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

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/1523004681

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 jasravee@gmail.com


Index

00:00 Preview & Introduction to Ben Guttmann
03:03 What is a Simple Message
05:18 When Messages Click - Are Perceived & Understood
06:49 Perception vs. Salience: Crafting Messages That Resonate
07:30 Why Brains Prefer Simple - Fluency
11:04 Why Complicated Fails -The Art of Ruining Organizations
15:23 Unveiling Design Principles: Benefits vs. Features
18:35 Keeping it Complicated is Dangerous, Selfish & Cowardly
24:51How to Design a Simple Message - 5 Design Principles
27:24 Focus: The Walmart Example of Design Principle
30:31 Salience: Harnessing the Power of Contrast
33:33 Empathy in Design: Connecting with Your Audience
35:31 Minimalism: Reducing Friction for Maximum Impact
37:51 Simple is Not Easy
39:06 Future of Communication: The Rise of Simplicity
43:18 Rapid Fire - Personally Speaking with Ben
47:25 Connecting with Ben Guttmann




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


#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 jasravee@gmail.com



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 Distractions



In 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 jasravee@gmail.com







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 jasravee@gmail.com







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 sanchita.roy@havasmedia.com

Jagged 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 jasravee@gmail.com

Follow Jagged with Jasravee on Social Media
Campsite One Link : https://campsite.bio/jaggedwithjasravee
Index

00:00 Preview & Introduction to Sanchita
02:18 Purpose and Premise of the Meaningful Brand Study
08:15 Why Meaningful Brands Outperform the Market
12:21 Consumer’s Search for Meaning and Expectations from Brands
14:29 Purpose vs. Meaning, Covid Rebooted: How Our Values Shifted
15:23 Rise of Me-conomy - Purpose Becomes Personal
20:47 Gen Z - Search for Meaning Amongst the Youth
24:11 Meaningful Today is Being Personal- Examples of Mattress & Auto
32:02 From Age of Cynicism to Me-conomy - How Covid Changed Us
36:38 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 Roy
44:44 Connecting with Sanchita Roy
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/

#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 jasravee@gmail.com



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