CoBB | Conversations on the Business of Brands

In this insight-packed episode of CoBB, Sharavana Raghavan interviews Sudeep Chawla on a word that marketers love to throw around—but rarely stop to define: meaning. What does it truly mean to do meaningful work as a marketer? Does every brand need to become an emotional powerhouse to matter? How do you figure out where your brand sits in the consumer’s mind—and where it should? Through practical frameworks and clear examples—from Post-it Notes and Fogg to Maggi and Sting—this episode redefines what it means to build a meaningful brand, and why marketers should stop chasing the top of the emotional pyramid and instead focus on where the brand really delivers value. If you’ve ever struggled with brand ladders, emotional benefits, or purpose-led marketing, this conversation will bring you clarity, confidence, and a new lens to see your brand through. KEY THEMES EXPLORED Meaning Is Not Purpose Marketers often confuse meaning with lofty purpose. But meaning is simply: what does your brand mean to the consumer in their everyday life? The FAB Ladder: It’s All You Need Sudeep breaks down how Features, Advantages, and Benefits form a complete ladder to define brand meaning—and why you don’t need to climb to the top to win. Stay Where You Matter Most Not every brand needs to be emotional. Post-it sells on features. Fogg sticks to advantages. And that’s perfectly fine. Meaningful work doesn’t mean “emotional” work. Examples That Stick From Crax and Nutella to Dettol and Dairy Milk, each brand shows how meaning is created at different rungs of the FAB ladder. It’s not a one-size-fits-all model. Consumer Understanding Is the Shortcut The only way to find your brand’s meaning is by understanding the consumer. The job is not to invent meaning, but to reveal it. KEY TAKEAWAYS You Don’t Have to Climb the Ladder A brand can be meaningful at the feature or advantage level. Don’t force-fit emotional benefits. Differentiation Is the Real Driver In undifferentiated categories, emotional benefits may help. But when you have a unique feature, highlight it. Know Where You Win Your brand’s current meaning lies in what your consumers feel when they use it—not what you wish it stood for. Purpose Without Meaning Falls Flat Purpose that doesn’t stem from consumer meaning (like Hellmann’s mayo) feels fake and backfires. Visit Your Consumer You can’t understand meaning from behind a desk. Go out. Talk to real people. Observe how they use your brand. QUOTES “The FAB framework is the meaning of marketing.” “Don’t carry the burden of emotional branding if your brand wins on features.” “There is no online way to understand consumers. Go meet them.” “Meaning is what your product or service means in their life, not what it means on your deck.” Whether you’re a seasoned brand custodian or just starting out, this episode reminds you that meaningful marketing doesn’t always mean climbing higher. Sometimes, it just means going deeper. Tune in. Re-think your brand. And find meaning that actually matters. As always, send your feedback and topic suggestions to mail@cobbcast.net! Please tell us what topics you'd like to have discussed on the CoBB, by filling in this ⁠CONTENT SUGGESTION FORM⁠⁠ It only takes a few minutes, and it will help us provide you with the content most relevant to you. SHOW WEBSITE CONNECT WITH OUR HOSTS Sudeep Chawla on ⁠Linkedin⁠ Sharavana Raghavan on ⁠Linkedin⁠ FOLLOW USCoBB - ⁠LinkedIn CoBB - Instagram⁠ CREDITS Album Art & Design by ting.inVoiceovers by Anjale StephanosMusic from Zapsplat.com