CoBB | Conversations on the Business of Brands

In this landmark 100th episode, we bring together a dynamic panel of guests to explore diverse perspectives on brand building. Joining hosts Sharavana Raghavan and Sudeep Chawla are two successful startup entrepreneurs and a seasoned CMO. Together, they dive into the intricacies of creating and scaling remarkable brands in today’s competitive market. PANELISTS: Puru Gupta - CoFounder of True Eleme...

Sharan and Sudeep delve into the concept of T-shaped expertise and its significance in various fields such as marketing, business, and even yoga. They discuss the importance of developing deep expertise in one area and then applying that knowledge broadly across different contexts. This episode provides valuable insights for marketers and professionals looking to enhance their careers by becoming...

Metrics & Measurements: Making Sense of the Numbers In this episode, Sharan and Sudeep delve into the crucial topic of metrics and measurements in business. They challenge the conventional wisdom of "measure everything" and offer practical guidance for entrepreneurs and marketers. Our hosts kick off the discussion by reflecting on an earlier episode, "Measure What You Treasure,&...

In this episode, Sharan and Sudeep delve into the complexities of misleading advertising within the realm of ethical marketing. They challenge the traditional understanding of what constitutes misleading ads and offer practical guidance for marketers. Our hosts kick off the discussion by defining misleading advertising, differentiating between exaggerated claims and visual representations. They il...

In this episode, Sharan and Sudeep dive into the intricate realities of brand loyalty. Is it truly an emotional bond or merely a matter of convenience and habit? This episode challenges the conventional wisdom around brand loyalty and offers a practical guide for marketers. Our hosts start by discussing why recent studies question the traditional concepts of brand loyalty. With only 13% of consume...

In this episode of CoBB | Conversations on the Business of Brands, Sharan and Sudeep dive into the core attributes that make a marketer effective daily. This is not about the broad strokes of marketing strategies but the daily grind that defines success. Our hosts start by discussing why these three attributes—Freshness, Finishiative, and Fitness—are critical for marketers aiming for excellence. T...

In this episode, Sharan and Sudeep tackle the critical topic of Unit P&L, breaking down its importance, common pitfalls, and practical applications for startups. Whether you're a seasoned entrepreneur or just starting, this episode provides essential insights into understanding and managing your business's financial health. Our hosts kick off by highlighting why every business owner, r...

In the finale of our engaging three-part series with Priya Lobo, we dive deep into the mechanics of successful market research and the personal attributes that can make or break a campaign. Join us as Priya shares her profound experiences working with major brands, highlighting her most memorable campaigns and the nuances of navigating market dynamics. This episode is rich with stories of transfor...

In this second instalment of our three-part series with Priya Lobo, CEO of Ormax Compass, we delve into her personal journey to the top and the vital lessons learned along the way. Join us as Priya shares her transformative experiences and pivotal moments that shaped her path from a fresh graduate to a seasoned CEO. This episode is not just about the climb but also about the strategic stops and st...

In this enlightening episode, Sharan and Sudeep are joined by Priya Lobo , CEO of Ormax Compass and a veteran in market research. This episode kicks off the first part of a three-part series, diving deep into the intricacies of understanding consumer behavior and the critical role of market research in shaping businesses. Priya demystifies the complex world of market research and shares invaluable...

In this thought-provoking episode, Sharan and Sudeep explore how cultural dynamics shape brands, flipping the conventional narrative of brands influencing culture. Our hosts begin by discussing brands like Lays, which reduced palm oil in its chips sold in India, reflecting broader cultural trends driving brand strategies. They then delve into how iconic brands like Pepsi and Coke shaped culture hi...

In this contrarian episode, Sharan and Sudeep challenge the prevailing hype for Quick Commerce (Q-Com) and urge a balanced view on its transformative impact on FMCG businesses. Our hosts begin by questioning the current infatuation with Q-Com, drawing parallels with historical trends such as the rise and stabilisation of Modern Trade (MT). Sharan reflects on the lessons from MT's explosive gro...

In this intriguing episode, Sharan and Sudeep dive into a thought-provoking discussion that bridges the gap between political strategy and marketing savvy. They explore how the massive spending and strategic segmentation in political campaigns mirror cutting-edge marketing techniques, providing a masterclass in audience targeting and brand positioning. Our hosts dissect the electoral process, like...

In this provocative episode, Sharan and Sudeep challenge the traditional view of brands in a way that will make you rethink your strategy. They dive into a compelling discussion that breaks down common misconceptions about brand building and its actual impact on business growth. Sharan questions the efficacy of marketing, traditionally seen as an investment, and points out that not all spending is...

In this episode, Sharan and Sudeep dive into the intricate world of marketing strategies gone awry. They unravel the common pitfalls that brand managers face when they become too brand-centric, forgetting that the true north should always be the consumer’s perspective. The conversation takes a critical look at the outdated practices of creating microsites and Facebook groups for Integrated Marketi...

In this fun episode, Sharan and Sudeep take a detour from their usual discussions. Expect a playful yet educational session, as Sharan springs a surprise quiz on Sudeep. Both challenge each other to demystify the jargon often sprinkled in marketing talks. Our hosts delve into a series of marketing terms that, while commonly used, can be bewildering for emerging entrepreneurs and early career marke...

In this episode of Sharan and Sudeep dive into a thought-provoking debate: "Do Frameworks Stifle Creativity?”. It's a juxtaposition that delves deep into the heart of marketing, addressing a common conundrum faced by students and professionals alike. The conversation starts with the fundamental nature of frameworks, stretching back to our earliest days in school. Sharan & Sudeep disse...

In this episode, hosts Sharan and Sudeep dive deep into the challenges and pitfalls that FMCG entrepreneurs often face. They discuss the fine line between ambition and overreach in the fast-paced world of FMCG. Sharan points out that despite these admirable qualities, there are critical red flags that can potentially derail even the most promising ventures. They start with the harsh reality that i...

In this week’s episode, Sharan and Sudeep dive into a question that keeps many a brand managers awake at night: To be or not to be on IPL? Known as the Super Bowl of India, the IPL stands as a towering media event, luring in brands with its promise of unparalleled exposure. But is it always the right move? Our hosts meticulously dissect the IPL's mammoth scale, with a staggering 8000 Cr spent...

In this eye-opening episode Sharan and Sudeep delve into the intriguing world of FMCG innovation and its pitfalls. They uncover the hidden challenges behind why over 90% of innovations don't succeed, a reality not just limited to FMCG but prevalent across consumer-focused sectors. The discussion kicks off with Sharan sharing insights from his rich experience in FMCG innovations, highlighting h...

In the episode, hosts Sharan and Sudeep delve into the intricate balance between marketing efficiency and effectiveness. The episode, begins with Sudeep's reflection on his experience as a judge at prestigious marketing award shows like the EMVIES and EFFIES. This leads to a compelling discussion on what truly makes a marketing campaign stand out. Sudeep articulates his preference for effectiv...

In this episode of CoBB | Conversations on the Business of Brands, Sharan and Sudeep unlock the secrets of mastering Offline Distribution. This isn't just about the what, but the how and why behind expanding your brand's reach. Our hosts start by dissecting why Offline Distribution is critical for FMCG brands, especially in a digital-first era. Think it's all about online reach? Think...

Please tell us what topics you'd like to have discussed on the CoBB, by filling in this  CONTENT SUGGESTION FORM⁠ It only takes a few minutes, and it will help us provide you with the content most relevant to you. **************************************** In this episode of CoBB | Conversations on the Business of Brands, Sharan & Sudeep dive into the mysterious world of ALICE, and no, we&#3...

Please tell us what topics you'd like to have discussed on the CoBB, by filling in this  CONTENT SUGGESTION FORM⁠ It only takes a few minutes, and it will help us provide you with the content most relevant to you. **************************************** In this episode of CoBB, Sharan & Sudeep are at it again, this time tackling a topic that's as critical as it is complex: transformin...

Please tell us what topics you'd like to have discussed on the CoBB, by filling in this  CONTENT SUGGESTION FORM⁠ It only takes a few minutes, and it will help us provide you with the content most relevant to you. **************************************** In the latest episode of CoBB | Conversations on the Business of Brands, Sharan and Sudeep unravel a paradox that every marketer faces but se...