CoBB | Conversations on the Business of Brands

In this enlightening episode, Sharan and Sudeep are joined by Priya Lobo, CEO of Ormax Compass and a veteran in market research. This episode kicks off the first part of a three-part series, diving deep into the intricacies of understanding consumer behavior and the critical role of market research in shaping businesses. Priya demystifies the complex world of market research and shares invaluable insights on its application across various industries, emphasizing its importance not just for large corporations but also for startups and entrepreneurs. The conversation explores why businesses often sideline market research and how this can be a costly oversight in understanding and meeting consumer needs. The discussion also highlights practical advice for startups on budgeting for and utilizing market research effectively, debunking the myth that quality research is only for the financially robust. Priya’s approachable explanations and real-world examples illustrate how research is integral to developing products that genuinely resonate with consumers. Join us as we uncover why “measuring what you treasure” in business through research isn’t just an option but a necessity. Whether you’re an entrepreneur, a marketing professional, or simply curious about the behind-the-scenes of market strategies, this episode promises rich insights and practical tips to leverage research for business success. Tune in to transform how you view and use market research to carve out your niche in the market. As always, do mail us your feedback, comments and any questions you may have for our hosts at mail@cobbcast.net. We love hearing from you. SHOW WEBSITE CONNECT WITH OUR HOSTS Sudeep Chawla on ⁠Linkedin⁠ Sharavana Raghavan on ⁠Linkedin⁠ FOLLOW US CoBB - ⁠LinkedIn ⁠⁠| Instagram⁠ CREDITS - Album Art & Design by ting.in - Voiceovers by Anjale Stephanos - Music from Zapsplat.com *************************************** Please tell us what topics you'd like to have discussed on the CoBB, by filling in this ⁠CONTENT SUGGESTION FORM⁠⁠ It only takes a few minutes, and it will help us provide you with the content most relevant to you.

In this thought-provoking episode, Sharan and Sudeep explore how cultural dynamics shape brands, flipping the conventional narrative of brands influencing culture. Our hosts begin by discussing brands like Lays, which reduced palm oil in its chips sold in India, reflecting broader cultural trends driving brand strategies. They then delve into how iconic brands like Pepsi and Coke shaped culture historically, but today's focus is on the reverse: culture impacting brands. Sudeep introduces "centralization of trust," where modern consumers trust themselves over institutions, reshaping brand strategies. Key Cultural Shifts: Self-Reliance: Consumers use information to make their own decisions. Secure Experimentation: Growing trend of trying new things with assurance. Positive-Sum Mindset: Favoring sustainable, socially responsible choices. Possibility Mindset: Belief that anything is possible, inspired by success stories. Sharan and Sudeep emphasize staying attuned to cultural shifts, advocating for proactive, questioning approaches to marketing. Listen to younger team members for fresh perspectives. Engage deeply with consumers to understand trends. Integrate cultural insights into strategies to stay relevant. This episode underscores the importance of cultural awareness in brand strategy. Sharan and Sudeep challenge marketers to embrace cultural changes as opportunities to innovate and lead. For insights into the intersection of culture and marketing, join Sharan and Sudeep as they navigate the complex landscape of cultural impacts on brands. As always, do mail us your feedback, comments and any questions you may have for our hosts at mail@cobbcast.net. We love hearing from you. SHOW WEBSITE CONNECT WITH OUR HOSTS Sudeep Chawla - ⁠Linkedin⁠ Sharavana Raghavan - ⁠Linkedin⁠ FOLLOW US CoBB - ⁠LinkedIn ⁠⁠| Instagram⁠ CREDITS - Album Art & Design by Ting - Voiceovers by Anjale Stephanos - Music from Zapsplat.com *************************************** Please tell us what topics you'd like to have discussed on the CoBB, by filling in this ⁠CONTENT SUGGESTION FORM⁠⁠ It only takes a few minutes, and it will help us provide you with the content most relevant to you.

In this contrarian episode, Sharan and Sudeep challenge the prevailing hype for Quick Commerce (Q-Com) and urge a balanced view on its transformative impact on FMCG businesses. Our hosts begin by questioning the current infatuation with Q-Com, drawing parallels with historical trends such as the rise and stabilisation of Modern Trade (MT). Sharan reflects on the lessons from MT's explosive growth forecasts and its reality today, advocating for a cautious approach to the Q-Com hype. They dissect the allure of Q-Com—its convenience, speed, and technological integration, mirroring the traditional kirana stores, yet enhanced for the digital age. However, the discussion takes a critical turn as they explore the potential pitfalls for Q-Com, including SKU rationalization and the resurgence of kirana stores. Sharan emphasizes the importance of not becoming overly reliant on one channel, advocating for a diversified approach to ensure brand resilience and adaptability across multiple distribution strategies. Join Sharan and Sudeep as they delve into the complexities of Quick Commerce, offering insights that go beyond the surface-level excitement. This episode is a must-listen for anyone looking to understand the nuances of new retail formats and how to strategically navigate them. Tune in to get a fuller picture of Q-Com's role in the future of FMCG distribution. As always, do mail us your feedback, comments and any questions you may have for our hosts at mail@cobbcast.net. We love hearing from you. SHOW WEBSITE CONNECT WITH OUR HOSTS Sudeep Chawla - ⁠Linkedin⁠ Sharavana Raghavan - ⁠Linkedin⁠ FOLLOW US CoBB on ⁠LinkedIn CoBB on Instagram⁠ CREDITS - Album Art & Design by ting.in - Voiceovers by Anjale Stephanos - Music from Zapsplat.com *************************************** Please tell us what topics you'd like to have discussed on the CoBB, by filling in this ⁠CONTENT SUGGESTION FORM⁠⁠ It only takes a few minutes, and it will help us provide you with the content most relevant to you.

In this intriguing episode, Sharan and Sudeep dive into a thought-provoking discussion that bridges the gap between political strategy and marketing savvy. They explore how the massive spending and strategic segmentation in political campaigns mirror cutting-edge marketing techniques, providing a masterclass in audience targeting and brand positioning. Our hosts dissect the electoral process, likened to the biggest marketing event of the year, where the stakes are high and the strategies are intensely micro-targeted. From discussing the foundational 'product' of a political campaign—essentially the actions and words of politicians—to examining the role of demographic vs. attitudinal segmentation, this episode offers a rich analysis that parallels political tactics with FMCG marketing strategies. Join Sharan and Sudeep as they uncover the lessons marketers can take from the political arena, emphasizing the importance of a solid 'product' and consistent branding. Whether you're a marketer, a political strategist, or just a curious listener, this episode will equip you with insights on how to craft campaigns that resonate and endure. Tune in to rethink how political strategies can inform and enhance marketing practices. As always, do mail us your feedback, comments and any questions you may have for our hosts at mail@cobbcast.net. We love hearing from you. SHOW WEBSITE CONNECT WITH OUR HOSTS Sudeep Chawla - ⁠Linkedin⁠ Sharavana Raghavan - Linkedin⁠ FOLLOW US CoBB - ⁠LinkedIn | Instagram⁠ CREDITS Album Art & Design by ting.in Voiceovers by Anjale Stephanos - Music from Zapsplat.com *************************************** Please tell us what topics you'd like to have discussed on the CoBB, by filling in this ⁠CONTENT SUGGESTION FORM⁠⁠ It only takes a few minutes, and it will help us provide you with the content most relevant to you.

In this provocative episode, Sharan and Sudeep challenge the traditional view of brands in a way that will make you rethink your strategy. They dive into a compelling discussion that breaks down common misconceptions about brand building and its actual impact on business growth. Sharan questions the efficacy of marketing, traditionally seen as an investment, and points out that not all spending is fruitful. This leads to an interesting perspective that shifts the way we think about brands entirely. Drawing from insights in a recent article from The Marketing Week and studies using BAV and EVA data, they explore the crucial relationship between brand strength and operational efficiency. Their conversation reveals a 2x2 grid analysis showing that while a brand alone can increase business by 30%, operational efficiency can double it. More strikingly, they discuss how the synergy of high brand strength combined with operational efficiency can nearly triple a company's value. By the end of this episode, you'll understand why many new "brands" fail to make money and how integrating brand strength with efficient operations is not just a good-to-have but essential for substantial business growth. Tune in to discover why brands are not just about logos or cool advertisements but are strategic accelerators of your business potential. Don’t miss this insightful discussion that could redefine how you approach brand building and operational excellence in your FMCG business. As always, do mail us your feedback, comments and any questions you may have for our hosts at mail@cobbcast.net. We love hearing from you. Here is the article in The Marketing week - Brands are Multipliers, not Assets in themselves Jonathan Knowles - The author SHOW WEBSITE CONNECT WITH OUR HOSTS Sudeep Chawla on Linkedin⁠ Sharavana Raghavan on ⁠Linkedin⁠ FOLLOW US CoBB - LinkedIn Instagram CREDITS - Album Art & Design by ting.in - Voiceovers by Anjale Stephanos - Music from Zapsplat.com *************************************** Please tell us what topics you'd like to have discussed on the CoBB, by filling in this CONTENT SUGGESTION FORM⁠⁠ It only takes a few minutes, and it will help us provide you with the content most relevant to you.

In this episode, Sharan and Sudeep dive into the intricate world of marketing strategies gone awry. They unravel the common pitfalls that brand managers face when they become too brand-centric, forgetting that the true north should always be the consumer’s perspective. The conversation takes a critical look at the outdated practices of creating microsites and Facebook groups for Integrated Marketing Communications (IMC), which often lead consumers down a never-ending loop, assuming their world revolves around a single brand. Our hosts argue that these ‘loopers’ can quickly turn into ‘bloopers’ if not navigated with care. For added measure, Sharan uses a blooper from his time on Oreo India to explain Sudeep’s watch-out points. As they dissect the consumer journey, Sudeep lays out the essential principles for brand managers: be present where the consumer is, establish a clear and compelling core premise, fulfil promises early to avoid loopy journeys, and ensure branding feels effortless. They emphasise that peripheral elements should remain optional, never hindering the joy of the consumer experience. Join us as we explore how to avoid these marketing missteps and create brand strategies that resonate authentically with consumers. Tune in to learn from the candid debates and insightful disagreements that make CoBB a must-listen for anyone passionate about building remarkable brands. As always, do mail us your feedback, comments and any questions you may have for our hosts at [mail@cobbcast.net](mailto:mail@cobbcast.net). We love hearing from you. SHOW WEBSITE CONNECT WITH OUR HOSTS Sudeep Chawla Sharavana Raghavan FOLLOW US CoBB - ⁠LinkedIn ⁠Instagram⁠ CREDITS - Album Art & Design by ting.in - Voiceovers by Anjale Stephanos - Music from Zapsplat.com *************************************** Please tell us what topics you'd like to have discussed on the CoBB, by filling in this CONTENT SUGGESTION FORM⁠⁠ It only takes a few minutes, and it will help us provide you with the content most relevant to you.

In this fun episode, Sharan and Sudeep take a detour from their usual discussions. Expect a playful yet educational session, as Sharan springs a surprise quiz on Sudeep. Both challenge each other to demystify the jargon often sprinkled in marketing talks. Our hosts delve into a series of marketing terms that, while commonly used, can be bewildering for emerging entrepreneurs and early career marketers. They bring clarity to concepts like Market Share, Numeric and Weighted Distribution, and Share Among Handlers (SAH). These terms aren't just dissected for their definitions; Sharan and Sudeep provide real-world examples, making them easily digestible. But the discussion doesn't stop there. The episode also explores deeper metrics such as Household Penetration, Purchase Occasions, Frequency of Purchase, Source of Business (SoB), Top of Mind (TOM) recall, Spontaneous Awareness (SPONT), and the Purchase Decision Hierarchy (PDH). Each of these concepts is broken down in a way that simplifies their complexity, making them accessible to all listeners, with an example of an energy drink brand. Whether you're a seasoned professional or new to the field, this episode of CoBB is a must-listen. Not only will it enhance your marketing vocabulary, but it will also equip you with insights to navigate the FMCG industry more effectively. Sharan and Sudeep ensure that by the end of this episode, you'll be more confident in understanding and employing these critical marketing terms in your business strategy. Tune in for an engaging and informative session, where learning meets fun in the world of brand marketing! As always, do mail us your feedback, comments and any questions you may have for our hosts at mail@cobbcast.net. We love hearing from you. SHOW WEBSITE CONNECT WITH OUR HOSTS Sudeep Chawla on LinkedIn Sharavana Raghavan on LinkedIn FOLLOW US CoBB - LinkedIn⁠, Instagram⁠ CREDITS - Album Art & Design by ting.in - Voiceovers by Anjale Stephanos - Music from Zapsplat.com

In this episode of Sharan and Sudeep dive into a thought-provoking debate: "Do Frameworks Stifle Creativity?”. It's a juxtaposition that delves deep into the heart of marketing, addressing a common conundrum faced by students and professionals alike. The conversation starts with the fundamental nature of frameworks, stretching back to our earliest days in school. Sharan & Sudeep dissect the rationale behind frameworks, emphasising their role in honing our mental and physical behaviours to achieve optimal effort versus result ROI. They unravel how these frameworks, ingrained through repeated training, become second nature, transforming into what we often refer to as 'experience.' But here's the twist: the episode challenges the notion that frameworks stifle creativity. Instead, Sharan and Sudeep argue that in marketing, frameworks like branding fact base, brand ladder, and winning proposition expression serve as guides, shaping our thinking while leaving ample room for creativity. They illustrate this with compelling examples. Is marketing really about creativity? Can frameworks and free thinking coexist harmoniously? This episode is not just an exploration but an eye-opener, encouraging listeners to rethink their approach to marketing and creativity. It's a must-listen for anyone looking to break the mould while staying grounded in the principles that define successful brand strategies. Tune in to discover how to harness the power of frameworks without dampening the spark of creativity As always, do mail us your feedback, comments and any questions you may have for our hosts at mail@cobbcast.net. We love hearing from you. SHOW WEBSITE CONNECT WITH OUR HOSTS Sudeep Chawla Sharavana Raghavan FOLLOW US ⁠LinkedIn Instagram⁠ **CREDITS** - Album Art & Design by ting.in - Voiceovers by Anjale Stephanos - Music from Zapsplat.com

In this episode, hosts Sharan and Sudeep dive deep into the challenges and pitfalls that FMCG entrepreneurs often face. They discuss the fine line between ambition and overreach in the fast-paced world of FMCG. Sharan points out that despite these admirable qualities, there are critical red flags that can potentially derail even the most promising ventures. They start with the harsh reality that in FMCG, profitability cannot be ignored in favor of growth metrics. They then tackle the issue of overextending product ranges, emphasizing the need for focused and strategic product development. They stress the importance of fostering strong relationships with distributors and retailers, and not merely relying on them without providing adequate incentives. Additionally, they dissect the misconception of equating social media popularity with brand success, cautioning entrepreneurs against neglecting the core aspects of brand building. Lastly, they delve into the allure and potential pitfalls of early export opportunities, urging entrepreneurs to focus on sustainable, long-term business growth. This episode is a bundle of insights for FMCG entrepreneurs, packed with practical advice and eye-opening discussions. Tune in to learn how to navigate these red flags and steer your FMCG venture towards success. As always, do mail us your feedback, comments and any questions you may have for our hosts at mail@cobbcast.net . We love hearing from you. SHOW WEBSITE CONNECT WITH OUR HOSTS Sudeep Chawla - Linkedin⁠ Sharavana Raghavan - Linkedin⁠ FOLLOW US CoBB - LinkedIn ⁠⁠Instagram⁠ CREDITS - Album Art & Design by ting.in - Voiceovers by Anjale Stephanos - Audio Edit by Janhavi Pethkar - Music from Zapsplat.com *************************************** Please tell us what topics you'd like to have discussed on the CoBB, by filling in this CONTENT SUGGESTION FORM⁠⁠ It only takes a few minutes, and it will help us provide you with the content most relevant to you.

In this week’s episode, Sharan and Sudeep dive into a question that keeps many a brand managers awake at night: To be or not to be on IPL? Known as the Super Bowl of India, the IPL stands as a towering media event, luring in brands with its promise of unparalleled exposure. But is it always the right move? Our hosts meticulously dissect the IPL's mammoth scale, with a staggering 8000 Cr spent across 300-400 brands in various sponsorships and associated shows. But amid this ocean of investments, standing out becomes a Herculean task. Sharan and Sudeep unravel the complexities of deciding whether to partake in this advertising bonanza, weighing factors like category consumption, budgetary constraints, and the specific advertising tasks at hand. But what if IPL isn't the right fit for your brand? The conversation takes an intriguing turn as our hosts explore viable alternatives. With insights on the strategic value of advertising outside the IPL season, particularly focusing on news channels during election times, they argue for a more sustained brand presence throughout the year. As always, Sharan and Sudeep blend their expert analysis with engaging examples, making this episode a must-listen for brand managers, marketers, and anyone fascinated by the high-stakes world of advertising and media buying. Tune in to find out whether your brand should play in the IPL arena or look beyond it. As always, do mail us your feedback, comments and any questions you may have for our hosts at mail@cobbcast.net. We love hearing from you. SHOW WEBSITE CONNECT WITH OUR HOSTS Sudeep Chawla - Linkedin⁠ Sharavana Raghavan - ⁠Linkedin⁠ FOLLOW US CoBB - LinkedIn ⁠⁠Instagram⁠ CREDITS - Album Art & Design by ting.in - Voiceovers by Anjale Stephanos - Audio Edit by Janhavi Pethkar - Music from Zapsplat.com *************************************** Please tell us what topics you'd like to have discussed on the CoBB, by filling in this CONTENT SUGGESTION FORM⁠⁠ It only takes a few minutes, and it will help us provide you with the content most relevant to you.

In this eye-opening episode Sharan and Sudeep delve into the intriguing world of FMCG innovation and its pitfalls. They uncover the hidden challenges behind why over 90% of innovations don't succeed, a reality not just limited to FMCG but prevalent across consumer-focused sectors. The discussion kicks off with Sharan sharing insights from his rich experience in FMCG innovations, highlighting how even straightforward innovations take an excessively long 18-24 months from conception to launch. This sets the stage for a deep dive into the reasons behind these high failure rates. They explore everything from the lack of strategic fitment in product launches to internal dynamics like R&D teams' love affair with their innovations, often at the cost of real consumer needs. But it's not just about the problems. Sharan and Sudeep shift gears to discuss opportunities for emerging businesses. They argue that these businesses, with their agility and close connection to customers, can sidestep the traps that larger companies often fall into. This section is particularly insightful for budding entrepreneurs and smaller firms looking to make a mark in the industry. The episode concludes with a bang as Sharan shares Vitral's revolutionary approach to innovation, aiming to take FMCG innovations to market in just one quarter. Tune in to this special episode to understand the intricate dynamics of FMCG innovations and learn how to navigate these challenges successfully. It's an essential listen for anyone in the industry, offering a blend of deep insights and practical advice. As always, do mail us your feedback, comments and any questions you may have for our hosts at mail@cobbcast.net . We love hearing from you. SHOW WEBSITE CONNECT WITH OUR HOSTS Sudeep Chawla - Linkedin⁠ Sharavana Raghavan - Linkedin⁠ FOLLOW US CoBB - LinkedIn ⁠Instagram⁠ CREDITS - Album Art & Design by ting.in - Voiceovers by Anjale Stephanos - Audio Edit by Janhavi Pethkar - Music from Zapsplat.com *************************************** Please tell us what topics you'd like to have discussed on the CoBB, by filling in this CONTENT SUGGESTION FORM⁠⁠ It only takes a few minutes, and it will help us provide you with the content most relevant to you.

In the episode, hosts Sharan and Sudeep delve into the intricate balance between marketing efficiency and effectiveness. The episode, begins with Sudeep's reflection on his experience as a judge at prestigious marketing award shows like the EMVIES and EFFIES. This leads to a compelling discussion on what truly makes a marketing campaign stand out. Sudeep articulates his preference for effectiveness over efficiency, emphasizing the need to first meet the stated objectives of a campaign before seeking the most optimum path to achieve them. The duo stresses that effectiveness must precede efficiency, advocating for a focus on crafting the right message before optimizing media choices. They explore how deep insights and the 'Think, Feel, Do' (TFD) framework can guide marketers in crafting impactful messages. An example of the Bajaj Platina campaign demonstrates how a well-grounded insight and an intuitively crafted message can lead to marketing success. This episode is a must-listen for marketers aiming to understand the nuanced relationship between effectiveness and efficiency. It's not just about making a campaign faster or cheaper; it's about striking the right balance to ensure long-term brand building and success. As always, do mail us your feedback, comments and any questions you may have for our hosts at mail@cobbcast.net mail@cobbcast.net We love hearing from you. SHOW WEBSITE CONNECT WITH OUR HOSTS Sudeep Chawla - ⁠Linkedin⁠ Sharavana Raghavan - ⁠Linkedin⁠ FOLLOW US CoBB - LinkedIn ⁠Instagram⁠ CREDITS - Album Art & Design by ting.in - Voiceovers by Anjale Stephanos - Audio Edit by Janhavi Pethkar - Music from Zapsplat.com *************************************** Please tell us what topics you'd like to have discussed on the CoBB, by filling in this CONTENT SUGGESTION FORM⁠⁠ It only takes a few minutes, and it will help us provide you with the content most relevant to you.

In this episode of CoBB | Conversations on the Business of Brands, Sharan and Sudeep unlock the secrets of mastering Offline Distribution. This isn't just about the what, but the how and why behind expanding your brand's reach. Our hosts start by dissecting why Offline Distribution is critical for FMCG brands, especially in a digital-first era. Think it's all about online reach? Think again. They reveal the staggering stats of India's consumer base, showing why offline is not just an option, but a necessity. Then, it's a deep dive into the world of distributors. Navigating this maze can be daunting, but Sharan and Sudeep have got your back. They discuss finding the right distributor, striking a balance with margins, and the often overlooked art of building relationships. This isn't just business; it's about creating a network that grows with you. But what about sales teams? Crucial, says our duo. They explain why equipping and training your salesforce is essential to ensuring your product doesn't just sit on shelves but sells. Finally, they tackle scaling. How do you go from one distributor to covering a city, or even a state? It's a step-by-step journey, filled with learning and adapting. It's strategy, execution, and a bit of magic. Join Sharan and Sudeep as they lay out the roadmap for Offline Distribution success. It's a guide not just to survive but thrive in the FMCG marketplace. Ready to take your brand to the next level? Tune in and transform your approach to distribution. As always, do mail us your feedback, comments and any questions you may have for our hosts at mail@cobbcast.net. We love hearing from you. SHOW WEBSITE CONNECT WITH OUR HOSTS Sudeep Chawla - Linkedin⁠ Sharavana Raghavan - Linkedin⁠ FOLLOW US CoBB - ⁠LinkedIn ⁠ ⁠Instagram⁠ CREDITS - Album Art & Design by ting.in - Voiceovers by Anjale Stephanos - Audio Edit by Janhavi Pethkar - Music from Zapsplat.com **************************************** Please tell us what topics you'd like to have discussed on the CoBB, by filling in this CONTENT SUGGESTION FORM⁠ It only takes a few minutes, and it will help us provide you with the content most relevant to you.

Please tell us what topics you'd like to have discussed on the CoBB, by filling in this CONTENT SUGGESTION FORM⁠ It only takes a few minutes, and it will help us provide you with the content most relevant to you. **************************************** In this episode of CoBB | Conversations on the Business of Brands, Sharan & Sudeep dive into the mysterious world of ALICE, and no, we're not tumbling down any rabbit holes! ALICE, a strategy they picked up during their time at Cadbury, is the secret sauce to sparking brand growth. But who is this elusive ALICE, and why should brand custodians care? Well, buckle up, because you're about to find out. ALICE isn't a person but a process, and a darn good one at that. It stands for Align, Leverage, Immerse, Connect, and Execute - five steps that sound simple but are as intricate as a Swiss watch. Our hosts begin by exploring how aligning on the right problem can be the difference between a skyrocketing brand and a stagnating one. Take the European toilet cleaner category, for instance – a market as crowded as a rush-hour subway, where differentiation is key. Then, there's leveraging what you already know. Did you know consumers often can't tell bleach from acid in cleaners? That's a gold mine of insight right there. And let's not forget about immersing yourself in the consumer's world. Homes with kids, it turns out, face a daily battle with the loo. Connecting these dots leads to some surprising revelations and, ultimately, to executing a solution that's not just effective but measurable. Case in point? Harpic Platinum Shield - a product that's like a superhero cape for your toilet, keeping it pristine for up to 20 uses. Join Sharan and Sudeep as they unpack the ALICE process, using real-world examples. You'll come away with a clearer understanding of how to trigger growth for your brand – and maybe a newfound respect for toilet cleaners! So, are you ready to meet ALICE? Listen in and let the brand growth adventure begin. As always, do mail us your feedback, comments and any questions you may have for our hosts at mail@cobbcast.net. We love hearing from you. SHOW WEBSITE CONNECT WITH OUR HOSTS Sudeep Chawla - Linkedin⁠ Sharavana Raghavan - Linkedin⁠ FOLLOW US CoBB - LinkedIn ⁠ Instagram⁠ CREDITS - Album Art & Design by ting.in - Voiceovers by Anjale Stephanos - Audio Edit by Janhavi Pethkar - Music from Zapsplat.com

Please tell us what topics you'd like to have discussed on the CoBB, by filling in this CONTENT SUGGESTION FORM⁠ It only takes a few minutes, and it will help us provide you with the content most relevant to you. **************************************** In this episode of CoBB, Sharan & Sudeep are at it again, this time tackling a topic that's as critical as it is complex: transforming the sales function in emerging businesses. They start with a truth bomb that hits close to home for many entrepreneurs – the struggle of moving from a relationship-based, people-dependent business to one that's system-driven. But wait, there's more. The duo dives into why businesses often hesitate to shift gears and embrace change. It's not just about the fear of the unknown, but also about the practical challenges of elevating a business to the next level. And guess what? They're here to tell you that this transformation doesn't have to be as daunting as it sounds. Sharan & Sudeep tease a simple yet revolutionary framework to navigate this high-stress transition – the 5 Cs of Sales Transformation. Expect a blend of insight and experience that you've come to love. It's all about starting at the top, charting your course, conveying your vision, checking progress, and, of course, dangling the proverbial carrot. But the specifics? Well, you'll have to listen to the episode for those. So, if you're an entrepreneur, a marketing maven, or just someone who loves a good business strategy session, this episode is for you. It's time to transform your sales, and maybe, just maybe, your entire business perspective. Tune in, and let the transformation begin! 🌟🚀 As always, do mail us your feedback, comments and any questions you may have for our hosts at mail@cobbcast.net We love hearing from you. SHOW WEBSITE CONNECT WITH OUR HOSTS Sudeep Chawla - ⁠Linkedin⁠ Sharavana Raghavan - Linkedin⁠ FOLLOW US CoBB - LinkedIn ⁠ Instagram⁠ CREDITS - Album Art & Design by ting.in - Voiceovers by Anjale Stephanos - Audio Edit by Janhavi Pethkar - Music from Zapsplat.com

Please tell us what topics you'd like to have discussed on the CoBB, by filling in this CONTENT SUGGESTION FORM⁠ It only takes a few minutes, and it will help us provide you with the content most relevant to you. **************************************** In the latest episode of CoBB | Conversations on the Business of Brands, Sharan and Sudeep unravel a paradox that every marketer faces but seldom talks about. This episode is not just a discussion; it's a guide to transforming your marketing challenges into triumphs. Remember when we touched upon crowdsourcing wisdom? This episode takes that idea a step further. Marketers often find themselves bogged down with the desire to solve complex problems single-handedly – whether it's attracting new consumers, upgrading current ones, or outshining the competition. The desire to deliver that perfect, glory-winning solution often overshadows a crucial strategy: sharing the problem. But who do you share your problem with? Our hosts dive into the nitty-gritty, listing everyone from fellow marketers to your sales team, and discusses the 'how' of it. They lay out a blueprint – stating the problem, hypothesizing barriers and opportunities, and setting clear expectations. The crux? Make them part of your mission. The episode also highlights the power of collaboration with a real-world example – remember the Gems surprise with Ben 10 toys? Plus, there's a tip on follow-ups that could be your game-changer. Tune in for an insightful, discussion on how losing control in the right way could be your ticket to gaining it back, stronger than ever. As Sharan and Sudeep say, "Sometimes, the best way to solve a problem is to share it." As always, do mail us your feedback, comments and any questions you may have for our hosts at mail@cobbcast.net. We love hearing from you. SHOW WEBSITE CONNECT WITH OUR HOSTS Sudeep Chawla - Linkedin⁠ Sharavana Raghavan - Linkedin⁠ FOLLOW US CoBB - LinkedIn ⁠ ⁠Instagram⁠ CREDITS - Album Art & Design by ting.in - Voiceovers by Anjale Stephanos - Audio Edit by Janhavi Pethkar - Music from Zapsplat.com

Please tell us what topics you'd like to have discussed on the CoBB, by filling in this CONTENT SUGGESTION FORM⁠ It only takes a few minutes, and it will help us provide you with the content most relevant to you. **************************************** In this episode of CoBB | Conversations on the Business of Brands, our hosts, Sharan and Sudeep, dive into the seemingly paradoxical world of premium brands seeking mass market penetration. The episode challenges the traditional notion that high-end brands must sacrifice their luxury aura to appeal to the masses. Can premium brands truly blend into the mass market without losing their luster? It's not about indiscriminate price slashing. It's about strategy. They delve into the art of smart pricing and packaging, illustrating how brands like Harley Davidson manage to retain their premium status while making their products more accessible. Think entry-level luxury that doesn't compromise on quality. Then they go on to tackle the equally crucial aspect of accessibility. It's not just about being available; it's about being aspirationaly reachable. They dissect how brands like Dove have successfully navigated this terrain, not by cheapening their product but by repackaging it for a broader audience. This episode is a lesson in maintaining that delicate balance between exclusivity and reach. It's about offering a slice of luxury that's both tempting and attainable. If you’re in the business of brand building, this episode is your roadmap to navigating the tightrope of premium brand penetration without falling into the trap of devaluing your brand. Tune in and get ready to be enlightened and entertained! As always, do mail us your feedback, comments and any questions you may have for our hosts at mail@cobbcast.net. We love hearing from you. SHOW WEBSITE CONNECT WITH OUR HOSTS Sudeep Chawla - ⁠Linkedin⁠ Sharavana Raghavan - Linkedin⁠ FOLLOW US CoBB - LinkedIn ⁠ Instagram⁠ CREDITS - Album Art & Design by ting.in - Voiceovers by Anjale Stephanos - Audio Edit by Janhavi Pethkar - Music from Zapsplat.com

Please tell us what topics you'd like to have discussed on the CoBB, by filling in this CONTENT SUGGESTION FORM⁠ It only takes a few minutes, and it will help us provide you with the content most relevant to you. **************************************** In this new 10-minute episode version of CoBB | Conversations on the Business of Brands, hosts Sharan and Sudeep dive deep into the heart of continuous learning for marketers. The episode kicks off with a nod to Malcolm Gladwell's "Outliers" and the famed 10,000-hour rule, and Chandramouli Venkatesan’s ‘Get Better At Getting Better’. It's not just about clocking hours; it's about deliberate and strategic practice in the art of marketing. The duo breaks down the essence of marketing into three fundamental steps: Accumulation, Assimilation, and Adaptation. Sudeep shares his personal journey of soaking up knowledge from sources like Brand Equity and Afaqs, encouraging listeners to find their own wells of inspiration. They dissect what it means to truly assimilate marketing campaigns, using the example of 5 Star's clever stances and propositions, which speak directly to the youth with a blend of smart humour and quirkiness. As they move to Adaptation, they challenge listeners to rethink and remodel existing campaigns, fostering a mindset of innovation and creativity. The episode is peppered with insights on how brands like 5 Star stay relevant by aligning with topical issues and maintaining a fresh perspective on their target demographic. Wrapping up, Sharan and Sudeep invite their audience to reflect on these 3As and share their interpretations. This episode isn't just a lesson; it's a call to action for budding marketers to hone their craft through thoughtful practice and analysis. Tune in to transform your marketing skills from ordinary to extraordinary! As always, do mail us your feedback, comments and any questions you may have for our hosts at mail@cobbcast.net . We love hearing from you. SHOW WEBSITE CONNECT WITH OUR HOSTS Sudeep Chawla - Linkedin⁠ Sharavana Raghavan - Linkedin⁠ FOLLOW US CoBB - LinkedIn ⁠ Instagram⁠ CREDITS - Album Art & Design by ting.in - Voiceovers by Anjale Stephanos - Audio Edit by [Janhavi Pethkar - Music from Zapsplat.com

Please tell us what topics you'd like to have discussed on the CoBB, by filling in this CONTENT SUGGESTION FORM⁠ It only takes a few minutes, and it will help us provide you with the content most relevant to you. **************************************** In this bite-sized, meaty episode, Sharan & Sudeep delve into a question that keeps many an entrepreneur tossing and turning at night: Why do regional brands often hit a glass ceiling when scaling nationally? Inspired by Sharan's interview with Mr. CK Ranganathan, for his Tamil podcast, this episode is a treasure trove of insights, perfect for anyone flirting with the idea of expanding their regional brand. The episode serves as a roadmap, highlighting common potholes on the path to national success. They begin with the critical decision of 'Where to Play,' underscoring the importance of starting local and dreaming big. But it's not all rosy; the duo doesn't shy away from discussing the sticky issue of 'Dare to Explore,' where many brands get comfortable in their regional cocoons. The conversation gets juicier as they dissect the transition from a 'People Dependent Business' to a 'System Led' approach. Ever heard of the adage 'Too many cooks spoil the broth?' Well, Sharan and Sudeep flip this on its head, revealing why not letting others into the kitchen can stifle growth. They dig deeper into the 'Fear of the Unknown,' 'Inability to Delegate,' and the often-overlooked aspect of 'Building a Brand' beyond mere transactions. And for the cherry on top, they touch upon 'Succession Planning,' a topic as delicate as it is crucial. So, if you've ever wondered why that delicious soft drink brand from Tamil Nadu hasn't hit your local supermarket in Mumbai yet, this episode has the answers. Tune in and find out how to make the leap from being a big fish in a small pond to swimming in the ocean. Spoiler alert: it's not just about the money, but the mindset. As always, do mail us your feedback, comments and any questions you may have for our hosts at mail@cobbcast.net. We love hearing from you. SHOW WEBSITE CONNECT WITH OUR HOSTS Sudeep Chawla - Linkedin⁠ Sharavana Raghavan - Linkedin⁠ FOLLOW US CoBB - ⁠LinkedIn ⁠ Instagram⁠ CREDITS - Album Art & Design by ting.in - Voiceovers by Anjale Stephanos - Audio Edit by Janhavi Pethkar - Music from Zapsplat.com

Please tell us what topics you'd like to have discussed on the CoBB, by filling in this CONTENT SUGGESTION FORM⁠ It only takes a few minutes, and it will help us provide you with the content most relevant to you. **************************************** In this high-stakes episode, our dynamic duo, Sharan and Sudeep, dive headfirst into the turbulent waters of AI and its impact on marketing careers. Yes, the AI threat is not just knocking; it's barging in! As seasoned marketers, we've seen our fair share of changes, but nothing quite like this. A decade ago, we might have shrugged off the idea of AI taking over. Today? Not so much. The episode peels back the layers on why, especially if you're a one-trick pony in the digital marketing circus, it's time to sit up and pay attention. Remember when Google Ads was all the rage in 2000? Fast forward to now, and big tech giants like Google, Facebook, and Amazon are practically running the show. The key takeaway? If your marketing strategy is all about funnels and social media campaigns, it's time to rethink. But don't hit the panic button just yet! Amidst this AI takeover, Sharan and Sudeep explore the marketer's secret weapon – deep, almost psychic, consumer empathy. It's about understanding the heartbeats of your consumers, their joys, and pains. Think Asian Paints or Cadbury – brands that don't just sell products but tell stories. So, how does one master this art? It's all about getting down to the nitty-gritty, spending time with consumers, and building lasting relationships. This episode is not just a wake-up call; it's a playbook on staying relevant, creative, and ahead of the AI curve. Tune in to discover how to keep your marketing career not just afloat, but sailing smoothly into the future. As always, do mail us your feedback, comments and any questions you may have for our hosts at mail@cobbcast.net. We love hearing from you. SHOW WEBSITE CONNECT WITH OUR HOSTS Sudeep Chawla - ⁠Linkedin⁠ Sharavana Raghavan - Linkedin⁠ FOLLOW US CoBB - LinkedIn ⁠ ⁠Instagram⁠ CREDITS - Album Art & Design by ting.in - Voiceovers by Anjale Stephanos - Audio Edit by [Janhavi Pethkar - Music from [Zapsplat.com