01) Brand As A Growth Lever
Sudeep kicks off CoBB by interviewing Sharan on the attitudes and approaches he notices towards brand building among the businesses he interacts with. They discuss how brand building is as, if not more, important than the process orientation seen among most entrepreneurs. They clarify the difference between branding and brand building. Sharan references a study to substantiate his case for brand building co-existing with short-term sales activations and tops it off with a more recent example. If you intend to build a business, focus on building a brand!
SHOW NOTES:
- Southwest Airlines Case Study
- Chennai Citizens Protest Sale of Sathyam Cinemas to PVR
- Starbucks is also a bank
- The Long and the Short of it: Balancing Short and Long-Term Marketing Strategies - by Peter Field & Les Binet
- Brand Building + Sales Activation Graphs from the book
- Mamaearth Product Shots by Baby Photographer
CREDITS:
- Album Art & Design by ting
- Voiceovers by Nadir Kanthawala of Pops In A Pod
- Music from Zapsplat.com
