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

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 jasravee@theadiva.com 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 jasravee@theadiva.com 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

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 passion points as a long-term marketing and brand-building strategy? How to empower creators and what is Maslow's hierarchy of creators? How can marketers get the best out of creators? How to create online and offline brand experiences using performance and experimental art to keep stakeholders engaged? Roshan answers the above questions and many more as he takes marketers on a journey of growing brands through storytelling, building meaningful communities and truly collaborating with creators. Roshan Abbas is a well-known Indian entrepreneur, media personality, and creative professional. He has become synonymous with creativity, innovation, and inspiration. Currently, Roshan Abbas is the Founder of Kommune India and the Founder and Managing Director of Geometry Encompass. Roshan Abbas is versatility personified. He is an actor, TV and radio host, producer, event manager, creative director, film and theatre director, lyricist, CEO, angel investor, serial entrepreneur, author, and public speaking coach. Connect with Roshan on Linkedin https://www.linkedin.com/in/roshan-abbas/ Personal Website https://www.roshanabbas.com Website of Kommune https://kommuneity.com Email him at  roshan@kommuneity.co.in, roshanabbas1970@gmail.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 jasravee@theadiva.com Index of Conversation 00:00 Preview and Introduction to Roshan Abbas 04:25 Storytelling for Business and Brands - The Need for It, Methods - The Hero's Journey 10:45 Storytelling Exercises - Lifestage Exercise 8, 13, 18, 24, Guy Kawasaki Exercise 10-20-30 15:47 Storytelling in the World of AI and ML - Chat GPT 18:25 Marketers as Culture Catchers - Be Interested or Be Interesting 19:50 Brands with Great Stories - Apple, Redbull, Facebook 24:15 Building Successful Brand Communities - Rise of a Conscious Consumer, Building the Guard Rails, Solving a Problem to Build Community 28:56 Community Building by Asian Paints 30:23 Kommune, Spoken Word - Roshan Abbas's Communities, His Journey as a Creator 37:30 The Maslow's Hierarchy of Creators 38:57 Marketers Collaborating with Creators - Getting the Best Out of Creators 43:09 Gulzar as a Creator for a Banking Client 46:14 Marketers as Creators, and Getting the Best Out of Agencies - The Need for Cultural Immersion 53:50 Experiential Marketing and Live Events in a Post-Pandemic World - Experience Economy and Young People Wanting to Live in the Moment 58:30 Roshan Abbas Faces Rapid Fire 01:01:05 Talent Show - Roshan Abbas as a Singer 01:03:50 Connect with Roshan Abbas Jagged with Jasravee, is an initiative of Master Sun, the Consulting Brand of Adiva Lifestyle Pvt Ltd. Website : https://jasravee.com/ Follow Jagged with Jasravee on Social Media Campsite One Link : https://campsite.bio/jaggedwithjasravee Youtube Page : https://www.youtube.com/c/jaggedwithjasravee

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 of email marketing ?   What is choice architecture and can you give an example of application of the same in marketing ?  Nancy answers the above questions and many more, as she gives a practitioner's perspective on application of behavioural science in marketing.  Nancy Harhut is a co-founder and chief creative officer of HBT Marketing. Her specialty is blending best-of-breed creative with behavioral science to prompt response. She and her teams have won over 200 international and national awards for marketing effectiveness. Prior to cofounding HBT Marketing, Nancy held senior creative management positions with agencies within the IPG and Publicis networks.  Please visit her company website https://www.hbtmktg.com Connect with her on Linkedin https://www.linkedin.com/in/nancyharhut/ Check out her book on Amazon https://www.amazon.in/Using-Behavioral-Science-Marketing-Instinctive-ebook/dp/B09ZY7JNWQ/ 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 & Flow of Conversation 00:00 Preview & Introduction to Nancy Harhut 02:11 About the Book - Using Behavioral Science in Marketing 04:20 Being Hardwired as Human - Decision Defaults & Shortcuts  06:47 Humans take Emotional Decisions, Justify it with Logic 08:56  Example of Use of Emotion - Selling Business Intelligence Software  13:09  Loss Aversion Principle - Talking About Loss Instead of Benefits is More Compelling 14:17 Reciprocity  Principle - Obliged to Return the Favor 15:24 Reciprocity - Example of  Financial Service 17:43 Principle of Social Proof 19:32 Human Behavior Hacks - Making Email Effective  20:17 Email Marketing -Using Eye Magnet Words 22:20 Email Marketing - Von Restorff effect 23:03 Testing Various Principle for Email Marketing - Example of Testing Various Principles for a Client 30:05 Choice Architecture -Ways Choices Are Presented - Example of Insurance for Employees 33:13 Which Behavioral Principle to Apply for a  Specific Marketing Challenge -Identify Main Buying Barrier 38:15 Nancy Harhut Faces Rapid Fire 40:13 Connect with Nancy Harhut 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/jagggedwithjasravee/ 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/ #socialproof #ReciprocityPrinciple #emailcopywriting #neuropsychology #consumerscience #neuromarketing #consumerpsychology #consumerbehavior #Behaviouralscience #B2bmarketing

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 strategy,  Building Trust in a trust deficit world Why hiring a marketing agency over an in-house marketing team can be a better use of resources?  How  AI or Artificial intelligence will impact marketing ?  Erik Huberman answers the above questions as he talks about market 101 and breaks marketing into three principles: awareness, nurturing, and trust. He talks about how to leverage the three principles to create and manage a successful marketing campaign. Erik Huberman is a Founder & CEO of Hawke Media, and Founding Partner of Hawke Ventures. Now valued at over 150 million dollars, Hawke Media is the  fastest growing marketing consultancy agency in the USA. .Prior to launching Hawke Media, Erik successfully founded, grew, and sold two e-commerce companies by the age of 26. He is the author of "The Hawke Method: The Three Principles of Marketing that Made Over 3,000 Brands Soar" Please visit his company website https://hawkemedia.com/  Connect on Linkedin https://www.linkedin.com/in/erikhuberman/ His Book Website https://www.hawkemethod.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 jasravee@theadiva.com Index & Flow of Conversation 00:00 Preview & Introduction to Erik 03:30 Sales & Marketing at Age 6 07:05 The Hawke Method - Context of Someone Who is Receiving Advertising 08:19 The Hawke Method - Nurturing for First Sale, Higher Lifetime Value 12:05 The Hawke Method- Building Trust Quickly,  How Much Trust You Really Need 16: 40 Influencer Marketing - Any type of Validation Helps 20:25 How to Focus as a Marketer  - Benchmark, Don’t be the First Mover, Repeatability & Scalability Critical 22:55 Keeping Marketing Simple - Example of ‘Attribution’ 25:01 Looking at Data Closely - Caselet of Facebook Ads in Light of Apple iOS 14  28:20 Marketing Objectives, Use of Various Tools like SEO 30:45 In-house vs Outsourcing Marketing Agency 32:50 AI in Marketing 34:10 Rapid Fire with Erik Huberman 35:34 Connecting with Erik Huberman 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/ #marketing101 #hawkemethod #hawkemedia #digitalmarketing101 #marketingexcellence #marketingprinciples #scalingup #marketingstrategy #successfulmarketer #influencermarketing #marketingobjectives #effectivemarketing #marketingcampaignplanning #brandawareness #brandtrust

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 list of 10K or more  subscribers by posting on LinkedIn, Facebook and Twitter ?  What are some common mistakes in Search Engine Optimization ? What is the future of Search ? What are your views on  AI Content? Nick answers the above questions and more as he takes us on the journey of SEO success through great content quality, without any technical hacks. Nick helps brands on the internet generate millions of organic visitors per year. Nick is the CEO of Content Distribution and Co-Founder of Workello. Please visit his company websites https://contentdistribution.com https://workello.com Please connect with him on Linkedin https://www.linkedin.com/in/nickfromseattle/ 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 & Content Flow 00:00 Preview & Introduction to Nick Jordan 02:28 Creating most valuable content at scale 03:10 Process for taking projects to 100,000+ organics/month 05:25 Engagement Metrics that Matter -- CTR, Bounce Rate, Time on Site, Pages Visited 07:15 Client Case-let - How an Agency  Outranked Instagram for Instagram Support 09:40 De-mystifying SEO - Focus on Content Quality Not Hacks  10:23 Keyword Research Process - Clustering Tool ClusterAI 15:07 What Google Likes - Who has Most Authority - Quality as well as Consistency, Frequency 18:10 Content Quality - What is Good Value Content  20:04 Good Value Content - Knowing Your Audience  20:38  How to Plan Content - Nutraceutical Example  using Keyword Clusters, Interviews with Stakeholders for  Enablement Documentation 23:22  How to Hire Great Content Writers - People with Good Portfolios are Bad Writers -Workello for Testing  at Scale 25:41 Building Email Lists Using Linkedin 28:30 Most Common Mistake for SEO - Avoid Branded Searches 29:35 Key Success Factor for Organics- Increasing Impressions in 1-10 Pages 30:15 Exceptional B2B Content on Linkedin  32:02 Future of Search -ChatGPT  34:50 Rapid Fire - Personally Speaking with Nicholas Jordan 36:28 Connecting with Nick Jordan 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/jagggedwithjasravee/ 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/ #seo #searchengineoptimization #searchengineoptimisation #organicsearch #keywordclustering #engagementmetrics #SEOmistakes  #futureofsearch #digitalmarketing #seostrategy

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 construct reality directly, instead they construct a mental model of it? Beliefs are an important input to sculpting it’. Could you elaborate on how brands are belief based mental models?  What is the efficacy of Behavioral Economics in marketing  vs bigger economic forces like price OR Is the 'Nudge' Dead ? Matt answers the above questions and many more as he takes us on fascinating journey of applying neuropsychology to brand building. Matt Johnson, PhD is a Professor and Research Fellow at  Hult International Business School. Matt Johnson is a speaker, writer, and researcher, specializing in the application of psychology and neuroscience to branding.. He is the author of the top-selling consumer psychology book, Blindsight: The (mostly) hidden ways marketing reshapes our brains (BenBella, 2020), and most recently, Branding That Means Business (Economist Books, Fall 2022). Please visit his website https://www.neuroscienceof.com/ Please follow him on Linkedin https://www.linkedin.com/in/mattjohnsonisme/ His Latest Book on Amazon https://www.amazon.com/Branding-that-Means-Business-Consumers-ebook/dp/B09K7C8VW3 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 of Content 00:00 Preview & Introduction to Matt Johnson Ph.D 02:56 Marketers are in the Memory Business  08:15 Brand’s Meaning - A House Needs to Become a Home 11:30 Inviting Consumers for Co-Creation with the Brand 12:42 Co-Creation by Brand Managers - Content Creation, Leveraging Influencers 16:54 Spotify Wrapped - Celebration of Consumer’s Eccentricity & Diversity 19: 27 Flexibility of Co-Creation  - Balance Between Letting Go And Assertiveness by Brand Managers 22:18 Growing Kitkat in Japan -  'I Wish You All the Best' vs Taking a Break 26:15  Brains’ Construction of Reality -Objective vs Subjective Reality- Enjoyment of Wine 30:04 Belief Based Mental Models vs Brand Story - Perceived Soul of the Object - Your Replica for Teddy Bear 32:51 Significant Object Study -  100X  Rise in Value with A Story 35:00 Efficacy of Behavioral Economics in Marketing Vs Bigger Economic Forces like Price OR Is Nudge Dead ? 39:45 Broader Context of Nudges or Predicates to Behaviour On Brand  45:04 Behavioral Change vs Cultural/Social Change, Nudge or Influences 47:02 Rapid Fire - Personally Speaking with Matt Johnson 52:29 Connecting with Matt Johnson Follow Jagged with Jasravee on Social Media Campsite One Link : https://campsite.bio/jaggedwithjasravee #brandmanagement #consumerscience #neuromarketing #perceptionchange #influencermarketing #contentmarketing #consumerbehaviour #brandmanager #consumerbehaviorpsychology #spotifywrapped #kitkatjapan #significantobjectstudy #marketingexcellence #behaviouralchange #nudge

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 of the Net Promoter Scores (NPS) in understanding customers ? Andrea answers the above questions and many more as she takes us on a fascinating journey of understanding customers and building customer centricity in an organization.  Andrea Belk Olson is a differentiation strategist, speaker, author and customer-centricity expert. She is the CEO of Pragmadik, a behavioural science-driven change agency, and has served as an outside consultant for EY and McKinsey.  She is the author of three books, including the upcoming What to Ask: How to Learn What Customers Need but Don’t Tell You; a four-time ADDY® award winner; and, contributing author to Harvard Business Review, Entrepreneur Magazine, ETC. Please visit her Company Website  https://www.pragmadik.com Andrea's Personal Website https://www.andreabelkolson.com Connect with her on Linkedin https://www.linkedin.com/in/olsonandrea1/ 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/jagggedwithjasravee/ Podcast Page : https://anchor.fm/jagged-with-jasravee Youtube Page : https://www.youtube.com/c/jaggedwithjasravee Index & Outline of the Talk 00:00 Preview & Introduction to Andrea 02:50 Data, Information & Knowledge - How Are They Different 04:45 Going from Data to Insight,  How it is a Key to Unlocking Something New 10:45 Customer Centricity  14:35 3 W Ideation Process - Utilize Customers as Resource for Innovation 20:50 Multiple Perspectives - Understanding a Customer Holistically 23:02 Everybody Needs to Be  Mandated to Meet Customers - Not to Outsource Customer Research 27:22 Emotion vs Data - Problems with Extroplating Data to Predict Future Behavior  31:23 Cognitive Biases like  Maslow's Hammer - One Tool Being a Solution for All Problems 32:59 Cognitive Bias - Bike Shedding 35:30 Understanding Culture & Global Culture & Involving People from a Specific Culture 40:05 Limitations of  Net Promoter Scores - Rationally vs Emotionally Satisfied Customers 44:10 Kickstarting Customer Understanding - Catalyst for Change - Urgent Problem to Solve 47:15 Rapid Fire with Andrea Belk Olson 50:22 Connecting with Andrea Belk Olson Jagged with Jasravee, is an initiative of Master Sun, the Consulting Brand of Adiva Lifestyle  Pvt Ltd. Website : https://jasravee.com/

‘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 together of 3Ks- KJO, Kukki and Krrish campaign drive conversations and what was the marketing objective behind it ? Why did OYO’s brand image need a complete overhaul with women consumers? Please share the challenge and key insight that led to ‘#Showsomerespect’, an ORM exercise that won over women? How did Paper to Pixel create  positive buzz and  increase brand consideration of OYO ? Mayur answers the above questions and many more as he takes on a journey of how he & his team transformed Brand OYO in a space of 3-4 years, and in doing so won the most prestigious Global Awards for marketing effectiveness including Jay Chiat & WARC awards  (2 Golds, 2 Silvers  respectively in the same year AND a Grand Prix) Mayur Hola is SVP, Global Brand at OYO.  He has built brand into a strategic marketing and growth engine and transformed brand OYO. Today OYO ranks amongst the top 10 most effective brands as recognized by global benchmarks such as WARC, Jay Chiat & Effies. In the past, he has worked as senior creative leader in advertising industry working on many of the world's biggest brands like Coca-Cola, Domino's, TrueCaller, MasterCard, Reckitt, National Geographic etc.  Please connect with Mayur Hola on Linkedin https://www.linkedin.com/in/mayurhola/ Email Mayur at mayurhola@gmail.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 jasravee@theadiva.com Index of Content 00:00 Preview & Introduction to Mayur Hola 03:25  Come to OYO Campaign - The Context  of OYO, Organizing the Unorganized Hotel Segment  06:25 How OYO Brand Was Created - Value Brands are Looked Upon by Opinion  Makers 07:40 How OYO Brand was Created - ConsumerTech Startups don’t focus on Brands , Brand Built by Pop Culture  10:30 OYO Brand Value Proposition - Location, Price ,Availability 12:10 Come to OYO  Campaign - Learning from Consumers 14:35 Come to OYO Campaign - India’s Lack of Space & OYO’s Ubiquitousness 18:11 Come to OYO Campaign - Hotel Owner’s Perspective, Challenge to Create Demand 26:11 Driving Emotional Perception for a Brand  -  Kjo, Krrish and Kukki  (3K) to OYO's Rescue Campaign   28:11  Driving Emotional Perception for a Brand - Cadbury, Zomato 30:52 3 K Campaign - Targeting Premium Families & Shareholders 34:52 3 K Campaign - Driving a Narrative, Conversations, Influencer s 41:20 Paper to Pixel Campaign  - How OYO Increased Brand Consideration 46:55 Paper to Pixel Campaign  - Association with Olympics, Women Safety 49:40  ‘Safe for Women’ Campaign through ORM (Online Relationship Management ) - Case Study on Brand Purpose 58:35 Rapid Fire - Personally Speaking with Mayur Hola 01:01:30 Connect with Mayur Hola Follow Jagged with Jasravee on Social Media Campsite One Link : https://campsite.bio/jaggedwithjasravee

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 a tagline; and compels a company to take actions that go well beyond the traditional bounds of marketing?  Thoughtful Execution -How do we engender brand love & make the customers the heroes of  brand story ? Why  every CMO should have at least a few key customers on speed dial ? Scientific Method- How do the CMOs work with CFOs to develop metrics that matter for employee satisfaction, customer advocacy, and prospect interest ?  What should be the most important metrics to measure? What is 'Blended Brand Awareness' tracker?  Drew answers the above questions and many more as he takes us on a fascinating journey to be a CATS CMO. Drew Neisser is the founder of Renegade, the award-winning strategic boutique for B2B innovators, and CMO Huddles, the fast-growing community of B2B CMOs.  Neisser’s first book, The CMO’s Periodic Table: A Renegade’s Guide to Marketing, features interviews with sixty-four marketing leaders at top brands, including American Express, Dow, IBM, and SAP.  Drew's  2nd book, is on Renegade Marketing: 12 Steps to Building Unbeatable B2B Brands . Ranked among the top CMO influencers, Drew Neisser  is a LinkedIn Top Voice in Marketing 2022 . He is a host of podcast for B2B CMOs  & an AdAge CMO columnist.  Please connect with him on Linkedin  & he promises to send a chapters of his book for free  https://www.linkedin.com/in/drewneisser/ Please visit his  company website https://renegade.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 jasravee@theadiva.com Index 00:00 Preview & Introduction to Drew Neisser 02:33 Book Renegade Marketing - Best Practices of Successful CMOs 05:35  CATS Framework after Interviewing