDITSAlbum Art & Design by ting.inVoiceovers by Anjale StephanosMusic 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 HIGHLIGHTSWhy 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 TAKEAWAYSRural 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.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 FORM⁠⁠It only takes a few minutes, and it will help us provide you with the content most relevant to you.SHOW WEBSITECONNECT WITH OUR HOSTSSudeep Chawla on ⁠Linkedin⁠Sharavana Raghavan on ⁠Linkedin⁠FOLLOW USCoBB - ⁠LinkedInCoBB - Instagram⁠CREDITSAlbum Art & Design by ting.inVoiceovers by Anjale StephanosMusic 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!Please tell us what topics you'd like to have discussed on the CoBB, by filling in this ⁠CONTENT SUGGESTION FORM⁠⁠It only takes a few minutes, and it will help us provide you with the content most relevant to you.SHOW WEBSITECONNECT WITH OUR HOSTSSudeep Chawla on ⁠Linkedin⁠Sharavana Raghavan on ⁠Linkedin⁠FOLLOW USCoBB - ⁠LinkedInCoBB - Instagram⁠CREDITSAlbum Art & Design by ting.inVoiceovers by Anjale StephanosMusic 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 HIGHLIGHTSFeelings ≠ 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 TAKEAWAYSDon’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!Please tell us what topics you'd like to have discussed on the CoBB, by filling in this ⁠CONTENT SUGGESTION FORM⁠⁠It only takes a few minutes, and it will help us provide you with the content most relevant to you.SHOW WEBSITECONNECT WITH OUR HOSTSSudeep Chawla on ⁠Linkedin⁠Sharavana Raghavan on ⁠Linkedin⁠FOLLOW USCoBB - ⁠LinkedInCoBB - Instagram⁠CREDITS- 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.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 FORM⁠⁠It only takes a few minutes, and it will help us provide you with the content most relevant to you.SHOW WEBSITECONNECT WITH OUR HOSTSSudeep Chawla on ⁠Linkedin⁠Sharavana Raghavan on ⁠Linkedin⁠FOLLOW USCoBB - ⁠LinkedInCoBB - Instagram⁠CREDITSAlbum Art & Design by ting.inVoiceovers by Anjale StephanosMusic 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 HIGHLIGHTSThe 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 TAKEAWAYSHype 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!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 FORM⁠⁠It only takes a few minutes, and it will help us provide you with the content most relevant to you.SHOW WEBSITECONNECT WITH OUR HOSTSSudeep Chawla on ⁠Linkedin⁠Sharavana Raghavan on ⁠Linkedin⁠FOLLOW USCoBB - ⁠LinkedInCoBB - Instagram⁠CREDITSAlbum Art & Design by ting.inVoiceovers by Anjale StephanosMusic 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!Please tell us what topics you'd like to have discussed on the CoBB, by filling in this ⁠CONTENT SUGGESTION FORM⁠⁠It only takes a few minutes, and it will help us provide you with the content most relevant to you.SHOW WEBSITECONNECT WITH OUR HOSTSSudeep Chawla on ⁠Linkedin⁠Sharavana Raghavan on ⁠Linkedin⁠FOLLOW USCoBB - ⁠LinkedInCoBB - Instagram⁠CREDITS- 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 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. 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!Please tell us what topics you'd like to have discussed on the CoBB, by filling in this ⁠CONTENT SUGGESTION FORM⁠⁠It only takes a few minutes, and it will help us provide you with the content most relevant to you.SHOW WEBSITECONNECT WITH OUR HOSTSSudeep Chawla on ⁠Linkedin⁠Sharavana Raghavan on ⁠Linkedin⁠FOLLOW USCoBB on ⁠LinkedInCoBB on Instagram⁠CREDITS 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! 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 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, 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! 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 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, 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! 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 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