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

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Sudeep Chawla on Linkedin⁠

Sharavana Raghavan on ⁠Linkedin⁠

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CREDITS

- Album Art & Design by ting.in

- Voiceovers by Anjale Stephanos

- Music from Zapsplat.com

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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The conversation takes a critical look at the outdated practices of creating microsites and Facebook groups for Integrated Marketing Communications (IMC), which often lead consumers down a never-ending loop,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