How to Build Extraordinary Brands

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Insight Unpacked, Season 1

 

 

 

 

 

 

 

 

 

SEPTEMBER 23, 2022

These days, it’s easy to build a brand. But if you want your brand to stand out, you will need to build an extraordinary one. Whether you need to build that special brand from scratch, or you’re hoping to reinvigorate an existing brand, on Insight Unpacked our faculty will help you figure out how to stand out from the crowd. A podcast from Kellogg Insight at Northwestern University’s Kellogg School of Management.

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E1 | Why Does Your Brand Need to Exist?   In episode 1 of our 5-episode series, we reveal key questions you should answer before you start to craft your brand. Because if you can’t articulate your brand’s value to yourself, you won’t stand a chance of convincing customers.

E2 | What Should You Name Your Brand?   How important is finding the right name for your brand? Professors Paul Earle and Tim Calkins offer advice on where you might look for inspiration, what great names convey, and when you should go fun and funky versus simple and straightforward.

E3 | What Should Your Brand Look (and Sound and Smell) Like?   What associations do you want customers to make with your brand? And how can you use design to make it happen? Kellogg professor Bobby Calder discusses clever multimedia campaigns and how audio branding can open the door to new brand associations.

E4 | How Will You Tell Your Brand’s Story?   Every brand has a story to tell. But consumers only have so much time, energy, and attention—you need to find a story that cuts through “story fatigue.” Mohan Sawhney discusses the importance of transmedia brand storytelling and how to do it right.

E5 | Is Your Brand Working?   Find out how to measure your brand’s health and what to do if you don’t like what you learn. Kellogg experts recommend some of the tools that can help—and explain what happened when Old Spice and Lego started to target surprising new audiences.

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