CoBB | Conversations on the Business of Brands

In this episode, co-hosts Sudeep Chawla and Sharavana Raghavan delve into a topic that is both critical and often overlooked in marketing: the role and importance of marketing middle management. With a compelling title, “The Missing Marketing in the Middle,” this discussion unpacks the challenges, trends, and solutions surrounding the diminishing presence of “link leaders” in modern marketing hier...

Join hosts Sudeep Chawla and Sharavana Raghavan as they delve into the fascinating world of marketing creativity. This episode explores how marketers can inspire great creative ideas by understanding and balancing their “convex” and “concave” lenses—strategic focus and creative divergence, respectively. KEY TAKEAWAYS: 1. The Science and Art of Marketing: Marketing is neither purely art nor science...

In this thought-provoking episode of Conversations on the Business of Brands (CoBB), Sharan and Sudeep dive deep into the pitfalls of vanity metrics in performance marketing. Using real-world examples and sharp insights, they unpack why brands often chase metrics like likes, impressions, and followers without considering their impact on business outcomes. Sharan discusses the misguided strategies...

In this thought-provoking episode of CoBB, Sudeep and Sharan dive into the transformative role of AI in the world of advertising. Inspired by a controversial AI-created Coca-Cola Christmas ad, they dissect whether AI can truly replicate the emotional resonance of human creativity. The conversation explores the delicate balance between leveraging AI as an efficiency tool and preserving the human to...

In this episode, Sudeep and Sharan tackle one of the most critical yet misunderstood aspects of branding: the difference between Positioning and Proposition. Through their conversational style and a focus on simplifying concepts, they break down how these foundational pillars shape a brand’s identity and communication strategy. Whether you’re a seasoned marketer or a budding entrepreneur, this epi...

In this episode, Sharan and Sudeep engage in a spirited debate about Jaguar's recent rebranding effort, which has garnered polarized reactions from consumers and industry experts alike. Sudeep voices his disappointment with the brand’s approach, critiquing its lack of consumer insight, while Sharan plays the devil's advocate, exploring the potential merits of bold and disruptive strategies. Togeth...

In this episode, hosts Sharan and Sudeep tackle a cornerstone of modern marketing: Integrated Marketing Campaigns (IMCs). They explore the distinction between "doing" and "living" an IMC, highlighting how brands can transition from executing isolated campaigns to embedding their core propositions into every consumer touchpoint. Through captivating anecdotes and real-world examples, they reveal why...

In this episode, hosts Sharan and Sudeep unravel the complexities of brand extension, offering a roadmap for sustainable growth without diluting the core identity of your brand. They delve into the nuances of: The Danger of Over Extension: Why focusing on a few core products often yields better results than spreading too thin across a vast portfolio. Lessons from Industry Leaders: Insights from An...

In this thought-provoking episode of Conversations on the Business of Brands (CoBB), Sharan and Sudeep dive into the often overlooked balance between logic and intuition in media planning. Using real-life case studies of brands like Atomberg Fans and Govardhan Ghee, they explore how unconventional media strategies can achieve remarkable results when guided by clarity, empathy, and conviction. KEY...

In this episode, Sharan and Sudeep tackle a pressing question in today’s content-heavy marketing landscape: *Is traffic really a sign of success?* Diving into the often misunderstood world of content marketing, Sharan explores why chasing views and clicks might actually derail brand goals rather than support them. Together, they discuss the pitfalls of focusing on vanity metrics and the difference...

In this episode, Sharan interviews Sudeep in a deep dive into how traditional and digital marketing approaches are evolving. They revisit the past reliance on TV as the cornerstone of Integrated Marketing Campaigns (IMCs) and contrast it with today’s multifaceted strategies tailored for a cluttered media environment. KEY TAKEAWAYS: The Shift from TV-Centric Campaigns to Multi-Channel Approaches: S...

In this episode, Sharan and Sudeep dive deep into the strategic decisions brands face when determining whether to "fight" and persevere or "flight" and pivot in declining markets. Drawing on practical examples and case studies, they discuss the critical signals that help marketers differentiate between a temporary market slump and a terminal decline. KEY TAKEAWAYS: 1. Recognizing Market Declines:...

In this episode, Sharan and Sudeep dive deep into a critical topic for emerging businesses—how to leapfrog the "long chew" phase of the brand lifecycle and accelerate growth once product-market fit (PMF) has been achieved. Sudeep unpacks the idea of "gaming the marketing stage," explaining how brands can effectively transition from proving their PMF to scaling up without getting stuck in the long...

In this episode of, Sudeep and Sharan tackle the often misunderstood concept of Product-Market Fit (PMF). Drawing from their extensive experience in B2C and B2B sectors, they break down what PMF really means and why it’s essential for businesses of all kinds. This is a must-listen for any entrepreneur, marketer, or business leader aiming to scale a brand successfully. EPISODE HIGHLIGHTS: What is P...

In this episode of Conversations on the Business of Brands, Sudeep and Sharan sit down with Sneh Jain, co-founder of The Baker’s Dozen, to discuss his journey of building one of India’s largest artisanal bakery brands. The conversation spans from personal stories of grit and determination to the strategic pivots that shaped The Baker’s Dozen’s growth. EPISODE HIGHLIGHTS: Founding Story & Visio...

In Part 2 of our conversation with Sneh Jain, co-founder of The Baker’s Dozen , we dive into the operational challenges and strategic pivots that shaped the growth of one of India’s leading artisanal bakery brands. EPISODE HIGHLIGHTS: People Over Process: Sneh shares the inspiring story of Bharat, who began as a cleaner and rose through the ranks to become a consultant chef. His journey underscore...

In this episode of *Conversations on the Business of Brands*, Sudeep and Sharan sit down with Sneh Jain, co-founder of *The Baker’s Dozen*, to discuss his journey of building one of India’s largest artisanal bakery brands. EPISODE HIGHLIGHTS Founding Story & Vision: Sneh shares how he and his wife Aditi co-founded *The Baker’s Dozen* in 2013 with a mission to deliver high-quality, authentic ba...

In this episode, hosts Sudeep Chawla and Sharavana Raghavan delve into the psychology of marketing by discussing the power of emotions in brand communication. The episode focuses on how brands tap into the two core emotions—Want and Fear—to create effective marketing strategies. Sudeep argues that marketing communication often boils down to creating either a desire (want) or addressing insecuritie...

In this episode of CoBB, hosts Sharan and Sudeep revisit the ever-relevant debate between performance and brand marketing, analyzing the strategic shifts made by two iconic brands: Nike and Airbnb. They explore the risks, rewards, and consequences of favouring one approach over the other and highlight the importance of striking the right balance. KEY TAKEAWAYS: 1. Nike's D2C Journey and Challe...

In this episode, Sharan and Sudeep dissect the critical “GAMeS” Direct-to-Consumer (D2C) brands must play to succeed. With a sharp focus on building sustainable growth, Sharan breaks down the essential elements that help brands scale beyond their initial online successes. These include go-to-market (GTM) strategies, assortment planning, and leveraging existing online learnings for offline distribu...

In the final part of our conversation with Saurabh Bajaj, EVP of Prepaid Marketing at Vodafone Idea and author of "The Practical Marketer," we explore his journey through the evolving landscape of marketing. Saurabh delves into the challenges of moving from a focus on achievement to contribution, the impact of data overload on decision-making, and his experience in brand building at Cadb...

In this episode of CoBB, Sharan and Sudeep engage in a lively discussion with their friend and ex-colleague Saurabh Bajaj, currently EVP of Prepaid Marketing at Vodafone Idea and author of the newly released book, "The Practical Marketer." Saurabh shares his journey from being a marketing professional at Cadbury/Mondelez India to becoming a first-time author. The conversation covers his...

In the final installment of our special 100th episode, we focus on the human side of brand building—scaling teams, fostering culture, and the leadership strategies that drive long-term success. Our guests, Puru, Manas, and Sapna, dive deep into their experiences of building and managing teams, navigating the challenges of leadership, and ensuring their organizations stay aligned with their core va...

In the third segment of our special 100th episode, we shift focus to the critical challenges of scaling and distribution. Our expert panel, including Puru Gupta, Manas Madhu, and SapnaDesai, discuss the intricacies of taking their brands to the next level, with a deep dive into the real-world struggles of distribution, market dynamics, and the hard choices that define success. This conversation pu...

In this continuation of CoBB's milestone 100th episode, we dive deeper into the world of brand building with our expert panel of guests. Hosts Sharavana Raghavan and Sudeep Chawla are joined by Puru, Manas, and Sapna to share their experiences and strategies in creating successful brands. This episode covers the challenges of distribution, the impact of COVID-19, and the importance of customer...