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 ...

Introducing Insight Unpacked, Season 2: American Healthcare and Its Web of Misaligned Incentives

If you lived in the nineteenth century, and you got sick, it was bad news. Simple urinary tract infections were deadly. Appendicitis killed you. And Syphilis might leave you without a nose.

Thanks to modern medicine, this is pretty unimaginable today. And if you live in the United States, you know that we pay handsomely for the privileg...

In episode 1 of our 5-episode series, “Insight Unpacked: American Healthcare and Its Web of Misaligned Incentives,” we investigate how hospital systems got so big—and what that means for our health and our pocketbooks.

On this episode, we talk to Kellogg professors Craig Garthwaite and David Dranove, and Wharton School professor Robert Lawton Burns. Dranove and Burns co-wrote the book Big Med: Megaproviders and the High Cost of Hea...

We rely on doctors to keep us healthy. In episode 2 of our 5-episode series, “Insight Unpacked: American Healthcare and Its Web of Misaligned Incentives,” we learn at what cost.

On this episode, we talk to Kellogg professors Craig Garthwaite, David Dranove, and clinical associate professor Paul Campbell about the role doctors play in the expense and complexity of the American healthcare system. 

In episode 3 of our 5-episode series, “Insight Unpacked: American Healthcare and Its Web of Misaligned Incentives,” we explain how insurance companies became everybody’s favorite villain.

On this episode, we talk to Kellogg faculty members Craig Garthwaite, David Dranove, and Paul Campbell, alongside Wharton School professor Robert Lawton Burns.

Visit the episode page for supplementary materi...

What will we pay for the next groundbreaking drug? In episode 4 of our 5-episode series, “Insight Unpacked: American Healthcare and Its Web of Misaligned Incentives,” we explore the trade-off at the heart of pharmaceutical innovation.

On this episode, we hear from Kellogg faculty members Amanda Starc and Craig Garthwaite, as well as Boston University School of Law’s Kevin Outterson. 

Visit the episode page for supplem...

In the final episode of our 5-episode series, “Insight Unpacked: American Healthcare and Its Web of Misaligned Incentives,” we travel overseas, and through our own backyard, in search of a way forward.

On this episode, we hear from Kellogg faculty members Craig Garthwaite, Amanda Starc, and David Dranove. We also talk to Murray Ross, vice president of Kaiser Permanente's Institute for Health Policy and Government Relat...

In this bonus episode of our series, “Insight Unpacked: American Healthcare and Its Web of Misaligned Incentives,” a healthcare economist must make critical decisions with partial information.

Also: Do you have advice on how to be a good healthcare consumer? Any lessons you learned the hard way? Professor David Dranove wants to hear from you. Send him an email at d-dranove@kellogg.northwestern.edu, and write "shopping for healthcar...