Branding & Brand Management

Proctor & Gamble executives estimate as many as 80 percent of new offerings don’t perform as well as expected. That’s just one example of a hard truth too many innovators discover: A new product can be solidly conceived, solidly designed, solidly constructed and a failure.

Quite often, the difference between brand-management success and failure comes down to the full-contact sport known as branding. Companies must build their brand up, even as competitors are doing everything they can to knock it down.

Another hard truth: in research done by Kellogg Professor Tim Calkins, more than 80 percent of respondents said they defended their brand at least occasionally. Half of respondents said they had to mount a defense frequently or constantly.

Today’s branding executives must always be innovating, creating, experimenting and learning. Management means repeating successes and learning from missteps — both their own and those of competitors.

Kellogg’s branding experts and faculty offer cutting-edge research and observation — in foundation-level brand-management best practices and lessons gleaned from the latest doings, triumphs and failures of the biggest and most talked about brands.

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On Purpose

Brand purpose is important for differentiating in a world where brands are in many ways similar. Is your brand's purpose functional or emotional?

Surviving Brand Scandals

If your brand is in the headlines for less than positive reasons, there is hope for recovery from a scandal so long as you respond accordingly.

Restoring the polish

When a brand overextends itself, the pressure will eventually weaken it. But with a little patience, it's possible to rejuvenate it.

Missing the mark

AirBnB's heart-warming brand campaign inspires you to explore the world and learn about mankind. But will it prompt people to book more stays?

Apple of my "i"

The Apple Watch and Apple Pay promise big things, but Tim Calkins isn't sure either product has compelling enough benefits to be true game-changers.

Jump starting the brand

Reviving a brand takes more than imagery—you have to tell its story. Tim Calkins explains how Cadillac can best maximize its brand turn-around plan.

The politics of branding

When marketers go from the commercial to the political world, they provide a unique perspective on how candidates engage with their different audiences.

Brave New CMO

P&G's CMO modernized the company's image by focusing on brand ideals and effecting conversations that elevated its internal culture.

No ifs, ands or butts

Is dropping tobacco the best way for CVS to spend $600 million a year, and is it the best way for the company to build its brand? Tim Calkins has his doubts.

The money of medicine

Pharmaceutical companies invest a huge amount into R&D for new products, thus the need for the new product and price will determine what goes to consumers.

Foul play

News of corruption within FIFA puts sponsors in a vulnerable position, but Tim Calkins doesn't think any of those brands will penalize the organization.

Advertising's best friend

GoDaddy is switching its Superbowl ad campaign strategy from risque content to featuring cute puppies. Will less risk equal better results?

What's in a name?

Google's Alphabet rebrand may seem like a crazy idea, but according to Tim Calkins, the "house of brands" strategy is a strong move.

Recover and return

A Houlihan's restaurant made a mistake, but its quick recovery shows how brands can retain their equity if they act fast and apologize sincerely.

Broken angels

Lane Bryant's #I'mNoAngel campaign inspires body confidence and connects with its consumers while making its competitor look outdated.

Mascot madness

Fast food brands are bringing back their iconic mascots to reconnect with consumers and take the spotlight off the food itself, says Derek Rucker.

Negotiation Tactics 101

Learn effective negotiation skills in under an hour with four videos covering topics such as the most common mistakes to avoid, your BATNA and more.

Negotiation and culture, teams, and decisions

Jeanne Brett, Leigh Thompson and Victoria Medvec on the interplay of negotiation with cultural differences, team dynamics, and decision-making

Optimism overload

Eighty-one percent of marketing leaders think share growth is likely, and few fear for their jobs. Is an overly sunny outlook dangerous for brands?

P&G: shrinkage and risk

Procter & Gamble's drive to prune its brand portfolio makes sense on the surface, but it's riskier than it appears to be at first glance.

Partner power

Recent brand partnerships (Pizza Hut and Hershey's, eBay and Sotheby's) illustrate how brands that team up can capitalize on strengths and address weaknesses.

Porsche, Porsche, Porsche!

Tim Calkins shares how Porsche's interactive, highly targeted marketing events put the brand on buyers' radars and treat customers like kings.

Moving on up

Your most important leadership skills include managing career transitions and learning agility. Holly Raider and Carter Cast tackle those topics and more.

A new India

India's Prime Minister is showcasing the country's advantages to drive industrial growth. Will the global business world take note?

Wild about branding

REI created such an outstanding customer experience for Wild author Cheryl Strayed that the company was mentioned in the book and the feature film.

Military experience and leadership

Do former soldiers make better leaders? Military service may prepare one for tough decisions and tough times, research shows.

Ready for takeoff

With clear skies ahead for a great branding strategy, Spirit Airlines has the potential to soar above the competition once it pinpoints its top priorities.

Fame and fallout

Associating a brand with a famous face seems like a good idea — until a beloved spokesperson is let go or wanders into the realm of controversy.

Minding just the business

Starbucks' "Race Together" campaign backfired by forcing an issue that doesn't impact its business, according to Professor Tim Calkins.

Scoring the ad lineup

The Super Bowl is the big game for advertisers. Find out who Tim Calkins thinks made it into the end zone, fumbled, or should have been benched.

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    Hone your branding and brand-management skills with Kellogg Executive Education's expert faculty.
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    Stay in the working world as you improve your personal branding with the Kellogg Executive MBA.
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    Kellogg's full-time MBA: when you've decided that the most important brand you manage is you.