Insight Unpacked

In episode 1 of our 5-episode series, “Extraordinary Brands and How to Build Them,” we reveal the 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.

On this episode, Kellogg professors Tim Calkins and Alice Tybout discuss brand pur...

In episode 2 of our 5-episode series, “Extraordinary Brands and How to Build Them,” we dig into the importance of finding the right name for your brand. With apologies to Shakespeare, a rose by any other name wouldn’t smell as sweet.

On this episode, Kellogg professors Paul Earle and Tim Calkins offer advice on where you might look for naming inspiration, what g...

In episode 3 of our 5-episode series, “Extraordinary Brands and How to Build Them,” we discuss the associations you want customers to make with your brand, and how to use design to make it happen.

On this episode, Kellogg professor Bobby Calder looks at how great brands define themselves, how stale brands revitalize themselves, and why you should use all your se...

In episode 4 of our 5-episode series, “Extraordinary Brands and How to Build Them,” professor Mohan Sawhney discusses the importance of transmedia brand storytelling–and how to do it right.

Every brand has a story to tell. But consumers only have so much time, energy, and attention. You will need to find a story that cuts through our collective “story fatigue” a...

In the fifth and final episode of our series, “Extraordinary Brands and How to Build Them,” we look at how to measure your brand’s health–and what you should do if you don’t like what you learn.

Kellogg professors Julie Hennessy, Jennifer Cutler, Jim Lecinski, and Tim Calkins will explain how to use tools like Twitter to understand how customers feel about your ...