Jagged with Jasravee : Cutting-Edge Marketing Conversations with Thought Leaders

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 Tactics Connect 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 jasravee@theadiva.com Index 00:00 Preview & Intro to Jim Everhart 03:10 Genesis of Brand Vision: The Clear Line of Sight Aligning Business Strategy and Marketing Tactics 6:31 Marketers Need to Be Aligned to & Communicate Business Strategy 07:51 Ford's Campaign "Quality is Job 1" - Both Internal & External Messaging 10:20 Need for Common Language within an Organization 12:00 Conveying Strategy Akin to a Bumper Sticker 14:25 Marketing Success Using Principle of Being Aligned, Connected, and Differentiated 22:17 Humanizing B2B marketing - Recognizing & Appreciating the Human Endeavor Behind It 29:13 Rapid Fire - Personally Speaking with Jim Everhart 30:32 Connecting with Jim Everhart Follow Jagged with Jasravee on Social Media Campsite 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.

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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 jasravee@theadiva.com

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.

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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 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 jasravee@theadiva.com

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 Res