This is the 2nd and concluding part of my interaction with Shivaji Dasgupta. In this part we look at winning Indian brands such as Indigo Airlines, Paper Boat and Saregama Carvaan through the INEXGO lens and explore the reasons of why these brands own a solid piece of mind estate among customers. In case you haven’t heard the first part (S1 E4), here’s a quick recap to bring you up to speed.

Shivaji Dasgupta wears many hats – he is a teacher, an author, a trainer, a trusted brand advisor and an entrepreneur. In a career spanning over 15 years with leading advertising organizations such as JWT, Rediffusion, and Contract Advertising, he has worked with iconic brands such as ITC, PepsiCo, Eveready, Tata Steel, Tata Teleservices, Tata Motors, Samsonite, Edelweiss, and many more.

Now as an entrepreneur, he is redefining how to build brands which can create real impact on customers and business. His unique model INEXGRO (which is also the name of his venture), describes the approach to brand building in terms of Integrity, Expression and Growth, which must work in thoughtful tandem to develop sustainable brands. Shivaji defines each of these aspects as:

Integrity being the inspiring convergence of existing belief and exceptional ambition.

Expression then the imaginative and scientific interaction plan for the customer.

Growth the inevitable yet logical performance metrics that must govern every designed engagement.

You can read his fantastic articles on marketing, branding and all things advertising here.

You can listen to the episode by clicking on the player below or by subscribing to the podcast through iTunes or any other podcast app.

Key Takeaways (Clickable timestamps):

[00:40] Recap of INEXGRO model

[4:35] Looking at brand Paper Boat through INEXGRO lens

[9:34] Product Market Fit

[13:57] Looking at brand Indigo Airlines through INEXGRO lens

[21:10] What does Indigo need to change

[25:28] Double-clicking on Growth and measurement imperative

[31:00] Finding inspiration

If you like what you hear, do listen to the previous episodes of Masters of Brands.

ReleasedEpisode31  Jul  2018S1E6 | Looking at today’s winning brands through the INEXGRO lens with Shivaji Dasgupta, Founder, INEXGRO Brand Advisory - Masters of BrandsDownload03  Jul  2018S1E5 | Marketing 101 with Apurva Chamaria, Chief Revenue Officer, RateGain - Masters of BrandsDownload19  Jun  2018S1E4 | A new way to build impactful brands with Shivaji Dasgupta, Founder, INEXGRO Brand Advisory - Masters of BrandsDownload26  May  2018S1E3 | Building a brand from scratch | Sajith Pai, AVP, The Times Group - Masters of BrandsDownload06  May  2018S1E2: Amit Tiwari, Vice President, Marketing, Havells India - Masters of BrandsDownload30  Apr  2018S1E1: Karan Kumar, Head, Brand and Marketing at Fabindia - Masters of BrandsDownload

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