Initial welcome of participants; encouraged to share their locations in the chat.
Theme song: The Spirit of Rangila introduced and its significance shared.
Lux Naran, co-founder and CEO of Stream Alive, introduced the session and the guest speaker.
Introduction of Guest Speaker: Jessie Paul
Jessie Paul: A multifaceted professional with experience ranging from advertising to CMO roles, board member positions, and authorship of two books on frugal marketing.
Jessie shared her ongoing engagement with multiple organizations and her insights on marketing.
Key Topic: Building a Brand with Limited Resources
Understanding and Overcoming Marketing Challenges
Relative Budget: Budget constraints are relative. Even companies with $5 million may feel underfunded compared to competitors with $500 million.
Common Challenges: Lead generation, awareness, differentiating brand attributes, and content creation. Emphasized that lead generation issues stem from inadequate awareness and differentiation.
Shift from Push to Pull Marketing
Pull Marketing: Attracting customers through compelling attributes rather than pursuing them aggressively. Aiming for customers to seek out your brand.
Key Principles: Six Pillars of Persuasion
Superlative Heuristics: Claiming a distinctive superlative related to the product/service (e.g., "fastest", "oldest"). Example: Pega as an enterprise-grade platform differentiated by specific unique attributes.
Trusted Authority: Endorsements from credible sources enhance trust. Example of successful dental product endorsements.
Social Proof: Testimonials, user reviews, influencer endorsements. Humorously illustrated with the impact of notable endorsements like Trump's or Rajnikant's.
Power of Now: Creating urgency in purchasing to drive sales immediately, e.g. discount deadlines.
Scarcity Bias: Making products seem limited or exclusive to increase desirability. Example: Kylie Jenner’s pop-up shops' limited availability strategy.
Power of Free: Offering free elements to attract customers initially.
Applying the Principles to Real Brands
Core vs Surround Attributes
Core: Fundamental product features (e.g., the ability of a phone to make calls).
Surround: Additional context that makes the product more attractive or compelling (e.g., the unique design of an Apple phone).
Examples: Dove deeply diving into pH levels, the mystical Infosis campus, Kylie Jenner’s lip kits surrounded with exclusivity.
Mapping Superlatives to Brands
Participants shared potential superlatives and received live feedback on refining them to be more impactful.
Specific focus on uniqueness and relevance to the target audience.
DIY Brand Framework: Branding House
Framework: A useful tool to define brand essentials, unique selling propositions (USPs), and differentiators. Structured around