Branding advice for graduates

By Professor Tim Calkins Tomorrow more than 1,000 students will graduate from Northwestern University’s Kellogg School of Management. I’ve taught almost half of them. They will soon start at new jobs, branch out in different industries and begin careers in cities around the world. It is an exciting moment, transitioning from one thing to the… Continue reading

How do trends work?

What do Crocs, TED and Instagram have in common? According to Dr. Liraz Lasry, marketing professor at Recanati Business School, they all are trends that have spread from person to person, without significant interference from marketing. In this TEDx talk, Lasry explain why trends happen, how they influence us and why trends may play a large role… Continue reading

Lessons on branding from Blackbeard the Pirate | MBA Learnings

A brand is simply a network of associations that exist in the minds of customers. Seeing the famous Nike swoosh or the Coca Cola logo triggers associations in our mind.

Brand associations are incredibly powerful because they stick. Malaysian Airlines, for example, is likely to face the consequences of its two tragedies for a very long time. These discussions naturally lead us to other conversations around what companies do with these associations – rebranding, repositioning, etc. We’ll leave those topics for a later time and, instead, learn from one of the early exponents of the power of a brand: Blackbeard the Pirate.