In this episode of CoBB, hosts Sharavana Raghavan and Sudeep Chawla break down the often-misunderstood world of brand architecture — offering a practical framework to help brand builders avoid chaos while scaling their portfolios. Using relatable examples from everyday brands like Cadbury, Colgate, and Tata, the duo explores how marketers can structure brands for clarity, consistency, and long-term value.

Whether you’re managing a house of brands or figuring out how far your brand can stretch, this episode gives you the language, logic, and levers to make better decisions — without losing consumer trust.

KEY THEMES EXPLORED

The Building Blocks of Brand Architecture

Understand the differences between endorser brands, mother brands, sub-brands, and variants, and when to use each.

The ‘Brand Stretch’ Dilemma

Learn how to assess if your brand can move into new categories without diluting its equity or confusing the consumer.

Why Structure Drives Scale

How a well-designed brand hierarchy unlocks marketing efficiency and strengthens long-term brand equity.

Consumer Lens First, Always

Avoid the common trap of structuring brands for internal convenience instead of consumer clarity.

Brand Promises Are Not Flexible

What happens when brands overextend, and why certain associations can’t (and shouldn’t) be transferred across categories.

KEY TAKEAWAYS

Sub-Brands Serve New Needs

Create sub-brands when solving different consumer needs or using significantly different formats, provided your core brand promise is extendable.

Variants Offer Variety, Not Strategy

Variants are minor changes (like flavor or format) meant to refresh the consumer experience without shifting the brand’s core positioning.

Mother Brands Anchor the Portfolio

The central brand that carries sub-brands and variants under its umbrella, often the original offering that built the equity.

Endorser Brands Are Equity Enablers

These brands (like Tata or Cadbury) don’t directly shape the offering but lend trust and consistency to a wide array of products.

Structure Enables Scale

A clear brand hierarchy allows brands to scale without fragmenting investments — creating halo effects that drive marketing efficiency across the portfolio.

QUOTES

“Every time a consumer sees your brand name, they’re subconsciously recalling a promise. Break that — and you break the brand.”

“A variant is for taste. A sub-brand is for strategy.”

“Brand architecture is not a design problem. It’s a trust problem, and a scale opportunity.”

Don’t miss this episode if you’re a brand manager, startup founder, or marketing strategist looking to expand your product portfolio without confusing your consumers or breaking your brand.

As always, send your feedback and topic suggestions to [email protected]!

Please tell us what topics you'd like to have discussed on the CoBB, by filling in this ⁠CONTENT SUGGESTION FORM⁠⁠

It only takes a few minutes, and it will help us provide you with the content most relevant to you.

SHOW WEBSITE

CONNECT WITH OUR HOSTS

Sudeep Chawla on ⁠Linkedin

Sharavana Raghavan on ⁠Linkedin⁠

FOLLOW US

CoBB - ⁠LinkedIn

CoBB - Instagram⁠

CREDITS

- Album Art & Design by ting.in

- Voiceovers by Anjale Stephanos

- Music from Zapsplat.com

In this provocative episode of CoBB, Sudeep Chawla interviews Sharavana Raghavan on a bold new qualitative report, "Beyond Healthy: What Really Drives Snack Acceptance in Indian Homes."

Drawing insights from conversations with over 250 consumers across Hindi-speaking markets, the report challenges the dominant narrative around “healthy snacking” that fills startup decks, LinkedIn posts, and Shark Tank pitches.

Sharan reveals what real Indian consumers actually prioritize when choosing snacks, and it’s not what most marketers assume.

KEY THEMES EXPLORED

Snacking is not about health

Contrary to industry beliefs, health is the least important factor in snack choices. Taste, satiety, price, and convenience rank higher in every conversation.

LOTH: The Lady of the House

Not a mother, housewife, or homemaker, but the LOTH — the Chief Food Officer who balances taste, budget, nutrition, and guilt for the whole family.

Snacks are judged by senses, not labels

Consumers rarely read back-of-pack information. They go by smell, oil residue, texture, and how familiar the snack feels.

It’s about repertoire, not replacement

No brand owns the household. At best, it earns a spot in the LOTH’s rotation. One bad batch can eliminate it. Familiarity is everything.

Why “healthy snack” is an oxymoron

Few brands have scaled while staying purely health-focused. Most successful ones have grown only after moving into meals or supplements.

Design for health without leading with it

Health should be a choice the consumer makes, not a claim you lead with. Smaller pack sizes, pairing suggestions, and rituals work better than front-of-pack promises.

KEY TAKEAWAYS

• Support her existing behavior. Don’t try to change it.
• Health is a post-purchase justification, not a purchase driver.
• Traditional snacks are seen as healthier than modern alternatives, thanks to familiarity.
• Avoid flashy claims. Focus on consistent experience and sensorial comfort.

QUOTES

“Don’t make snacks healthy. Make health snackable.”

“A healthy snack will only bring you limited success.”

“Consumers say they read labels. What they really read is how the snack smells, feels, and tastes.”

“A brand earns its way into the household. It’s not bought — it’s permitted.”

📎 Access the full report here:

If you are a food entrepreneur, FMCG marketer, or brand builder who wants to understand the real psychology behind snack choices in Indian homes, this is the episode for you.

As always, send your feedback and topic suggestions to [email protected]!

Please tell us what topics you'd like to have discussed on the CoBB, by filling in this ⁠CONTENT SUGGESTION FORM⁠⁠

It only takes a few minutes, and it will help us provide you with the content most relevant to you.

SHOW WEBSITE

CONNECT WITH OUR HOSTS

Sudeep Chawla on ⁠Linkedin⁠

Sharavana Raghavan on ⁠Linkedin⁠

FOLLOW US

CoBB - ⁠LinkedIn

CoBB - Instagram⁠

CREDITS

- Album Art & Design by ting.in

- Voiceovers by Anjale Stephanos

- Music from Zapsplat.com

In this episode of CoBB, hosts Sharavana Raghavan and Sudeep Chawla strip away the glossy veneer of marketing to reveal the gritty, unstructured reality that marketers live every day. Sudeep, drawing from his extensive experience, offers a candid, behind-the-scenes look at the mental and strategic rigour involved in solving business problems through marketing.

Contrary to the popular perception that marketing is all about making glamorous ads, the conversation explores how true marketing is about navigating ambiguity, unearthing deep consumer insights, and aligning multiple stakeholders — all while facing immense pressure to deliver impact.

KEY THEMES EXPLORED

Defining the Right Problem

Why marketers must go beyond surface-level issues to reframe problems in a way that opens up fertile ground for innovation and business growth.

The Power of ‘Why’ Questions

How structured curiosity helps uncover the root causes behind brand stagnation, category decline, or market shifts.

Conviction Before Communication

Why internal alignment and stakeholder buy-in are just as critical as consumer insight when developing a strategy.

The Communication Brief, Not the Communication

Clarifying a common misconception — marketers create the brief, not the ad. The role is about strategic clarity, not creative execution.

The Pain of Uncertainty

Despite rigorous research and insight mining, marketing is not a perfect science. You can do everything “right” and still fail — and that’s what makes the role so challenging and exciting.

KEY TAKEAWAYS

Marketing Is Business Problem-Solving

It’s not about making ads; it’s about decoding and influencing belief systems that lead to sustainable change in consumer behaviour.

Great Marketers Embrace Ambiguity

If you enjoy solving unstructured problems with no clear answers, marketing might just be your calling.

You’re the Custodian, Not the Creator

Your job is to preserve the integrity of the insight and strategy through the communication process. Not to micromanage creatives.

Success Is Never Guaranteed

Testing, stakeholder alignment, and insight discovery don’t always ensure results, and that’s part of the game.

QUOTES

“Marketing is about solving unstructured, unclear problems in an unscientific environment — with no guarantee of success.”

“Before marketers influence consumers, they must first build their own conviction — and then align the stakeholders who’ll help bring that vision to life.”

“If solving real-world problems with no clear roadmap excites you, marketing mirrors life in the best possible way.”

Don’t miss this episode if you’re a young marketer, aspiring brand builder, or entrepreneur who wants to understand what marketing really demands - beyond the glitz and glamour.

As always, send your feedback and topic suggestions to [email protected]!

Please tell us what topics you'd like to have discussed on the CoBB, by filling in this ⁠CONTENT SUGGESTION FORM⁠⁠

It only takes a few minutes, and it will help us provide you with the content most relevant to you.

SHOW WEBSITE

CONNECT WITH OUR HOSTS

Sudeep Chawla on ⁠Linkedin⁠

Sharavana Raghavan on ⁠Linkedin⁠

FOLLOW US

CoBB - ⁠LinkedIn

CoBB - Instagram⁠

CREDITS

- Album Art & Design by ting.in

- Voiceovers by Anjale Stephanos

- Music from Zapsplat.com

In this episode, Sudeep grills Sharan on a brutally honest question - why are so many emerging consumer brands getting steamrolled by Quick Commerce platforms?

Sharan shares firsthand founder conversations and hard-earned insights to make a bold claim: Q-Com isn’t the problem. You are, if you’re treating it like a business model instead of a channel. What follows is a fiery, insight-packed breakdown of how to engage with platforms like Blinkit, Zepto, and Instamart without losing your brand, your margins, or your mind.

CONVERSATION HIGHLIGHTS

• Visibility ≠ Viability: Why being listed on Q-Com might be hurting more than helping.
• Modern Trade Déjà Vu: How today’s Q-Com behavior mirrors yesterday’s Modern Trade chaos.
• The Double Jeopardy Trap: Small brands pay more, get less, and stay stuck in the cycle.
• The Myth of D2C: Why most Indian brand websites are a disaster—and Q-Com feels like a savior.
• Real Moats Are Boring: How brands like Atomberg and Heads Up For Tails built strength through offline first.
• When to Use Q-Com: A framework to decide if you’re there for discovery, sampling, or convenience.
• Margins vs. Ambition: How pressure from investors leads to dangerous trade-offs.
• What Success Actually Looks Like: Building control, customer experience, and long-term equity.

KEY TAKEAWAYS

Platforms Are Tools, Not Strategies: You’re not on Q-Com. Q-Com is on you, until you build your own roads.

Define the Role Before You Spend:

• Use Q-Com for trials? Great—treat the losses like a marketing budget.
• Driving repeat purchase? Then you have the leverage.
• Want visibility? Budget with ROI clarity.

Distribution Is the Ultimate Moat: You can’t build a brand without owning how it reaches customers.

D2C ≠ Selling on Shopify: If your logistics fail and you can’t control CX, it’s not D2C—it’s rented reach.

Sample, Don’t Sell at a Loss: In FMCG, CAC vs LTV is flawed. Give it for free rather than burn margins permanently.

Start Small, But Start Now: Even 100 offline stores in your city is a step toward real independence.

QUOTES

“Visibility cannot come at the cost of viability.”

“If Q-Com is your business model, go work there. You’re just a supplier.”

“Distribution is expensive, yes - but being dependent is far more costly.”

“There is no LTV in FMCG. You don’t acquire customers. You rent occasions.”

“The best brands aren’t avoiding Q-Com. They’re just not addicted to it.”

If you’re a founder, marketer, or investor in consumer brands, this episode is your wake-up call. Before you chase growth on platforms, make sure you actually own the business you’re building.

As always, send your feedback and topic suggestions to [email protected]!

Please tell us what topics you'd like to have discussed on the CoBB, by filling in this ⁠CONTENT SUGGESTION FORM⁠⁠

It only takes a few minutes, and it will help us provide you with the content most relevant to you.

SHOW WEBSITE

CONNECT WITH OUR HOSTS

Sudeep Chawla on ⁠Linkedin⁠

Sharavana Raghavan on ⁠Linkedin⁠

FOLLOW US

CoBB - ⁠LinkedIn

CoBB - Instagram⁠

CREDITS

Album Art & Design by ting.in

Voiceovers by Anjale Stephanos

Music from Zapsplat.com

In this quirky yet insightful episode, Sudeep and Sharan explore an unusual analogy - how marketers are similar to ducks. Sudeep breaks down five distinct ways a marketer’s job mirrors the life of a duck: calm on the surface but furiously paddling underneath, staying unaffected by their environment, taking short strategic flights, diving in when needed, and balancing short-term and long-term focus — just like ducks practicing unihemispheric sleep.

Through humorous anecdotes and deep marketing wisdom, they decode how these duck-like behaviors are essential for building remarkable brands. Whether you’re a seasoned marketer or just starting out, this episode provides a fresh lens to reflect on your marketing journey.

Key Takeaways:

• Paddling Under the Surface: While marketing may seem glamorous from the outside, it involves relentless problem-solving and behind-the-scenes hustle.
• Waterproof Like a Duck: Marketers must stay emotionally unattached to their brand’s assets and keep consumer needs at the center — not personal bias.
• The Short Flight: Periodically zooming out for a strategic overview helps marketers align daily tasks with long-term brand goals.
• Diving In: Great marketers aren’t afraid to roll up their sleeves — whether it’s walking the market, meeting consumers, or working closely with sales teams and agencies.
• Unihemispheric Focus: Marketers must balance tactical execution with long-term brand-building — keeping one eye on today’s numbers and the other on the brand’s future.

Quotes:

“If both you and your brand are coasting peacefully, that’s a sign something’s wrong — you’re not paddling hard enough.”

“Marketers need to be like ducks: strategic when needed, but also ready to dive deep and get their hands dirty.”

As always, send your feedback and topic suggestions to [email protected]!

Please tell us what topics you'd like to have discussed on the CoBB, by filling in this ⁠CONTENT SUGGESTION FORM⁠⁠

It only takes a few minutes, and it will help us provide you with the content most relevant to you.

SHOW WEBSITE

CONNECT WITH OUR HOSTS

Sudeep Chawla on ⁠Linkedin⁠

Sharavana Raghavan on ⁠Linkedin⁠

FOLLOW US

CoBB - ⁠LinkedIn

CoBB - Instagram⁠

CREDITS

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

In this follow-up to Episode 135, Sudeep Chawla continues his conversation with Sharavana Raghavan, diving deeper into how brands—both global giants and local heroes—have cracked the code to rural distribution in India.

From HUL’s legendary Project Shakti to Parle-G’s drought-time dominance and Ghadi’s two-rupee trust model, this episode moves from principles to powerful playbooks. It’s a masterclass in building brand equity where infrastructure is limited but aspiration is limitless.

CONVERSATION HIGHLIGHTS

• Hub & Spoke vs Van Sales: Two dominant rural distribution models—and their trade-offs
• Project Shakti: How empowering local women turned into a ₹ scale engine for HUL
• Coke’s Solar Coolers: How merchandising and micro-training brought cold credibility to villages
• Ghadi Detergent: Why India’s top-selling detergent brand won with trust, not ad spends
• Parle-G’s Drought Strategy: The bold move that cemented cultural equity
• Tata Wiron: Content marketing meets rural activation—without ever selling
• Local vs MNC Brands: Why “belonging” beats “conquering” in rural India
• Seasonal Sensitivity: Why rural calendars beat fiscal ones in relevance
• From Availability to Affection: The secret shift that makes rural consumers loyal

KEY TAKEAWAYS

Winning in Bharat is not about tweaking urban playbooks—it’s about rewriting them from scratch.

Five Essential Rural Truths:

1. Fragmentation is the default, not the enemy

2. Scale comes from serving small, not selling big

3. Trust is the real infrastructure

4. Affordability must be baked into product design

5. Belong, don’t conquer—brand resonance starts with cultural immersion

QUOTES

“You don’t build trust in rural. You partner with the community—and borrow it.”

“Parle didn’t outspend competitors during the drought. They just didn’t leave.”

“Coke realized it wasn’t just about availability—it was about being remembered at the moment of thirst.”

“Ghadi didn’t try to be glamorous. They tried to be reliable. And they won.”

If you’re a brand marketer, sales leader, or founder trying to break into small-town India—or any developing market—this episode is packed with insights you can apply tomorrow.

As always, send your feedback and topic suggestions to [email protected]!

Please tell us what topics you'd like to have discussed on the CoBB, by filling in this ⁠CONTENT SUGGESTION FORM⁠⁠

It only takes a few minutes, and it will help us provide you with the content most relevant to you.

SHOW WEBSITE

CONNECT WITH OUR HOSTS

Sudeep Chawla on ⁠Linkedin⁠

Sharavana Raghavan on ⁠Linkedin⁠

FOLLOW US

CoBB - ⁠LinkedIn

CoBB - Instagram⁠

CREDITS

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

In this episode, hosts Sharavana Raghavan and Sudeep Chawla explore a question many young marketers are asking today. How can you learn, grow, and make an impact when your organisation limits experimentation and the economy feels slow?

Sudeep offers an unexpected answer: B2B2C categories. Often seen as unglamorous and rigid, industries like paints, adhesives, waterproofing, and pipes actually offer a goldmine of learning opportunities. With high regional diversity, complex intermediary networks, and under-researched end-users, these sectors challenge marketers to think deeply, act locally, and execute precisely.

If you’re a marketer wondering where the real action is, this episode will surprise and inspire you.

DISCUSSION FLOW

They discuss

Why B2B2C is a misunderstood space

Most marketers assume it’s all sales and no brand, but Sudeep reveals how intermediaries like plumbers and contractors actually shape consumer choice and trust

How regional practices create micro markets

From Punjab’s mud phaska roofs to Kerala’s truss constructions, India’s geography and culture create unique user behaviours and needs

What makes marketing in B2B2C a learning playground

With every town acting like a unique market, brand managers get infinite chances to experiment, observe, and refine their craft — if they’re willing to put in the work

The role of intellectual humility in marketing

Sudeep explains why empathy and humility are critical when working with blue-collar influencers, people marketers often overlook but must learn to understand

Three enablers of deep marketing learning

1. Look beyond the lack of glamour

2. Stay humble and open to learning from all

3. Work under marketing leaders who create frameworks and feedback loops

KEY TAKEAWAYS

• B2B2C categories are rich in insight, diversity, and marketing opportunity — not just sales operations
• Micro marketing is a powerful model for building core marketing capabilities
• The most impactful learning comes from observation, empathy, and iteration — not just from campaigns
• Great marketers thrive where others don’t even bother to look

QUOTES

“There’s no one India. There are many Indias. And each one teaches you something different”

“Micro markets are not small markets. They’re marketing labs”

“You’re not your brand’s consumer. And in B2B2C, you can’t even pretend to be”

“If you want to learn fast, put in the hard yards where others don’t”

As always, send your feedback and topic suggestions to [email protected]!

Please tell us what topics you'd like to have discussed on the CoBB, by filling in this ⁠CONTENT SUGGESTION FORM⁠⁠

It only takes a few minutes, and it will help us provide you with the content most relevant to you.

SHOW WEBSITE

CONNECT WITH OUR HOSTS

Sudeep Chawla on ⁠Linkedin⁠

Sharavana Raghavan on ⁠Linkedin⁠

FOLLOW US

CoBB - ⁠LinkedIn

CoBB - Instagram⁠

CREDITS

Album Art & Design by ting.in

Voiceovers by Anjale Stephanos

Music from Zapsplat.com

In this episode, Sudeep Chawla interviews Sharan on one of the most under-discussed but critical topics in Indian marketing—how brands can build effective rural distribution.

Sharan draws from years of consulting experience and insights from Rama Bijapurkar’s Lilliput Land to reframe rural distribution as a strategic design challenge rather than a logistical nightmare. This episode sets the foundation with four powerful principles that every brand must understand before venturing into Bharat.

CONVERSATION HIGHLIGHTS

Why Bharat Matters: 65% of India’s population lives in rural areas, contributing nearly half of all FMCG sales.

Rural ≠ One Market: How treating rural India as a monolith is the first strategic mistake.

From Infrastructure to Insight: Why roads and warehouses are less important than relationships and rhythms.

Four Fundamentals of Rural Distribution:

1. Fragmentation is Normal: Rural demand is scattered by design.
2. Small is Scale: Growth comes from servicing more outlets, not bigger ones.
3. Accessibility Over Affordability: It’s not about cheap brands, it’s about accessible formats.
4. Trust is Infrastructure: Distribution rides on relationships, not trucks.

KEY TAKEAWAYS

• Rural markets demand custom-designed systems, not repurposed urban models.
• Brands must shift from fighting fragmentation to engineering for it.
• Success in Bharat depends on your ability to aggregate small demand points consistently.
• Design for daily behavior, not monthly stocking habits.
• Local trust networks are often more critical than formal distribution partners.

QUOTES

“Fragmentation isn’t a bug. It’s the blueprint.”

“You don’t crack Bharat by scaling up. You crack it by going small, again and again.”

“Trust is the real infrastructure in rural India. Roads come later.”

“They don’t want cheaper brands. They want the same brands, made accessible to their lives.”

“Lilliput Land isn’t a metaphor. It’s a distribution strategy.”

If you’re a brand builder, marketer, or founder trying to reach real India beyond metros, this episode gives you the mindset shift you didn’t know you needed.

As always, send your feedback and topic suggestions to [email protected]!

Please tell us what topics you'd like to have discussed on the CoBB, by filling in this ⁠CONTENT SUGGESTION FORM⁠⁠

It only takes a few minutes, and it will help us provide you with the content most relevant to you.

SHOW WEBSITE

CONNECT WITH OUR HOSTS

• Sudeep Chawla on ⁠Linkedin⁠
• Sharavana Raghavan on ⁠Linkedin⁠

FOLLOW US

• CoBB - ⁠LinkedIn
• CoBB - Instagram⁠

CREDITS

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

In this episode, hosts Sharavana Raghavan and Sudeep Chawla dive deep into a timely challenge for brand builders — how can advertising truly make an impact in the age of reels, shorts, and endless scroll?

Sudeep unpacks the evolving media landscape where attention is fragmented, competition is infinite, and algorithms feed our every instinct. As digital platforms shift the power entirely to the consumer, the conversation explores how marketers can still create meaningful, memorable brand communication.

They discuss:

• The Reels Effect: How today’s always-on content culture has reshaped consumer attention spans — and what that means for advertisers.
• Attention is Just the Start: Why grabbing attention isn’t enough — brands must now win attention and leave a lasting impression.
• Why Storytelling Still Wins: Even in a six-second world, the timeless power of storytelling — when done right — still holds.

The Four Pillars of Effective Modern Advertising:

1. Purpose-First Messaging: Tell stories for the right reasons — not just to sneak in your proposition.
2. Build a Believable World: Don’t target demographics — create settings and narratives that emotionally resonate.
3. Emotion Over Product: Ads that lead with emotion, not features, are far more memorable.
4. Keep it Real: Authenticity beats polish — especially when your audience consumes raw, creator-led content every day.

KEY TAKEAWAYS:

• Ads Must Earn Their Place: In a sea of content, only emotionally resonant and authentic ads cut through.
• Storytelling is a Long Game: Tactical messages may trigger action, but stories build brands that endure.
• Real > Perfect: Today’s consumers connect more with raw, real, and transparent communication than glossy productions.
• The Medium is Not the Message: A great story can work at any length — whether 10 seconds or 90 — if it’s compelling and true.

QUOTES:

“Consumers today are reeling under the effect of reels.”

“Don’t fall in love with your product. Fall in love with the emotion your brand can evoke.”

“If you’ve reached a stage where Facebook needs to teach you how to make ads, God help you.”

“You don’t need 90 seconds to tell a great story — you just need conviction.”

Whether you’re an emerging brand or an established player trying to stand out in a scroll-happy world, this episode will help you rethink how you show up in the feeds of your future customers.

As always, send your feedback and topic suggestions to [email protected]!

Please tell us what topics you'd like to have discussed on the CoBB, by filling in this ⁠CONTENT SUGGESTION FORM⁠⁠

It only takes a few minutes, and it will help us provide you with the content most relevant to you.

SHOW WEBSITE

CONNECT WITH OUR HOSTS

Sudeep Chawla on ⁠Linkedin⁠

Sharavana Raghavan on ⁠Linkedin⁠

FOLLOW US

CoBB - ⁠LinkedIn

CoBB - Instagram⁠

CREDITS

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

In this episode, Sudeep Chawla flips the mic to interview Sharavana Raghavan on a deceptively simple but highly debated topic—how should one judge brand communication?

Sharan lays down a compelling case for why most marketers get it wrong. He argues that judging an ad based on how it “feels” or how “beautiful” it looks is a flawed approach. Instead, he introduces a practical 5-point framework to help marketers evaluate advertising based on what truly matters—effectiveness.

CONVERSATION HIGHLIGHTS

• Feelings ≠ Effectiveness: Why emotional resonance isn’t the best benchmark for judging ads.
• Purpose Before Praise: Why marketers must understand the ad’s brief before assessing its quality.
• Five Key Questions to Ask: A clear framework to evaluate if an ad is doing its job.
• Creative ≠ Art: Why advertising isn’t about artistic expression but business outcomes.
• Magic with Meaning: The role of the director and storytelling—but always in service of the brand.
• The Trap of Awards: Why chasing Cannes might be sabotaging your brand goals.
• Distinctiveness Over Novelty: Why being true to the brand’s personality matters more than being “cool.”

KEY TAKEAWAYS

• Don’t Judge in a Vacuum: Always assess an ad against the strategic brief—not just on surface impressions.

Five Must-Ask Questions:

1. Is the brand registering?
2. Is the message clear?
3. Is it relevant to the audience?
4. Does it drive action or build long-term memory?
5. Is it distinctive and true to the brand’s personality?

Good Creativity Lives Within Constraints: The best creative minds work better with clear boundaries.

There’s No Perfect Ad: Only communication that’s right for the brand, the objective, and the moment.

QUOTES

“Magic without meaning for the brand or the consumer is an absolute waste of money.”

“Your job isn’t to fall in love with the ad. Your job is to make sure it’s right for the brand.”

“If you can’t write a clear brief, you’re not doing your job as a marketer.”

“An ad that entertains but fails to register the brand is a failed investment.”

If you’re a marketer, agency leader, or brand owner struggling to decode ad performance, this episode is your cheat sheet to judging creative work like a pro.

As always, send your feedback and topic suggestions to [email protected]!

Please tell us what topics you'd like to have discussed on the CoBB, by filling in this ⁠CONTENT SUGGESTION FORM⁠⁠

It only takes a few minutes, and it will help us provide you with the content most relevant to you.

SHOW WEBSITE

CONNECT WITH OUR HOSTS

Sudeep Chawla on ⁠Linkedin⁠

Sharavana Raghavan on ⁠Linkedin⁠

FOLLOW US

CoBB - ⁠LinkedIn

CoBB - Instagram⁠

CREDITS

- Album Art & Design by ting.in

- Voiceovers by Anjale Stephanos

- Music from Zapsplat.com