DiscoverJagged with Jasravee : Cutting-Edge Marketing Conversations with Thought Leaders
Jagged with Jasravee : Cutting-Edge Marketing Conversations with Thought Leaders

Jagged with Jasravee : Cutting-Edge Marketing Conversations with Thought Leaders

Author: Jasravee Kaur Chandra

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“Creative thinking takes place neither inside the box nor outside the box, but at the edge of the box.” Free-flowing, long-form conversations about marketing, branding, innovation, consumer behaviour and trends. Conversations that ignite new ideas. Ideas with rough, sharp edges ! These conversations with thought leaders discuss best practices, trends, case studies and insights on topics ranging from strategy planning, brand building, marketing strategy, communication strategy, digital marketing etc. Facilitated by Jasravee Kaur Chandra, Director, Master Sun, Consulting Brand of Adiva L Pvt.Ltd
116 Episodes
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Explore the challenges, strategies, and learnings behind the two iconic campaigns that you worked on Ariel's 'Share The Load' &  Idea's 'What and Idea Sirji' ? How has the meaning of leadership evolved in this dynamic advertising and marketing landscape? What defines a positive agency culture for you ? How can we cultivate future-ready talent within agencies? Suraja Kishore answers the above questions and many more as he takes a masterclass on developing iconic campaign & thriving agency culture. Suraja Kishore is the CEO- BBDO & teamX India (Omnicom x Mercedes-Benz).  He has worked as a senior leader at McCann, Publicis Group, Lowe Lintas & Mudra. He is good with managing P&L, driving growth agenda, nurturing client relationships, encouraging inclusion & diversity at workplace and building long term brands and profitable business.  Connect with Suraja on Linkedin https://www.linkedin.com/in/skshapingfuturethinking Jagged with Jasravee is facilitated by Jasravee Kaur Chandra.  Jasravee has over 20 years experience as a Strategic Brand Builder, Communications Leader and Entrepreneur.  Please visit Jasravee at https://jasravee.com/ Connect with Jasravee on Linkedin at https://www.linkedin.com/in/jasravee/   Email Jasravee at jasravee@gmail.com Index 00:00 Preview & Introduction to Suraja 03:32 What an Idea Sirji ! Revisited: The Iconic Idea Campaign 12:22 Carrying the Idea Campaign Forward 19:09 Share the Load: Ariel's Empowering Campaign 31:08 Beyond Laundry : The Purpose & Social Impact of  #sharetheload  37:04 Share the Load - For the Youth &  Social Media 44:19 Culture: Shaping and Navigating 49:40 Leading in the Age of Disruption 58:19 Rapid Fire: Getting Personal with Suraja Kishore 01:01:25 Connecting with Suraja Kishore Through his insights and experiences,  Suraja Kishore provides a glimpse into the thinking behind iconic campaigns for Ariel's 'Share the Load'  and Idea's 'What an Idea Sirji'. He discusses his view on leadership and the importance of nurturing a culture that inspires change.  Confessions Over Insights Ariel's 'Share the Load' campaign's foundation lies in the raw confessions of individuals, not just insights. This approach strips away societal facades, revealing the true hypocrisies that exist. The campaign challenges societal norms and aims to ignite cultural change, addressing issues like patriarchy through everyday decisions. Creating Value Beyond Campaigns Kishore emphasizes the need for agencies to focus on creating value rather than just campaigns. Clients who trust in this philosophy reap the rewards of authentic engagement. Brands, according to Kishore, act as magnets, attracting individuals who resonate with their beliefs. This attraction forms the basis of brand loyalty and advocacy. Cultural Strategy Over Brand Purpose Kishore advocates for a shift towards cultural strategy over brand purpose alone. In a rapidly evolving landscape, brands must align with broader cultural shifts to remain relevant. He underscores the significance of cultural resonance, highlighting 'What an Idea Sirji' campaign of Idea which looked at the transformational societal impact of a mobile.  Leadership & Culture Leadership, to Kishore, transcends titles and designations. It's about actions, contributions, and fostering a culture of listening and mentorship. He emphasizes the value of collective wisdom within organizations, acknowledging the wealth of insights and experiences each team member brings to the table. Kishore underscores the importance of nurturing a culture of openness, authenticity, and accountability within organizations to drive meaningful change. Campsite One Link : https://campsite.bio/jaggedwithjasravee
Content  is like apparel. In context of this analogy, why do you say content should be treated like Chanel, as an enduring asset?  Please explain for my audience how high impact comes from identifying big ideas? What are the common misconceptions here?  Same concept, different angles. Could you share some examples to explain this ?  How should one identify big ideas?  What are the 4 objections? How can content overcome these proactively?  Purna answers the above questions and more as she takes a masterclass in content marketing. Purna Virji is the author of High-Impact Content Marketing and Principal Consultant, Content Solutions at LinkedIn. She previously led global learning and thought leadership programs for Microsoft. She has also been recognized as an Adweek Young Influential, was crowned the Search Personality of the Year by the US Search Awards and was named the most influential PPC Expert in the world by PPC Hero. Please connect on Linkedin - https://www.linkedin.com/in/purnavirji/ Her Book on Amazon - https://www.amazon.in/High-Impact-Content-Marketing-Strategies-Intentional/dp/1398608432 Jagged with Jasravee is facilitated by Jasravee Kaur Chandra. She is Senior Vice President of Strategic Planning at Havas Creative. Jasravee has over 20 years experience as a Strategic Brand Builder, Communications Leader and Entrepreneur.  Please visit Jasravee at https://jasravee.com/ Connect with Jasravee on Linkedin at https://www.linkedin.com/in/jasravee/   Email Jasravee at jasravee@gmail.com The discussion covers the Purna  focuses on the importance of repurposing content, understanding the audience, and aligning marketing and sales efforts to achieve business goals. The Key Highlights 📝 Repurposing top-performing content instead of creating new content from scratch can be a strategic approach. 💡 Understanding audience behaviour and preferences is crucial for creating impactful content and campaigns. 📊 Analytics can provide valuable insights into audience behaviour, helping to optimize content and posting strategies. 🛠️ Talking to existing customers and understanding their motivations can inform marketing strategies and messaging. 🌍 Advocacy and community building can be key in engaging the audience and driving meaningful interactions with the brand Index 00:00 Preview & Introduction to Purna Virji 02:21 Repurposing Content - Needs to Be Enduring Like Chanel 06:25 Content Assets are like a Capsule Wardrobe 07:04 Big Idea  & Content Marketing 10:11 One Big Idea & Its Many Uses - Spotify Unwrapped, Apple etc 17:45 Where Do You Start with Repurposing Content 22:05 Understanding Your Audience for Content Marketing 29:55 Tools for Understanding Audience - Primary Research vs Analytics 33:53 Four Type of Objections by Customers that Content Needs to Address 38:48 Rapid Fire - Personally Speaking with Purna Virji 40:56 Getting in Touch with Purna Virji Follow Jagged with Jasravee on Social Media Campsite One Link : https://campsite.bio/jaggedwithjasravee Facebook Page : https://www.facebook.com/jaggedwithjasravee Instagram : https://www.instagram.com/jagggedwith Podcast Page : https://anchor.fm/jagged-with-jasravee Youtube Page : https://www.youtube.com/c/jaggedwithjasravee Website : https://jasravee.com/ #RepurposeYourContent  #ContentMarketingMasterclass #ContentMarketingTips #MarketingHacks #ContentMarketingStrategy #ContentMarketingExpert‍  #SpotifyUnwrapped #BrandCampaignGoals #ContentStrategy #CreateKillerContent #AudienceResearch #ContentChannels #ContentAsset #SalesAlignment
In a sea of brands, the Meaningful Brands Study dives deep to find those with true substance. What's the core compass guiding this research, and how vast is its impact? What does it mean to be a meaningful brand in the current times? 222% market outperformance is mind-blowing. How do meaningful brands weave purpose into profits, and can this be replicated? Gen Z holds the key to tomorrow's economy. What makes brands truly meaningful in their eyes ? What is the Me-conomy? Does it change how we approach strategizing for brands? Please elaborate with examples What are the key ‘me’ benefits/ principles that top Meaningful Brands deliver on (ref 2023 report)? The Meaningful Brands Study is powerful, but how does Havas leverage it to guide clients beyond insights? Sanchita answers the above questions and many more as she takes us on a journey of how cultural and societal forces are changing what it means to be meaningful for brands.Sanchita Roy is the Chief Strategy Officer at Havas Media Group, India. Sanchita is a consumer behavior specialist with over 21+ years of experience in research & insights, communication planning, Data science & brand strategy, having diverse category experience from FMCG to Telecom to Automobiles to Tourism. Please connect with her on Linkedin https://www.linkedin.com/in/sanchita-roy-2b5aabb/ Email her at sanchita.roy@havasmedia.com Jagged with Jasravee is facilitated by Jasravee Kaur Chandra. She is Senior Vice President of Strategic Planning at Havas Creative, India. Jasravee has over 20 years experience as a Strategic Brand Builder, Communications Leader and Entrepreneur. Please visit Jasravee at https://jasravee.com/ Connect with Jasravee on Linkedin at https://www.linkedin.com/in/jasravee/ Email Jasravee at jasravee@gmail.com Follow Jagged with Jasravee on Social Media Campsite One Link : https://campsite.bio/jaggedwithjasravee Index 00:00 Preview & Introduction to Sanchita 02:18 Purpose and Premise of the Meaningful Brand Study 08:15 Why Meaningful Brands Outperform the Market 12:21 Consumer’s Search for Meaning and Expectations from Brands 14:29 Purpose vs. Meaning, Covid Rebooted: How Our Values Shifted 15:23 Rise of Me-conomy - Purpose Becomes Personal 20:47 Gen Z - Search for Meaning Amongst the Youth 24:11 Meaningful Today is Being Personal- Examples of Mattress & Auto 32:02 From Age of Cynicism to Me-conomy - How Covid Changed Us 36:38 Brand Meaning Makeover: How to Use Meaningful Brand Study 39:52 Applying the Study to a Global Fast Food Brand 43:07 Rapid Fire - Personally Speaking with Sanchita Roy 44:44 Connecting with Sanchita Roy Facebook Page : https://www.facebook.com/jaggedwithjasravee Instagram : https://www.instagram.com/jagggedwith Podcast Page : https://anchor.fm/jagged-with-jasravee Youtube Page : https://www.youtube.com/c/jaggedwithjasravee Website : https://jasravee.com/ #meaningfulbrands
What is the concept of Laddering and  the 5 Whys ? How does one craft content that converts?Please explain with a case study or example. In an AI-driven era, how does content marketing need to evolve? How does one make content authentic, engaging, and relatable to engage both robots and humans? B2B Marketing: What is the distinction between demand generation and lead generation? How does one balance both approaches for sustainable success? Eric answers the above questions as he takes us on a journey of how to achieve marketing excellence. Eric Holtzclaw is a Founding Partner and Chief Strategist of Liger Partners. Eric evaluates businesses to improve products, services, support and marketing strategies for overall effectiveness.  Connect with Eric on Linkedin https://www.linkedin.com/in/eholtzclaw/ Eric's Company Website https://ligerpartners.com Jagged with Jasravee is facilitated by Jasravee Kaur Chandra. She is Senior Vice President of Strategic Planning at Havas Creative. Jasravee has over 20 years experience as a Strategic Brand Builder, Communications Leader and Entrepreneur.  Please visit Jasravee at https://jasravee.com/ Connect with Jasravee on Linkedin at https://www.linkedin.com/in/jasravee/   Email Jasravee at jasravee@gmail.com Follow Jagged with Jasravee on Social Media Campsite One Link : https://campsite.bio/jaggedwithjasravee Index 00:00 Preview & Introduction to Eric 02:35 Unlocking the Power of 'Laddering' in Qualitative Analysis 08:50 5 WHYs,  Case Study on the Cruiseliners Industry 12:52 Why Personas Don't Age 14:30 Content That Converts: The Art of Captivating Your Audience 19:39 Content - 80% Promotion, 20% Creation 21:50 BATCOM Model of Marketing 25:54 Content is Like a Magazine Of Your Company 28:12 Curate vs. Create: Navigating Content in the AI-Driven Era 31:44 Demand Generation is Not Lead Generation 38:30 Similarities Between Marketing & Entrepreneurship  44:01 Rapid Fire - Personally Speaking with Eric Holtzclaw 44:08 Connecting to Eric Holtzclaw In the fast-paced world of marketing, the 80/20 rule, laddering, content creation, and lead versus demand generation are essential concepts. Effective marketing requires not only a solid strategy but also adaptability and a deep understanding of consumer motivations. By leveraging these principles and staying attuned to the ever-changing marketing landscape, you can craft compelling campaigns that resonate with your audience and drive business success. Unlocking the Secrets of Laddering Laddering is a technique used in qualitative market research to delve deeper into consumer motivations.It involves asking "why" repeatedly to uncover the root of consumer decisions. Laddering helps move beyond surface-level responses and exposes the underlying motivations. Don't settle for the first answer; keep digging to reveal the true driving factors. The Art of Content That Converts Creating content that converts is the ultimate goal for marketers.Conversion goes beyond engagement metrics like likes and shares; it's about driving action. Video-based content is a versatile format, as it can be repurposed into various other content types. Content should be adaptable, allowing you to use it in different channels. Curation is becoming more critical in content creation.  It's about finding and sharing valuable existing content, rather than creating everything from scratch. Lead Generation vs. Demand Generation Lead generation focuses on identifying potential customers and capturing their interest. Demand generation concentrates on brand awareness and creating a need for your product or service. B2B companies often need both lead and demand generation strategies. The two approaches serve different purposes in the buyer's journey.Consumers may not be ready to buy immediately, but capturing their information allows for future engagement. Recognize that lead generation is the beginning of a longer relationship-building process.
"Modern technology encourages artful choreography over truth”. What are some instances where the digital marketing world exploits data and predictive models to influence behaviours and beliefs? What ethical concerns arise from the convergence of AI, machine learning, and personal data, specifically regarding privacy, control, and abuse for both consumers and humans in general? How do products and brands manipulate emotions to influence us, given your perspective coming from the 'dark side,' and shed light on the tactics used to emotionally manipulate and nudge consumers? How does the illusion of choice impact decision-making, and how do businesses and marketers across various sectors use this manipulation to guide outcomes in their favour? What is the concept of "trigger stacking," and how does it magnify the impact of emotions? How can comedy and humour effectively dismantle manipulated narratives and combat misinformation? Patrick Fagan answers the above questions and gives us a peek into his new book 'Free Your Mind' . Patrick Fagan is Co-founder and Chief Science Officer, Capuchin Behavioural Science. He is a consultant, lecturer, author, public speaker. Patrick was Lead Psychologist at Cambridge Analytica for until the company went into administration. In this podcast Patrick Fagan talks about his book 'Free Your Mind,' co-authored with Laura Dodsworth. The book reveals the hidden tactics used by manipulators, from advertisers to politicians, and arm you with expert insights to defend your mental freedom. Patrick's book on Amazon : https://www.amazon.in/Free-Your-Mind-manipulation-resist-ebook/dp/B0BHYFC5PV Patrick's Linkedin -https://www.linkedin.com/in/pfagan87/ Patrick's Website -https://www.patrickfagan.co.uk/ Jagged with Jasravee is facilitated by Jasravee Kaur Chandra. She is Senior Vice President of Strategic Planning at Havas Creative. Jasravee has over 20 years experience as a Strategic Brand Builder, Communications Leader and Entrepreneur. Please visit Jasravee at https://jasravee.com/ Connect with Jasravee on Linkedin at https://www.linkedin.com/in/jasravee/ Email Jasravee at jasravee@gmail.com Index 00:00 Preview & Introduction to Patrick Fagan 02:30 Free Your Mind : Book's Fundamental Idea 04:37 Nudge-ification of Society & Marketing 05:12 Book for Consumers as well as Marketers 06:58 Artful Choreography Over Truth 09:45 Building Immunity to Manipulation 19:13 Trigger Stacking, Fear as a Manipulation Tool 28:30 Role of Humour in Countering Manipulation 31:27 Demanding Transparency from Institutions 32:54 Filtering & Using Text Based Sources for Critical Thinking 35:58 Distinguishing Between Influence and Manipulation 40:00 Power Of Incrementalism & Metaverse Follow Jagged with Jasravee on Social Media Campsite One Link : https://campsite.bio/jaggedwithjasravee Facebook Page : https://www.facebook.com/jaggedwithjasravee Instagram : https://www.instagram.com/jagggedwith Podcast Page : https://anchor.fm/jagged-with-jasravee Youtube Page : https://www.youtube.com/c/jaggedwithjasravee Website : https://jasravee.com/ #MindControl #BehavioralScience #MarketingTactics #ConsumerAwareness #MediaManipulation #SocialInfluence #MediaLiteracy #Psychology #BehavioralPsychology #EthicalMarketing #DataPrivacyMatters #PsychologicalPersuasion #BrandEthic #freeyourmind #peterfagan
How have your engineering skills helped you in marketing? How is marketing like a bridge? What is the difference between marketing and sales? Can you explain the distinction using the headlight analogy? What is the difference between "Big M" and "Small m" marketing? How can the obsession with measurable ROI limit marketing potential? Why is pricing so important in marketing? What measures can business schools take to address this? What are "random acts of marketing"? And what key principles can marketers immediately apply to make them more effective? Atul answers the above questions and many more, as he seperate facts from fiction and talks about Marketing 101. Atul Minocha is a Partner and CMO at Chief Outsiders, author, investor, and speaker. He is the author of 'Lies, Damned Lies, and Marketing: Separate Fact from Fiction and Drive Growth'. Atul has a degree in mechanical engineering from the Indian Institute of Technology Delhi and an MBA from Yale University. Connect on Linkedin https://www.linkedin.com/in/atulminocha/ Visit his Company Page https://www.chiefoutsiders.com/profile/atul-minocha His Book on Amazon https://www.amazon.in/Lies-Damned-Marketing-Separate-Fiction-ebook/dp/B097NRJ4HP Jagged with Jasravee is facilitated by Jasravee Kaur Chandra. She is Senior Vice President of Strategic Planning at Havas Creative. Jasravee has over 20 years experience as a Strategic Brand Builder, Communications Leader and Entrepreneur. Please visit Jasravee at https://jasravee.com/ Connect with Jasravee on Linkedin at https://www.linkedin.com/in/jasravee/ Email Jasravee at jasravee@gmail.com Index 00:00 Preview & Introduction to Atul 03:30 Journey from Engineer to Marketeer 09:30 Solving Problems, Not Just Selling Products 11:30 Marketing is Like a Bridge 15:01 Customer Beliefs - Toyota Example -The Seatbelt as a Death Trap 18:21 Headlight Analogy: Difference Between Sales and Marketing 22:25 Big M vs. Small m Marketing: What's the Difference? 26:25 The Misuse of ROI: How Apple iPhone Shows Us What Not to Do 36:36 Pricing, One of the 4 Ps for Marketers 40:36 Random Acts of Marketing 44:17 How to Avoid Random Acts of Marketing 47:31 Rapid Fire - Personally Speaking with Atul Minocha 51:40 Connecting with Atul Minocha Follow Jagged with Jasravee on Social Media Campsite One Link : https://campsite.bio/jaggedwithjasravee Facebook Page : https://www.facebook.com/jaggedwithjasravee Instagram : https://www.instagram.com/jagggedwith Podcast Page : https://anchor.fm/jagged-with-jasravee Youtube Page : https://www.youtube.com/c/jaggedwithjasravee Website : https://jasravee.com/
In this conversation with Rashi Goel, a battle-tested marketeer, we embark on a quest to explore the world of consumer brands and scaling them through innovative strategies. Join us on a journey through insightful musings from thought-provoking conversations, touching upon diverse brands like Nestle, Nescafe, Lakme, Closeup, and even Amazon. Rashi Goel is a Founder & CEO - Performonks. Over a 25-year career, Rashi has applied consumer empathy, commercial acumen, and product innovation to grow businesses and build brands at L’Oreal, Unilever, Coca-Cola Inc, PepsiCo, Kraft Heinz, Nestlé, and Amazon Stores. Please connect on Linkedin https://www.linkedin.com/in/rashigoel-consumermarketing/ Rashi's Blog https://performonks.com , performonks/substack.com Jagged with Jasravee is facilitated by Jasravee Kaur Chandra. She is Senior Vice President of Strategic Planning at Havas Creative. Jasravee has over 20 years experience as a Strategic Brand Builder, Communications Leader and Entrepreneur. Please visit Jasravee at https://jasravee.com/ Connect with Jasravee on Linkedin at https://www.linkedin.com/in/jasravee/ Email Jasravee at jasravee@theadiva.com Index 00:00 Preview & Introduction to Rashi Goel 02:33 Marketing Tech Brands vs FMCG Brands 06:37 Power of Emotional Engagement in Tech Brands 11:00 Ask Nestle - Crafting the Corporate Brand Story 14:21 Ask Nestle - Nutritional Blueprint for Moms 22:49 Nescafe - Making Coffee A Part of People’s Transitions 30:00 Lakme - Turning the Skincare Category Around 36:51 Close Up- Breaking Category Codes 41:38 Sprite - Designing Innovative Consumer Promotions 45:14 Rapid Fire - Personally Speaking with Rashi Goel 48:21 Connecting with Rashi Goel Amongst other things the conversation touches on the following areas Nescafe : Transition Phases and the Birth of New Habits Life, much like branding, is a journey of transitions. Moving from school to college or college to the first job marks significant milestones that shape our habits and preferences. This transition spawns the creation of new habits, both positive and negative, exemplified by choices such as smoking, drinking, and romance. These phases offer fertile ground for brands to establish themselves as part of these transformative experiences, thereby becoming ingrained in consumers' lives.The team at Nescafe used this insight to position coffee as the quintessential emblem of adulthood. As individuals traverse from one life stage to another, coffee emerges as a symbolic initiation into the world of grown-ups. Power of Emotional Engagement in Tech Brands Contrary to popular belief, technology-driven products are not devoid of emotion. Emotions find their place even in the realm of tech products, albeit in a different form. The key lies in crafting emotional connections that resonate with consumers.Successful tech branding hinges on establishing relevance, credibility, and trust. Ask Nestle: Personalized Nutrition for Moms Nestle's journey into personalized nutrition for mothers offers a striking example of how brands can address specific consumer needs and aspirations. Ask Nestle provided personalized nutrition plans to cater to individual preferences and regional dietary habits. This involved creating a content machinery that delivers scientifically accurate and cost-effective information. Lakme: Reviving the Essence of Seductive Beauty Revitalizing a brand's essence required a multi-pronged approach encompassing fundamental improvements, effective training, and compelling communication. This involved strengthening the brand's foundation by training beauty advisors and enhancing product knowledge. It also meant reinventing packaging and crafting impactful communication to resonate with consumers' emotions. Follow Jagged with Jasravee on Social Media Campsite One Link : https://campsite.bio/jaggedwithjasravee Website : https://jasravee.com/
How do you define customer centricity? What it is not? How does it challenge the traditional view as irresponsible, ineffective and misaligned with best practice? Why ‘unmasking the customer base’ is the hidden goldmine within one’s business? How should a business go about it? What are the misconceptions? What are some of the best practices? Please provide a few glimpses of the The Analytical Toolkit and unveil the key analyses for customer centric success (e.g., customer cohorts, time between first and second purchase, distribution of customer value) Which are some key CLV misconceptions ? Decoding CLV Calculation – which are the 3 crucial factors. Will this hold true across industries? Why? Please share a case study showcasing the impact of CLV on business performance and decision-making.? (Penn students accurately forecasted Dish Network's customer acquisition, outperforming Wall Street experts. How?) Peter answers the above questions and more as he takes us on a journey or understanding & valuing our customer base. Peter S. Fader is the Frances and Pei-Yuan Chia Professor of Marketing at The Wharton School of the University of Pennsylvania. With a passion for understanding and forecasting customer shopping and purchasing activities through behavioral data analysis, Professor Fader's expertise spans a wide range of industries, including telecommunications, financial services, gaming/entertainment, retailing, and pharmaceuticals. Peter Fader also co-founded a predictive analytics firm (Zodiac) in 2015, which was sold to Nike in 2018. He then co-founded (and continues to run) Theta to commercialize his more recent work on “customer-based corporate valuation.” Latest Book of Peter is The Customer-Base Audit: The First Step on the Journey to Customer Centricity Kindle Edition https://www.amazon.in/gp/product/B0B65KKHN9/ Fader is also the author of Customer Centricity: Focus on the Right Customers for Strategic Advantage (2020, 2012) and coauthor of The Customer Centricity Playbook (2018) with Sarah Toms. Connect with Peter on Linkedin https://www.linkedin.com/in/peterfader/ Visit Peter's University Page https://marketing.wharton.upenn.edu/profile/faderp/ Visit Peter's Cool Numbers Website http://www.coolnumbers.com Jagged with Jasravee is facilitated by Jasravee Kaur Chandra, Director- Brand Building, Research & Innovation at Master Sun, Consulting Brand of Adiva L Pvt. Ltd. Jasravee has over 20 years experience as a Strategic Brand Builder,Communications Leader and Entrepreneur. Please visit Jasravee at https://jasravee.com/ Connect with Jasravee on Linkedin at https://www.linkedin.com/in/jasravee/ Email Jasravee at jasravee@theadiva.com Index 00:00 Preview & Introduction to Professor Peter Fader 03:28 Customer Centricity Unveiled 06:25 Customer Lifetime Value - How Granular Do We Need to Get 08:51 Misconceptions about Customer Lifetime Value 13:53 Measurement of CLV - Recency, Frequency, Monetary Value 17:20 Understanding Cohorts 24:16 Scaling Up: Avoiding the Pitfalls of Losing Intuition & Intimacy 26:39 Product Development Aligned to Customer Value 31:41 Customer-Based Corporate Valuation 34:17 Talent Show: Cool Numbers - The Story of a Dollar Bill's Journey 37:29 Rapid Fire - Personally Speaking with Peter Fader Follow Jagged with Jasravee on Social Media Campsite One Link : https://campsite.bio/jaggedwithjasravee Facebook Page : https://www.facebook.com/jaggedwithjasravee Instagram : https://www.instagram.com/jagggedwith Podcast Page : https://anchor.fm/jagged-with-jasravee Youtube Page : https://www.youtube.com/c/jaggedwithjasravee Jagged with Jasravee, is an initiative of Master Sun, the Consulting Brand of Adiva Lifestyle Pvt Ltd. Website : https://jasravee.com/
How can incentives be more effective by considering the signals they send? What role do mixed signals play in shaping behaviour? How can incentives be designed to align with desired outcomes and intentions?What are the misconceptions and pitfalls in marketing and designing incentives? What is the role of common sense. (chief common sense officer) in aligning incentives with strategic goals and foster a cooperative environment ? How does self-signaling and self-identity impact the effectiveness of incentives? How do we leverage the principles of mental accounting to enhance the impact of incentives ? Uri answers the above questions and more as he takes us on a journey of understanding the power and pitfalls of incentives. Uri Gneezy is a Professor of Economics and Strategy and the Epstein/Atkinson Chair in Behavioral Economics, Rady School of Management, University of California, San Diego.  Uri Gneezy is an esteemed behavioural economist and author who has made significant contributions to the field of incentives and decision-making. His research focuses on understanding how incentives shape behavior and how to effectively utilize them in real-world settings. His latest book is  Mixed Signals: How Incentives Really Work https://www.amazon.in/Mixed-Signals-Incentives-Really-Work/dp/0300255535 Connect with Uri on Linkedin  https://www.linkedin.com/in/uri-gneezy-6292b988/ His website http://www.gneezy.com Jagged with Jasravee is facilitated by Jasravee Kaur Chandra, Director- Brand Building, Research & Innovation at Master Sun, Consulting Brand of Adiva L Pvt. Ltd. Jasravee has over 20 years experience as a Strategic Brand Builder,Communications Leader and Entrepreneur.  Please visit Jasravee at https://jasravee.com/ Connect with Jasravee on Linkedin at https://www.linkedin.com/in/jasravee/   Email Jasravee at jasravee@theadiva.com 00:00 Preview & Introduction to Uri Gneezy 02:30  Idea of Book Mixed Signals  03:48  Fine as a Price - Parents Coming Late 07:16  Psychological & Non-Monetary Incentives  10:24 Self-Signaling Incentives 11:47 Aligning Incentives with  Culture, Organizational Values 12:48 Mixed  Signals in Workplace  16:37 Chief Commonsense Officer: The Art of Messaging 20:01 Crafting Incentives Examples - Loyalty Programme Incentives of Airlines 21:30 Crafting Incentives Process - A/B Testing, Knowing Your Customer 22:18  Knowing Your Customer - Toyota  Triumphs  Honda in Green Incentive Game 26:27 Negative Incentives and the Power of Punishment 28:22  Incentives for the Long Term - Being Good for The Planet, Smoking  30:40 Habit Formation and the Choices We Make 35:31 Free Sampling and the Art of Price Promotions 39:21 Mental Accounting in Incentive Design - Free Fuel vs. Cash 42:56 Personally Speaking with Uri Gneezy - Rapid Fire 47:09 Connecting with Uri Gneezy Follow Jagged with Jasravee on Social Media Campsite One Link : https://campsite.bio/jaggedwithjasravee Facebook Page : https://www.facebook.com/jaggedwithjasravee Instagram : https://www.instagram.com/jagggedwith Podcast Page : https://anchor.fm/jagged-with-jasravee Youtube Page : https://www.youtube.com/c/jaggedwithjasravee Jagged with Jasravee, is an initiative of Master Sun Brand of Adiva Lifestyle Pvt Ltd. Website : https://jasravee.com/ #Rewardsandrecognition #Rewardsandincentives #Nonmonetaryincentives #nonfinancialincentives #employeemotivation #customermotivation #customerincentives #employeeincentives #behaviouralchange #consumerpsychology #neuromarketing #consumerscience #neuroscience #neuropsychology #customerpromotions
Assemblage: How does Assemblage relate to brands? Brand Transformation - How brands can transform the world we live in by leveraging the concept of Assemblage. Explore the three dimensions of transformative branding, including advertising and services, sustainability and environmental impact, and consumer empowerment. Power of Archetypes - How can we use the power of archetypes connect with audiences, from flawed villains to aspirational heroes.? Meaningful Brand Hacks - What are examples of meaningful brand hacks identified by Dr. Probst, including authenticity, nostalgia, travel, and adventure. Dr Emmanuel Probst talks about the above themes and more as he urges marketers to create transformational brands. Emmanuel is the Global Lead: Brand Thought-Leadership at IPSOS. In his new book, Assemblage, he explains how to build brands that transform people and the world they live in. Connect with him on Linkedin : https://www.linkedin.com/in/emmanuelprobst/ His Book on Amazon https://www.amazon.in/Assemblage-Art-Science-Brand-Transformation/dp/1646871251 Jagged with Jasravee is facilitated by Jasravee Kaur Chandra, Director- Brand Building, Research & Innovation at Master Sun, Consulting Brand of Adiva L Pvt. Ltd. Jasravee has over 20 years experience as a Strategic Brand Builder,Communications Leader and Entrepreneur. Please visit Jasravee at https://jasravee.com/ Connect with Jasravee on Linkedin at https://www.linkedin.com/in/jasravee/ Email Jasravee at jasravee@theadiva.com Index 00:00 Preview & Introduction to Dr Emmanuel Probst 02:21 The Concept of Assemblage: Unveiling the Power of Brand Evolution 05:27 James Bond as a Brand: Adapting and Evolving with the Times 10:13 Need for Assemblage - Shifting of Influence Towards Consumers 13:01 Co-Creation of Brands with Customers - Cadbury Unity Bar Failure 18:54 Shaping vs. Meeting Expectations: Lessons from Tesla 22:54 Sustainability & Brands Impact - Bridging the Say-Do Gap, Sustainability and the Youth Perspective 24:49 Sustainability & the Patagonia Example 26:18 Recycling & Upcycling Products -Gently Worn Yoga Pants Story 30:27 Embracing Archetypes: Anti-Heroes, Villains, and Saviours in Brand Building 34:27 Dove: The Anti-Hero Brand that Championed Real Beauty and Reverse Selfie 38:10 The Reassuring Role of Nostalgia in Branding, Illustrated by Polaroid 42:01 The Future of Brand Building: Exploring Remix, Repurpose, Creator & Gig Economy 43:40 Starbucks: A Prime Example of Brand Remixing and Repurposing 45:06 Assemblage & Indian Cooking 46:40 Rapid Fire - Personally Speaking with Emmanuel Probst 48:42 Connecting with Dr Emmanuel Probst Creating transformative and disruptive brands requires a careful blend of art and science. Similar to the process of winemaking, assemblage involves selecting relevant attributes to create unique and premium brands. Successful brands understand the importance of staying relevant in a rapidly changing market and adapt to evolving consumer preferences. Co-creation, the blending of brand and consumer narratives, creates a meaningful connection with the audience. Prioritizing sustainability and environmental impact allows brands to gain loyalty and demonstrate their commitment to a better future. By implementing these strategies, brands can disrupt the market and forge deep connections with their audience, ultimately leaving a positive impact on individuals and the world at large. Follow Jagged with Jasravee on Social Media Campsite One Link : https://campsite.bio/jaggedwithjasravee Facebook Page : https://www.facebook.com/jaggedwithjasravee Instagram : https://www.instagram.com/jagggedwith Podcast Page : https://anchor.fm/jagged-with-jasravee Youtube Page : https://www.youtube.com/c/jaggedwithjasravee Jagged with Jasravee, is an initiative of Master Sun, the Consulting Brand of Adiva Lifestyle Pvt Ltd. Website : https://jasravee.com/
How can marketing be a powerful force that helps a company communicate its strategy? How can B2B marketers create a common language to improve internal communication? How can strategic differentiation through messaging drive meaningful connections with customers? Jim answers the above questions and many more as he makes a case for aligning marketing tactics with business strategy. Jim Everhart is a Writer, Strategist & Author. His experiences in strategy, creative direction, and storytelling enable him to create brand messaging strategies and content that help B2B marketers integrate their messaging across all their marketing tactics. He has written a book, Brand Vision: The Clear Line of Sight Aligning Business Strategy and Marketing Tactics Connect with him on Linkedin : https://www.linkedin.com/in/jim-everhart-4121032/ His book on Amazon : https://www.amazon.in/gp/product/B09H28NSLD/ Jagged with Jasravee is facilitated by Jasravee Kaur Chandra, Director- Brand Building, Research & Innovation at Master Sun, Consulting Brand of Adiva L Pvt. Ltd. Jasravee has over 20 years experience as a Strategic Brand Builder,Communications Leader and Entrepreneur. Please visit Jasravee at https://jasravee.com/ Connect with Jasravee on Linkedin at https://www.linkedin.com/in/jasravee/ Email Jasravee at jasravee@theadiva.com Index 00:00 Preview & Intro to Jim Everhart 03:10 Genesis of Brand Vision: The Clear Line of Sight Aligning Business Strategy and Marketing Tactics 6:31 Marketers Need to Be Aligned to & Communicate Business Strategy 07:51 Ford's Campaign "Quality is Job 1" - Both Internal & External Messaging 10:20 Need for Common Language within an Organization 12:00 Conveying Strategy Akin to a Bumper Sticker 14:25 Marketing Success Using Principle of Being Aligned, Connected, and Differentiated 22:17 Humanizing B2B marketing - Recognizing & Appreciating the Human Endeavor Behind It 29:13 Rapid Fire - Personally Speaking with Jim Everhart 30:32 Connecting with Jim Everhart Follow Jagged with Jasravee on Social Media Campsite One Link : https://campsite.bio/jaggedwithjasravee In this conversation, the focus is on aligning business strategy, marketing tactics, and messaging in B2B marketing. The discussion highlights the importance of effective communication both internally and externally.Ford's successful campaign centered on quality, transforming the company's image and addressing past issues. It serves as an example of a powerful and visually appealing commercial that resonated with the audience. The conversation emphasizes the need for concise messaging, with Michael Porter's advice of distilling complex ideas into three to five words. It highlights the role of marketing in ensuring that the company's strategy is communicated effectively, both within the organization and to the public.Internal communication is crucial, as it helps create a common language and improves overall understanding. Jim suggests using tools and strategies to align business objectives, customer needs, and messaging, ensuring everyone knows what to communicate.The conversation also touches on the importance of differentiation and consistency in messaging. A company should stand for something and be proud of its unique value proposition, while also backing it up with action.Overall, the conversation emphasizes the significance of clear and aligned communication in B2B marketing, which enables businesses to effectively convey their strategy, connect with the target audience, and differentiate themselves in the market. Follow Jagged with Jasravee on Social Media Campsite One Link : https://campsite.bio/jaggedwithjasravee Facebook Page : https://www.facebook.com/jaggedwithjasravee Instagram : https://www.instagram.com/jagggedwith Youtube Page : https://www.youtube.com/c/jaggedwithjasravee Jagged with Jasravee, is an initiative of Master Sun, the Consulting Brand of Adiva Lifestyle Pvt Ltd.
What is the Content Fuel Framework, and how can it generate an endless stream of story ideas? Can you share some examples of its different focuses, formats, and multipliers? How do you view the role of user-generated content in building a brand's presence? In "Prove It," how can strategies like corroboration, demonstration, and education be used to showcase a company's values through marketing? As a former journalist turned branded content creator and marketer, why is it important to think like a journalist in marketing? Melanie answers the above questions and many more as she takes a masterclass on unleashing content creation. Melanie Deziel  is an experienced and successful keynote speaker, author, and branded content creator. She has written two books on the subject, "The Content Fuel Framework: How to Generate Unlimited Story Ideas" and "Prove It: Exactly How Modern Marketers Earn Trust."  Melanie Deziel has held various positions in the industry, including being the first-ever editor of branded content at The New York Times, a founding member of HuffPost's brand storytelling team, and Director of Creative Strategy for Time Inc's 35 US magazines. Melanie also teaches graduate-level content marketing courses and frequently guest-lectures at universities. Melanie's website https://www.storyfuel.co/ Melanie on Linkedin https://www.linkedin.com/in/melaniedeziel/ Melanie's Books  https://www.amazon.com/dp/1734329009/ https://www.amazon.in/Prove-Exactly-Modern-Marketers-Trust/dp/1774582015 Jagged with Jasravee is facilitated by Jasravee Kaur Chandra, Director- Brand Building, Research & Innovation at Master Sun, Consulting Brand of Adiva L Pvt. Ltd. Jasravee has over 20 years experience as a Strategic Brand Builder,Communications Leader and Entrepreneur.  Please visit Jasravee at https://jasravee.com/ Connect with Jasravee on Linkedin at https://www.linkedin.com/in/jasravee/   Email Jasravee at jasravee@theadiva.com Index 00:00 Preview & Intro to Melanie Deziel 02:39 From News to Narratives: A Journalist's Approach to Crafting Compelling Content 05:45 Content Fuel Framework : Unlimited Story Ideas 09:16 Content Fuel Framework - How the Focus + Format  Drives High-Quality Content 10:39 Applying the Framework - Live Examples Diabetes Nutraceuticals & Ice Cream 18:38  Focus of  Data and Curation - A Canva Example 22:15  How to Showcase Your Expertise using Curation  24:11 Underutilized Format of  Image Galleries 26:50 Using Quizzes as a Fun and Effective Format for Content Creation 30:24 How to Select the Best Content Ideas for Maximum Impact 32:58 User Generated Content : The NY Times User-Generated Content Example 35:45 Multipliers : Scaling Up Content Ideas that Work 41:22  Prove It : Building Trust with Collaboration, Demonstration, and Education 45:18  Demonstrating  Connection to Community Connection 46:47 Rapid Fire - Personally Speaking with Melanie Deziel 49:06 Connecting with Melanie Deziel The Content Fuel Framework The Content Fuel Framework is a simple and effective way to generate unlimited story ideas. The framework consists of ten different focuses and ten different formats. Basic - What is it? How-to - How to do it? List - What are the best tips? Myth-busting - What are the common myths? People - Who are the people involved? Process - How is it made? History - What is the backstory? Comparison - How does it compare? Current events - What is happening now? Future - What is the future of this? Here are the ten formats: Article List Video Audio Infographic Social media post Newsletter Webinar Presentation Email course By combining the focuses and formats, you can come up with hundreds of ideas. For example, you could create a video about the history of a product, an article about how to use it, or an infographic comparing it to other products. Follow Jagged with Jasravee on Social Media Campsite One Link : https://campsite.bio/jaggedwithjasravee
Confluence of data, analytics and insights for Innovation : What is the ideal scenario for data, analytics, and insights to come together for innovation? Examples of the consequences of disregarding insights in favour of raw data & vice verse "Joining the Dots": What is it and why is it vital for marketing success? An example at demonstrates the power of "joining the dots" in making effective marketing decisions "Breaking Habits: The importance of driving and sustaining habit change ? What new tools are being used to achieve this goal? Are there any unique formats being used for generating and testing hypotheses, such as beliefs and goals? Shourav talks about the above areas and the questions surrounding them. Shourav Sen is a Worldwide Director of Strategic Insights and Analytics at Colgate-Palmolive. Shourav is a strategist driving commercial impact through insights & analytics. With over 20 years of Experience across US, China, Middle East & India, he has worked with companies like Colgate-Palmolive, ITC and IMRB Please connect with him on Linkedin : https://www.linkedin.com/in/shourav-sen-9819273/ Jagged with Jasravee is facilitated by Jasravee Kaur Chandra, Director- Brand Building, Research & Innovation at Master Sun, Consulting Brand of Adiva L Pvt. Ltd. Jasravee has over 20 years experience as a Strategic Brand Builder,Communications Leader and Entrepreneur. Please visit Jasravee at https://jasravee.com/ Connect with Jasravee on Linkedin at https://www.linkedin.com/in/jasravee/ Email Jasravee at jasravee@theadiva.com Follow Jagged with Jasravee on Social Media Campsite One Link : https://campsite.bio/jaggedwithjasravee Facebook Page : https://www.facebook.com/jaggedwithjasravee Instagram : https://www.instagram.com/jagggedwith Podcast Page : https://anchor.fm/jagged-with-jasravee Youtube Page : https://www.youtube.com/c/jaggedwithjasravee 00:00 Preview & Introduction to Shourav Sen 02:48 Different Countries, Different Perspectives: What Oral Care Reveals About Global Attitudes 08:11 Habit Change & Say-Do Gap : Why Do We Say One Thing and Do Another 11:06 Query Yourself : The Power of Self-Reflection 17:13 Unlocking Insights: How to Effectively Query People 20:22 Our Goal vs Intrinsic Beliefs 23:48 Market Research & Insights - 15 Years Back vs Today 26:17 What vs. Why Revolution - Example of Credit Cards 26:53 What vs. Why: The Importance of Understanding Key Motivations 28:37 Limitations of Market Mix Models - Need of Asking Why 32:58 People Centricity - Role of Category in Life 34:33 Power of Observation 35:27 Downside of Focus Groups 37: 58 Innovation - Where Do New Ideas Come From, Giving Choices 40:43 BBC Study on Sexual Habits - Then vs Now 43:12 Changing Methodologies: How Data is Revolutionizing Research 43:54 Pitfalls of Specialization: Why Agencies Need to Adopt Diverse Methodologies 45:58 Joining the Dots: Example of Google How to Synthesize Multiple Sources for Actionable Insights 49:49 Rapid Fire with Shourav Sen - Personally Speaking 52:21 Connecting with the Guest Shourav emphasizes the importance of understanding consumer behavior for business success. He highlights the Say-Do Gap, which is the difference between what people say and what they do. To bridge this gap, companies must analyze behavior and determine why the gap exists. Shourav suggests querying oneself about one's behavior before joining the category to gain insight into consumer behavior. The What revolution, which answers the question "What are people doing," has revolutionized how companies understand consumer behavior. Shourav believes this revolution will continue to grow and become more accurate and predictive. However, he notes that companies must also focus on the "Why" revolution, which involves interpreting data to gain insights into consumer behavior. Jagged with Jasravee, is an initiative of Master Sun, the Consulting Brand of Adiva Lifestyle Pvt Ltd. Website : https://jasravee.com/
What is a Galvanizing Story? Can a Galvanizing Story Really Unify Your Marketing and Sales Strategies? How to creating a Great Content Brand ? What are the Six Principles of Great Content Brands? What is the importance of Content Pillars ? Are You Missing Something Tangential? What is the role of Confidence & Experimentation in Content Marketing? What is the role of AI & Chat GPT in content marketing ? How to Hire a Specialist Agency for Content Marketing ? Attributes of a Great Content Writer ? Doug answers the above questions and many more as he takes us on a fascinating journey of how to create a good content brand . Doug Kessler has over 30 years of experience in B2B marketing and is the Executive Creative Director and Co-founder of Velocity Partners. Doug is a frequent speaker at marketing events and a prolific writer. Doug is a copywriter at heart but also enjoys analytics. Please visit his company http://www.velocitypartners.com Connect with him on Linkedin https://www.linkedin.com/in/dougkessler Jagged with Jasravee is facilitated by Jasravee Kaur Chandra, Director- Brand Building, Research & Innovation at Master Sun, Consulting Brand of Adiva L Pvt. Ltd. Jasravee has over 20 years experience as a Strategic Brand Builder,Communications Leader and Entrepreneur. Please visit Jasravee at https://jasravee.com/ Connect with Jasravee on Linkedin at https://www.linkedin.com/in/jasravee/ Email Jasravee at jasravee@theadiva.com Index of Content 00:00 Preview & Introduction to Doug Kessler 03:23 The Power of a Galvanizing Story, Role of Change 09:12 The Hubspot Story: How Inbound Marketing Became a Game-Changer 11:38 What is a Great Content Brand 16:11 6 Principles of Great Content Brands 19:12 Content Focus Falling Flat? How to Resist the Urge to Be Obvious 21:44 Content Pillars: Are You Missing Something Tangential? 26:08 Confidence in Content Marketing, Dumb Ways to Die 31:44 Content Marketing is Biggest Threat to Content Marketing 32:25 Chat GPT & AI for Content Marketing 34:35 Stealing Content to Keep Up 37:38 Hiring a Content Agency 41:15 B2B Marketing - Hard-work & Integrity 46:58 3 Qualities of a Great Content Writer 47:44 Rapid Fire - Personally Speaking with Doug Kessler 51:32 Connect with Doug Kessler Six Principles of Great Content Brands according to Doug are 1. Relevance: Great content brands understand their audience's needs and create valuable content that speaks to them. This builds trust and establishes the brand as a go-to source for information. 2. Consistency: A great content brand maintains a consistent voice and style across all content, reinforcing its identity and making it easier for the audience to recognize and remember. 3. Authenticity: Great content brands are honest, transparent, and true to their values and mission, building a loyal audience that trusts and respects them. 4. Storytelling: Great content brands use storytelling to engage and connect emotionally with their audience, making content more memorable and relatable. 5. Audience focus: Great content brands prioritize their audience's needs, preferences, and behaviors, creating content that aligns with those factors and listening to their feedback. 6. Innovation: Great content brands experiment with new ideas and formats to keep content fresh, attract new audiences, and position themselves as thought leaders. Follow Jagged with Jasravee on Social Media Campsite One Link : https://campsite.bio/jaggedwithjasravee Facebook Page : https://www.facebook.com/jaggedwithjasravee Instagram : https://www.instagram.com/jagggedwith Podcast Page : https://anchor.fm/jagged-with-jasravee Youtube Page : https://www.youtube.com/c/jaggedwithjasravee Jagged with Jasravee, is an initiative of Master Sun, the Consulting Brand of Adiva Lifestyle Pvt Ltd. Website : https://jasravee.com/
Are we missing out on potential profits by not exploring your customers' willingness to pay more? How do we find the optimal price for your product? What is NeuroPricing ? How neuroscience can help us in finding the "Goldilocks price" for your product ? Can discounts trigger impulsive buying behavior? What is the science behind discount pricing strategies and their impact on consumer behaviour? How do we play the "The Invisible Game" of sales, using situational awareness, defensive and offensive strategies, and the Power of Free and the Power of Now ? Kai talks about the above questions and more as he takes us on a fascinating journey of neuropricing and B2B sales. Professor Dr. Kai-Markus Mueller is the mastermind behind NeuroPricing™ and the Professor of Consumer Behavior at HFU Business School, Furtwangen University. Kai is a scientist, coach, keynote speaker, and an author. With a PhD in Neural & Behavioral Sciences, Kai is also the director of Pricing Research at Neurensics, a member of several influential boards, and the founder of a startup. Please connect with Kai on Linkedin https://www.linkedin.com/in/kaimarkusmueller/ Please visit his website https://www.kai-markus-mueller.com Kai's book ,The Invisible Game on Amazon https://www.amazon.com/Invisible-Game-Secrets-Science-Winning/dp/1394152981 Jagged with Jasravee is facilitated by Jasravee Kaur Chandra, Director- Brand Building, Research & Innovation at Master Sun, Consulting Brand of Adiva L Pvt. Ltd. Jasravee has over 20 years experience as a Strategic Brand Builder,Communications Leader and Entrepreneur. Please visit Jasravee at https://jasravee.com/ Connect with Jasravee on Linkedin at https://www.linkedin.com/in/jasravee/ Email Jasravee at jasravee@theadiva.com Index 00:00 Preview & Introduction to Professor Dr. Kai-Markus Mueller 02:19 How Algorithmic Pricing Affects Perceived Value 08:51 Pricing Research for Starbuck Coffee -Could Sell at 33% Higher Price 09:19 NeuroPricing B2C Use Case : Frito Lay Pepsi 11:39 Selling Insurance - NeuroPricing B2B Use Case 13:49 Pricing Twitter with Elon Musk: A NeuroPricing Perspective 18:00 Neuroscience of Discounts: 70% Off on Neutralla Chocolate Spread in France 23:01 Fashion Industry Habituating Customers to Discounts 24:55 The Invisible Game of B2B Sales: Why Irrationality Plays a Bigger Role Than You Think 27:33 Psychology of Group Decisions : Why They're More Irrational Than Individual Ones 29:27 Situational Awareness in Sales: How a Salesperson Builds It to Increase Their Influence" 32:46 Anchoring: How It Influences Our Perception of Price and Value 36:05 Playing Defense: The Power of Saying No in Negotiations 40:26 Price = Maths + Story, Example of How Car Manufacturers Sell Metallic Colours & Finishes 44:35 Can You Taste the Price -How Pricing Affects Our Perception of Taste and Quality 47:11 Playing Offense: The Power of Influence in Sales 48:00 Choice Architecture: How It Determines Organ Donation Rates 50:23 The Power of Three: How Choice Architecture Can Influence Decision Making 54:10 Rapid Fire - Personally Speaking with Professor Dr. Kai-Markus Mueller 57:07 Connecting with Professor Dr. Kai-Markus Mueller Follow Jagged with Jasravee on Social Media Campsite One Link : https://campsite.bio/jaggedwithjasravee Facebook Page : https://www.facebook.com/jaggedwithjasravee Instagram : https://www.instagram.com/jagggedwith Jagged with Jasravee, is an initiative of Master Sun, the Consulting Brand of Adiva Lifestyle Pvt Ltd. #neuropricing #Pricingstrategy #NeuralPricing #pricingmatters #neuromarketing #consumerscience #Buyingdecisions #WinningDeals #OptimalPrice #Neuropsychology #ConsumerPsychology #choicearchitecture #consumerscience #B2Bselling #Discountpricingstrategy
What is Unexpected Works, and how does it fuel the creative process at DDB Mudra? Could you share with our audience the challenge Stayfree faces and the insights uncovered that led to the "It's Just a Period" and "Project Free Period" campaigns? How did the idea of creating unique packaging for McDonald's to promote the cause of inclusion come about? With Amazon and Flipkart also approaching small sellers, how has Meesho created a distinct identity and addressed key barriers as well as key opportunities? Aditya answers the above questions and more as he shares case studies where creativity marries with effectiveness to create award winning campaigns that delivers  business results for the brand. Aditya Kanthy, is the CEO & Managing Director of DDB Mudra Group. Under his leadership, the Group has been recognized as one of the Top 20 creative agencies globally, winning at Cannes Lions 3 years in a row & Grand Prix at Spikes 2021 & 19 etc.  Please connect with him on Linkedin  https://www.linkedin.com/in/aditya-r-kanthy-17528679/ Jagged with Jasravee is facilitated by Jasravee Kaur Chandra, Director- Brand Building, Research & Innovation at Master Sun, Consulting Brand of Adiva L Pvt. Ltd. Jasravee has over 20 years experience as a Strategic Brand Builder,Communications Leader and Entrepreneur.  Please visit Jasravee at https://jasravee.com/ Connect with Jasravee on Linkedin at https://www.linkedin.com/in/jasravee/   Email Jasravee at jasravee@theadiva.com Index 00:00 Preview & Introduction to Aditya Kanthy 02:54 Thinking behind Unexpected Works - Marrying Creativity & Effectiveness 07:54 Stayfree Case Study,  Project Free Period , DDB For Good 19:27 Stayfree Social Experiment - It's Just a Period 29:08 Macdonald's  Case Study  33:33 McDonald's Eatqual Campaign 42:51 Meesho Case Study - Serving Small Sellers & Small Town India 51:52 Rapid Fire - Personally Speaking with Aditya Kanthy Aditya Kanthy talks about  unexpected works philosophy of DDB, which is about the connection between creativity and its impact on business.Aditya Kanthy explains how creativity has the power to energize a brand and its impact on society and culture. Aditya Kanthy talks about Project Free Period , which was based on the  insight that sex workers actually look forward  to their period  because it provides them with a break from work, and used that to give them an opportunity to reskill and improve their lives and the lives of their children. Aditya Kanthy also talks about the "It's Just a Period" campaign, which aims to break the taboo surrounding menstruation in India. Aditya discusses how the campaign aimed to promote open conversations around menstruation by using a social experiment involving fathers and daughters, where the fathers explain the concept of period to their daughters and encourage them  to view periods as a natural and normal bodily function.  Aditya Kanthy talks about how McDonald's launched a new packaging called EatQual on the International Day of Person with Disabilities to make their burgers more accessible for their specially-abled customers. The innovative packaging was designed to help those with upper-limb disabilities enjoy the burgers using one hand. Developed in collaboration with an NGO, EatQual is one of many initiatives by McDonald's to make their experience more satisfying for all customers.  Follow Jagged with Jasravee on Social Media Campsite One Link : https://campsite.bio/jaggedwithjasravee
How to tell stories to understand your own thoughts, use the hero's journey, build great conversations, listen better, and pitch ideas effectively? How to use the 8-13-18-24 and 10-20-30 exercises to learn about storytelling? How to create branded content campaigns using the power of spoken word and storytelling? How to build communities around passion points as a long-term marketing and brand-building strategy? How to empower creators and what is Maslow's hierarchy of creators? How can marketers get the best out of creators? How to create online and offline brand experiences using performance and experimental art to keep stakeholders engaged? Roshan answers the above questions and many more as he takes marketers on a journey of growing brands through storytelling, building meaningful communities and truly collaborating with creators. Roshan Abbas is a well-known Indian entrepreneur, media personality, and creative professional. He has become synonymous with creativity, innovation, and inspiration. Currently, Roshan Abbas is the Founder of Kommune India and the Founder and Managing Director of Geometry Encompass. Roshan Abbas is versatility personified. He is an actor, TV and radio host, producer, event manager, creative director, film and theatre director, lyricist, CEO, angel investor, serial entrepreneur, author, and public speaking coach. Connect with Roshan on Linkedin https://www.linkedin.com/in/roshan-abbas/ Personal Website https://www.roshanabbas.com Website of Kommune https://kommuneity.com Email him at  roshan@kommuneity.co.in, roshanabbas1970@gmail.com Jagged with Jasravee is facilitated by Jasravee Kaur Chandra, Director- Brand Building, Research & Innovation at Master Sun, Consulting Brand of Adiva L Pvt. Ltd. Jasravee has over 20 years experience as a Strategic Brand Builder,Communications Leader and Entrepreneur.  Please visit Jasravee at https://jasravee.com/ Connect with Jasravee on Linkedin at https://www.linkedin.com/in/jasravee/   Email Jasravee at jasravee@theadiva.com Index of Conversation 00:00 Preview and Introduction to Roshan Abbas 04:25 Storytelling for Business and Brands - The Need for It, Methods - The Hero's Journey 10:45 Storytelling Exercises - Lifestage Exercise 8, 13, 18, 24, Guy Kawasaki Exercise 10-20-30 15:47 Storytelling in the World of AI and ML - Chat GPT 18:25 Marketers as Culture Catchers - Be Interested or Be Interesting 19:50 Brands with Great Stories - Apple, Redbull, Facebook 24:15 Building Successful Brand Communities - Rise of a Conscious Consumer, Building the Guard Rails, Solving a Problem to Build Community 28:56 Community Building by Asian Paints 30:23 Kommune, Spoken Word - Roshan Abbas's Communities, His Journey as a Creator 37:30 The Maslow's Hierarchy of Creators 38:57 Marketers Collaborating with Creators - Getting the Best Out of Creators 43:09 Gulzar as a Creator for a Banking Client 46:14 Marketers as Creators, and Getting the Best Out of Agencies - The Need for Cultural Immersion 53:50 Experiential Marketing and Live Events in a Post-Pandemic World - Experience Economy and Young People Wanting to Live in the Moment 58:30 Roshan Abbas Faces Rapid Fire 01:01:05 Talent Show - Roshan Abbas as a Singer 01:03:50 Connect with Roshan Abbas Jagged with Jasravee, is an initiative of Master Sun, the Consulting Brand of Adiva Lifestyle Pvt Ltd. Website : https://jasravee.com/ Follow Jagged with Jasravee on Social Media Campsite One Link : https://campsite.bio/jaggedwithjasravee Youtube Page : https://www.youtube.com/c/jaggedwithjasravee
How can we apply principle of behavioural science in marketing and how did your book come about ?  Can you talk about how can marketers use some of the behavioral science principles with example - loss aversion, reciprocity,  autonomy bias, Von Restorff effect etc How can we use behavioural science or 'human behavior hacks' to increase effectiveness of email marketing ?   What is choice architecture and can you give an example of application of the same in marketing ?  Nancy answers the above questions and many more, as she gives a practitioner's perspective on application of behavioural science in marketing.  Nancy Harhut is a co-founder and chief creative officer of HBT Marketing. Her specialty is blending best-of-breed creative with behavioral science to prompt response. She and her teams have won over 200 international and national awards for marketing effectiveness. Prior to cofounding HBT Marketing, Nancy held senior creative management positions with agencies within the IPG and Publicis networks.  Please visit her company website https://www.hbtmktg.com Connect with her on Linkedin https://www.linkedin.com/in/nancyharhut/ Check out her book on Amazon https://www.amazon.in/Using-Behavioral-Science-Marketing-Instinctive-ebook/dp/B09ZY7JNWQ/ Jagged with Jasravee is facilitated by Jasravee Kaur Chandra, Director- Brand Building, Research & Innovation at Master Sun, Consulting Brand of Adiva L Pvt. Ltd. Jasravee has over 20 years experience as a Strategic Brand Builder,Communications Leader and Entrepreneur.  Please visit Jasravee at https://jasravee.com/ Connect with Jasravee on Linkedin at https://www.linkedin.com/in/jasravee/   Email Jasravee at jasravee@theadiva.com Index & Flow of Conversation 00:00 Preview & Introduction to Nancy Harhut 02:11 About the Book - Using Behavioral Science in Marketing 04:20 Being Hardwired as Human - Decision Defaults & Shortcuts  06:47 Humans take Emotional Decisions, Justify it with Logic 08:56  Example of Use of Emotion - Selling Business Intelligence Software  13:09  Loss Aversion Principle - Talking About Loss Instead of Benefits is More Compelling 14:17 Reciprocity  Principle - Obliged to Return the Favor 15:24 Reciprocity - Example of  Financial Service 17:43 Principle of Social Proof 19:32 Human Behavior Hacks - Making Email Effective  20:17 Email Marketing -Using Eye Magnet Words 22:20 Email Marketing - Von Restorff effect 23:03 Testing Various Principle for Email Marketing - Example of Testing Various Principles for a Client 30:05 Choice Architecture -Ways Choices Are Presented - Example of Insurance for Employees 33:13 Which Behavioral Principle to Apply for a  Specific Marketing Challenge -Identify Main Buying Barrier 38:15 Nancy Harhut Faces Rapid Fire 40:13 Connect with Nancy Harhut Follow Jagged with Jasravee on Social Media Campsite One Link : https://campsite.bio/jaggedwithjasravee Facebook Page : https://www.facebook.com/jaggedwithjasravee Instagram : https://www.instagram.com/jagggedwithjasravee/ Podcast Page : https://anchor.fm/jagged-with-jasravee Youtube Page : https://www.youtube.com/c/jaggedwithjasravee Jagged with Jasravee, is an initiative of Master Sun, the Consulting Brand of Adiva Lifestyle  Pvt Ltd. Website : https://jasravee.com/ #socialproof #ReciprocityPrinciple #emailcopywriting #neuropsychology #consumerscience #neuromarketing #consumerpsychology #consumerbehavior #Behaviouralscience #B2bmarketing
What is the Hawke Method’ ? How have you have distilled the art of marketing into three core elements: awareness, nurturing and trust.  Why is the significance of each element of the framework ?  Awareness – importance of picking up the right channel.,  Nurturing – what is it that marketers are finding it difficult to appreciate while building content strategy,  Building Trust in a trust deficit world Why hiring a marketing agency over an in-house marketing team can be a better use of resources?  How  AI or Artificial intelligence will impact marketing ?  Erik Huberman answers the above questions as he talks about market 101 and breaks marketing into three principles: awareness, nurturing, and trust. He talks about how to leverage the three principles to create and manage a successful marketing campaign. Erik Huberman is a Founder & CEO of Hawke Media, and Founding Partner of Hawke Ventures. Now valued at over 150 million dollars, Hawke Media is the  fastest growing marketing consultancy agency in the USA. .Prior to launching Hawke Media, Erik successfully founded, grew, and sold two e-commerce companies by the age of 26. He is the author of "The Hawke Method: The Three Principles of Marketing that Made Over 3,000 Brands Soar" Please visit his company website https://hawkemedia.com/  Connect on Linkedin https://www.linkedin.com/in/erikhuberman/ His Book Website https://www.hawkemethod.com/ Jagged with Jasravee is facilitated by Jasravee Kaur Chandra, Director- Brand Building, Research & Innovation at Master Sun, Consulting Brand of Adiva L Pvt. Ltd. Jasravee has over 20 years experience as a Strategic Brand Builder,Communications Leader and Entrepreneur.  Please visit Jasravee at https://jasravee.com/ Connect with Jasravee on Linkedin at https://www.linkedin.com/in/jasravee/   Email Jasravee at jasravee@theadiva.com Index & Flow of Conversation 00:00 Preview & Introduction to Erik 03:30 Sales & Marketing at Age 6 07:05 The Hawke Method - Context of Someone Who is Receiving Advertising 08:19 The Hawke Method - Nurturing for First Sale, Higher Lifetime Value 12:05 The Hawke Method- Building Trust Quickly,  How Much Trust You Really Need 16: 40 Influencer Marketing - Any type of Validation Helps 20:25 How to Focus as a Marketer  - Benchmark, Don’t be the First Mover, Repeatability & Scalability Critical 22:55 Keeping Marketing Simple - Example of ‘Attribution’ 25:01 Looking at Data Closely - Caselet of Facebook Ads in Light of Apple iOS 14  28:20 Marketing Objectives, Use of Various Tools like SEO 30:45 In-house vs Outsourcing Marketing Agency 32:50 AI in Marketing 34:10 Rapid Fire with Erik Huberman 35:34 Connecting with Erik Huberman Follow Jagged with Jasravee on Social Media Campsite One Link : https://campsite.bio/jaggedwithjasravee Facebook Page : https://www.facebook.com/jaggedwithjasravee Instagram : https://www.instagram.com/jagggedwith Podcast Page : https://anchor.fm/jagged-with-jasravee Youtube Page : https://www.youtube.com/c/jaggedwithjasravee Jagged with Jasravee, is an initiative of Master Sun, the Consulting Brand of Adiva Lifestyle  Pvt Ltd. Website : https://jasravee.com/ #marketing101 #hawkemethod #hawkemedia #digitalmarketing101 #marketingexcellence #marketingprinciples #scalingup #marketingstrategy #successfulmarketer #influencermarketing #marketingobjectives #effectivemarketing #marketingcampaignplanning #brandawareness #brandtrust
What is your SEO strategy and process for taking projects to 100,000+ organics/month. What is your  keyword research process ?  How do you do keyword analysis for competitors?  Can you share your understanding  of how Google works and what it likes?  How does one hire content  writers and what to look out for while hiring them? How do you build email list of 10K or more  subscribers by posting on LinkedIn, Facebook and Twitter ?  What are some common mistakes in Search Engine Optimization ? What is the future of Search ? What are your views on  AI Content? Nick answers the above questions and more as he takes us on the journey of SEO success through great content quality, without any technical hacks. Nick helps brands on the internet generate millions of organic visitors per year. Nick is the CEO of Content Distribution and Co-Founder of Workello. Please visit his company websites https://contentdistribution.com https://workello.com Please connect with him on Linkedin https://www.linkedin.com/in/nickfromseattle/ Jagged with Jasravee is facilitated by Jasravee Kaur Chandra, Director- Brand Building, Research & Innovation at Master Sun, Consulting Brand of Adiva L Pvt. Ltd. Jasravee has over 20 years experience as a Strategic Brand Builder,Communications Leader and Entrepreneur.  Please visit Jasravee at https://jasravee.com/ Connect with Jasravee on Linkedin at https://www.linkedin.com/in/jasravee/   Email Jasravee at jasravee@theadiva.com Index & Content Flow 00:00 Preview & Introduction to Nick Jordan 02:28 Creating most valuable content at scale 03:10 Process for taking projects to 100,000+ organics/month 05:25 Engagement Metrics that Matter -- CTR, Bounce Rate, Time on Site, Pages Visited 07:15 Client Case-let - How an Agency  Outranked Instagram for Instagram Support 09:40 De-mystifying SEO - Focus on Content Quality Not Hacks  10:23 Keyword Research Process - Clustering Tool ClusterAI 15:07 What Google Likes - Who has Most Authority - Quality as well as Consistency, Frequency 18:10 Content Quality - What is Good Value Content  20:04 Good Value Content - Knowing Your Audience  20:38  How to Plan Content - Nutraceutical Example  using Keyword Clusters, Interviews with Stakeholders for  Enablement Documentation 23:22  How to Hire Great Content Writers - People with Good Portfolios are Bad Writers -Workello for Testing  at Scale 25:41 Building Email Lists Using Linkedin 28:30 Most Common Mistake for SEO - Avoid Branded Searches 29:35 Key Success Factor for Organics- Increasing Impressions in 1-10 Pages 30:15 Exceptional B2B Content on Linkedin  32:02 Future of Search -ChatGPT  34:50 Rapid Fire - Personally Speaking with Nicholas Jordan 36:28 Connecting with Nick Jordan Follow Jagged with Jasravee on Social Media Campsite One Link : https://campsite.bio/jaggedwithjasravee Facebook Page : https://www.facebook.com/jaggedwithjasravee Instagram : https://www.instagram.com/jagggedwithjasravee/ Podcast Page : https://anchor.fm/jagged-with-jasravee Youtube Page : https://www.youtube.com/c/jaggedwithjasravee Jagged with Jasravee, is an initiative of Master Sun, the Consulting Brand of Adiva Lifestyle  Pvt Ltd. Website : https://jasravee.com/ #seo #searchengineoptimization #searchengineoptimisation #organicsearch #keywordclustering #engagementmetrics #SEOmistakes  #futureofsearch #digitalmarketing #seostrategy
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