Super CMO Show

In this episode of ContraMinds Podcast, we dive into the secret behind Mayora's success, a leading FMCG company in Indonesia. Ricky Afrianto, the marketing director, shares his marketing strategies and insights on how the company has managed to stay ahead of the curve in the competitive instant food market. 

From understanding consumer behavior and impulse buying patterns to leveraging market research and digital marketing, Afrianto reveals the key factors that have contributed to Mayora's growth and success. With the rise of e-commerce, the company has had to adapt and innovate its marketing approach to stay relevant. Tune in to learn more about Mayora's business strategies, brand management, and marketing innovation, and how they can be applied to your own business. Whether you're a marketing professional or an entrepreneur, this episode is packed with valuable marketing insights and takeaways.

Ricky Afrianto is the Global Marketing Head/Director at Mayora Group. Previously, he managed 21 brands across 5 categories: Biscuit, Candy, Wafer, Chocolate, and Instant Food as Marketing Director. Before joining Mayora, Ricky was Regional Marketing/Category Manager for the Adult Category for Asia & Middle East at Fonterra Brands Singapore.

Connect with Ricky: https://www.linkedin.com/in/ricky-afrianto-26471210/
Connect with Swami: https://www.linkedin.com/in/sivaraman-swaminathan-9856501/

15 Key Takeaways from This Conversation:
1. Mayora is a leading Indonesian food and beverage company, operating in over 100 countries, with balanced domestic and international markets.
2. Local brands like Mayora can innovate and make faster decisions compared to large multinationals, thanks to their entrepreneurial mindset.
3. CPG marketing has evolved with the rise of e-commerce, social commerce, and platforms like TikTok.
4. Localization and customization are key advantages for local brands in tailoring products and campaigns.
5. Intuition backed by data is essential for media buying decisions, especially in categories like CPG.
6. Digital marketing should focus on building brand equity, not just performance marketing.
7. Direct consumer observation is still the best way to gain insights.
8. Future agencies must embrace collaboration with clients and influencers, adopting an ecosystem approach.
9. CMOs need a mix of creativity, analytical skills, business acumen, and an entrepreneurial mindset.
10. CMOs should understand financial metrics and drive business results, not just focus on marketing outputs.
11. Entrepreneurial skills are vital for CMOs to innovate, optimize processes, and drive growth.
12. Key success metrics include business performance, brand metrics, and creating strong consumer brand pull.
13. Admired brands include Nike, Absolut Vodka, Apple, Coke, and Mayora's own Kopiko brand.
14. Notable campaigns include Anlene’s health movement and the revitalization of Roma biscuits.
15. Ricky advises marketing students to expand their knowledge beyond marketing, including subjects like statistics, behavioral economics, and psychology to better understand consumers.

Chapters:
00:00 - 01:16 Cold Opening
01:19 - 02:27 Sponsor Message & Episode Intro
02:11 - 04:25 How Mayora Grew Over the Years
04:27 - 06:35 Ricky’s Interest in CPG Marketing
06:37 - 08:55 Global vs Homegrown Brands
08:58 - 10:09 How CPG Marketing Has Transformed in a Decade
10:10 - 14:42 Innovating with Localization and Customization
14:43 - 18:29 Leveraging Intuition for Media Optimization
18:30 - 21:00 How a CPG Brand Should Approach E-Commerce
21:01 - 26:20 Building Value Proposition via Digital
26:23 - 28:30 Optimizing Marketing Spends for CPG Brands
28:32 - 32:15 Consumer Insighting in This Era
32:16 - 35:30 How Future Agencies Will Deliver Value
35:35 - 39:45 Core Skills for Future CMOs
39:46 - 41:10 CMOs Need Entrepreneurial Skills
41:11 - 42:50 Measuring Success Metrics for CMOs
42:51 - 43:10 Brands Ricky Admires
43:11 - 44:00 Campaigns that Caught Ricky’s Interest
44:01 - 48:00 Innovative Campaigns Ricky Has Built
48:01 - 49:10 Advice to a Marketing Student

Listen to the podcast on Apple Podcasts | Spotify | Anchor | Google Podcasts
Watch the full video episode on YouTube

For show notes and earlier guest interviews, please visit www.contraminds.com

To sign up for our weekly newsletter, please visit https://contraminds.substack.com/

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LinkedIN: https://www.linkedin.com/company/contraminds/
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Website: www.contraminds.com

Discover how Air Asia is revolutionizing the airline experience through innovative marketing strategies. In this episode, Mahek Shah shares his insights on how AirAsia is leveraging digital marketing, programmatic advertising, and first-party data to enhance the customer experience. 

Mahek Shah is the Global Head of Media at Airasia (AirAsia Media & Airasia Ads). Mahek is an integrated marketing and communications professional with rich digital marketing and product development experience. She started her career in advertising with successful stints at Ogilvy, IPG Mediabrands, Lion & Lion and Wavemaker before AirAsia.

Connect with Mahek:
https://www.linkedin.com/in/maheks/
Connect with Swami: https://www.linkedin.com/in/sivaraman-swaminathan-9856501/

Chapters:

00:00 - 03:40 Cold Opening, Sponsor Message, Guest Intro
03:41 - 05:51 The Evolution of Marketing: A Marketer's Journey from Traditional to Digital
05:52 - 07:32 Shifting Skills for Modern Marketers: From Fragmented to Integrated Experts
07:33 - 09:52 A Two-Pronged Approach to Strategic Planning and Inventory Monetization
09:53 - 11:20 First-Party Data Monetization: Leveraging Brand Ecosystems for Partnerships
11:21 - 14:25 Redefining the Travel Experience: Building an Immersive End-to-End Ecosystem
14:26 - 18:34 The Insourcing Trend: Why Brands Are Bringing Marketing In-House
18:35 - 25:54 Redefining Agency Value: From Execution to Consultative Problem-Solving
25:55 - 30:47 AirAsia Move: Redefining Travel as a Seamless End-to-End Experience
30:48 - 36:45 Redefining Travel Marketing: Working with Endemic and Non-Endemic Brands
36:46 - 40:30 First-Party Data and Ad Tech: Building Seamless Customer Experiences
40:31 - 41:51 Marketing Campaigns that Inspired Mahek
41:52 - 43:00  Why Mahek Admires Amazon’s Business Model
43:01 - 44:53 Marketers who Inspired Mahek
44:54 - 47:26 Mahek Shah’s Book Recommendations
47:27 - 50:36 Dynamic Digital Out-of-Home: AirAsia's Campaign to sell 7 Million Tickets
50:38 - 53:30 Advice to a Marketing Student at University

15 key takeaways from this conversation

1. Marketing has evolved significantly, shifting from traditional offline methods to a digital landscape that's constantly changing.

2. Modern marketers need to be multifaceted, integrating data, digital, and technology skills to deliver cohesive customer experiences.

3. Brands are insourcing marketing tasks like media buying and content creation for faster turnaround times, better brand custodianship, and cost savings.

4.Agencies must redefine their value proposition, moving from execution to strategic consultative partnerships that solve business problems.

5. AirAsia's "Super App" vision is to provide a seamless end-to-end travel experience, from booking flights and hotels to local transportation.

6. The Super App ecosystem allows AirAsia to monetize its assets through retail media and partnerships with endemic (travel-related) and non-endemic brands.

7. First-party data and ad tech solutions enable AirAsia to target audiences on and off its platforms for better conversions.

8. Integrating multiple technology platforms is the future of media, enabling seamless customer experiences across channels.

9. Mahek admires Amazon for its progressive business model and aspires to build a similar media ecosystem.

10. Philip Kotler's work and cultural literature have influenced Mahek's marketing approach.

11. A recent 7 million seat sale campaign leveraged programmatic digital out-of-home advertising for dynamic, real-time targeting.

12. Mahek advises aspiring marketers to understand data, derive actionable insights, and focus on connecting with consumers.

13. Campaigns like Coca-Cola's "Share a Coke" and Dove's diversity campaign have inspired Mahek.

14. A professor who taught her the strategic role of media in marketing has been a significant influence.

15. Addressing business problems, understanding consumer insights, and delivering integrated experiences are key for modern marketers.

This episode was made possible by the great folks at MovingWalls.

Moving Walls provides a global Adtech platform built by Out-of-home advertising experts, automating the process of planning, buying, executing and measuring OOH campaigns, with a presence across four continents and seven markets. 
Moving Walls processes more than 10 billion data points and measures more than 100,000 media sites across the globe. In 2017, APAC CIO Outlook listed us as one of the “10 Most Promising Digital Technology Solutions Providers”. Moving Walls is also a Tie50 winner, a listing of 50 most enterprising startups globally. 

Visit www.movingwalls.com to learn more.

Listen to the podcast on Apple Podcasts | Spotify | Anchor | Google Podcasts
Watch the full video episode on YouTube

For show notes and earlier guest interviews, please visit www.contraminds.com

To sign up for our weekly newsletter, please visit https://contraminds.substack.com/

Connect with us:
LinkedIN: https://www.linkedin.com/company/contraminds/
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Website: www.contraminds.com

Moses Gorrepati has over 15 years of experience championing inclusion and empowerment for people with disabilities. As a leader at Enable India, he heads programs transforming lives through digital literacy, livelihoods, and social platforms. A catalyst for change, his mission is to build an ecosystem that unlocks the potential of people with disabilities as active citizens and nation builders.

Connect With Moses on LinkedIN: https://www.linkedin.com/in/moses-gorrepati-30849172/

About Enable India:
Enable India is a non-profit organisation that empowers people with disabilities as active citizens and nation builders through dignified livelihoods. Their vision is a world where people with disabilities are seen as change agents and taxpayers with full potential when included in society. 
Enable India serves 14 disability types across India, impacting over two lakh individuals and families by collaborating with companies to open up new career opportunities. Over 20 years they have opened 291 roles across 22 sectors, advancing inclusion and agency for people with disabilities.

15 KEY TAKEAWAYS FROM THE CONVERSATION

 1. Enable India's mission is to enable economic independence and dignity for people with disabilities through livelihoods and employment.
 2. They focus on ability rather than disability, providing workplace solutions to unlock potential.
 3. Marketing campaigns are designed as collectives, bringing stakeholders together around a shared vision.
 4. Language and framing is critical - they promote positive narratives about disability.
 5. Solutions should be co-created, giving agency to contributors rather than just consumers.
 6. Grassroots community platforms like EnableVani spread awareness and information.
 7. Employers are pitched on the strong business case for hiring people with disabilities.
 8. Workshops build inclusivity skills and break down barriers with personalized stories.
 9. People are transformed through nurturing potential and setting high expectations.
 10. Life skills and attitude development ready people for opportunities beyond just a job.
 11. Alignment on purpose and values matters more than money with donors.
 12. Fair compensation enables dignity but purpose drives staff passion.
 13. Marketing success requires collaboration across stakeholders.
 14. Solutions should focus on the larger context not just the immediate need.
 15. A positive, empowering narrative uplifts and brings people together.

Connect with Swami: https://www.linkedin.com/in/sivaraman-swaminathan-9856501/

This episode was made possible by the great folks at MovingWalls.

Moving Walls is a media technology group with a presence across four continents and seven markets. Moving Walls processes more than 10 billion data points and measures more than 100,000 media sites across the globe. In 2017, APAC CIO Outlook listed us as one of the “10 Most Promising Digital Technology Solutions Providers”. Moving Walls is also a Tie50 winner, a listing of 50 most enterprising startups globally. 
Visit www.movingwalls.com to learn more.

Listen to the podcast on Apple Podcasts | Spotify | Anchor | Google Podcasts
Watch the full video episode on YouTube

For show notes and earlier guest interviews, please visit www.contraminds.com

To sign up for our weekly newsletter, please visit https://contraminds.substack.com/

Connect with us:
LinkedIN: https://www.linkedin.com/company/contraminds/
Instagram: https://www.instagram.com/contraminds/
Facebook: https://www.facebook.com/contraminds
Website: www.contraminds.com

Building Digital Out-Of-Home Experiences using Data, Automation and Algorithms 

Srikanth Ramachandran is the Founder of Moving Walls, a world-renowned AdTech company that specializes in innovative out of home (OOH) media solutions. With 2000 campaigns Moving Walls helps businesses launch audience-based OOH plans, programmatic DOOH campaigns, and generate billboard reports. Their ecosystem spans over 120,000 digital, static, indoor, and outdoor media sites across the globe.

In conversation with Swami, Srikanth discusses:
- His foray into the media business
- How Moving Walls is transforming the fragmented OOH media industry
- How billboards influence the sub-conscious mind
- Building the customer journey with omni-media
- Frameworks for CMOs to deliver contextual experiences
- Using first-party data for a real world experience
- Building connected marketing, dynamic content and contextual data frameworks
- Learnings from his entrepreneurial journey
- The future of Moving Walls and what has Srikanth excited about the future.

Connect with Srikanth: https://www.linkedin.com/in/srikanth-ramachandran-b7a105/
Connect with Swami: https://www.linkedin.com/in/sivaraman-swaminathan-9856501/
Connect with Vignesh: https://twitter.com/hrorq

Listen to the podcast on Apple Podcasts | Spotify | Anchor | Google Podcasts
Watch the full video episode on YouTube

For show notes and earlier guest interviews, please visit www.contraminds.com

To sign up for our weekly newsletter, please visit https://contraminds.substack.com/

Connect with us:
LinkedIN: https://www.linkedin.com/company/contraminds/
Instagram: https://www.instagram.com/contraminds/
Facebook: https://www.facebook.com/contraminds
Website: www.contraminds.com

Are you tired of building products that nobody wants? In this video, David Fradin shows you how to create successful products that people actually need and love. From understanding the customer journey to developing a product strategy that resonates with your target audience, we'll cover it all. You'll learn the secrets of venture capitalists and angel investors, and how to create a product management process that drives results. We'll dive into agile management, an entrepreneur mindset, and market analysis to ensure your product hits the mark. With insights from industry leaders like Steve Jobs, you'll discover how to design products that stand out from the competition. 

Whether you're a startup founder, product manager, or business leader, this video will give you the tools you need to build a product that succeeds. So, if you're ready to create a product that truly resonates with your customers, watch this video now!

Building a Toolkit for Product Success Management

David Fradin is the president of ⁠Spice Catalyst⁠. He's a product management and product marketing consultant. David is a mentor, professor, and one of the world's foremost authorities on product management. He is an author of two incredibly great books - Successful Product Design & Management Toolkit and Building Insanely Great Products. 

David has trained thousands of people on product management. He talks on product management, product strategy, product success management, and his belief is product managers need to be called product success managers. He also believes that the product managers of today need to be given all the authority and responsibility to build great products. 

In this episode, he talks to Swami and Vignesh about the fundamentals of product management. What does it take to build great products? His experience at Apple and HP. What did he learn there? And what are the key tenets of product management? Listen now.

__________________
Connect with David:⁠https://www.linkedin.com/in/davidfradin/⁠
Connect with Swami: ⁠https://www.linkedin.com/in/sivaraman-swaminathan-9856501/⁠
Connect with Vignesh: ⁠https://twitter.com/hrorq

Listen to the podcast on Apple Podcasts | Spotify | Anchor | Google Podcasts
Watch the full video episode on YouTube

For show notes and earlier guest interviews, please visit www.contraminds.com

To sign up for our weekly newsletter, please visit https://contraminds.substack.com/

Connect with us:
LinkedIN: https://www.linkedin.com/company/contraminds/
Instagram: https://www.instagram.com/contraminds/
Facebook: https://www.facebook.com/contraminds
Website: www.contraminds.com

In this episode of the ContraMinds Podcast, we dive into the world of accountability in marketing and how Chief Marketing Officers (CMOs) can make a significant impact across the enterprise. Effective marketing strategies require a deep understanding of customer mapping, marketing budgets, and marketing automation. By leveraging growth hacking and influence strategies, CMOs can drive lead generation and create a lasting brand management. 

Tune in to hear Prof. Venky Shankar, a marketing academician and a thought leader, as he shares his insights on the latest research trends, public relations, and digital marketing techniques. From B2B marketing to social media marketing, we explore the marketing skills needed for marketing management success. Join us for a motivating conversation on the power of marketing and how it can drive business growth and success.

Prof. Venkatesh (Venky) Shankar is a Ford Chair Professor, a RETHINK Retail Top Influencer, and an Advisory Council Chair at the Marketing Accountability Standards Board.

With vast experience in retail, Prof. Shankar is a professor at the Texas A & M University and has over 27,000 citations (Marketing, Strategy, Retailing, Innovation and AI) on Google Scholar.

In this episode, Prof Shankar and Swami discuss:

- What inspired Prof. Venky into the Marketing Field
- Prof. Venky’s Early Years - Mentors and Guides 
- Building Marketing Accountability Standards
- Marketing CEOs Create More Shareholder Value
- Why CEOs Need Marketing Experience
- Hindsight, Insight and Foresight in Retail 
- Harvesting Big Data in Retail
- Apple Pay and Paypal Increase Engagement
- Customer Loyalty Online and Offline
- Accountability Standards for Marketing Expenses
- Hardskills and Softskills for Budding CMOs
- Advice to Marketing Students at University

Connect with Prof. Shankar: https://www.linkedin.com/in/venkyshankar/
Connect with Swami: https://www.linkedin.com/in/sivaraman-swaminathan-9856501/
Connect with Vignesh: https://twitter.com/hrorq

Listen to the podcast on Apple Podcasts | Spotify | Anchor | Google Podcasts
Watch the full video episode on YouTube

For show notes and earlier guest interviews, please visit www.contraminds.com

To sign up for our weekly newsletter, please visit https://contraminds.substack.com/

Connect with us:
LinkedIN: https://www.linkedin.com/company/contraminds/
Instagram: https://www.instagram.com/contraminds/
Facebook: https://www.facebook.com/contraminds
Website: www.contraminds.com

Inside the Mind of a Technology-Driven Marketer

Sukumar Muthya is a seasoned marketing technology executive with over 27 years of marketing experience across a variety of industries - from manufacturing to technology. Sukumar is currently the Executive Vice President at Ansira Global - an independent global marketing technology and services firm with clients from automotive, technology, finance & insurance and restaurant businesses, helping in media, ad technology, CRM and loyalty.

In this episode Sukumar and Swami discuss:

How marketing has transformed over the years
Muthya’s Journey from Tech to Marketing
Balancing Marketing Functions as a CMO
The Chief Marketing Officer Meets the Chief Marketing Technologist
Skillsets to orchestrate integrated marketing initiatives
Reconciling Attribution Across Marketing Channels
Marketing in a Cookie-less World
Digital Transformation in Manufacturing
Best Practices to Build Digital Transformation in Companies
Integrated Loyalty at Ansira Global
The Ansira Value Proposition
Marketing in the Metaverse
Non-negotiable skillsets for Future Marketers
Book Recommendations in Tech, Martech and Marketing
People who Inspired Muthya
What does Muthya do off-work?

Listen to the podcast on Apple Podcasts | Spotify | Anchor | Google Podcasts | Amazon Music

For show notes and earlier guest interviews, please visit www.contraminds.com (http://www.contraminds.com) 
To sign up for our weekly newsletter, please visit https://contraminds.substack.com/
Connect with Sukumar: https://www.linkedin.com/in/sukumarmuthya/
Connect with Swami: https://www.linkedin.com/in/sivaraman-swaminathan-9856501/
Connect with Vignesh: https://twitter.com/hrorq

Connect with us:

LinkedIN: https://www.linkedin.com/company/contraminds/
Instagram: https://www.instagram.com/contraminds/
Facebook: https://www.facebook.com/contraminds
Website: www.contraminds.com (http://www.contraminds.com) 

#DigitalMarketingTechnologies #EnterpriseSoftwareBusiness #ManagementConsulting #DigitalMarketingProcesses #DirectResponse #RelationshipMarketingStrategies #SupplyChain #ProcessImprovement #EnterpriseApplications #StrategicThinking #ProgramManagement #OffShoreDelivery #Adtech #Martech #SukumarMuthya #SivaramanSwaminathan #SwaminathanSivaraman #SuperCMOShow #ContraMindsPodcast

Listen to the podcast on Apple Podcasts | Spotify | Anchor | Google Podcasts
Watch the full video episode on YouTube

For show notes and earlier guest interviews, please visit www.contraminds.com

To sign up for our weekly newsletter, please visit https://contraminds.substack.com/

Connect with us:
LinkedIN: https://www.linkedin.com/company/contraminds/
Instagram: https://www.instagram.com/contraminds/
Facebook: https://www.facebook.com/contraminds
Website: www.contraminds.com

In today's fast-paced digital marketing landscape, marketers need to adapt quickly to stay ahead of the curve. Join Amit Tiwari as he shares his insights on why marketers need to recalibrate, reskill, and reboot to stay relevant in the industry. From influencer marketing to growth marketing, learn the essential skills and strategies required to thrive in the marketing community. This podcast episode is packed with marketing tips, inspiration, and motivation to help marketing leaders and professionals develop their leadership skills and achieve business success. Tune in to discover how to take your marketing skills to the next level and drive brand management and marketing management excellence. Whether you're looking for personal development, self-improvement, or simply seeking inspiration from a leading marketing expert, this episode has got you covered.

Amit Tiwari is a Martech Leader with a new-age marketing approach for new marketing technology enablement. His experience includes a crucial role in the modernization and transformation of marketing technologies. 

Amit has vast knowledge in managing all aspects of the product lifecycle from concept development to launch in both B2B and B2C platforms. He is currently the Global Head of the Marketing Demand Centre at Tata Consultancy Services. 

Earlier Amit held leadership positions in Philips - where his eight year tenure saw him grow from Country Manager to Director of Marketing for the Indian Subcontinent and subsequently at Havells where Amit spent four years as the VP of Marketing playing a key role in all the four power brands. - Lloyd, Crabtree, Standard and Reo. 

In his current leadership position at TCS as the Global Head of Marketing Demand Centre, Amit is deeply involved in building a network and influence senior, cross-functional leaders to align technology solutions and business processes to drive marketing transformation, providing strategic direction for integrating marketing technology products with other technologies & platforms and defining the marketing technology strategy that enables customer engagement and relationship marketing business priorities.

In this marketing masterclass with Swami, Amit Delves into:

What Inspired Amit to take up Marketing
Heading the Global Demand Centre @ TCS
Why Marketing Needs To Reclaim Its Seat At The Table
Balancing Act Between Marketing Metrics and Business Metrics
Running A Business: Being a CMO Versus Being A Business Head
Strategies To Balance Marketing Functions as a CMO
How Marketers Can Be Agile - Real Life Examples
Managing Trade Partners As A Marketer
Balancing Budgets Across Marketing Initiatives
Ad Agencies Need To be Integrated Marketing Agencies
The Marketing Narrative Needs To Change
Creating A Unified Briefing Format Across Agencies
Marketers Need To Be Jack Of All Trades & Master Of One
Working in a Global Role At A Tech Company
Amit's Career Trajectory
How a Tech Company Can Adopt Marketing
Cross Pollinating Marketing Principles & Practices Across Categories
... and much more.
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Connect with Amit: ⁠https://www.linkedin.com/in/amit-tiwari-marketing-leader/⁠
Connect with Swami: ⁠https://www.linkedin.com/in/sivaraman-swaminathan-9856501/⁠
Connect with Vignesh: ⁠https://twitter.com/hrorq⁠
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#StrategicPlanning #EnterprisePlatforms #AgileMarketing #CuratedCustomerExperience #DigitalMarketingTransformation #GoToMarket #MediaPlanning #BrandStrategy #ChannelManagement #ProductDevelopment #NewProductLaunches #BrandArchitecture #MarketingCampaigns #Promotions #MarketIntelligence  #BusinessGrowth #BusinessTransformation #CRM #Leadership #TeamBuilding #marktech #techmarketing #leadershipculture

Listen to the podcast on Apple Podcasts | Spotify | Anchor | Google Podcasts
Watch the full video episode on YouTube

For show notes and earlier guest interviews, please visit www.contraminds.com

To sign up for our weekly newsletter, please visit https://contraminds.substack.com/

Connect with us:
LinkedIN: https://www.linkedin.com/company/contraminds/
Instagram: https://www.instagram.com/contraminds/
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Website: www.contraminds.com

Dr. Tanvi Gupta is an Associate Professor of Marketing at the Indian Institute of Management Udaipur (IIMU) and a practicing semiotician. Her academic research focuses on brand language and consumer culture—and her research has been published in Journal of Consumer Research—one of the top marketing journals in the world. Tanvi co-leads the Consumer Culture Lab at IIM Udaipur, a platform to foster research on consumer culture in India. She is also a member of the Editorial Review Board at the Journal of Retailing.

Before doing a Ph.D. in Marketing from IIM Bangalore, Tanvi has worked as a marketing research professional with Kantar. During her stint in the MR industry, she has worked on semiotics, brand tracking and advertising research—integrating both quantitative and qualitative methods. Tanvi also holds a communications masters from MICA, India with the director’s award for academic excellence.

Tanvi also has a flair for creativity and aesthetic sense. Being a trained graphics designer, her passion for visual aesthetics and culture drives her interest towards visual semiotics and brand language.

In this Super CMO episode with Swami, Dr. Tanvi talk about:

- Why Prof. Tanvi Chose Marketing & Semiotics
- What is Semiotics?
- Anthropology, Sociology & Psychology in Semiotics
- How Brands Can Use Semiotics
- How Brands Can Decode Indian Culture
- Binary Opposites, Plotting and Code Trajectory in Semiotics
- Residual Vs. Emergent -Lakme Vs L’Oreal - How Brands Can Revive Themselves
- The New Code Trajectory: Role Reversal in Brand Advertisments
- Can Tech Companies Apply Semiotics in Design?
- Culture Hues Embedded Into User Experience
- The Influence of Typefaces in Brand Building
- Semiotics and the Diverse Indian Culture
- The Consumer Culture Lab @ IIM Udaipur
- Tulsi, the YouTube Village of India
- How Brands Can Tap Into Emerging Regional Digital Identities
- Advice to Brands From a Semiotician
- Advice to a Young Marketer From a Semiotician

Connect with Dr Tanvi: https://www.linkedin.com/in/tanviguptamr/ (https://www.linkedin.com/in/pooja-jauhari-4ab38755/) 

Connect with Swami: https://www.linkedin.com/in/sivaraman-swaminathan-9856501/

Connect with Vignesh: https://twitter.com/hrorq

Listen to the podcast on Apple Podcasts | Spotify | Anchor | Google Podcasts
Watch the full video episode on YouTube

For show notes and earlier guest interviews, please visit www.contraminds.com

To sign up for our weekly newsletter, please visit https://contraminds.substack.com/

Connect with us:
LinkedIN: https://www.linkedin.com/company/contraminds/
Instagram: https://www.instagram.com/contraminds/
Facebook: https://www.facebook.com/contraminds
Website: www.contraminds.com

Join the ContraMinds Podcast as we explore the intricacies of customer behaviour with the world's leading marketing professor, Peter Fader from the Wharton School. In this insightful episode, Professor Fader delves into the why and how of customer behaviour, shedding light on the importance of data analysis in informing marketing strategies. He shares his expertise on how to develop a deep understanding of customer profiles, and how to leverage analytics in marketing to drive business growth. Whether you're in pharmaceutical marketing, b2b marketing, or brand positioning, this episode is packed with actionable tips on engagement strategies, campaign analysis, and channel optimization. Tune in to discover how to harness the power of data analytics to improve your marketing skills and craft compelling brand storytelling that resonates with your target audience.


Prof. Peter Fader is the Frances and Pei-Yuan Chia Professor of Marketing at The Wharton School of the University of Pennsylvania. His expertise centres on the analysis of behavioural data to understand and forecast customer shopping/purchasing activities. 

He works with firms from a wide range of industries, such as telecommunications, financial services, gaming/entertainment, retailing, and pharmaceuticals. 

In addition to his various roles and responsibilities at Wharton, Fader co-founded a predictive analytics firm (Zodiac) in 2015, which was sold to Nike in 2018. He then cofounded (and continues to run) Theta to commercialise his more recent work on “customer-based corporate valuation.” Fader is the author of Customer Centricity: Focus on the Right Customers for Strategic Advantage (2020, 2012) and coauthor of The Customer Centricity Playbook (2018) with Sarah Toms. He has won many awards for his research and teaching accomplishments.

In this episode with Swami, Prof Fader gives us a peek into the Customer-Base Audit, talking about:

- How A Math Major turned Professor of Marketing 
- The Importance of Hard Skills for Marketers
- Understanding Customer Base Audit
- Can we Run Diagnostics on Customer Behaviour?
- Customer Based Audit - The Diagnostics of Marketing
- Applying the Concept of Customer Base Audit 
- Customer Based Audits for Contractual Vs Non-Contractual Relationships
- Non-Contractual Businesses Need Customer Based Valuations
- Understanding the Customer at the Granular Level
- The Customer P&L Statement 
- Prof. Peter’s Blueprint of Customer Centricity
- Re-engineering Companies for Customer Centric Corporate Culture
- Changing the Fundamentals of Market-Mix Modelling
- The Marketing Department of the Future
- Direct & Indirect Marketing

Connect with Prof. Fader: https://twitter.com/faderp | https://www.linkedin.com/in/peterfader/
Connect with Swami: https://www.linkedin.com/in/sivaraman-swaminathan-9856501/
Connect with Vignesh: https://twitter.com/hrorq

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