By Jasravee Kaur Chandra
5
44 ratings
The podcast currently has 123 episodes available.
SUMMARY
The episode highlights the importance of leadership, accountability, transparency, and empathy in crisis management. The professors emphasise that brands need to proactively address potential transgressions and build a culture of authenticity to navigate challenging situations.
Highlights
🎯 The professors use real-life examples like Boeing, Tylenol, Starbucks, and Dolce & Gabbana to illustrate the impact of brand transgressions and the importance of crisis management.
💼 The episode underscores the significance of leadership in shaping a brand’s response to a crisis.
🗣️ It emphasizes the need for transparency and accountability, with the hosts urging brands to take responsibility for their actions and apologize for any harm caused.
🤝 They stress the importance of treating all individuals with dignity, regardless of their background, and protecting the planet as a stakeholder.
✨ The hosts highlight the benefits of building an authentic brand, one that consistently fulfills its promises, and the long-term positive impact it can have on a company’s success.
GUESTS
Shailendra Pratap Jain (Shelley ) is Bret Wheat Endowed Professor of Marketing and International Business at the Foster School of Business, University of Washington, Seattle. Well-known for his widely published scholarship in consumer psychology,
Shalini Sarin Jain is Associate Professor of Management and the inaugural Director of Diversity, Equity, and Inclusion at the Milgard School of Business, University of Washington, Tacoma..
Please visit their website https://brandtransgressions.com/
Book on Amazon https://www.amazon.in/Managing-Brand-Transgressions-Principles-Transform/dp/150152108X
INDEX
00:00 Preview & Introduction
01:21 Case Study - Maggie Noodles in India
04:59 Case Study - Boeing 737 Max Crashes
13:02 Tylenol - Best Practices in Crisis Management
22:45 Case Study - Philadelphia Starbucks Incident.
29:02 Case Study: Dolce & Gabbana 's China Controversial Videos
35:34 Brands that Prioritise Values over Profit -Ben & Jerry's, Patagonia, The Taj Mumbai
38:02 Key Principles for Effective Crisis Management
47:45 Rapid Fire with Shelley & Shalini
49:53 Connecting with Shailendra & Shalini
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/
Karuna, an entrepreneurial brand builder, shares her journey with Nature’s Fynd, a company that developed a new protein source from a unique fungus discovered in Yellowstone National Park.
Dr. Zak shares his findings on how immersion can be used to create better ads, improve training and education, and even enhance personal well-being. Dr. Paul J. Zak is a Professor of economics, psychology and management at Claremont Graduate University. His newest book is Immersion: The Science of the Extraordinary and Source of Happiness.
Highlights of Conversation
Immersion, not “liking,” is the key to effective communication: Dr. Zak explains that people may consciously claim to like something, but their brain’s unconscious response reveals a different story.
Immersive Experiences are Social : Dr Zak explains that extraordinary experiences arise from understanding social value. Positive social interactions create loyalty and enhance overall experience.
Immersive ads lead to sales bumps: Dr. Zak shares examples of ads that were initially disliked but ultimately drove sales due to their high immersion levels. He says ""High immersion ads that are not very likable can still be compelling to your brain." Immersive 'Flavoured Diet Coke' ads in 2018 , were not well liked but led to a significant sales bump.
Place ads during Peak Immersion Moments: Successful advertising should place branding and calls to action during peak emotional moments within the narrative, rather than at the end when immersion is typically lower.
The future of advertising is immersive: Dr. Zak suggests that advertisers should focus on creating shorter, impactful ads that evoke strong emotions and leave a lasting impression on viewers. He says "Immersive ads create memorable experiences that drive behaviour." He advises advertisers to learn from movie trailers which often tell half a story, leaving the resolution to drive ticket sales.
The Tuesday app promotes emotional fitness: Dr. Zak’s team has developed an app that provides daily goals for social interaction and tracks emotional well-being.
Connect/Follow Paul on Linkedin https://www.linkedin.com/in/paul-zak-91123510/
Paul's website https://www.getimmersion.com
Paul's Book on Amazon https://www.amazon.in/Immersion-Science-Extraordinary-Source-Happiness/dp/1544531958
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 [email protected]
00:00 Preview & Introduction to Dr. Paul Zak
02:41 Neurological Immersion: What Does It Really Mean?
05:05 How Do We Measure Immersion?
06:11 The Moral Molecule: Why Oxytocin is the Key to Social Behaviour
09:30 Creating Peak Immersion Experiences
12:30 80-20 Rule, Why Being Empathic Makes Good Business Sense
19:35 Neurological Immersion in Ads: The Game-Changer for Marketing
22:34 Why Do We Love the Weirdest Ads? Liking Is Not Enough
25:13 Attention is Dead, Immersive Ads Sell: The Diet Coke Case Study
28:57 Why Do Most Ads Fail to Impact Sales? The Importance of Attention and Narrative
32:43 Six-Word Stories: Can Bumper Ads Be Truly Immersive?
35:38 What Advertising Can Learn from Movie Trailers, Thrillers
39:22 Repeat Viewing of Guinness' Empty Chair: The Perfect Example of an Immersive Ad
42:48 Tuesday's Not Just for Tacos: Introducing the Emotional Fitness App
47:11 Rapid Fire with Paul Zak
49:06 Connect to Dr. Paul Zak
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#Immersion #Neuromarketing #CustomerExperience #BrandTrust #Immersionresearch #ImmersionMarketing #CustomerTransformation #ConsumerPsychology #neuroscienceinsights #Neuroeconomics #DigitalHealth #Neuropsychology #Neuromarketing #BrainScience #neuroscience
The conversation delves into Proshanjit Dey's (PD) experiences with marketing of nutrition at Dr Reddy's, Kellogg's & Nestle.
PD emphasises the importance of understanding the consumer’s cultural context and needs, especially when marketing nutritional products. He shares insights from his experience with Dr. Reddy’s, Kellogg’s, and Nestle, showcasing how a deep understanding of the consumer can lead to successful product launches and brand positioning.
PD highlights the importance of science and evidence-based marketing, particularly when dealing with condition-specific nutritional products. He emphasises how crucial it is to work with doctors and healthcare professionals to ensure the credibility and efficacy of nutritional products for target audiences.
PD believes that mothers are the key drivers in shaping the nutritional choices of children. He underlines the importance of a mother’s role in introducing diverse food flavours early, promoting healthy habits, and combatting the challenges of picky eating.
Finally PD shares his passion for mindfulness and mindful communication. He believes that mindful living can create a more harmonious and authentic existence, highlighting the importance of aligning our words with our actions.
Proshanjit Dey or PD is the Vice President of Marketing (Strategy & Innovation) at Aditya Birla Group, leading corporate strategy and innovation for home segment brands like Ultratech Cement and Hindalco. With over two decades of experience, he has expertise in marketing, sales, branding, digital transformation, and business development.
Proshanjit has successfully launched several products in the nutrition and nutraceuticals space, for companies like Dr Reddy's, Nestle & Kellogg driving growth in India and emerging markets. He co-founded the Global Society for Digital Transformation and is a Lean Six Sigma Black Belt, TEDx speaker, and a lifelong learner with multiple postgraduate diplomas in innovation and digital business.
Connect with him on Linkedin https://www.linkedin.com/in/proshanjit-dey-ab524926/
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 [email protected]
Index
00:00 Preview & Introduction to Proshanjit Dey
03:39 Marketing 4.0 - From Mass Media to Micro-Moment Marketing
09:17 Dr Reddy's Celevida Caselet -Marketing Diabetes Supplements
23:20 Kid's Nutrition - Dr Reddy's Launch of Celehealth & Gummys
33:35 Kellogg's Masterbrand & Breakfast Cereals Launch in Asia
40:42 Mother's Struggle with Child's Nutrition - How Can Flavoured Bridging Solve the Struggles of Child Nutrition?
43:48 Nestle's Baby Food Cerelac - Making the Category Relevant Again
51:01 Indian Food Plate -The Science Behind Indian Nutrition
52:49 What Does it Mean to Live Mindfully?
58:06 Rapid Fire - Personally Speaking with Proshanjit Dey
01:01:29 Connect with Proshanjit Dey
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#MarketingNutrition #NutritionMarketing #NutritionalSupplements #KelloggsCereals
#KelloggsBrand #DrReddysProducts #KelloggsMarketing #DrReddysMarketing #NestleMarketing #FoodMarketing #HealthFoodMarketing #FunctionalFoods #CelevidaMarketing #NutritionInnovation #HealthTrends
In a world overflowing with notifications and updates, how do you cut through the noise? Ben Guttmann emphasises on clear messaging as a way to get attention, salience and salience. Clarity or simplicity emerges as the beacon guiding us toward effective communication. Ben also gives his insights on how to design simple & clear messages. He answers questions like
The conversation with Phil delves into the transformation from traditional event planning to experience planning, stressing the importance of personalization, engagement, and giving space for the unexpected.
Phil Mershon is director of experience for Social Media Examiner where for over 12 years he has created amazing customer experiences at events like Social Media Marketing World and the Social Media Success Summit. He is an author of Unforgettable: The Art and Science of Creating Memorable Experiences
Throughout his 30+ year career, Phil has been creating memorable experiences for businesses like Koch Industries, non-profits, schools, and churches.
Connect with Phil on Linkedin https://www.linkedin.com/in/philmershon/
Phil's Book on Amazon https://www.amazon.in/Unforgettable-Science-Creating-Memorable-Experiences/dp/1636981011
Jagged with Jasravee is facilitated by Jasravee Kaur Chandra. Jasravee has over 24 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 [email protected]
Index
00:00 Preview & Introduction to Phil Mershon
02:04 Crafting Unforgettable Moments - Standing Out in a World of Distractions
05:06 Disney Theme Parks - Peak Experiences & Moments
10:09 Customer Journey - Peak & Valley Experience
14:58 DRIED Overcoming 5 Negative Forces for Transformative Events
24:18 Personalization of Event or Experience
27:25 Intentional Design: Crafting Meaningful Experiences
35:25 Embracing Transcendent Moments
41:44 Making Virtual Experiences & Community Building Memorable
47:30 Rapid Fire - Personally Speaking with Phil Mershon
49:25 Talent Show
50:32 Connect with Phil Mershon
Creating memorable experiences is both an art and a science. It requires a delicate balance of creativity, strategic planning, and understanding human psychology. W’ll explore the insights shared in a thought-provoking conversation about the intricacies of crafting unforgettable moments.
Standing Out in a World of Distractions
In today's fast-paced world, attention is a scarce commodity, with countless stimuli vying for our focus.Standing out amidst this noise requires more than just grabbing attention; it demands creating meaningful connections that resonate emotionally and personally.
Memories, unlike fleeting moments, endure because of their emotional and sensory depth, emphasizing the importance of personalization and authenticity over mere branding.
Peak Experiences: Lessons from Disney
Disney's strategic approach to creating peak moments illustrates the power of anticipation and immersion in enhancing experiences.Peak experiences, carefully crafted and strategically placed, have the potential to elevate an event from ordinary to extraordinary, leaving a lasting impression on attendees.
However, the failure to deliver on promised peak moments can lead to disappointment, underscoring the importance of managing expectations and consistency.
Transformative Event Design: Overcoming Negative Forces
Designing experiences goes beyond logistical planning; it involves understanding and mitigating negative forces that detract from engagement.
Isolation, exhaustion, and distraction pose significant challenges to fostering meaningful connections and participation.
By prioritizing engagement, personalization, and multisensory stimulation, event planners can create environments conducive to memory-making.
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#eventmarketing #experientialmarketing #eventdesign #customerjourneymapping #virtualevent #communityengagement #disneyexperience #intentionaldesign #venueselection #communitybuilding #speakerselection #eventplanning
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 [email protected]
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.
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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 [email protected]
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
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#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 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 [email protected]
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.
The podcast currently has 123 episodes available.