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“Creative thinking takes place neither inside the box nor outside the box, but at the edge of the box.” Free-flowing, long-form conversations about marketing, branding, innovation, consumer behaviour and trends. Conversations that ignite new ideas. Ideas with rough, sharp edges ! These conversations with thought leaders discuss best practices, trends, case studies and insights on topics ranging from strategy planning, brand building, marketing strategy, communication strategy, digital market ...
 
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What does it mean to have a clear marketing message? Why is a clear message so important for businesses? What is StoryBrand Framework ? What are some ways businesses can clarify their message? What are some common mistakes businesses make on their website? Why is email communication an important piece of a sales funnel? Holly answers the above ques…
 
How is ACKO disrupting the general insurance category in India, one city at a time ? What are the challenges and advantages of having a digital platform insurance business? What has been ACKO's Marketing Strategy ? Insurance sector marketing communication is very different from the route ACKO has taken. What were the key objectives and insights tha…
 
How the cycle of behavioural strategy, insights, design, and impact evaluation can help us build products and services that change behaviour ? How do you react to perception change vs. behaviour change esp. from the lens of advertising ? What would your advice be to Market researchers esp. qualitative researchers (already conducting ethnography) if…
 
Why is having a strategy the most important thing you can do when starting any business? What is the role of market research when starting any business? What are the key aspects to consider while making decisions on manufacturing? What is the role of various elements in developing a great product ? Like product design, packaging Andrew Lees answers…
 
How Video Marketing Can Drive Sales and Revenue ? How is Lumen5 democratizing video content generation? How has content marketing changed recently? What are the trends that you see? How can brands create a thought leadership strategy? How Thought Leadership Content Can Build Credibility and Drive Pipeline Michael answers the above questions and man…
 
How does the world’s first solution to transform fresh fruits and vegetables into bank account and savings work ? Could you share the challenge and insights that led to this campaign? What was its impact? What are some of the emerging trends/ insights observed of GenZ consumer segment ? How can marketers leverage it ? Bitop answers the above questi…
 
What were the challenges in Affle's entrepreneurship journey and how did you resolve them ? How did Affle use the business model innovation of Cost Per Converted User (CPCU) to strongly differentiate itself and create a compelling value proposition for marketers? What are the key consumer trends that will impact digital marketing and advertising ? …
 
What is UX, user experience and what kind of user experiences does it include? Would unboxing also be part of UX? What aspects of UX design can enable seamless experiences across devices? Does personalization enhance user experience? How do Spotify, Thread do it well ? What are the key future trends to watch out for in UX? Damian answers the above …
 
How do you use neuroscience in market research? How should various research techniques get combined to better understand how a consumer experiences a product? What is sensory footprint and brand harmony? How do senses contribute to a congruent brand experience? How would this apply on online shopping experience ? Michelle answers the above question…
 
What are ‘messes in marketing’ ? What is the most important quality to handle them ? How do we become a better marketing manager by learning from them ? What are the unique transformational leadership insights that we can learn from master mentors or some of the greatest minds ? Scott answers the above two questions and more as he talks about two o…
 
Helene Cahen is an Innovation Consultant, Trainer, Facilitator and Speaker with 20 years of experience helping companies navigate innovation challenges. She guides Fortune 500, small businesses and non-profits to understand innovation, create innovative new products/services, build effective teams and support a user-centered culture. In addition, s…
 
What’s so special and unique about the kids below 13 age segment ? How is the segment of kids between 5- 13 evolving ? Are there any misconceptions about this age segment ? Can you share some observations of aspirations, dreams or opinions of kids through your app Voxbox? Aditya Jaishankar , Founder of Voxbox , answers the above questions as he tak…
 
How has one of India's oldest tea brand Brook Bond Red Label stayed consistent over its core idea…even while refreshing it as we evolve ? Not just a Cadbury Ad : How did the thinking behind an exemplary communication come about; which supported local businesses in the covid times ? Cadbury re-imagined ad : What would you say are the benefits to a b…
 
Chris Hood is the Head of Business Innovation & Strategy at Google. In this conversation he answers the below mentioned questions and many more. How do the marketers continuously innovate to remain relevant and provide value to their customers? According to research, majority of digital customers expect marketers to know what they want before you a…
 
How do we study culture online using techniques like netnography ? What are the three key insights based on Edelman Trust Barometer report that you believe have huge significance for corporates, organizations and brands ? What is meant by ‘Trust is the new Brand Equity’. How has the concept TRUST evolved over the last 5 years. What are the key impl…
 
Has the 'The New Age of Audio' arrived and why is podcasting is booming in all sectors from B2B Enterprise podcasts to Brand Originals ? What is the role of human communication in the age of the machine? How would you characterize the dawn of the 'Age of Authenticity' for business and the importance of Storytelling for brands and leaders? What Appl…
 
How marketing is about helping people make choices and feel good about themselves ? How to make the behavior you need people to adopt an easy, natural and rewarding choice ? What is Matthew's framework of Behavioral LENS for behavioral insights and choice architecture? If Content is King, how ‘Context is Queen'? Matthew Willcox answers the above qu…
 
What is the concept of value based pricing. Why competitor’s price is not sufficient for determining the prices a firm can extract ? How does business strategy impact pricing? How can a firm influence a customer’s perception of value ? What is the role of branding in influencing value ? In reacting to competitor’s pricing actions or the entrance of…
 
Why every brand needs to pivot around a critical human story for the maximum ROI ? What is Stories at Scale ? How to do Qualitative Research at Quantitative Scale ? Is there a need to build new brands for expansions or extend existing brands to maximize efficiencies ? Arindam Som, answers the above questions as he talks of the jagged edges of marke…
 
What are your learnings about effective B2B marketing at Oracle, Seibel Systems etc.? Why is there so much friction in the buyer's journey? How do we reduce it ? Why is Customer Relationship Management (CRM) platform the best hub for marketing automation for SMEs? Eric Dickmann answers the above questions and shares his experience as a Senior Direc…
 
John’s Crazy Socks is a father-son venture inspired by co-founder John Lee Cronin, a young man with Down syndrome. John’s affinity for crazy socks paired with his love of making people smile, made him and his father Mark X. Cronin. The mission of John's Crazy Socks is to spread happiness. Please visit their website https://johnscrazysocks.com/ Or y…
 
Michael Buzinski's book 'The Rule of 26' narrows the focus of website revenue growth down to three key performance indicators (KPIs). These indicators allow SME owners to take control of their website marketing without having to learn digital marketing. Connect with Michael on Linkedin https://www.linkedin.com/in/michaelbuzinski/ His Book on Amazon…
 
What is the strategy first approach to sales and marketing ? How do you convert every touch into a voracious advocate of your brand ? What is the role of predictive AI & data analytics in upselling and cross-selling ? Andrew Deutsch answers the above questions in an interesting and often funny conversation. Andrew Deutsch is a CEO of Fangled Techno…
 
Why is ‘my brand is better than your brand’ strategy irrelevant? How formation & re-framing of Game-Changing Subcategories is the only way to drive growth? Why becoming an exemplar brand is the key to relevance ? What has fundamentally changed in the relationship a consumer has with brand; and the role brands play in an organization? How is 'signat…
 
What was the background, creative challenges and insights behind the Grand Effie Winning Campaigns for Bisleri & Star Plus ? What will be the role of story telling, creative ideas in the fast changing world of digital marketing? What will change and what will not? How did you turn your passion for english, into an interesting concept of 'The Englis…
 
How can an anthropologist add value to producing better products, designs or a campaign? What is the role of ethnography in research and how does it help in understanding the WHY ? Matt Artz answers the above questions as he makes a strong case for anthropology in business, consumer research, product design and development. Matt is a Business & Des…
 
How can behavioral psychology be applied to the improve team performance and effectiveness especially in Marketing & Communications Industry ? How can behavioral psychology be applied to the field of marketing and advertising ? How does one apply the concepts like 'Behavioural Priming', 'Power of Social Proof', 'Mere Exposure Effect' and 'Loss Aver…
 
What is a thought leader and what exactly is thought leadership? How to become a global thought leader ? What are the strategies and tools that help you gain traction as a global thought leader ? Tracy Lamourie, an international award winning publicist, takes us on a journey of how to become a thought leader if one is a good at something. She share…
 
How to build brands full of purpose? Case Study of Lifebuoy in India How to re-interpret a global positioning for a brand and make it relevant in local market ? Case Study of Surf Excel How to revive a brand after a long slumber, and give it a new life with nostalgia marketing ? Case Study of Jawa Bike Saji Abraham, Founder Fighting Fit Brands, ans…
 
What are the several fundamental changes in consumer behavior that are happening which you enumerate in your book The New Chameleons ? How has the pandemic affected consumer behavior, and what dominant patterns of behaviour can we expect in the new normal? How are the young consumer of today different ? What do they seek from brands and hence which…
 
How are global brands and MNCs responding to the challenge of agile new age D2C brands ? How are the MNCs changing structure, strategy and culture to adapt to the change? How are Moms evolving across the last 25 years and 5 cultures ? How they are no longer desperate housewives and have truly come on their own ? Sanjai gives his point of view on th…
 
Why are there so many boring "corporate videos'? Are you struggling to make a marketing video that everyone would want to watch? What are the biggest mistakes B2B marketers are making with their ads? What can video marketers learn from TV ads ? Guy Bauer is the Founder and Creative Director of Umault, Chicago, USA. His agency makes wildly creative …
 
Is healthcare marketing too scientific and evidence based? Do we think or feel health ? Could placebo effect and understanding human psychology be better enablers for causing a behavioural change (e.g. wearing of the mask in the pandemic) ? What are the best practices for Rx to OTC transition ? Why a Doctor stays important stakeholder across ? Why …
 
What are some interesting changes in the Indian middle class over the last two decades ? Which key trends define an Indian small town’s coming of age ? How do you launch the brand Airtel in the African Continent to connect with diverse societies & different consumer mindsets? Why the core brand idea of Airtel needed to find an expression through no…
 
How does one navigate the corporate world, the modern day battlefield with great wars that are fought in the conference rooms ? What are the lessons, the new 4Ps that we learn from playground that are useful in management thinking and playing the sport of corporate life ( in arenas like conference room) ? What makes champion ideators from the world…
 
What are the Start-up Life Hacks that ensure that you develop the right entrepreneur mindset ? As an entrepreneur how do you ensure that your heart in the right place and keeps you focused on 'what you want to change' ? How do you look at failure and how to be true to yourself as an entreprenuer? Karthik Kumar, Director at Evam Entertainment & Side…
 
How to unleash creativity in everyday corporate life using the 'Three Pillars' framework? How to seek a story and humour in everything- in brands, business etc? What are the two iconic brands that are great examples of storytelling and use of humour ? And Why? 0:00 Unleashing Creativity through the 'Three Pillars' Framework 16:35 Power of Humour in…
 
What is the relevance of agile marketing in the fast changing world ? What are the changes necessary while marketing in the 'new normal'? Malathi Srinivasan, Product Marketing Lead - Developer Marketing, IBM shares her insights about agile marketing and changes needed for marketing in a fast changing world. Malathi is an award-winning Marketing lea…
 
How is humour a key driver of behaviour change - for society, for brands ? How has comedy become the preferred way for Young India to communicate ? When customers are creating funnier content, how do agencies and marketers encourage customers to drive conversation? Karthik Kumar, Director at Evam Entertainment & Sideways Training, answers the above…
 
What is Karthik Kumar's debut directorial venture Senior Super Heroes all about ? What is the 'politics' of becoming a director. Tips on how to become a good director? What drives Karthik internally to foray into so many creative pursuits- standup, acting, theatre & now direction? Personally Speaking with Karthik Kumar. Getting to know Karthik pers…
 
How is humour in general and standup comedy in particular impacting Indian popular culture and Indian youth ? What are the Start-up Life Hacks that ensure that you develop the right entrepreneur mindset heart in the right place and keeps you focused on 'what you want to change' ? How are customer conversations changing marketing & brand building ? …
 
How do you make global brand like Master Card sing in the same voice across 150+ countries ? If the whole world was blind, how will your brand be recognized ? How to create a unique sonic identity, audio signature for businesses like Mastercard in an increasing digital world, with rising importance of voice ? Rajeev Raja, Soundsmith & Founder, Bran…
 
Why do SMEs/Family Businesses/Startups need to perceive brand building as an investment and not an expense ? While brands cannot be built overnight, how can brands become a growth engine for SMEs and startups ? Why SMEs and startups need to look beyond intermediaries and focus on deeply understanding their current customers and their potential cust…
 
What does hyper-personalisation mean ? How it is done and why do marketers consider it an effective strategy? How do we apply hyper-personalisation for fashion retail and entertainment ? What were key aspects of the marketing strategy in making Celio ( a French menswear brand) ‘One of the Most Promising Brands at ET Promising Brands Awards? Abhishe…
 
If the whole world was blind, how will your brand be recognized ? How do you make brand like Master Card , HDFC Bank sing ? How to create a unique sonic identity, audio signature for digital businesses like Zomato in an increasing digital world, with rising importance of voice ? Rajeev Raja, Soundsmith & Founder, Brand Musiq, takes us through the f…
 
How can digital transformation improve marketing effectiveness? How brand marketing and performance marketing needs to be combine to deliver the best of both worlds? How is voice will impact the marketing funnel ? How gaming will become the new social media ? Niyati Srivastava, Consulting Lead- Digital Strategy & Transformation, Cognizant Consultin…
 
Why does every marketer need an augmented reality strategy as AR bridges the gap between offline-online experiences ? How is Augmented Reality going to change the way we are going to engage with brands and shop for products for not just big ticket items but also fmcg ? How did Brand Vanish benefit with association with Augmented Reality ? How is Au…
 
How does a corporate brand (like HUL) champion a national cause like Swachh Bharat (Clean India) which is aligned to the purpose of it's consumer brands ? How do you instill clean habits in India's children and truly undertake marketing with a purpose ? How do you create distribution in media-dark areas and also provide employment to rural women ? …
 
How did ITC's Aashirvaad Svasti Milk position itself vs incumbents like Amul, Mother Dairy in West Bengal ? How did Svasti Milk build distinctiveness for the brand by using a 'Doodher Reportcard' ? What was the impact of Covid on consumption of categories like Beverages & Dairy, and what is the current situation? What are some of the learnings abou…
 
How to re-invent a hundred year old dying Indian Cigar brand founded in 1887 and transform it to a premium global super brand for the ultra-rich ? How did an Indian Parsi Guy, based in Florida, disrupt cigar consumption in 1992 by taking inspiration from the Great Indian Curry ? How to launch a super-luxury brand in India (which retails at high-end…
 
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