Sharan presents a case for Brands to define and use their 'personality' to drive distinctiveness. Sudeep’s dislike for frameworks not withstanding, Sharan walks us through a couple of them he uses in secret. He lists the elements thats make up a Brand personality and encourage you to trust your gut more than any framework. Together they try to define the personality of a few popular brands to better understand the concept. In between all this, there is even a short detour to discuss the concept of Stereotypes vs Archetypes. 

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CREDITS

Sudeep speaks on the importance of inculcating the discipline of constantly measuring critical marketing metrics to track any form of marketing success. He assuages Sharan's concerns on cost and scale being unviable for emerging business by detailing work arounds and ad hoc research methods that can get the job done with some investment of thought and time. Sudeep goes on to explain why measuring marketing metrics should be a top-down activity driven directly by the founders and the leadership team. 

SHOW NOTES

CREDITS

Sudeep interviews Sharan on his disfavour for the the mainstream marketing narrative on generational classifications like Millennials, Gen-Zs, Gen-Xs, etc. Sharan implores marketers to look beyond generalisation and seek their own attitudinal niche segments. The hosts explore the concept of Life-stage marketing and how minor & major lifestyle disruptions create opportunities for brands to win over new customers. Listen till the end to find out which brands make the cut of being cited during this podcast.  

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CREDITS

Sharan interviews Sudeep on his views on building a brand without marketing. They speak about the difference between branding & marketing and how the responsibility of building a brand falls on the entire organization against being siloed into the marketing function. They dive deeper into how a good brand stems from the core DNA of the founder / leadership team and then permeates the culture of every function, across customer touch points. Do check out the example of great branding at the end of the podcast and the show notes for the reference links.

Show Notes:

Guy Kawasaki 'Art of the Start' Speech @TiECon 2006

The Whole Truth Foods

Shantau Deshpande & Ashish Mohapatra on The Barbershop Podcast

CREDITS

Sudeep kicks off CoBB by interviewing Sharan on the attitudes and approaches he notices towards brand building among the businesses he interacts with. They discuss how brand building is as,  if not more, important than the process orientation seen among most entrepreneurs. They clarify the difference between branding and brand building. Sharan references a study to substantiate his case for brand building co-existing with short-term sales activations and tops it off with a more recent example. If you intend to build a business, focus on building a brand!

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In the trailer, your hosts Sudeep Chawla & Sharavana Raghavan discuss the title of the podcast 'CoBB - Conversations on the Business of Brands', introduce the concept and give you a glimpse of what to expect in the coming episodes. They also showcase the authentically raw tone of the show, with minimal edits, to capture conversations in their true spirit as they happen. 

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