Jasravee Kaur Chandra public
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“Creative thinking takes place neither inside the box nor outside the box, but at the edge of the box.” Free-flowing, long-form conversations about marketing, branding, innovation, consumer behaviour and trends. Conversations that ignite new ideas. Ideas with rough, sharp edges ! These conversations with thought leaders discuss best practices, trends, case studies and insights on topics ranging from strategy planning, brand building, marketing strategy, communication strategy, digital market ...
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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, showcas…
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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 …
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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…
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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…
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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 iden…
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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 does it mean to be a meaningful brand in the current times? 222% market outperformance is mind-blowing. How do meaningful brands weave purpose into profits, and can this be repl…
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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 g…
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"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 con…
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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…
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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 …
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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? Why ‘unmasking the customer base’ is the hidden goldmine within one’s business? How should a business go about it? What are the misconceptions? What are some of the best practices? Please…
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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) i…
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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 …
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How can marketing be a powerful force that helps a company communicate its strategy?How can B2B marketers create a common language to improve internal communication?How can strategic differentiation through messaging drive meaningful connections with customers?Jim answers the above questions and many more as he makes a case for aligning marketing t…
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What is the Content Fuel Framework, and how can it generate an endless stream of story ideas? Can you share some examples of its different focuses, formats, and multipliers? How do you view the role of user-generated content in building a brand's presence? In "Prove It," how can strategies like corroboration, demonstration, and education be used to…
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Confluence of data, analytics and insights for Innovation : What is the ideal scenario for data, analytics, and insights to come together for innovation? Examples of the consequences of disregarding insights in favour of raw data & vice verse "Joining the Dots": What is it and why is it vital for marketing success? An example at demonstrates the po…
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What is a Galvanizing Story? Can a Galvanizing Story Really Unify Your Marketing and Sales Strategies? How to creating a Great Content Brand ? What are the Six Principles of Great Content Brands? What is the importance of Content Pillars ? Are You Missing Something Tangential? What is the role of Confidence & Experimentation in Content Marketing? W…
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Are we missing out on potential profits by not exploring your customers' willingness to pay more? How do we find the optimal price for your product? What is NeuroPricing ? How neuroscience can help us in finding the "Goldilocks price" for your product ? Can discounts trigger impulsive buying behavior? What is the science behind discount pricing str…
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What is Unexpected Works, and how does it fuel the creative process at DDB Mudra? Could you share with our audience the challenge Stayfree faces and the insights uncovered that led to the "It's Just a Period" and "Project Free Period" campaigns? How did the idea of creating unique packaging for McDonald's to promote the cause of inclusion come abou…
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How to tell stories to understand your own thoughts, use the hero's journey, build great conversations, listen better, and pitch ideas effectively? How to use the 8-13-18-24 and 10-20-30 exercises to learn about storytelling? How to create branded content campaigns using the power of spoken word and storytelling? How to build communities around pas…
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How can we apply principle of behavioural science in marketing and how did your book come about ? Can you talk about how can marketers use some of the behavioral science principles with example - loss aversion, reciprocity, autonomy bias, Von Restorff effect etc How can we use behavioural science or 'human behavior hacks' to increase effectiveness …
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What is the Hawke Method’ ? How have you have distilled the art of marketing into three core elements: awareness, nurturing and trust. Why is the significance of each element of the framework ? Awareness – importance of picking up the right channel., Nurturing – what is it that marketers are finding it difficult to appreciate while building content…
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What is your SEO strategy and process for taking projects to 100,000+ organics/month. What is your keyword research process ? How do you do keyword analysis for competitors? Can you share your understanding of how Google works and what it likes? How does one hire content writers and what to look out for while hiring them? How do you build email lis…
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Marketers are in the memory business. How are marketers leveraging this by carefully crafted branding experiences to reach our wallets and minds. Could you please elaborate this with examples ? How should brands approach content creation (organic content) and leveraging influencers? How should brands co-create with customers ? ‘Our brains don’t con…
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How can misleading conclusions can be drawn from data? Understanding the differences between data, information and knowledge? What is an insight & how does one use it to out-compete competition ? What is the 3 W Ideation process: Why, What & WOW ? How emotions can overpower logic? How cognitive biases influence decisions? What are the shortcomings …
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‘Come to OYO’ Campaign won big at the 2022 Jay Chiat Awards. What was the business & the brand challenge, the consumer insights and the communication strategy behind the unique campaign ? How did 'Come to OYO' campaign evolve over subsequent years? What was the cumulative impact on brand and business of 11 films in multiple languages? How coming to…
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How do you become a RENEGADE marketer ? What is the CATS framework for RENEGADE marketing ?, Courageous Strategy - Why ‘clearing the clutter’ is important ? Why differentiation and distinctiveness is so important? How has Arrow, Ben & Jerry & other brands applied it ? Artful Ideation -The Eight-Word Story & why is it important? How its is not just …
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What are the 10 keys to creating a differentiated experience ? What is the metaphor of goldfish that has inspired your book series? What are the key learnings from your book Pink Goldfish OR How does one defy normal, exploit imperfections and captivate customers ? How do your flaws make you awesome? How can we contribute to the happiness of custome…
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You say that your mantra is, “We don’t buy things because of what they do. We buy them because of what they mean.” Can you explain that to us? You have a new online course called ENGAGE! that’s devoted to building consumer engagement with a product, service, or organization. Why is engagement so important that you offer 6 hours of training to cover…
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'If you’re aspiring to satisfy your customers, then you are aspiring to mediocrity” Why do you say so? • "A great customer experience as being like a beautifully choreographed performance, complete with “onstage” and “backstage” components." Tell us more about that. Are the terms ‘customer service’ and ‘customer experience’ interchangeable? One of …
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Why the traditional sales funnel no longer works―and what’s replacing it? How the customer journey can be leveraged to grow sales How can we use one-to-one marketing, and how they leverage it for growth What is the important role privacy plays in a one-to-one marketing campaign? What fears consumers have about privacy―and how address those concerns…
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Why do people love things? Can you really love a thing like you love a person? What are the main reasons people fall in love with brands and things? How can companies get consumers to love their products more? How future technology will create much greater levels of emotional attachment between people and things? Why do we love music? Aaron Ahuvia,…
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What is Metaverse? How will we market in the Metaverse? How will marketers use Virtual Product Placements & Virtual Spokes People in the metaverse? What are some other use cases of metaverse say in Medicine ? How do we regulate the meta verse and what are the approaches for consumer protection? Dr Louis Rosenberg answers the above questions and man…
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How is biometrics is being used in consumer research and the unique challenges it faces in adoption in the commercial space (like marketing, design etc) when compared to academia ? What are the common use cases for biometrics in consumer testing with client examples? Can you elaborate a little on what kind of data to expect form different tools say…
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Why does our approach to innovation & problem solving needs to change. Why we need to confront our innovation myths.? Why should one ask “How have we solved this before?’ rather than “How are we going to solve this?” What is biomimicry? Why it can accelerate innovation? What is TRIZ? What are its three key elements? What are psychological contradic…
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How do you capture attention & help people in decision making through story telling How to use storytelling as a tool for driving change? What can a good storyteller learn from a great storyteller? How does story create resilience and impact the bottom line in business? Michelle answers the above questions and many more as she talks about the power…
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What is hype? What it is not? Why is it so mis-understood? What about us humans, makes us so susceptible to ‘hype’? What are some of the hype strategies from the The Hype Handbook ? Any examples of brands or business that have built in hype as an integral part of their marketing? What is common between hype generation and marketing; and how are the…
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How is the creator economy evolving? What are the top trends about the creator economy to watch out for marketers, advertisers ? How does your company Rainshine develop new ways for creators to engage with audiences ? How will the verticals of the decentralized creator economy become mainstream and mature. And the verticals of the traditional creat…
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What’s the biggest challenge with public speaking? What should we start practicing tomorrow for public speaking? What daily exercises can we use to practice communication?How can we present better, online or in groups ? As a content creator, what are some key principles you followed to grow your channel? What can marketers learn from these principl…
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What is artificial intelligence & what it is not. Please share some use-case scenarios for marketing, branding and consumer understanding ?How does your company use data science & AI to grow your personal brand and build relationships that pay?What are simple definition of a technology like Blockchain. How can it be used to build trust in businesse…
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What are the changing paradigms of building brands over last two decades? How can brands influence the narrative & drive conversations in today's world ? How do the marketing & advertising campaigns of today differ from 360 degree campaigns of yesterday ? How has the role of brand strategic planning evolved in today's world? Neeraj answers the abov…
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How should marketers use Semiotics to achieve consumer insight for brand growth ? How to use Semiotics in Retail to boost sales ? How to use the Semiotic Process - Bottom-up Semiotics vs Top-down Semiotics Approach ? What are the top three future trends using Semiotics Analysis ? What are the five emerging codes post pandemic ? Dr Rachel answers th…
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What motivated you to start busting consumer psychology myths? Why do you think it's so important? What are the consumer psychology myths and how did you bust the following myths? Consumer psychology is changing rapidly Shoppers don't think ! Consumers' attention spans are shorter than those of goldfish! We can accurately identify consumers' emotio…
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What is most critical for creators & D2C brands to succeed? How to launch a supplement brand in 2022 ? How to launch a D2C e-commerce brand & leverage Amazon ? Tomer Hen answers the above questions as he talks about energizing entrepreneurs & powering D2C brands . Tomer Hen is the Founder & CEO, Mobco Media & SIIZ. Tomer Hen is a serial entrepreneu…
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What is A/B testing & what are some use cases from your work experience ? What are the cultural barriers and why do most companies struggle to scale their A/B testing programs ? What are the best practices of A/B testing & how to build business experiments that get maximum impact ? What is the role of qualitative user research in helping improve A/…
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How Wakefit ,a D2C Brand, was built from scratch primarily using content marketing ? How are unicorns like Byju's & Tata 1mg being built as long-lasting brands of tomorrow ? What is business model of Spring Capital to position itself as a skin-in-the-game marketing consulting firm ? Arun answers the above questions and more as he talks about case s…
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What is the science of 'cool .? How would you use these principles to ‘design cool’ for a client ? At On Your Feet, you've been asking your clients at Nike, Intel, P&G, about what their people’s biggest current and future needs are. What are the six major themes that have arisen? What is the science behind some of one’s best known and most beloved …
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Why companies should invest in brand storytelling and how to do it right ? How to overcome the cultural and organizational obstacles to doing content marketing well? Half the money spent on content may be wastes . How does one change that ? What are the content marketing metrics that really matter ? Ben answers the above question and many more & te…
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When & Why we should use Ethnography to Understand Consumers ? What were the insights from the study of anthropological approach to understand how humans are using intelligent mobility technologies like autonomous vehicles ? Why you need an ethnographic approach to understand the intersection of technology & cultural design ? Why understanding cybo…
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What is Marketing 4.0 in action ? How traditional models lie broken, and the new models remain either undefined or are in a state of perpetual flux? What is your approach to Digital Transformation ? Can you share case study on digital marketing & transformation from your work at Entropia with top company. in the APAC market helping create demand an…
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