Abhishek Patil and Swati Mohan launch specialised learning programme CRAFT of 'Brand Led Growth'

Abhishek Patil, Founder of GrowthX, along with Swati Mohan, the Program Director, have introduced the launch of CRAFT of "Brand Led Growth", a tailored learning experience crafted for early stage startup founders and leaders who want to solve brand led growth at their companies.

Various modules in the programme will help them understand the core framework, run past the case studies, implement them in their product and get selective feedback from the program director.

Taking to Twitter, Patil wrote, "Building a brand was always an afterthought for me personally. But, it all changed once I saw first hand impact of brand at CRED. And mind you - every single product category is being commoditised, tech is being commoditised."

Brand is the only differentiator that’s going to build preference for your consumer over a considerably long time. Plus, most early stage startups either lack intent to solve this or the structure to implement brand piece on and off the product, he added.

Furthermore, he stated, "This led me to sit down with 10s of Chief Marketing Officers, successful founders who figured out brands for their companies early on. Particularly, the conversation with Swati was a huge delta. Having worked with her during my time at CRED and her experiences in the last 20 years leading marketing for global brands including the India market for Netflix, National Geographic and others helped us build conviction."

"Today we launch something beautiful - the CRAFT of “Brand Led Growth”. This specialised learning sprint is the latest edition to the GrowthX membership experience," he added.

Patil explained that the CRAFT includes everything from defining a brand's core value prop, finding the brand wedge in a crowded market and implementing the look-speak-behave framework across every customer touchpoint.

Meanwhile, Mohan said that this CRAFT is built for founders and early team members to help them differentiate their product and build a competitive advantage in a crowded market, akin to industry giants such as Nike, Apple, Taj, and others

"We’ve never reimagined how to think about brand as a core business and growth strategy, as opposed to merely as a functional vertical that does big ads & social media - that changes now," Mohan said.

She added, "Over the last year, I’ve distilled my experiences of building multiple global and Indian brands into one actionable framework. From defining your product, market and user to sketching out the JTBD of your brand, from defining your core value prop to building your brand wedge and translating it into a brand footprint across customer journeys and touch points. All this with a clear sight on growth."

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