In this episode of CoBB, hosts Sharavana Raghavan and Sudeep Chawla dissect how marketers often "put the cart before the horse" by prioritizing trends and occasions over a strong brand proposition.
Sudeep shares insights on how brands sometimes become slaves to topicality—whether it’s through festivals, tentpole events like IPL, or moment marketing—without ensuring a strategic alignment with their core message. The discussion covers:
The Role of Topicality in Marketing: How brands leverage planned occasions (Diwali, Valentine's Day) and unplanned events (viral trends, news) to stay relevant.
When Brands Lose Focus: Examples of how excessive reliance on trends can dilute a brand’s identity and move it away from its core proposition.
The Five Star Case Study: Analyzing the evolution of Five Star’s marketing from “Eat Five Star, Do Nothing” to recent campaigns like “Destroy Valentine’s Day,” and whether they align with the brand’s essence.
The Dangers of Causevertising: How brands jumping onto social causes without genuine purpose can backfire.
KEY TAKEAWAYS:
Topicality Should Serve the Brand, Not Lead It: Successful marketing integrates trends without compromising brand identity.
Repetition Builds Recall: Sticking to a strong brand proposition and reinforcing it over time is key to consumer engagement.
Beware of Trend-Chasing: Brands should evaluate whether a trend or occasion genuinely fits within their strategy before acting on it.
Causevertising Needs Authenticity: Leveraging social causes should be meaningful rather than opportunistic.
QUOTES:
"The moment you start serving topicality instead of your brand, the cart is pulling the horse."
"Trends can give your brand visibility, but a strong proposition gives it longevity."
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CREDITS
- Album Art & Design by ting.in
- Voiceovers by Anjale Stephanos
- Music from Zapsplat.com