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

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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.

"Modern technology encourages artful choreography over truth”. What are some instances where the digital marketing world exploits data and predictive models to influence behaviours and beliefs?

What ethical concerns arise from the convergence of AI, machine learning, and personal data, specifically regarding privacy, control, and abuse for both consumers and humans in general?

How do products and brands manipulate emotions to influence us, given your perspective coming from the 'dark side,' and shed light on the tactics used to emotionally manipulate and nudge consumers?

How does the illusion of choice impact decision-making, and how do businesses and marketers across various sectors use this manipulation to guide outcomes in their favour?

What is the concept of "trigger stacking," and how does it magnify the impact of emotions?

How can comedy and humour effectively dismantle manipulated narratives and combat misinformation?

Patrick Fagan answers the above questions and gives us a peek into his new book 'Free Your Mind' . Patrick Fagan is Co-founder and Chief Science Officer, Capuchin Behavioural Science. He is a consultant, lecturer, author, public speaker.

Patrick was Lead Psychologist at Cambridge Analytica for until the company went into administration.

In this podcast Patrick Fagan talks about his book 'Free Your Mind,' co-authored with Laura Dodsworth. The book reveals the hidden tactics used by manipulators, from advertisers to politicians, and arm you with expert insights to defend your mental freedom.

Patrick's book on Amazon : https://www.amazon.in/Free-Your-Mind-manipulation-resist-ebook/dp/B0BHYFC5PV

Patrick's Linkedin -https://www.linkedin.com/in/pfagan87/

Patrick's Website -https://www.patrickfagan.co.uk/

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]

Index

00:00 Preview & Introduction to Patrick Fagan

02:30 Free Your Mind : Book's Fundamental Idea

04:37 Nudge-ification of Society & Marketing

05:12 Book for Consumers as well as Marketers

06:58 Artful Choreography Over Truth

09:45 Building Immunity to Manipulation

19:13 Trigger Stacking, Fear as a Manipulation Tool

28:30 Role of Humour in Countering Manipulation

31:27 Demanding Transparency from Institutions

32:54 Filtering & Using Text Based Sources for Critical Thinking

35:58 Distinguishing Between Influence and Manipulation

40:00 Power Of Incrementalism & Metaverse

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#MindControl #BehavioralScience #MarketingTactics #ConsumerAwareness

#MediaManipulation #SocialInfluence #MediaLiteracy #Psychology #BehavioralPsychology #EthicalMarketing

#DataPrivacyMatters #PsychologicalPersuasion #BrandEthic #freeyourmind #peterfagan

How have your engineering skills helped you in marketing?

How is marketing like a bridge?

What is the difference between marketing and sales? Can you explain the distinction using the headlight analogy?

What is the difference between "Big M" and "Small m" marketing?

How can the obsession with measurable ROI limit marketing potential?

Why is pricing so important in marketing? What measures can business schools take to address this?

What are "random acts of marketing"? And what key principles can marketers immediately apply to make them more effective?

Atul answers the above questions and many more, as he seperate facts from fiction and talks about Marketing 101. Atul Minocha is a Partner and CMO at Chief Outsiders, author, investor, and speaker. He is the author of 'Lies, Damned Lies, and Marketing: Separate Fact from Fiction and Drive Growth'. Atul has a degree in mechanical engineering from the Indian Institute of Technology Delhi and an MBA from Yale University.

Connect on Linkedin https://www.linkedin.com/in/atulminocha/

Visit his Company Page https://www.chiefoutsiders.com/profile/atul-minocha

His Book on Amazon https://www.amazon.in/Lies-Damned-Marketing-Separate-Fiction-ebook/dp/B097NRJ4HP

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]

Index

00:00 Preview & Introduction to Atul

03:30 Journey from Engineer to Marketeer

09:30 Solving Problems, Not Just Selling Products

11:30 Marketing is Like a Bridge

15:01 Customer Beliefs - Toyota Example -The Seatbelt as a Death Trap

18:21 Headlight Analogy: Difference Between Sales and Marketing

22:25 Big M vs. Small m Marketing: What's the Difference?

26:25 The Misuse of ROI: How Apple iPhone Shows Us What Not to Do

36:36 Pricing, One of the 4 Ps for Marketers

40:36 Random Acts of Marketing

44:17 How to Avoid Random Acts of Marketing

47:31 Rapid Fire - Personally Speaking with Atul Minocha

51:40 Connecting with Atul Minocha

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In this conversation with Rashi Goel, a battle-tested marketeer, we embark on a quest to explore the world of consumer brands and scaling them through innovative strategies. Join us on a journey through insightful musings from thought-provoking conversations, touching upon diverse brands like Nestle, Nescafe, Lakme, Closeup, and even Amazon.

Rashi Goel is a Founder & CEO - Performonks. Over a 25-year career, Rashi has applied consumer empathy, commercial acumen, and product innovation to grow businesses and build brands at L’Oreal, Unilever, Coca-Cola Inc, PepsiCo, Kraft Heinz, Nestlé, and Amazon Stores.

Please connect on Linkedin https://www.linkedin.com/in/rashigoel-consumermarketing/

Rashi's Blog https://performonks.com , performonks/substack.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]

Index

00:00 Preview & Introduction to Rashi Goel

02:33 Marketing Tech Brands vs FMCG Brands

06:37 Power of Emotional Engagement in Tech Brands

11:00 Ask Nestle - Crafting the Corporate Brand Story

14:21 Ask Nestle - Nutritional Blueprint for Moms

22:49 Nescafe - Making Coffee A Part of People’s Transitions

30:00 Lakme - Turning the Skincare Category Around

36:51 Close Up- Breaking Category Codes

41:38 Sprite - Designing Innovative Consumer Promotions

45:14 Rapid Fire - Personally Speaking with Rashi Goel

48:21 Connecting with Rashi Goel

Amongst other things the conversation touches on the following areas

Nescafe : Transition Phases and the Birth of New Habits

Life, much like branding, is a journey of transitions. Moving from school to college or college to the first job marks significant milestones that shape our habits and preferences. This transition spawns the creation of new habits, both positive and negative, exemplified by choices such as smoking, drinking, and romance.

These phases offer fertile ground for brands to establish themselves as part of these transformative experiences, thereby becoming ingrained in consumers' lives.The team at Nescafe used this insight to position coffee as the quintessential emblem of adulthood. As individuals traverse from one life stage to another, coffee emerges as a symbolic initiation into the world of grown-ups.

Power of Emotional Engagement in Tech Brands

Contrary to popular belief, technology-driven products are not devoid of emotion. Emotions find their place even in the realm of tech products, albeit in a different form. The key lies in crafting emotional connections that resonate with consumers.Successful tech branding hinges on establishing relevance, credibility, and trust.

Ask Nestle: Personalized Nutrition for Moms

Nestle's journey into personalized nutrition for mothers offers a striking example of how brands can address specific consumer needs and aspirations. Ask Nestle provided personalized nutrition plans to cater to individual preferences and regional dietary habits. This involved creating a content machinery that delivers scientifically accurate and cost-effective information.

Lakme: Reviving the Essence of Seductive Beauty

Revitalizing a brand's essence required a multi-pronged approach encompassing fundamental improvements, effective training, and compelling communication. This involved strengthening the brand's foundation by training beauty advisors and enhancing product knowledge. It also meant reinventing packaging and crafting impactful communication to resonate with consumers' emotions.

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How do you define customer centricity? What it is not? How does it challenge the traditional view as irresponsible, ineffective and misaligned with best practice?

How can incentives be more effective by considering the signals they send? What role do mixed signals play in shaping behaviour?

How can incentives be designed to align with desired outcomes and intentions?What are the misconceptions and pitfalls in marketing and designing incentives?

What is the role of common sense. (chief common sense officer) in aligning incentives with strategic goals and foster a cooperative environment ?

How does self-signaling and self-identity impact the effectiveness of incentives?

How do we leverage the principles of mental accounting to enhance the impact of incentives ?

Uri answers the above questions and more as he takes us on a journey of understanding the power and pitfalls of incentives. Uri Gneezy is a Professor of Economics and Strategy and the Epstein/Atkinson Chair in Behavioral Economics, Rady School of Management, University of California, San Diego. 

Uri Gneezy is an esteemed behavioural economist and author who has made significant contributions to the field of incentives and decision-making. His research focuses on understanding how incentives shape behavior and how to effectively utilize them in real-world settings.

His latest book is  Mixed Signals: How Incentives Really Work

https://www.amazon.in/Mixed-Signals-Incentives-Really-Work/dp/0300255535

Connect with Uri on Linkedin  https://www.linkedin.com/in/uri-gneezy-6292b988/

His website http://www.gneezy.com

Jagged with Jasravee is facilitated by Jasravee Kaur Chandra, Director- Brand Building, Research & Innovation at Master Sun, Consulting Brand of Adiva L Pvt. Ltd. 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 Uri Gneezy

02:30  Idea of Book Mixed Signals 

03:48  Fine as a Price - Parents Coming Late

07:16  Psychological & Non-Monetary Incentives 

10:24 Self-Signaling Incentives

11:47 Aligning Incentives with  Culture, Organizational Values

12:48 Mixed  Signals in Workplace 

16:37 Chief Commonsense Officer: The Art of Messaging

20:01 Crafting Incentives Examples - Loyalty Programme Incentives of Airlines

21:30 Crafting Incentives Process - A/B Testing, Knowing Your Customer

22:18  Knowing Your Customer - Toyota  Triumphs  Honda in Green Incentive Game

26:27 Negative Incentives and the Power of Punishment

28:22  Incentives for the Long Term - Being Good for The Planet, Smoking 

30:40 Habit Formation and the Choices We Make

35:31 Free Sampling and the Art of Price Promotions

39:21 Mental Accounting in Incentive Design - Free Fuel vs. Cash

42:56 Personally Speaking with Uri Gneezy - Rapid Fire

47:09 Connecting with Uri Gneezy

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#Rewardsandrecognition #Rewardsandincentives #Nonmonetaryincentives #nonfinancialincentives #employeemotivation #customermotivation #customerincentives #employeeincentives #behaviouralchange #consumerpsychology #neuromarketing #consumerscience #neuroscience #neuropsychology #customerpromotions

Assemblage: How does Assemblage relate to brands?

Brand Transformation - How brands can transform the world we live in by leveraging the concept of Assemblage. Explore the three dimensions of transformative branding, including advertising and services, sustainability and environmental impact, and consumer empowerment.

Power of Archetypes - How can we use the power of archetypes connect with audiences, from flawed villains to aspirational heroes.?

Meaningful Brand Hacks - What are examples of meaningful brand hacks identified by Dr. Probst, including authenticity, nostalgia, travel, and adventure.

Dr Emmanuel Probst talks about the above themes and more as he urges marketers to create transformational brands. Emmanuel is the Global Lead: Brand Thought-Leadership at IPSOS. In his new book, Assemblage, he explains how to build brands that transform people and the world they live in.

Connect with him on Linkedin : https://www.linkedin.com/in/emmanuelprobst/

His Book on Amazon

https://www.amazon.in/Assemblage-Art-Science-Brand-Transformation/dp/1646871251

Jagged with Jasravee is facilitated by Jasravee Kaur Chandra, Director- Brand Building, Research & Innovation at Master Sun, Consulting Brand of Adiva L Pvt. Ltd. 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 Dr Emmanuel Probst

02:21 The Concept of Assemblage: Unveiling the Power of Brand Evolution

05:27 James Bond as a Brand: Adapting and Evolving with the Times

10:13 Need for Assemblage - Shifting of Influence Towards Consumers

13:01 Co-Creation of Brands with Customers - Cadbury Unity Bar Failure

18:54 Shaping vs. Meeting Expectations: Lessons from Tesla

22:54 Sustainability & Brands Impact - Bridging the Say-Do Gap, Sustainability and the Youth Perspective

24:49 Sustainability & the Patagonia Example

26:18 Recycling & Upcycling Products -Gently Worn Yoga Pants Story

30:27 Embracing Archetypes: Anti-Heroes, Villains, and Saviours in Brand Building

34:27 Dove: The Anti-Hero Brand that Championed Real Beauty and Reverse Selfie

38:10 The Reassuring Role of Nostalgia in Branding, Illustrated by Polaroid

42:01 The Future of Brand Building: Exploring Remix, Repurpose, Creator & Gig Economy

43:40 Starbucks: A Prime Example of Brand Remixing and Repurposing

45:06 Assemblage & Indian Cooking

46:40 Rapid Fire - Personally Speaking with Emmanuel Probst

48:42 Connecting with Dr Emmanuel Probst

Creating transformative and disruptive brands requires a careful blend of art and science. Similar to the process of winemaking, assemblage involves selecting relevant attributes to create unique and premium brands. Successful brands understand the importance of staying relevant in a rapidly changing market and adapt to evolving consumer preferences.

Co-creation, the blending of brand and consumer narratives, creates a meaningful connection with the audience. Prioritizing sustainability and environmental impact allows brands to gain loyalty and demonstrate their commitment to a better future. By implementing these strategies, brands can disrupt the market and forge deep connections with their audience, ultimately leaving a positive impact on individuals and the world at large.

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Website : https://jasravee.com/

How can marketing be a powerful force that helps a company communicate its strategy?

In this conversation, the focus is on aligning business strategy, marketing tactics, and messaging in B2B marketing. The discussion highlights the importance of effective communication both internally and externally.Ford's successful campaign centered on quality, transforming the company's image and addressing past issues. It serves as an example of a powerful and visually appealing commercial that resonated with the audience.

The conversation emphasizes the need for concise messaging, with Michael Porter's advice of distilling complex ideas into three to five words. It highlights the role of marketing in ensuring that the company's strategy is communicated effectively, both within the organization and to the public.Internal communication is crucial, as it helps create a common language and improves overall understanding.

Jim suggests using tools and strategies to align business objectives, customer needs, and messaging, ensuring everyone knows what to communicate.The conversation also touches on the importance of differentiation and consistency in messaging. A company should stand for something and be proud of its unique value proposition, while also backing it up with action.Overall, the conversation emphasizes the significance of clear and aligned communication in B2B marketing, which enables businesses to effectively convey their strategy, connect with the target audience, and differentiate themselves in the market.

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Jagged with Jasravee, is an initiative of Master Sun, the Consulting Brand of Adiva Lifestyle Pvt Ltd.