Brand Led Growth
Curriculum
Program Directors
FAQs
CRAFTS
Brand Led Growth
Learn how to build a brand that stands distinctively in a crowded market or defines a new category
TAUGHT BY
Swati Mohan
Marketing leader
Brand Led Growth is designed for founders, core team members & brand marketers who want to leverage brand to impact growth. Through this CRAFT, you will learn to find your wedge in a crowded market & build your brand's footprint applicable all across your users' journey. The program follows a case study approach, where brand frameworks are woven via real life examples. Brand Led Growth is self-paced & is designed to fit the schedules of high-performing operators & founders.
This is built for
Founders
These frameworks can be used by founders across company stages. However a large focus for the case studies is for Seed to Series C founders in their $1M to $10M journey.
Core Team
Built for core and founding team members who are now leading verticals inside their own companies. The CRAFT allows you to truly build a brand for your product/vertical.
Brand Marketers
This CRAFT is really valuable for Brand marketers with 2 years to 6+ years of experience. If you’re a leader then this CRAFT will allow you to refresh your core fundamentals.
Brand Led Growth
- Cinematic learning experience
- Access 100+ member projects
- Learn at your own pace
- 7 day refund policy
Price
â‚ą9,990Including GST
Outcomes you'll get
Design customer acquisition strategy.
Learn specifics of macro distribution strategy. Plus, learn nuances in brand, product positioning, channel mix & deep dive into 4 key channels - content loops, referral/ partner programs, paid ads & product integrations.
Outcomes you'll get
Build your brand footprint.
Your brand footprint is how your brand looks, speaks, and behaves across every touchpoint. The way your brand looks—whether premium, offbeat, or mass-market—becomes a reflection of the core values you stand for.
Outcomes you'll get
Retain the most profitable customers with confidence.
Define true retention & engagement metrics at the company level. Design repeat purchase journeys for ideal customers. Build depth of engagement that leads to reduced churn & building cross-sell opportunities.
Outcomes you'll get
Solve your free users to paid customers & drive cross-sell.
Structurally get readiness sorted before monetising your product. Design everything from pricing design, pricing Go-To-Market, free to paid/ cross sell journeys. Learn how to find price elasticity to maximise overall revenue.
What our members are saying about CRAFTs
Member Since 2023
I've always had structure to onboarding talent, but it was insightful to see this framework. There are no founders'' manuals but this CRAFT ties it all for me.
Rahul Mathur
Pre-seed VC
Member Since 2022
The CRAFT has a structured approach to driving partnerships as a channel. It is extremely nuanced, structured and actionable.
Yoheswaran Gnanavel
Led Partnerships for India
Member Since 2020
The brand led growth framework is 🔥 when articulated through case studies - it's become a core skill now.
Shekhar Kapoor
Founder
Member Since 2020
My proof of work built during Event led Growth helped me crack a leadership role at inFeedo.
Pawan Rochwani
Entrepreneur in Residence
Detailed curriculum
Introduction to Brand Led Growth
Identify core value prop
Build your brand identity
Netflix's brand strategy
Even.in's brand strategy
Licious brand strategy
Module 1
Introduction to Brand Led Growth
Introduction to Brand Led Growth
Module 2
Identify core value prop
Deeply understand the ICP, product & market
Craft the pain points & brand non-negotiables
Identify & articulate the brand JTBD
Articulate the core value prop
Module 3
Build your brand identity
How to come up with insights
Building a brand wedge
Building your brand footprint
Applying brand footprint across all touchpoints
Case studies covering
Module 4
Netflix's brand strategy
Crafting Netflix’s core value proposition
Build Netflix’s brand footprint
Apply the footprint on and off the product
Module 5
Even.in's brand strategy
Crafting Even.in’s core value proposition
Build Even.in’s brand footprint
Apply the footprint on and off the product
Module 6
Licious brand strategy
Crafting Licious’s core value proposition
Build Licious’s brand footprint
Apply the footprint on and off the product
About your Program Director
Swati Mohan
Marketing leader
Over her 20+ year career as a brand and marketing leader, Swati has led & scaled large business verticals in leadership roles across Netflix, GroupM, Nat Geo & more across India & APAC. Swati was at the helm of Netflix India as the Chief Marketing Officer & led a large part of Netflix's India bet. In the next chapter of her career now, she actively advises consumer tech companies focused on brand as a core MOAT - some of my recent work includes CRED, SUGAR Cosmetics amongst others.She is also an active angel investor, typically investing in super early stage post PMF companies based out of India with a particular interest in purpose driven consumer tech companies led by ambitious founders. Swati spends her time speaking to early stage women founders & has coached 100+ founders in the last 18 months in association with IIM-Bangalore & Goldman Sachs.
Build bar raiser proof of work
MasterChow
Bring restaurant-style Asian food into the comfort of your home
MasterChow is a flavor-packed passion project to bring restaurant-style Asian food to homes, with a focus on making home cooking easy, convenient and delicious!
PROJECT INCLUDES
- Articulating the core value prop
- Defining the job to be done
- Brand wedge for MasterChow
- Look, Feel & Speak for MasterChow
- How it looks on and off the product
- Example mockups
The Ken
Providing deeply reported business news to it's subscribers
The Ken and it's offerings are aimed at providing deeply reported (and independent) business news to it's subscribers
PROJECT INCLUDES
- Articulating the core value prop
- Defining the job to be done
- Brand wedge for The Ken
- Look, Feel & Speak for The Ken
- How it looks on and off the product
- Example mockups
Superbolter
Providing DIY interior design solutions
Superbolter cuts down the process of hiring a carpenter & interior designer to design a home suitable to the customer’s needs
PROJECT INCLUDES
- Articulating the core value prop
- Defining the job to be done
- Brand wedge for Superbolter
- Look, Feel & Speak for Superbolter
- How it looks on and off the product
- Example mockups
CURATED COMMUNITY
Actionable the next Monday morning
Consume over 100 projects on brand built by GrowthX members
Frequently Asked Questions
What our members are saying about CRAFTs
Member Since 2023
I've always had structure to onboarding talent, but it was insightful to see this framework. There are no founders'' manuals but this CRAFT ties it all for me.
Rahul Mathur
Pre-seed VC
Member Since 2022
The CRAFT has a structured approach to driving partnerships as a channel. It is extremely nuanced, structured and actionable.
Yoheswaran Gnanavel
Led Partnerships for India
Member Since 2020
The brand led growth framework is 🔥 when articulated through case studies - it's become a core skill now.
Shekhar Kapoor
Founder
Member Since 2020
My proof of work built during Event led Growth helped me crack a leadership role at inFeedo.
Pawan Rochwani
Entrepreneur in Residence