5 questions with Professor Blake McShane

Blake McShane is an associate professor of marketing at Kellogg, where he teaches courses in customer analytics, marketing research and data analysis. As a statistical methodologist, McShane has developed statistical models for a variety of fields, including online advertising, neuroscience, paleoclimatology, law and even baseball.  His research primarily focuses on developing new methodologies that accommodate… Continue reading

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

A winning marketing strategy

By Emily Pallotta Imagine a Top 3 Global Food and Beverage company — Kraft Heinz — asking you about a 125-year-old, $1 billion-plus revenue coffee brand that you probably drank the last time you were in your grandmother’s kitchen. How would you position this brand to win with omnipresent ‘millennials’, the same demographic so many… Continue reading

Breakfast with Visa’s SVP, Head of North America Marketing

Last month, 11 Kellogg ladies and I had the opportunity to grab breakfast and chat with Lara Balazs ’00, Visa’s SVP, head of North America marketing. Prior to Visa, Balazs held a variety of marketing and strategy roles at Prophet, Gap and Nike. She was recently named as one of Brand Innovators’ 2015 Top 50 Women in Brand Marketing, alongside the Chief Management Officers of the NBA, Nestle USA and JPMorgan Chase.