Episoder
-
Dr. Zak shares his findings on how immersion can be used to create better ads, improve training and education, and even enhance personal well-being. Dr. Paul J. Zak is a Professor of economics, psychology and management at Claremont Graduate University. His newest book is Immersion: The Science of the Extraordinary and Source of Happiness.
Highlights of Conversation
Immersion, not “liking,” is the key to effective communication: Dr. Zak explains that people may consciously claim to like something, but their brain’s unconscious response reveals a different story.
Immersive Experiences are Social : Dr Zak explains that extraordinary experiences arise from understanding social value. Positive social interactions create loyalty and enhance overall experience.
Immersive ads lead to sales bumps: Dr. Zak shares examples of ads that were initially disliked but ultimately drove sales due to their high immersion levels. He says ""High immersion ads that are not very likable can still be compelling to your brain." Immersive 'Flavoured Diet Coke' ads in 2018 , were not well liked but led to a significant sales bump.
Place ads during Peak Immersion Moments: Successful advertising should place branding and calls to action during peak emotional moments within the narrative, rather than at the end when immersion is typically lower.
The future of advertising is immersive: Dr. Zak suggests that advertisers should focus on creating shorter, impactful ads that evoke strong emotions and leave a lasting impression on viewers. He says "Immersive ads create memorable experiences that drive behaviour." He advises advertisers to learn from movie trailers which often tell half a story, leaving the resolution to drive ticket sales.
The Tuesday app promotes emotional fitness: Dr. Zak’s team has developed an app that provides daily goals for social interaction and tracks emotional well-being.
Connect/Follow Paul on Linkedin https://www.linkedin.com/in/paul-zak-91123510/
Paul's website https://www.getimmersion.com
Paul's Book on Amazon https://www.amazon.in/Immersion-Science-Extraordinary-Source-Happiness/dp/1544531958
Jagged with Jasravee is facilitated by Jasravee Kaur Chandra. Jasravee has over 20 years experience as a Strategic Brand Builder, Communications Leader and Entrepreneur.
Please visit Jasravee at https://jasravee.com/
Connect with Jasravee on Linkedin at https://www.linkedin.com/in/jasravee/
Email Jasravee at [email protected]
00:00 Preview & Introduction to Dr. Paul Zak
02:41 Neurological Immersion: What Does It Really Mean?
05:05 How Do We Measure Immersion?
06:11 The Moral Molecule: Why Oxytocin is the Key to Social Behaviour
09:30 Creating Peak Immersion Experiences
12:30 80-20 Rule, Why Being Empathic Makes Good Business Sense
19:35 Neurological Immersion in Ads: The Game-Changer for Marketing
22:34 Why Do We Love the Weirdest Ads? Liking Is Not Enough
25:13 Attention is Dead, Immersive Ads Sell: The Diet Coke Case Study
28:57 Why Do Most Ads Fail to Impact Sales? The Importance of Attention and Narrative
32:43 Six-Word Stories: Can Bumper Ads Be Truly Immersive?
35:38 What Advertising Can Learn from Movie Trailers, Thrillers
39:22 Repeat Viewing of Guinness' Empty Chair: The Perfect Example of an Immersive Ad
42:48 Tuesday's Not Just for Tacos: Introducing the Emotional Fitness App
47:11 Rapid Fire with Paul Zak
49:06 Connect to Dr. Paul Zak
Facebook Page : https://www.facebook.com/jaggedwithjasravee
Instagram : https://www.instagram.com/jagggedwith
Youtube Page : https://www.youtube.com/c/jaggedwithjasravee
Website : https://jasravee.com/
#Immersion #Neuromarketing #CustomerExperience #BrandTrust #Immersionresearch #ImmersionMarketing #CustomerTransformation #ConsumerPsychology #neuroscienceinsights #Neuroeconomics #DigitalHealth #Neuropsychology #Neuromarketing #BrainScience #neuroscience
-
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, showcasing how a deep understanding of the consumer can lead to successful product launches and brand positioning.
PD highlights the importance of science and evidence-based marketing, particularly when dealing with condition-specific nutritional products. He emphasises how crucial it is to work with doctors and healthcare professionals to ensure the credibility and efficacy of nutritional products for target audiences.
PD believes that mothers are the key drivers in shaping the nutritional choices of children. He underlines the importance of a mother’s role in introducing diverse food flavours early, promoting healthy habits, and combatting the challenges of picky eating.
Finally PD shares his passion for mindfulness and mindful communication. He believes that mindful living can create a more harmonious and authentic existence, highlighting the importance of aligning our words with our actions.
Proshanjit Dey or PD is the Vice President of Marketing (Strategy & Innovation) at Aditya Birla Group, leading corporate strategy and innovation for home segment brands like Ultratech Cement and Hindalco. With over two decades of experience, he has expertise in marketing, sales, branding, digital transformation, and business development.
Proshanjit has successfully launched several products in the nutrition and nutraceuticals space, for companies like Dr Reddy's, Nestle & Kellogg driving growth in India and emerging markets. He co-founded the Global Society for Digital Transformation and is a Lean Six Sigma Black Belt, TEDx speaker, and a lifelong learner with multiple postgraduate diplomas in innovation and digital business.
Connect with him on Linkedin https://www.linkedin.com/in/proshanjit-dey-ab524926/
Jagged with Jasravee is facilitated by Jasravee Kaur Chandra. Jasravee has over 20 years experience as a Strategic Brand Builder, Communications Leader and Entrepreneur.
Please visit Jasravee at https://jasravee.com/
Connect with Jasravee on Linkedin at https://www.linkedin.com/in/jasravee/
Email Jasravee at [email protected]
Index
00:00 Preview & Introduction to Proshanjit Dey
03:39 Marketing 4.0 - From Mass Media to Micro-Moment Marketing
09:17 Dr Reddy's Celevida Caselet -Marketing Diabetes Supplements
23:20 Kid's Nutrition - Dr Reddy's Launch of Celehealth & Gummys
33:35 Kellogg's Masterbrand & Breakfast Cereals Launch in Asia
40:42 Mother's Struggle with Child's Nutrition - How Can Flavoured Bridging Solve the Struggles of Child Nutrition?
43:48 Nestle's Baby Food Cerelac - Making the Category Relevant Again
51:01 Indian Food Plate -The Science Behind Indian Nutrition
52:49 What Does it Mean to Live Mindfully?
58:06 Rapid Fire - Personally Speaking with Proshanjit Dey
01:01:29 Connect with Proshanjit Dey
Follow Jagged with Jasravee on Social Media
Campsite One Link : https://campsite.bio/jaggedwithjasravee
Facebook Page : https://www.facebook.com/jaggedwithjasravee
Instagram : https://www.instagram.com/jagggedwith
Podcast Page : https://anchor.fm/jagged-with-jasravee
Youtube Page : https://www.youtube.com/c/jaggedwithjasravee
Website : https://jasravee.com/
#MarketingNutrition #NutritionMarketing #NutritionalSupplements #KelloggsCereals
#KelloggsBrand #DrReddysProducts #KelloggsMarketing #DrReddysMarketing #NestleMarketing #FoodMarketing #HealthFoodMarketing #FunctionalFoods #CelevidaMarketing #NutritionInnovation #HealthTrends
-
Mangler du episoder?
-
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 questions like What defines a simple message? Why is clear messaging essential in various contexts?What are the five dimensions of clear messaging?How does design play a role in crafting clear messages?What strategies can minimize friction in communication?How does empathy contribute to effective communication?Ben Guttmann is an entrepreneur, educator, and advisor who has been trusted to help tell the story of global brands including the NFL, I Love NY, and Comcast NBCUniversal. For ten years before its acquisition, he ran Digital Natives Group, an award-winning marketing agency that partnered with brands including The Nature Conservancy, Grand Central Terminal, and SwissRe, as well as luminaries including Nobel laureates, Fortune 500 CEOs, and #1 best-selling authors. He is the author of the book - "Simply Put: Why Clear Messages Win―and How to Design Them."Connect with Ben Guttmann on Linkedin https://www.linkedin.com/in/benguttmann/Visit Ben's Website. https://www.benguttmann.com/Ben's Book on Amazon https://www.amazon.com/Simply-Put-Messages-Win_and-Design/dp/1523004681Jagged with Jasravee is facilitated by Jasravee Kaur Chandra. Jasravee has over 20 years experience as a Strategic Brand Builder, Communications Leader and Entrepreneur. Please visit Jasravee at https://jasravee.com/Connect with Jasravee on Linkedin at https://www.linkedin.com/in/jasravee/ Email Jasravee at [email protected]:00 Preview & Introduction to Ben Guttmann03:03 What is a Simple Message05:18 When Messages Click - Are Perceived & Understood06:49 Perception vs. Salience: Crafting Messages That Resonate07:30 Why Brains Prefer Simple - Fluency11:04 Why Complicated Fails -The Art of Ruining Organizations15:23 Unveiling Design Principles: Benefits vs. Features18:35 Keeping it Complicated is Dangerous, Selfish & Cowardly24:51How to Design a Simple Message - 5 Design Principles27:24 Focus: The Walmart Example of Design Principle30:31 Salience: Harnessing the Power of Contrast33:33 Empathy in Design: Connecting with Your Audience35:31 Minimalism: Reducing Friction for Maximum Impact37:51 Simple is Not Easy39:06 Future of Communication: The Rise of Simplicity43:18 Rapid Fire - Personally Speaking with Ben47:25 Connecting with Ben GuttmannFollow Jagged with Jasravee on Social MediaCampsite One Link : https://campsite.bio/jaggedwithjasraveeFacebook Page : https://www.facebook.com/jaggedwithjasraveeInstagram : https://www.instagram.com/jagggedwith #SimpleIdeas #SimpleCommunication #BoldMessaging #CompellingMessages #ClearMessaging #EffectiveCommunication #Marketing101 #ContentMarketing #BrandStorytelling #storytelling #marketingcommunications #ContentMarketingTips #StrategicCommunication#AudienceEngagement #branding101
-
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 like Social Media Marketing World and the Social Media Success Summit. He is an author of Unforgettable: The Art and Science of Creating Memorable Experiences
Throughout his 30+ year career, Phil has been creating memorable experiences for businesses like Koch Industries, non-profits, schools, and churches.
Connect with Phil on Linkedin https://www.linkedin.com/in/philmershon/
Phil's Book on Amazon https://www.amazon.in/Unforgettable-Science-Creating-Memorable-Experiences/dp/1636981011
Jagged with Jasravee is facilitated by Jasravee Kaur Chandra. Jasravee has over 24 years experience as a Strategic Brand Builder, Communications Leader and Entrepreneur.
Please visit Jasravee at https://jasravee.com/
Connect with Jasravee on Linkedin at https://www.linkedin.com/in/jasravee/
Email Jasravee at [email protected]
Index
00:00 Preview & Introduction to Phil Mershon
02:04 Crafting Unforgettable Moments - Standing Out in a World of Distractions
05:06 Disney Theme Parks - Peak Experiences & Moments
10:09 Customer Journey - Peak & Valley Experience
14:58 DRIED Overcoming 5 Negative Forces for Transformative Events
24:18 Personalization of Event or Experience
27:25 Intentional Design: Crafting Meaningful Experiences
35:25 Embracing Transcendent Moments
41:44 Making Virtual Experiences & Community Building Memorable
47:30 Rapid Fire - Personally Speaking with Phil Mershon
49:25 Talent Show
50:32 Connect with Phil Mershon
Creating memorable experiences is both an art and a science. It requires a delicate balance of creativity, strategic planning, and understanding human psychology. W’ll explore the insights shared in a thought-provoking conversation about the intricacies of crafting unforgettable moments.
Standing Out in a World of DistractionsIn today's fast-paced world, attention is a scarce commodity, with countless stimuli vying for our focus.Standing out amidst this noise requires more than just grabbing attention; it demands creating meaningful connections that resonate emotionally and personally.
Memories, unlike fleeting moments, endure because of their emotional and sensory depth, emphasizing the importance of personalization and authenticity over mere branding.
Peak Experiences: Lessons from Disney
Disney's strategic approach to creating peak moments illustrates the power of anticipation and immersion in enhancing experiences.Peak experiences, carefully crafted and strategically placed, have the potential to elevate an event from ordinary to extraordinary, leaving a lasting impression on attendees.
However, the failure to deliver on promised peak moments can lead to disappointment, underscoring the importance of managing expectations and consistency.Transformative Event Design: Overcoming Negative Forces
Designing experiences goes beyond logistical planning; it involves understanding and mitigating negative forces that detract from engagement.Isolation, exhaustion, and distraction pose significant challenges to fostering meaningful connections and participation.
By prioritizing engagement, personalization, and multisensory stimulation, event planners can create environments conducive to memory-making.Facebook Page : https://www.facebook.com/jaggedwithjasravee
Instagram : https://www.instagram.com/jagggedwith\Website : https://jasravee.com/
#eventmarketing #experientialmarketing #eventdesign #customerjourneymapping #virtualevent #communityengagement #disneyexperience #intentionaldesign #venueselection #communitybuilding #speakerselection #eventplanning
-
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 agencies?
Suraja Kishore answers the above questions and many more as he takes a masterclass on developing iconic campaign & thriving agency culture. Suraja Kishore is the CEO- BBDO & teamX India (Omnicom x Mercedes-Benz).
He has worked as a senior leader at McCann, Publicis Group, Lowe Lintas & Mudra. He is good with managing P&L, driving growth agenda, nurturing client relationships, encouraging inclusion & diversity at workplace and building long term brands and profitable business.
Connect with Suraja on Linkedin https://www.linkedin.com/in/skshapingfuturethinking
Jagged with Jasravee is facilitated by Jasravee Kaur Chandra. Jasravee has over 20 years experience as a Strategic Brand Builder, Communications Leader and Entrepreneur.
Please visit Jasravee at https://jasravee.com/
Connect with Jasravee on Linkedin at https://www.linkedin.com/in/jasravee/
Email Jasravee at [email protected]
Index
00:00 Preview & Introduction to Suraja
03:32 What an Idea Sirji ! Revisited: The Iconic Idea Campaign
12:22 Carrying the Idea Campaign Forward
19:09 Share the Load: Ariel's Empowering Campaign
31:08 Beyond Laundry : The Purpose & Social Impact of #sharetheload
37:04 Share the Load - For the Youth & Social Media
44:19 Culture: Shaping and Navigating
49:40 Leading in the Age of Disruption
58:19 Rapid Fire: Getting Personal with Suraja Kishore
01:01:25 Connecting with Suraja Kishore
Through his insights and experiences, Suraja Kishore provides a glimpse into the thinking behind iconic campaigns for Ariel's 'Share the Load' and Idea's 'What an Idea Sirji'. He discusses his view on leadership and the importance of nurturing a culture that inspires change.
Confessions Over Insights
Ariel's 'Share the Load' campaign's foundation lies in the raw confessions of individuals, not just insights. This approach strips away societal facades, revealing the true hypocrisies that exist. The campaign challenges societal norms and aims to ignite cultural change, addressing issues like patriarchy through everyday decisions.
Creating Value Beyond Campaigns
Kishore emphasizes the need for agencies to focus on creating value rather than just campaigns. Clients who trust in this philosophy reap the rewards of authentic engagement. Brands, according to Kishore, act as magnets, attracting individuals who resonate with their beliefs. This attraction forms the basis of brand loyalty and advocacy.
Cultural Strategy Over Brand Purpose
Kishore advocates for a shift towards cultural strategy over brand purpose alone. In a rapidly evolving landscape, brands must align with broader cultural shifts to remain relevant.
He underscores the significance of cultural resonance, highlighting 'What an Idea Sirji' campaign of Idea which looked at the transformational societal impact of a mobile.
Leadership & Culture
Leadership, to Kishore, transcends titles and designations. It's about actions, contributions, and fostering a culture of listening and mentorship. He emphasizes the value of collective wisdom within organizations, acknowledging the wealth of insights and experiences each team member brings to the table.
Kishore underscores the importance of nurturing a culture of openness, authenticity, and accountability within organizations to drive meaningful change.
Campsite One Link : https://campsite.bio/jaggedwithjasravee
-
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 identify big ideas?
What are the 4 objections? How can content overcome these proactively?
Purna answers the above questions and more as she takes a masterclass in content marketing. Purna Virji is the author of High-Impact Content Marketing and Principal Consultant, Content Solutions at LinkedIn. She previously led global learning and thought leadership programs for Microsoft.
She has also been recognized as an Adweek Young Influential, was crowned the Search Personality of the Year by the US Search Awards and was named the most influential PPC Expert in the world by PPC Hero.
Please connect on Linkedin - https://www.linkedin.com/in/purnavirji/
Her Book on Amazon - https://www.amazon.in/High-Impact-Content-Marketing-Strategies-Intentional/dp/1398608432
Jagged with Jasravee is facilitated by Jasravee Kaur Chandra. She is Senior Vice President of Strategic Planning at Havas Creative. Jasravee has over 20 years experience as a Strategic Brand Builder, Communications Leader and Entrepreneur.
Please visit Jasravee at https://jasravee.com/
Connect with Jasravee on Linkedin at https://www.linkedin.com/in/jasravee/
Email Jasravee at [email protected]
The discussion covers the Purna focuses on the importance of repurposing content, understanding the audience, and aligning marketing and sales efforts to achieve business goals.
The Key Highlights
📝 Repurposing top-performing content instead of creating new content from scratch can be a strategic approach.
💡 Understanding audience behaviour and preferences is crucial for creating impactful content and campaigns.
📊 Analytics can provide valuable insights into audience behaviour, helping to optimize content and posting strategies.
🛠️ Talking to existing customers and understanding their motivations can inform marketing strategies and messaging.
🌍 Advocacy and community building can be key in engaging the audience and driving meaningful interactions with the brand
Index
00:00 Preview & Introduction to Purna Virji
02:21 Repurposing Content - Needs to Be Enduring Like Chanel
06:25 Content Assets are like a Capsule Wardrobe
07:04 Big Idea & Content Marketing
10:11 One Big Idea & Its Many Uses - Spotify Unwrapped, Apple etc
17:45 Where Do You Start with Repurposing Content
22:05 Understanding Your Audience for Content Marketing
29:55 Tools for Understanding Audience - Primary Research vs Analytics
33:53 Four Type of Objections by Customers that Content Needs to Address
38:48 Rapid Fire - Personally Speaking with Purna Virji
40:56 Getting in Touch with Purna Virji
Follow Jagged with Jasravee on Social Media
Campsite One Link : https://campsite.bio/jaggedwithjasravee
Facebook Page : https://www.facebook.com/jaggedwithjasravee
Instagram : https://www.instagram.com/jagggedwith
Podcast Page : https://anchor.fm/jagged-with-jasravee
Youtube Page : https://www.youtube.com/c/jaggedwithjasravee
Website : https://jasravee.com/
#RepurposeYourContent #ContentMarketingMasterclass #ContentMarketingTips #MarketingHacks #ContentMarketingStrategy #ContentMarketingExpert #SpotifyUnwrapped #BrandCampaignGoals #ContentStrategy #CreateKillerContent #AudienceResearch #ContentChannels #ContentAsset #SalesAlignment
-
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 replicated?Gen Z holds the key to tomorrow's economy. What makes brands truly meaningful in their eyes ?What is the Me-conomy? Does it change how we approach strategizing for brands? Please elaborate with examples What are the key ‘me’ benefits/ principles that top Meaningful Brands deliver on (ref 2023 report)?The Meaningful Brands Study is powerful, but how does Havas leverage it to guide clients beyond insights? Sanchita answers the above questions and many more as she takes us on a journey of how cultural and societal forces are changing what it means to be meaningful for brands.Sanchita Roy is the Chief Strategy Officer at Havas Media Group, India. Sanchita is a consumer behavior specialist with over 21+ years of experience in research & insights, communication planning, Data science & brand strategy, having diverse category experience from FMCG to Telecom to Automobiles to Tourism.Please connect with her on Linkedin https://www.linkedin.com/in/sanchita-roy-2b5aabb/Email her at [email protected] with Jasravee is facilitated by Jasravee Kaur Chandra. She is Senior Vice President of Strategic Planning at Havas Creative, India. Jasravee has over 20 years experience as a Strategic Brand Builder, Communications Leader and Entrepreneur. Please visit Jasravee at https://jasravee.com/Connect with Jasravee on Linkedin at https://www.linkedin.com/in/jasravee/ Email Jasravee at [email protected] Jagged with Jasravee on Social MediaCampsite One Link : https://campsite.bio/jaggedwithjasraveeIndex00:00 Preview & Introduction to Sanchita02:18 Purpose and Premise of the Meaningful Brand Study08:15 Why Meaningful Brands Outperform the Market12:21 Consumer’s Search for Meaning and Expectations from Brands14:29 Purpose vs. Meaning, Covid Rebooted: How Our Values Shifted 15:23 Rise of Me-conomy - Purpose Becomes Personal20:47 Gen Z - Search for Meaning Amongst the Youth24:11 Meaningful Today is Being Personal- Examples of Mattress & Auto32:02 From Age of Cynicism to Me-conomy - How Covid Changed Us36:38 Brand Meaning Makeover: How to Use Meaningful Brand Study 39:52 Applying the Study to a Global Fast Food Brand 43:07 Rapid Fire - Personally Speaking with Sanchita Roy44:44 Connecting with Sanchita Roy
Facebook Page : https://www.facebook.com/jaggedwithjasraveeInstagram : https://www.instagram.com/jagggedwithPodcast Page : https://anchor.fm/jagged-with-jasraveeYoutube Page : https://www.youtube.com/c/jaggedwithjasraveeWebsite : https://jasravee.com/#meaningfulbrands -
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 generation and lead generation? How does one balance both approaches for sustainable success?
Eric answers the above questions as he takes us on a journey of how to achieve marketing excellence. Eric Holtzclaw is a Founding Partner and Chief Strategist of Liger Partners. Eric evaluates businesses to improve products, services, support and marketing strategies for overall effectiveness.
Connect with Eric on Linkedin https://www.linkedin.com/in/eholtzclaw/
Eric's Company Website https://ligerpartners.com
Jagged with Jasravee is facilitated by Jasravee Kaur Chandra. She is Senior Vice President of Strategic Planning at Havas Creative. Jasravee has over 20 years experience as a Strategic Brand Builder, Communications Leader and Entrepreneur.
Please visit Jasravee at https://jasravee.com/
Connect with Jasravee on Linkedin at https://www.linkedin.com/in/jasravee/
Email Jasravee at [email protected]
Follow Jagged with Jasravee on Social Media
Campsite One Link : https://campsite.bio/jaggedwithjasravee
Index
00:00 Preview & Introduction to Eric
02:35 Unlocking the Power of 'Laddering' in Qualitative Analysis
08:50 5 WHYs, Case Study on the Cruiseliners Industry
12:52 Why Personas Don't Age
14:30 Content That Converts: The Art of Captivating Your Audience
19:39 Content - 80% Promotion, 20% Creation
21:50 BATCOM Model of Marketing
25:54 Content is Like a Magazine Of Your Company
28:12 Curate vs. Create: Navigating Content in the AI-Driven Era
31:44 Demand Generation is Not Lead Generation
38:30 Similarities Between Marketing & Entrepreneurship
44:01 Rapid Fire - Personally Speaking with Eric Holtzclaw
44:08 Connecting to Eric Holtzclaw
In the fast-paced world of marketing, the 80/20 rule, laddering, content creation, and lead versus demand generation are essential concepts. Effective marketing requires not only a solid strategy but also adaptability and a deep understanding of consumer motivations. By leveraging these principles and staying attuned to the ever-changing marketing landscape, you can craft compelling campaigns that resonate with your audience and drive business success.
Unlocking the Secrets of Laddering
Laddering is a technique used in qualitative market research to delve deeper into consumer motivations.It involves asking "why" repeatedly to uncover the root of consumer decisions. Laddering helps move beyond surface-level responses and exposes the underlying motivations. Don't settle for the first answer; keep digging to reveal the true driving factors.
The Art of Content That Converts
Creating content that converts is the ultimate goal for marketers.Conversion goes beyond engagement metrics like likes and shares; it's about driving action. Video-based content is a versatile format, as it can be repurposed into various other content types. Content should be adaptable, allowing you to use it in different channels.
Curation is becoming more critical in content creation. It's about finding and sharing valuable existing content, rather than creating everything from scratch.
Lead Generation vs. Demand Generation
Lead generation focuses on identifying potential customers and capturing their interest.
Demand generation concentrates on brand awareness and creating a need for your product or service.
B2B companies often need both lead and demand generation strategies.
The two approaches serve different purposes in the buyer's journey.Consumers may not be ready to buy immediately, but capturing their information allows for future engagement. Recognize that lead generation is the beginning of a longer relationship-building process.
-
"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 consumers and humans in general?
How do products and brands manipulate emotions to influence us, given your perspective coming from the 'dark side,' and shed light on the tactics used to emotionally manipulate and nudge consumers?
How does the illusion of choice impact decision-making, and how do businesses and marketers across various sectors use this manipulation to guide outcomes in their favour?
What is the concept of "trigger stacking," and how does it magnify the impact of emotions?
How can comedy and humour effectively dismantle manipulated narratives and combat misinformation?
Patrick Fagan answers the above questions and gives us a peek into his new book 'Free Your Mind' . Patrick Fagan is Co-founder and Chief Science Officer, Capuchin Behavioural Science. He is a consultant, lecturer, author, public speaker.
Patrick was Lead Psychologist at Cambridge Analytica for until the company went into administration.
In this podcast Patrick Fagan talks about his book 'Free Your Mind,' co-authored with Laura Dodsworth. The book reveals the hidden tactics used by manipulators, from advertisers to politicians, and arm you with expert insights to defend your mental freedom.
Patrick's book on Amazon : https://www.amazon.in/Free-Your-Mind-manipulation-resist-ebook/dp/B0BHYFC5PV
Patrick's Linkedin -https://www.linkedin.com/in/pfagan87/
Patrick's Website -https://www.patrickfagan.co.uk/
Jagged with Jasravee is facilitated by Jasravee Kaur Chandra. She is Senior Vice President of Strategic Planning at Havas Creative. Jasravee has over 20 years experience as a Strategic Brand Builder, Communications Leader and Entrepreneur.
Please visit Jasravee at https://jasravee.com/
Connect with Jasravee on Linkedin at https://www.linkedin.com/in/jasravee/
Email Jasravee at [email protected]
Index
00:00 Preview & Introduction to Patrick Fagan
02:30 Free Your Mind : Book's Fundamental Idea
04:37 Nudge-ification of Society & Marketing
05:12 Book for Consumers as well as Marketers
06:58 Artful Choreography Over Truth
09:45 Building Immunity to Manipulation
19:13 Trigger Stacking, Fear as a Manipulation Tool
28:30 Role of Humour in Countering Manipulation
31:27 Demanding Transparency from Institutions
32:54 Filtering & Using Text Based Sources for Critical Thinking
35:58 Distinguishing Between Influence and Manipulation
40:00 Power Of Incrementalism & Metaverse
Follow Jagged with Jasravee on Social Media
Campsite One Link : https://campsite.bio/jaggedwithjasravee
Facebook Page : https://www.facebook.com/jaggedwithjasravee
Instagram : https://www.instagram.com/jagggedwith
Podcast Page : https://anchor.fm/jagged-with-jasravee
Youtube Page : https://www.youtube.com/c/jaggedwithjasravee
Website : https://jasravee.com/
#MindControl #BehavioralScience #MarketingTactics #ConsumerAwareness
#MediaManipulation #SocialInfluence #MediaLiteracy #Psychology #BehavioralPsychology #EthicalMarketing
#DataPrivacyMatters #PsychologicalPersuasion #BrandEthic #freeyourmind #peterfagan
-
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 so important in marketing? What measures can business schools take to address this?
What are "random acts of marketing"? And what key principles can marketers immediately apply to make them more effective?
Atul answers the above questions and many more, as he seperate facts from fiction and talks about Marketing 101. Atul Minocha is a Partner and CMO at Chief Outsiders, author, investor, and speaker. He is the author of 'Lies, Damned Lies, and Marketing: Separate Fact from Fiction and Drive Growth'. Atul has a degree in mechanical engineering from the Indian Institute of Technology Delhi and an MBA from Yale University.
Connect on Linkedin https://www.linkedin.com/in/atulminocha/
Visit his Company Page https://www.chiefoutsiders.com/profile/atul-minocha
His Book on Amazon https://www.amazon.in/Lies-Damned-Marketing-Separate-Fiction-ebook/dp/B097NRJ4HP
Jagged with Jasravee is facilitated by Jasravee Kaur Chandra. She is Senior Vice President of Strategic Planning at Havas Creative. Jasravee has over 20 years experience as a Strategic Brand Builder, Communications Leader and Entrepreneur.
Please visit Jasravee at https://jasravee.com/
Connect with Jasravee on Linkedin at https://www.linkedin.com/in/jasravee/
Email Jasravee at [email protected]
Index
00:00 Preview & Introduction to Atul
03:30 Journey from Engineer to Marketeer
09:30 Solving Problems, Not Just Selling Products
11:30 Marketing is Like a Bridge
15:01 Customer Beliefs - Toyota Example -The Seatbelt as a Death Trap
18:21 Headlight Analogy: Difference Between Sales and Marketing
22:25 Big M vs. Small m Marketing: What's the Difference?
26:25 The Misuse of ROI: How Apple iPhone Shows Us What Not to Do
36:36 Pricing, One of the 4 Ps for Marketers
40:36 Random Acts of Marketing
44:17 How to Avoid Random Acts of Marketing
47:31 Rapid Fire - Personally Speaking with Atul Minocha
51:40 Connecting with Atul Minocha
Follow Jagged with Jasravee on Social Media
Campsite One Link : https://campsite.bio/jaggedwithjasravee
Facebook Page : https://www.facebook.com/jaggedwithjasravee
Instagram : https://www.instagram.com/jagggedwith
Podcast Page : https://anchor.fm/jagged-with-jasravee
Youtube Page : https://www.youtube.com/c/jaggedwithjasravee
Website : https://jasravee.com/
-
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 Goel is a Founder & CEO - Performonks. Over a 25-year career, Rashi has applied consumer empathy, commercial acumen, and product innovation to grow businesses and build brands at L’Oreal, Unilever, Coca-Cola Inc, PepsiCo, Kraft Heinz, Nestlé, and Amazon Stores.
Please connect on Linkedin https://www.linkedin.com/in/rashigoel-consumermarketing/
Rashi's Blog https://performonks.com , performonks/substack.com
Jagged with Jasravee is facilitated by Jasravee Kaur Chandra. She is Senior Vice President of Strategic Planning at Havas Creative. Jasravee has over 20 years experience as a Strategic Brand Builder, Communications Leader and Entrepreneur.
Please visit Jasravee at https://jasravee.com/
Connect with Jasravee on Linkedin at https://www.linkedin.com/in/jasravee/
Email Jasravee at [email protected]
Index
00:00 Preview & Introduction to Rashi Goel
02:33 Marketing Tech Brands vs FMCG Brands
06:37 Power of Emotional Engagement in Tech Brands
11:00 Ask Nestle - Crafting the Corporate Brand Story
14:21 Ask Nestle - Nutritional Blueprint for Moms
22:49 Nescafe - Making Coffee A Part of People’s Transitions
30:00 Lakme - Turning the Skincare Category Around
36:51 Close Up- Breaking Category Codes
41:38 Sprite - Designing Innovative Consumer Promotions
45:14 Rapid Fire - Personally Speaking with Rashi Goel
48:21 Connecting with Rashi Goel
Amongst other things the conversation touches on the following areas
Nescafe : Transition Phases and the Birth of New Habits
Life, much like branding, is a journey of transitions. Moving from school to college or college to the first job marks significant milestones that shape our habits and preferences. This transition spawns the creation of new habits, both positive and negative, exemplified by choices such as smoking, drinking, and romance.
These phases offer fertile ground for brands to establish themselves as part of these transformative experiences, thereby becoming ingrained in consumers' lives.The team at Nescafe used this insight to position coffee as the quintessential emblem of adulthood. As individuals traverse from one life stage to another, coffee emerges as a symbolic initiation into the world of grown-ups.
Power of Emotional Engagement in Tech Brands
Contrary to popular belief, technology-driven products are not devoid of emotion. Emotions find their place even in the realm of tech products, albeit in a different form. The key lies in crafting emotional connections that resonate with consumers.Successful tech branding hinges on establishing relevance, credibility, and trust.
Ask Nestle: Personalized Nutrition for Moms
Nestle's journey into personalized nutrition for mothers offers a striking example of how brands can address specific consumer needs and aspirations. Ask Nestle provided personalized nutrition plans to cater to individual preferences and regional dietary habits. This involved creating a content machinery that delivers scientifically accurate and cost-effective information.
Lakme: Reviving the Essence of Seductive Beauty
Revitalizing a brand's essence required a multi-pronged approach encompassing fundamental improvements, effective training, and compelling communication. This involved strengthening the brand's foundation by training beauty advisors and enhancing product knowledge. It also meant reinventing packaging and crafting impactful communication to resonate with consumers' emotions.
Follow Jagged with Jasravee on Social Media
Campsite One Link : https://campsite.bio/jaggedwithjasravee
Website : https://jasravee.com/
-
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 provide a few glimpses of the The Analytical Toolkit and unveil the key analyses for customer centric success (e.g., customer cohorts, time between first and second purchase, distribution of customer value) Which are some key CLV misconceptions ? Decoding CLV Calculation – which are the 3 crucial factors. Will this hold true across industries? Why? Please share a case study showcasing the impact of CLV on business performance and decision-making.? (Penn students accurately forecasted Dish Network's customer acquisition, outperforming Wall Street experts. How?)Peter answers the above questions and more as he takes us on a journey or understanding & valuing our customer base. Peter S. Fader is the Frances and Pei-Yuan Chia Professor of Marketing at The Wharton School of the University of Pennsylvania. With a passion for understanding and forecasting customer shopping and purchasing activities through behavioral data analysis, Professor Fader's expertise spans a wide range of industries, including telecommunications, financial services, gaming/entertainment, retailing, and pharmaceuticals.Peter Fader also co-founded a predictive analytics firm (Zodiac) in 2015, which was sold to Nike in 2018. He then co-founded (and continues to run) Theta to commercialize his more recent work on “customer-based corporate valuation.”Latest Book of Peter is The Customer-Base Audit: The First Step on the Journey to Customer Centricity Kindle Editionhttps://www.amazon.in/gp/product/B0B65KKHN9/Fader is also 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.Connect with Peter on Linkedin https://www.linkedin.com/in/peterfader/Visit Peter's University Page https://marketing.wharton.upenn.edu/profile/faderp/Visit Peter's Cool Numbers Website http://www.coolnumbers.comJagged with Jasravee is facilitated by Jasravee Kaur Chandra, Director- Brand Building, Research & Innovation at Master Sun, Consulting Brand of Adiva L Pvt. Ltd. Jasravee has over 20 years experience as a Strategic Brand Builder,Communications Leader and Entrepreneur. Please visit Jasravee at https://jasravee.com/Connect with Jasravee on Linkedin at https://www.linkedin.com/in/jasravee/ Email Jasravee at [email protected]:00 Preview & Introduction to Professor Peter Fader03:28 Customer Centricity Unveiled06:25 Customer Lifetime Value - How Granular Do We Need to Get08:51 Misconceptions about Customer Lifetime Value13:53 Measurement of CLV - Recency, Frequency, Monetary Value17:20 Understanding Cohorts24:16 Scaling Up: Avoiding the Pitfalls of Losing Intuition & Intimacy26:39 Product Development Aligned to Customer Value31:41 Customer-Based Corporate Valuation34:17 Talent Show: Cool Numbers - The Story of a Dollar Bill's Journey37:29 Rapid Fire - Personally Speaking with Peter FaderFollow Jagged with Jasravee on Social MediaCampsite One Link : https://campsite.bio/jaggedwithjasraveeFacebook Page : https://www.facebook.com/jaggedwithjasraveeInstagram : https://www.instagram.com/jagggedwithPodcast Page : https://anchor.fm/jagged-with-jasraveeYoutube Page : https://www.youtube.com/c/jaggedwithjasraveeJagged with Jasravee, is an initiative of Master Sun, the Consulting Brand of Adiva Lifestyle Pvt Ltd.Website : https://jasravee.com/
-
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) in aligning incentives with strategic goals and foster a cooperative environment ?
How does self-signaling and self-identity impact the effectiveness of incentives?
How do we leverage the principles of mental accounting to enhance the impact of incentives ?
Uri answers the above questions and more as he takes us on a journey of understanding the power and pitfalls of incentives. Uri Gneezy is a Professor of Economics and Strategy and the Epstein/Atkinson Chair in Behavioral Economics, Rady School of Management, University of California, San Diego.
Uri Gneezy is an esteemed behavioural economist and author who has made significant contributions to the field of incentives and decision-making. His research focuses on understanding how incentives shape behavior and how to effectively utilize them in real-world settings.
His latest book is Mixed Signals: How Incentives Really Work
https://www.amazon.in/Mixed-Signals-Incentives-Really-Work/dp/0300255535
Connect with Uri on Linkedin https://www.linkedin.com/in/uri-gneezy-6292b988/
His website http://www.gneezy.com
Jagged with Jasravee is facilitated by Jasravee Kaur Chandra, Director- Brand Building, Research & Innovation at Master Sun, Consulting Brand of Adiva L Pvt. Ltd. Jasravee has over 20 years experience as a Strategic Brand Builder,Communications Leader and Entrepreneur.
Please visit Jasravee at https://jasravee.com/
Connect with Jasravee on Linkedin at https://www.linkedin.com/in/jasravee/
Email Jasravee at [email protected]
00:00 Preview & Introduction to Uri Gneezy
02:30 Idea of Book Mixed Signals
03:48 Fine as a Price - Parents Coming Late
07:16 Psychological & Non-Monetary Incentives
10:24 Self-Signaling Incentives
11:47 Aligning Incentives with Culture, Organizational Values
12:48 Mixed Signals in Workplace
16:37 Chief Commonsense Officer: The Art of Messaging
20:01 Crafting Incentives Examples - Loyalty Programme Incentives of Airlines
21:30 Crafting Incentives Process - A/B Testing, Knowing Your Customer
22:18 Knowing Your Customer - Toyota Triumphs Honda in Green Incentive Game
26:27 Negative Incentives and the Power of Punishment
28:22 Incentives for the Long Term - Being Good for The Planet, Smoking
30:40 Habit Formation and the Choices We Make
35:31 Free Sampling and the Art of Price Promotions
39:21 Mental Accounting in Incentive Design - Free Fuel vs. Cash
42:56 Personally Speaking with Uri Gneezy - Rapid Fire
47:09 Connecting with Uri Gneezy
Follow Jagged with Jasravee on Social Media
Campsite One Link : https://campsite.bio/jaggedwithjasravee
Facebook Page : https://www.facebook.com/jaggedwithjasravee
Instagram : https://www.instagram.com/jagggedwith
Podcast Page : https://anchor.fm/jagged-with-jasravee
Youtube Page : https://www.youtube.com/c/jaggedwithjasravee
Jagged with Jasravee, is an initiative of Master Sun Brand of Adiva Lifestyle Pvt Ltd.
Website : https://jasravee.com/
#Rewardsandrecognition #Rewardsandincentives #Nonmonetaryincentives #nonfinancialincentives #employeemotivation #customermotivation #customerincentives #employeeincentives #behaviouralchange #consumerpsychology #neuromarketing #consumerscience #neuroscience #neuropsychology #customerpromotions
-
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 we use the power of archetypes connect with audiences, from flawed villains to aspirational heroes.?
Meaningful Brand Hacks - What are examples of meaningful brand hacks identified by Dr. Probst, including authenticity, nostalgia, travel, and adventure.
Dr Emmanuel Probst talks about the above themes and more as he urges marketers to create transformational brands. Emmanuel is the Global Lead: Brand Thought-Leadership at IPSOS. In his new book, Assemblage, he explains how to build brands that transform people and the world they live in.
Connect with him on Linkedin : https://www.linkedin.com/in/emmanuelprobst/
His Book on Amazon
https://www.amazon.in/Assemblage-Art-Science-Brand-Transformation/dp/1646871251
Jagged with Jasravee is facilitated by Jasravee Kaur Chandra, Director- Brand Building, Research & Innovation at Master Sun, Consulting Brand of Adiva L Pvt. Ltd. Jasravee has over 20 years experience as a Strategic Brand Builder,Communications Leader and Entrepreneur.
Please visit Jasravee at https://jasravee.com/
Connect with Jasravee on Linkedin at https://www.linkedin.com/in/jasravee/
Email Jasravee at [email protected]
Index
00:00 Preview & Introduction to Dr Emmanuel Probst
02:21 The Concept of Assemblage: Unveiling the Power of Brand Evolution
05:27 James Bond as a Brand: Adapting and Evolving with the Times
10:13 Need for Assemblage - Shifting of Influence Towards Consumers
13:01 Co-Creation of Brands with Customers - Cadbury Unity Bar Failure
18:54 Shaping vs. Meeting Expectations: Lessons from Tesla
22:54 Sustainability & Brands Impact - Bridging the Say-Do Gap, Sustainability and the Youth Perspective
24:49 Sustainability & the Patagonia Example
26:18 Recycling & Upcycling Products -Gently Worn Yoga Pants Story
30:27 Embracing Archetypes: Anti-Heroes, Villains, and Saviours in Brand Building
34:27 Dove: The Anti-Hero Brand that Championed Real Beauty and Reverse Selfie
38:10 The Reassuring Role of Nostalgia in Branding, Illustrated by Polaroid
42:01 The Future of Brand Building: Exploring Remix, Repurpose, Creator & Gig Economy
43:40 Starbucks: A Prime Example of Brand Remixing and Repurposing
45:06 Assemblage & Indian Cooking
46:40 Rapid Fire - Personally Speaking with Emmanuel Probst
48:42 Connecting with Dr Emmanuel Probst
Creating transformative and disruptive brands requires a careful blend of art and science. Similar to the process of winemaking, assemblage involves selecting relevant attributes to create unique and premium brands. Successful brands understand the importance of staying relevant in a rapidly changing market and adapt to evolving consumer preferences.
Co-creation, the blending of brand and consumer narratives, creates a meaningful connection with the audience. Prioritizing sustainability and environmental impact allows brands to gain loyalty and demonstrate their commitment to a better future. By implementing these strategies, brands can disrupt the market and forge deep connections with their audience, ultimately leaving a positive impact on individuals and the world at large.
Follow Jagged with Jasravee on Social Media
Campsite One Link : https://campsite.bio/jaggedwithjasravee
Facebook Page : https://www.facebook.com/jaggedwithjasravee
Instagram : https://www.instagram.com/jagggedwith
Podcast Page : https://anchor.fm/jagged-with-jasravee
Youtube Page : https://www.youtube.com/c/jaggedwithjasravee
Jagged with Jasravee, is an initiative of Master Sun, the Consulting Brand of Adiva Lifestyle Pvt Ltd.
Website : https://jasravee.com/
-
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 tactics with business strategy. Jim Everhart is a Writer, Strategist & Author. His experiences in strategy, creative direction, and storytelling enable him to create brand messaging strategies and content that help B2B marketers integrate their messaging across all their marketing tactics. He has written a book, Brand Vision: The Clear Line of Sight Aligning Business Strategy and Marketing TacticsConnect with him on Linkedin : https://www.linkedin.com/in/jim-everhart-4121032/His book on Amazon : https://www.amazon.in/gp/product/B09H28NSLD/Jagged with Jasravee is facilitated by Jasravee Kaur Chandra, Director- Brand Building, Research & Innovation at Master Sun, Consulting Brand of Adiva L Pvt. Ltd. Jasravee has over 20 years experience as a Strategic Brand Builder,Communications Leader and Entrepreneur. Please visit Jasravee at https://jasravee.com/Connect with Jasravee on Linkedin at https://www.linkedin.com/in/jasravee/ Email Jasravee at [email protected]:00 Preview & Intro to Jim Everhart03:10 Genesis of Brand Vision: The Clear Line of Sight Aligning Business Strategy and Marketing Tactics6:31 Marketers Need to Be Aligned to & Communicate Business Strategy 07:51 Ford's Campaign "Quality is Job 1" - Both Internal & External Messaging10:20 Need for Common Language within an Organization 12:00 Conveying Strategy Akin to a Bumper Sticker14:25 Marketing Success Using Principle of Being Aligned, Connected, and Differentiated 22:17 Humanizing B2B marketing - Recognizing & Appreciating the Human Endeavor Behind It29:13 Rapid Fire - Personally Speaking with Jim Everhart30:32 Connecting with Jim EverhartFollow Jagged with Jasravee on Social MediaCampsite One Link : https://campsite.bio/jaggedwithjasravee
In this conversation, the focus is on aligning business strategy, marketing tactics, and messaging in B2B marketing. The discussion highlights the importance of effective communication both internally and externally.Ford's successful campaign centered on quality, transforming the company's image and addressing past issues. It serves as an example of a powerful and visually appealing commercial that resonated with the audience.
The conversation emphasizes the need for concise messaging, with Michael Porter's advice of distilling complex ideas into three to five words. It highlights the role of marketing in ensuring that the company's strategy is communicated effectively, both within the organization and to the public.Internal communication is crucial, as it helps create a common language and improves overall understanding.
Jim suggests using tools and strategies to align business objectives, customer needs, and messaging, ensuring everyone knows what to communicate.The conversation also touches on the importance of differentiation and consistency in messaging. A company should stand for something and be proud of its unique value proposition, while also backing it up with action.Overall, the conversation emphasizes the significance of clear and aligned communication in B2B marketing, which enables businesses to effectively convey their strategy, connect with the target audience, and differentiate themselves in the market.
Follow Jagged with Jasravee on Social Media
Campsite One Link : https://campsite.bio/jaggedwithjasravee
Facebook Page : https://www.facebook.com/jaggedwithjasravee
Instagram : https://www.instagram.com/jagggedwith
Youtube Page : https://www.youtube.com/c/jaggedwithjasravee
Jagged with Jasravee, is an initiative of Master Sun, the Consulting Brand of Adiva Lifestyle Pvt Ltd.
-
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 showcase a company's values through marketing?
As a former journalist turned branded content creator and marketer, why is it important to think like a journalist in marketing?
Melanie answers the above questions and many more as she takes a masterclass on unleashing content creation. Melanie Deziel is an experienced and successful keynote speaker, author, and branded content creator. She has written two books on the subject, "The Content Fuel Framework: How to Generate Unlimited Story Ideas" and "Prove It: Exactly How Modern Marketers Earn Trust."
Melanie Deziel has held various positions in the industry, including being the first-ever editor of branded content at The New York Times, a founding member of HuffPost's brand storytelling team, and Director of Creative Strategy for Time Inc's 35 US magazines. Melanie also teaches graduate-level content marketing courses and frequently guest-lectures at universities.
Melanie's website https://www.storyfuel.co/
Melanie on Linkedin https://www.linkedin.com/in/melaniedeziel/
Melanie's Books
https://www.amazon.com/dp/1734329009/
https://www.amazon.in/Prove-Exactly-Modern-Marketers-Trust/dp/1774582015
Jagged with Jasravee is facilitated by Jasravee Kaur Chandra, Director- Brand Building, Research & Innovation at Master Sun, Consulting Brand of Adiva L Pvt. Ltd. Jasravee has over 20 years experience as a Strategic Brand Builder,Communications Leader and Entrepreneur.
Please visit Jasravee at https://jasravee.com/
Connect with Jasravee on Linkedin at https://www.linkedin.com/in/jasravee/
Email Jasravee at [email protected]
Index
00:00 Preview & Intro to Melanie Deziel
02:39 From News to Narratives: A Journalist's Approach to Crafting Compelling Content
05:45 Content Fuel Framework : Unlimited Story Ideas
09:16 Content Fuel Framework - How the Focus + Format Drives High-Quality Content
10:39 Applying the Framework - Live Examples Diabetes Nutraceuticals & Ice Cream
18:38 Focus of Data and Curation - A Canva Example
22:15 How to Showcase Your Expertise using Curation
24:11 Underutilized Format of Image Galleries
26:50 Using Quizzes as a Fun and Effective Format for Content Creation
30:24 How to Select the Best Content Ideas for Maximum Impact
32:58 User Generated Content : The NY Times User-Generated Content Example
35:45 Multipliers : Scaling Up Content Ideas that Work
41:22 Prove It : Building Trust with Collaboration, Demonstration, and Education
45:18 Demonstrating Connection to Community Connection
46:47 Rapid Fire - Personally Speaking with Melanie Deziel
49:06 Connecting with Melanie Deziel
The Content Fuel Framework
The Content Fuel Framework is a simple and effective way to generate unlimited story ideas. The framework consists of ten different focuses and ten different formats.
Basic - What is it?
How-to - How to do it?
List - What are the best tips?
Myth-busting - What are the common myths?
People - Who are the people involved?
Process - How is it made?
History - What is the backstory?
Comparison - How does it compare?
Current events - What is happening now?
Future - What is the future of this?
Here are the ten formats:
Article
List
Video
Audio
Infographic
Social media post
Newsletter
Webinar
Presentation
Email course
By combining the focuses and formats, you can come up with hundreds of ideas. For example, you could create a video about the history of a product, an article about how to use it, or an infographic comparing it to other products.
Follow Jagged with Jasravee on Social Media
Campsite One Link : https://campsite.bio/jaggedwithjasravee
-
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 power of "joining the dots" in making effective marketing decisions
"Breaking Habits: The importance of driving and sustaining habit change ? What new tools are being used to achieve this goal? Are there any unique formats being used for generating and testing hypotheses, such as beliefs and goals?
Shourav talks about the above areas and the questions surrounding them. Shourav Sen is a Worldwide Director of Strategic Insights and Analytics at Colgate-Palmolive. Shourav is a strategist driving commercial impact through insights & analytics. With over 20 years of Experience across US, China, Middle East & India, he has worked with companies like Colgate-Palmolive, ITC and IMRB
Please connect with him on Linkedin : https://www.linkedin.com/in/shourav-sen-9819273/
Jagged with Jasravee is facilitated by Jasravee Kaur Chandra, Director- Brand Building, Research & Innovation at Master Sun, Consulting Brand of Adiva L Pvt. Ltd. Jasravee has over 20 years experience as a Strategic Brand Builder,Communications Leader and Entrepreneur.
Please visit Jasravee at https://jasravee.com/
Connect with Jasravee on Linkedin at https://www.linkedin.com/in/jasravee/
Email Jasravee at [email protected]
Follow Jagged with Jasravee on Social Media
Campsite One Link : https://campsite.bio/jaggedwithjasravee
Facebook Page : https://www.facebook.com/jaggedwithjasravee
Instagram : https://www.instagram.com/jagggedwith
Podcast Page : https://anchor.fm/jagged-with-jasravee
Youtube Page : https://www.youtube.com/c/jaggedwithjasravee
00:00 Preview & Introduction to Shourav Sen
02:48 Different Countries, Different Perspectives: What Oral Care Reveals About Global Attitudes
08:11 Habit Change & Say-Do Gap : Why Do We Say One Thing and Do Another
11:06 Query Yourself : The Power of Self-Reflection
17:13 Unlocking Insights: How to Effectively Query People
20:22 Our Goal vs Intrinsic Beliefs
23:48 Market Research & Insights - 15 Years Back vs Today
26:17 What vs. Why Revolution - Example of Credit Cards
26:53 What vs. Why: The Importance of Understanding Key Motivations
28:37 Limitations of Market Mix Models - Need of Asking Why
32:58 People Centricity - Role of Category in Life
34:33 Power of Observation
35:27 Downside of Focus Groups
37: 58 Innovation - Where Do New Ideas Come From, Giving Choices
40:43 BBC Study on Sexual Habits - Then vs Now
43:12 Changing Methodologies: How Data is Revolutionizing Research
43:54 Pitfalls of Specialization: Why Agencies Need to Adopt Diverse Methodologies
45:58 Joining the Dots: Example of Google How to Synthesize Multiple Sources for Actionable Insights
49:49 Rapid Fire with Shourav Sen - Personally Speaking
52:21 Connecting with the Guest
Shourav emphasizes the importance of understanding consumer behavior for business success. He highlights the Say-Do Gap, which is the difference between what people say and what they do. To bridge this gap, companies must analyze behavior and determine why the gap exists. Shourav suggests querying oneself about one's behavior before joining the category to gain insight into consumer behavior.
The What revolution, which answers the question "What are people doing," has revolutionized how companies understand consumer behavior. Shourav believes this revolution will continue to grow and become more accurate and predictive. However, he notes that companies must also focus on the "Why" revolution, which involves interpreting data to gain insights into consumer behavior.
Jagged with Jasravee, is an initiative of Master Sun, the Consulting Brand of Adiva Lifestyle Pvt Ltd.
Website : https://jasravee.com/
-
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?
What is the role of AI & Chat GPT in content marketing ?
How to Hire a Specialist Agency for Content Marketing ? Attributes of a Great Content Writer ?
Doug answers the above questions and many more as he takes us on a fascinating journey of how to create a good content brand . Doug Kessler has over 30 years of experience in B2B marketing and is the Executive Creative Director and Co-founder of Velocity Partners. Doug is a frequent speaker at marketing events and a prolific writer. Doug is a copywriter at heart but also enjoys analytics.
Please visit his company http://www.velocitypartners.com
Connect with him on Linkedin https://www.linkedin.com/in/dougkessler
Jagged with Jasravee is facilitated by Jasravee Kaur Chandra, Director- Brand Building, Research & Innovation at Master Sun, Consulting Brand of Adiva L Pvt. Ltd. Jasravee has over 20 years experience as a Strategic Brand Builder,Communications Leader and Entrepreneur.
Please visit Jasravee at https://jasravee.com/
Connect with Jasravee on Linkedin at https://www.linkedin.com/in/jasravee/
Email Jasravee at [email protected]
Index of Content
00:00 Preview & Introduction to Doug Kessler
03:23 The Power of a Galvanizing Story, Role of Change
09:12 The Hubspot Story: How Inbound Marketing Became a Game-Changer
11:38 What is a Great Content Brand
16:11 6 Principles of Great Content Brands
19:12 Content Focus Falling Flat? How to Resist the Urge to Be Obvious
21:44 Content Pillars: Are You Missing Something Tangential?
26:08 Confidence in Content Marketing, Dumb Ways to Die
31:44 Content Marketing is Biggest Threat to Content Marketing
32:25 Chat GPT & AI for Content Marketing
34:35 Stealing Content to Keep Up
37:38 Hiring a Content Agency
41:15 B2B Marketing - Hard-work & Integrity
46:58 3 Qualities of a Great Content Writer
47:44 Rapid Fire - Personally Speaking with Doug Kessler
51:32 Connect with Doug Kessler
Six Principles of Great Content Brands according to Doug are
1. Relevance: Great content brands understand their audience's needs and create valuable content that speaks to them. This builds trust and establishes the brand as a go-to source for information.
2. Consistency: A great content brand maintains a consistent voice and style across all content, reinforcing its identity and making it easier for the audience to recognize and remember.
3. Authenticity: Great content brands are honest, transparent, and true to their values and mission, building a loyal audience that trusts and respects them.
4. Storytelling: Great content brands use storytelling to engage and connect emotionally with their audience, making content more memorable and relatable.
5. Audience focus: Great content brands prioritize their audience's needs, preferences, and behaviors, creating content that aligns with those factors and listening to their feedback.
6. Innovation: Great content brands experiment with new ideas and formats to keep content fresh, attract new audiences, and position themselves as thought leaders.
Follow Jagged with Jasravee on Social Media
Campsite One Link : https://campsite.bio/jaggedwithjasravee
Facebook Page : https://www.facebook.com/jaggedwithjasravee
Instagram : https://www.instagram.com/jagggedwith
Podcast Page : https://anchor.fm/jagged-with-jasravee
Youtube Page : https://www.youtube.com/c/jaggedwithjasravee
Jagged with Jasravee, is an initiative of Master Sun, the Consulting Brand of Adiva Lifestyle Pvt Ltd.
Website : https://jasravee.com/
-
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 strategies and their impact on consumer behaviour?
How do we play the "The Invisible Game" of sales, using situational awareness, defensive and offensive strategies, and the Power of Free and the Power of Now ?
Kai talks about the above questions and more as he takes us on a fascinating journey of neuropricing and B2B sales.
Professor Dr. Kai-Markus Mueller is the mastermind behind NeuroPricing™ and the Professor of Consumer Behavior at HFU Business School, Furtwangen University. Kai is a scientist, coach, keynote speaker, and an author. With a PhD in Neural & Behavioral Sciences, Kai is also the director of Pricing Research at Neurensics, a member of several influential boards, and the founder of a startup.
Please connect with Kai on Linkedin https://www.linkedin.com/in/kaimarkusmueller/
Please visit his website https://www.kai-markus-mueller.com
Kai's book ,The Invisible Game on Amazon https://www.amazon.com/Invisible-Game-Secrets-Science-Winning/dp/1394152981
Jagged with Jasravee is facilitated by Jasravee Kaur Chandra, Director- Brand Building, Research & Innovation at Master Sun, Consulting Brand of Adiva L Pvt. Ltd. Jasravee has over 20 years experience as a Strategic Brand Builder,Communications Leader and Entrepreneur.
Please visit Jasravee at https://jasravee.com/
Connect with Jasravee on Linkedin at https://www.linkedin.com/in/jasravee/
Email Jasravee at [email protected]
Index
00:00 Preview & Introduction to Professor Dr. Kai-Markus Mueller
02:19 How Algorithmic Pricing Affects Perceived Value
08:51 Pricing Research for Starbuck Coffee -Could Sell at 33% Higher Price
09:19 NeuroPricing B2C Use Case : Frito Lay Pepsi
11:39 Selling Insurance - NeuroPricing B2B Use Case
13:49 Pricing Twitter with Elon Musk: A NeuroPricing Perspective
18:00 Neuroscience of Discounts: 70% Off on Neutralla Chocolate Spread in France
23:01 Fashion Industry Habituating Customers to Discounts
24:55 The Invisible Game of B2B Sales: Why Irrationality Plays a Bigger Role Than You Think
27:33 Psychology of Group Decisions : Why They're More Irrational Than Individual Ones
29:27 Situational Awareness in Sales: How a Salesperson Builds It to Increase Their Influence"
32:46 Anchoring: How It Influences Our Perception of Price and Value
36:05 Playing Defense: The Power of Saying No in Negotiations
40:26 Price = Maths + Story, Example of How Car Manufacturers Sell Metallic Colours & Finishes
44:35 Can You Taste the Price -How Pricing Affects Our Perception of Taste and Quality
47:11 Playing Offense: The Power of Influence in Sales
48:00 Choice Architecture: How It Determines Organ Donation Rates
50:23 The Power of Three: How Choice Architecture Can Influence Decision Making
54:10 Rapid Fire - Personally Speaking with Professor Dr. Kai-Markus Mueller
57:07 Connecting with Professor Dr. Kai-Markus Mueller
Follow Jagged with Jasravee on Social Media
Campsite One Link : https://campsite.bio/jaggedwithjasravee
Facebook Page : https://www.facebook.com/jaggedwithjasravee
Instagram : https://www.instagram.com/jagggedwith
Jagged with Jasravee, is an initiative of Master Sun, the Consulting Brand of Adiva Lifestyle Pvt Ltd.
#neuropricing #Pricingstrategy #NeuralPricing #pricingmatters #neuromarketing #consumerscience #Buyingdecisions #WinningDeals #OptimalPrice #Neuropsychology #ConsumerPsychology #choicearchitecture #consumerscience #B2Bselling #Discountpricingstrategy
-
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 about?
With Amazon and Flipkart also approaching small sellers, how has Meesho created a distinct identity and addressed key barriers as well as key opportunities?
Aditya answers the above questions and more as he shares case studies where creativity marries with effectiveness to create award winning campaigns that delivers business results for the brand. Aditya Kanthy, is the CEO & Managing Director of DDB Mudra Group. Under his leadership, the Group has been recognized as one of the Top 20 creative agencies globally, winning at Cannes Lions 3 years in a row & Grand Prix at Spikes 2021 & 19 etc.
Please connect with him on Linkedin https://www.linkedin.com/in/aditya-r-kanthy-17528679/
Jagged with Jasravee is facilitated by Jasravee Kaur Chandra, Director- Brand Building, Research & Innovation at Master Sun, Consulting Brand of Adiva L Pvt. Ltd. Jasravee has over 20 years experience as a Strategic Brand Builder,Communications Leader and Entrepreneur.
Please visit Jasravee at https://jasravee.com/
Connect with Jasravee on Linkedin at https://www.linkedin.com/in/jasravee/
Email Jasravee at [email protected]
Index
00:00 Preview & Introduction to Aditya Kanthy
02:54 Thinking behind Unexpected Works - Marrying Creativity & Effectiveness
07:54 Stayfree Case Study, Project Free Period , DDB For Good
19:27 Stayfree Social Experiment - It's Just a Period
29:08 Macdonald's Case Study
33:33 McDonald's Eatqual Campaign
42:51 Meesho Case Study - Serving Small Sellers & Small Town India
51:52 Rapid Fire - Personally Speaking with Aditya Kanthy
Aditya Kanthy talks about unexpected works philosophy of DDB, which is about the connection between creativity and its impact on business.Aditya Kanthy explains how creativity has the power to energize a brand and its impact on society and culture.
Aditya Kanthy talks about Project Free Period , which was based on the insight that sex workers actually look forward to their period because it provides them with a break from work, and used that to give them an opportunity to reskill and improve their lives and the lives of their children. Aditya Kanthy also talks about the "It's Just a Period" campaign, which aims to break the taboo surrounding menstruation in India. Aditya discusses how the campaign aimed to promote open conversations around menstruation by using a social experiment involving fathers and daughters, where the fathers explain the concept of period to their daughters and encourage them to view periods as a natural and normal bodily function.
Aditya Kanthy talks about how McDonald's launched a new packaging called EatQual on the International Day of Person with Disabilities to make their burgers more accessible for their specially-abled customers. The innovative packaging was designed to help those with upper-limb disabilities enjoy the burgers using one hand. Developed in collaboration with an NGO, EatQual is one of many initiatives by McDonald's to make their experience more satisfying for all customers.
Follow Jagged with Jasravee on Social Media
Campsite One Link : https://campsite.bio/jaggedwithjasravee
- Se mer
