How do you scale a brand? Is performance marketing the best lever, or through long-term brand building? Arindam Paul, the Chief Business Officer of Atomberg, gives us insights into how he looks at marketing, the journey of Atomberg from motors to fans and the ways to measure success.

Watch Episode 3 of The Whole Truth of Marketing now!

Chapters:
1:00- What’s marketing?
5:20- Atomberg’s market and audience
8:30- Reconciling functional and emotional benefits
11:20- Understanding media planning and strategy
15:38- Mass advertising and ROI
20:27- Building brand associations
25:19 What makes a good marketer
35:00- Why is Atomberg's tagline "Why Not?"
42:22- Dyson's brand building
46:38- How can you build creative judgment?
48:49- Arindam’s personal brand
55:48- Brand stories & Atomberg's Story
57:26- What makes a strong brand
59:40- Shashank and Arindam decode iconic ads
1:13:06- Brand building vs Performance marketing