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

  • icon
    9-day learning experience
  • icon
    Access 100+ member projects
  • Access to a curated slack channel
  • icon
    Learn at your own pace

PRICE

₹4,999Including GST

members

800 members have completed the CRAFT

Outcomes you'll get

Define the JTBD of your brand.

Understand your product, market and user. Go beyond mere demographics to understand the real customer need. Define the core job-to-be-done of your brand based on whether it's operating in a new category or an existing category.

Outcomes you'll get

Build your brand wedge.

The brand wedge is the singular the guiding light that dictates how your brand will look, speak & behave. It articulates your core differentiator compared to other players in the market.

Outcomes you'll get

Build your brand footprint.

Your brand influences how your customers feel about, advocate, purchase & repurchase your product. Your brand footprint is how you build consistency. It's how your brand looks, speaks and behaves across every single touchpoint.

Hear from our members

Member Since 2020

The framework is 🔥 when articulated through case studies - it's become a core skill now.

Shekhar Kapoor

Founder

Member Since 2020

Brand Led Growth opens up your mind in so many ways! Absolute beast of an experience.

Rohan Ralli

Marketing

Member Since 2020

This CRAFT answered a lot of my questions wrt to the brand function - and it delivered brilliantly.

Vishnu Nair

Sr. Product Owner

Member Since 2020

BLG provided a structure for building our brand - our first brand book is now a reality.

Arvind Singh

Founder

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

logos

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 Liciou’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.

Program Timelines

time-table

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!

MADE BY

Krishna Binzani

Founder's Office

View project

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
View project

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

MADE BY

Pranav Pate

Growth

View project

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
View project

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

MADE BY

Arvind Singh

Founder

View project

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
View project

CURATED COMMUNITY

Learn with peers, never in isolation

Learn from peers on the same journey as you. Ask questions, share notes & insights around brand.

Frequently Asked Questions

In this CRAFT, you'll learn how to build a brand from ground up, and set the basics of the brand right. By the end of this CRAFT, you will have a source of truth document for everything brand. You'll leave with 5 core learning outcomes ● Craft your core value prop by understanding the users, product and market ● Define the JTBD of your brand ● Define your brand wedge - source of truth for everything brand ● Build your brand footprint - figure out how your brand looks, speaks & behaves ● Learn actionable strategies to apply brand footprint on & off your product
The CRAFT of Brand Led Growth is for anyone trying to gain a deep understanding of how brands are built and the building blocks of brand. It's a non-negotiable for brand marketers, the core-team and founders.
Over 95% of people who did this CRAFT are full-time professionals, and every experience is designed to cater to someone with a watertight work schedule. This program runs for 9 days, and typically requires a commitment of 15 hours: ● 5 hours to go through the learning modules and take notes ● 10 hours complete the project While the commitment may vary slightly depending on your work style and pace, setting aside dedicated time in the week is essential to maximize the experience. The program is designed to fit alongside a full-time schedule, with the flexibility to work on the project throughout the week.
The program direction for Brand Led Growth is Swati Mohan, Ex - CMO of Netflix, India Over the past 2 decades, Swati has led large business verticals in leadership roles across Netflix, NatGeo and more across India and APAC. She currently consults brands like Sugar cosmetics, CRED, LeapClub, Whisper.
No, there's no specific pre-work needed. Just make sure you have read the pre-read for the CRAFT. Apart from this, make sure you come with an open mind to learn, sit at a place where you usually work, get a nice cup of chai / coffee before you begin and keep your phone aside while studying. Leave the rest to us!
Yes, doing the project is mandatory. True learning doesn’t happen till you apply it. The only way CRAFTs work is when you apply it, i.e do the project. This project will help you craft the building blocks of your brand. You will do 4 clear things: ● Understand your ICP, product and market ● Define the JTBD and core value prop ● Craft your brand wedge - the source of truth for everything brand ● Deconstruct your brand across all touch points
If you complete the project within deadline, you'll have continued access to the CRAFT for 6 months. If you are unable to complete the project within 9 days, your access will be revoked.
No. Prioritising learning is never easy but if done comes with a great upside. It is highly recommended that you prioritise learning and complete the project in the given time. In case you have a genuine reason due to which you need an extension, please reachout to the learning team.

Hear from our members

The most active slack community you will ever experience, over 1 million messages were exchanged last year

Member Since 2020

The framework is 🔥 when articulated through case studies - it's become a core skill now.

Shekhar Kapoor

Founder

Member Since 2020

Brand Led Growth opens up your mind in so many ways! Absolute beast of an experience.

Rohan Ralli

Marketing

Member Since 2020

This CRAFT answered a lot of my questions wrt to the brand function - and it delivered brilliantly.

Vishnu Nair

Sr. Product Owner

Member Since 2020

BLG provided a structure for building our brand - our first brand book is now a reality.

Arvind Singh

Founder