Faculty & Speakers

kellogg reunion speakers

Cutting-Edge Business Education Doesn’t End at Graduation

Draw inspiration and insight from thought leadership sessions with Kellogg’s world-renowned faculty and guest speakers. With more than 30 sessions to choose from, this is an event you don’t want to miss. See below for 2019 Reunion speakers, topics and session descriptions.


Eric Anderson

Hartmarx Professor of Marketing / Director of the Center for Global Marketing Practice

Leading with Advanced Analytics and AI

Session 4 │ 4:00 p.m. - 5:00 p.m. │ Kellogg Global Hub, 1130

Nearly every company wants to utilize advanced analytics and AI to drive growth, but few have succeeded. In this session, you will learn about how Kellogg is tackling this issue and helping firms have success with analytics and AI.


Bernie Banks Portrait

Bernie Banks '08

Architectures of Collaboration / Associate Dean for Leadership Development / Clinical Professor of Management 

Highlighting the Importance of Leader Development Basics

Session 2 │ 12:00 p.m. - 1:00 p.m. │ James L. Allen Center, McCormick Auditorium

All too often, people ignore the basics when engaged in organizational activities. They assume the basics are being conducted well. However, there is lots of empirical data that refutes their belief. This session will highlight three basic activities associated with leader development. Furthermore, it will present some tools that participants can utilize in service of conducting each basic activity more effectively.


Tim Calkins

Tim Calkins

Clinical Professor of Marketing

Kellogg on Branding in a Hyper-Connected World

Session 3 │ 2:30 p.m. - 3:30 p.m. │ James L. Allen Center, McCormick Auditorium

Today’s hyper-connected world has raised the stakes for those who create and manage brands. The brand choices and the information about them are all but limitless, making it difficult for a brand manager to find a sustainable basis for differentiation. Further, brands are now expected not only to offer performance features tailored to consumers’ unique needs and preferences, but also to connect with consumers’ goals and identities by serving a higher-order purpose. A tall order indeed!

In this session, Tim Calkins and Alice M. Tybout, editors of the latest book in the Kellogg On series, Kellogg on Branding in a Hyper-Connected World, will be joined by chapter authors Kevin McTigue, Neal Roese and Brian Sternthal for a discussion of the latest thinking about how companies can build strong brands. Topics will include the role of brand purpose, how brands can connect to consumers’ fundamental motivations, effective touchpoint design, and choosing the right combination of traditional and digital media for a brand.

MASTERING THE BUSINESS PRESENTATION

Session 4 │ 4:00 p.m. - 5:00 p.m. │ James L. Allen Center, 140

If you want to be a successful, impactful business leader, you have to present well. Presenting is critical to sell your ideas and have an impact. It also plays an incredibly important role in shaping your career. Unfortunately, many people struggle when it comes time to do a presentation; they procrastinate and then get nervous as the date approaches. Tim Calkins is author of a new book on creating powerful business presentations: How to Wash a Chicken – Mastering the Business Presentation. In this talk, he will highlight four concrete ways you can become a stronger presenter. Everyone can improve their skills at creating strong, strategic recommendations. If you are a tentative presenter or an expert, this event will help you develop your skills and become a stronger leader.

Greg Carpenter

Greg Carpenter

James Farley/Booz Allen Hamilton Professor of Marketing Strategy / Director of the Center for Market Leadership / Faculty Director, Kellogg Markets and Customers Initiative (KMCI)

IF IT'S FAMOUS, IT MUST BE GOOD: HOW SOCIAL INFLUENCE SHAPES CONSUMER TASTES

Session 1 │ 10:30 a.m. - 11:30 a.m. │ Kellogg Global Hub, 2410

Session 2 │ 12:00 p.m. - 1:00 p.m. │ Kellogg Global Hub, 2410

In the battle to win consumers, companies spend millions of dollars to understand consumers through focus groups, surveys and sophisticated analytics. But too often, people don’t really know what they want. In some industries, firms shape what consumers want through disruptive technology. In markets where technology plays a less central role, firms shape customer thinking as well. But how? In this session, we’ll explore how firms use social influence to shape customer thinking and help create an enduring advantage over rivals.

Carter Cast

Carter Cast '92

Clinical Professor of Innovation & Entrepreneurship

The Right and Wrong Stuff: How Brilliant Careers are Made (and Unmade)

Session 1 │ 10:30 a.m. - 11:30 a.m. │ Kellogg Global Hub, L070

Carter Cast, a clinical professor of innovation and entrepreneurship and a venture capitalist at Pritzker Group, will discuss what impedes the progress of talented people, as well as the critical competencies that high-potential, high performers have that enable them to soar in their careers.


Esther Choy

Esther Choy '09

Adjunct Lecturer of Family Enterprise in the Center for Family Enterprises / President & Chief Story Facilitator at Leadership Story Lab

LEADERSHIP STORYTELLING: WHAT STORY ARE YOU TELLING AT REUNION AND BEYOND?

Session 5 (extended) │ 9:15 a.m. - 11:15 a.m. │ Kellogg Global Hub, White Auditorium

What is reunion but telling non-stop stories? At the upcoming Kellogg Reunion Weekend, you and your classmates will be sharing stories all weekend long. How do we tell marathon stories that feel authentic and stay memorable to our audience? Esther Choy '09 lectures in Kellogg Executive Education programs and has recently authored Let the Story Do the Work: The Art of Storytelling for Business Success

Join classmates at this interactive workshop and learn how to:
1. Identify compelling stories
2. Apply a bullet-proof story formula to all your communications
3. Discover where your stories intersect with those of your audience

NOTE: This workshop has a $25 fee, which includes a special breakfast and a hard copy of Esther Choy's book. This workshop requires pre-Reunion prep work. You will receive a follow-up communication with additional instructions to the email address you used to register for Reunion.
Space is limited.

Linda Darragh

Linda Darragh

Clinical Professor of Entrepreneurial Practice / The Larry Levy Executive Director, Kellogg Innovation & Entrepreneurship Initiative / Executive Director, Heizer Center for Private Equity and Venture Capital

KELLOGG REUNION ENTREPRENEUR SHOWCASE

Session 4 (extended) │ 3:30 p.m. - 5:00 p.m. │ Kellogg Global Hub, 1420/1430

The Entrepreneur Showcase is a forum for Kellogg alumni celebrating a Reunion milestone to present to an audience of fellow alumni and guests. Each entrepreneur will deliver a brief pitch on their venture – including the problem they are solving, the solution and the status of company growth. Presenters will have the opportunity to network and talk further about their business concepts at a reception following the program. The event is hosted in partnership with the Kellogg Innovation & Entrepreneurship Initiative (KIEI). The showcase provides a unique opportunity to highlight and support alumni in the process of building new ventures.

SCALING A VENTURE TO THE NEXT LEVEL

Session 5 │ 10:00 a.m. - 11:00 a.m. │ Kellogg Global Hub, 1120

While the hype continues to focus on launching new ventures, value is created in actually growing ventures. Once a business model has successfully shown that it can generate sustainable profit, it is time to scale the company. However, scaling requires managing all the different functions of a business in concert. There are challenges in operations, marketing, finance, talent, culture and more. This session will present a live case on how an alumnus, Matt Elenjickal, scaled a company and raised over $100 million after launching his business at Kellogg five years ago.

Eli Finkel

Professor of Psychology, Weinberg College of Arts & Sciences / Professor of Management & Organizations

THE ALL-OR-NOTHING MARRIAGE: HOW THE BEST MARRIAGES WORK

Session 2 │ 12:00 p.m. - 1:00 p.m. │ Kellogg Global Hub, White Auditorium

Session 3 │ 2:30 p.m. - 3:30 p.m. │ Kellogg Global Hub, 2410

The institution of marriage in America is struggling. But, as Eli J. Finkel’s most recent research reveals, the best marriages today are better than the best marriages of earlier eras. Indeed, they are the best marriages the world has ever known. Finkel combines cutting-edge scientific research with practical advice, introducing a set of quick-and-dirty lovehacks, considering tactics for optimizing communication and responsiveness, and offering guidance on when to recalibrate our expectations. Collectively, these strategies help not only to solve acute problems but also to put our marriage on a path toward flourishing for the long run.

Steve Franconeri

Steve Franconeri

Professor of Psychology, Weinberg College of Arts & Sciences / Professor of Design, McCormick School of Engineering / Director, Northwestern Cognitive Science Program / Professor of Leadership

PERSUASIVE DATA VISUALIZATION

Session 1 │ 10:30 a.m. - 11:30 a.m. │ Kellogg Global Hub, White Auditorium

Session 2 │ 12:00 p.m. - 1:00 p.m. │ Kellogg Global Hub, Kotler Innovation Lab

Your story – an argument, solution or a pitch – relies on solid data. Using the latest research in data visualization and visual perception, this session will combine an overview of design techniques with hands-on exercises to illustrate how to tell clear stories from your data, to upward and outward audiences of varied technical and topical expertise.

Carola Frydman

Carola Frydman

Professor of Finance

EVOLUTION OF CORPORATE GOVERNANCE

Session 3 │ 2:30 p.m. - 3:30 p.m. │ James L. Allen Center, 140

An appropriate governance structure facilitates firm growth. Strong corporate governance ensures the providers of (equity or debt) finance that they will obtain a return on their investments, by limiting the incentives that managers or entrepreneurs may have to abscond with their capital or to invest it in bad projects. But what constitutes an appropriate governance structure? The governance of American corporations has evolved drastically over time in response to changes in markets, institutions and laws. This session will present evidence on the evolution of corporate governance in the United States over more than a century, focusing in particular on the long-run changes in executive compensation, board structure, relationships between firms and bankers, and concentration of ownership. A key takeaway will be that similar governance mechanisms may have very different effects on firm outcomes depending on the economic environment in which firms, managers and the providers of capital interact.

Craig Garthwaite

Craig Garthwaite

Associate Professor of Strategy / Herman Smith Research Professor in Hospital and Health Services Management / Director of Healthcare at Kellogg

The Evolving Healthcare Marketplace

Session 3 │ 2:30 p.m. - 3:30 p.m. │ Kellogg Global Hub, 1110

Session 4 │ 4:00 p.m. - 5:00 p.m. │ Kellogg Global Hub, 1110

The world of healthcare business and policy is rapidly evolving. Rising healthcare spending is leading to a number of policies including a realistic debate about implementing price controls or creating a single payer system for healthcare services. In the private market, new combinations of firms are leading to new business models. Ultimately, these private firms are attempting to figure out how to create and capture value in world where the rules of the game are changing. In this talk we will examine how many of these moves are attempts by firms to create the incentives for a more efficient healthcare market.

Kent Grayson

Associate Professor of Marketing / Bernice and Leonard Lavin Professorship / Faculty Director, The Trust Project at Northwestern

TRUST IN THE MARKETPLACE AND IN YOUR ORGANIZATION

Session 5 │ 10:00 a.m. - 11:00 a.m. │ Kellogg Global Hub, 1420/1430

Trust is an essential ingredient for running an effective organization. It can also give brands and products a leg up in the marketplace. Yet, many of us manage trust instinctively. Drawing from business examples and academic research, Professor Kent Grayson will offer frameworks for understanding trust more methodically, and will highlight the advantages that business leaders and marketing managers can gain by managing trust more systematically.

Ben Jones

Ben Jones

Gordon and Llura Gund Family Professor of Entrepreneurship / Professor of Strategy / Faculty Director, Kellogg Innovation and Entrepreneurship Initiative (KIEI)

CREATIVITY AND INNOVATION IN THE 21ST CENTURY

Session 3 │ 2:30 p.m. - 3:30 p.m. │ James L. Allen Center, 223

Session 4 │ 4:00 p.m. - 5:00 p.m. │ James L. Allen Center, 223

Einstein believed that great contributions to science came before age 30. The classic image of a genius scientist or inventor is that of a great mind working alone. Indeed, the idea that singular young people drive the advance of science and technology remains pervasive, including in entrepreneurial hotbeds like Silicon Valley. But, what is the evidence? Looking systematically at science, patenting and entrepreneurship, we find that great advances today are not the provenance of the young. In the 21st century, the greatest ideas, innovations and new firms increasingly come from individuals near age 40 and older. Moreover, technological progress is a team sport, with the breakthroughs increasingly coming from teams of individuals, rather than solo actors. This talk will review this evidence, discuss mechanisms at work and consider applications to building effective, innovative teams today.

Dean Karlan

Professor of Economics and Finance / Frederic Esser Nemmers Chair / Co-Director, Global Poverty Research Lab, Buffett Institute

Pragmatic Optimism in the Fight Against Poverty: Lessons from Behavioral Economics

Session 1 │ 10:30 a.m. - 11:30 a.m. │ Kellogg Global Hub, 2130

Karlan's research employs insights from behavioral economics to identify effective approaches to fighting poverty in both developing countries and the USA. Karlan is co-director of the Global Poverty Research Lab at Northwestern University and a social entrepreneur, having co-founded Innovations for Poverty Action, ImpactMatters and stickK.com.

Megan Kashner

Megan Kashner '03

Clinical Assistant Professor of Public-Private Interface / Director of Social Impact

Intentional Impact

Session 2 │ 12:00 p.m. - 1:00 p.m. │ Kellogg Global Hub, 2130

Wisely assess opportunities to make a difference with your money, talent and resources. Professor Megan Kashner’s Intentional Impact Framework brings analysis and discernment to decisions that matter. Learn to ask the right questions, define the problem and dig into the context and financial dynamics of a social or environmental problem, then make informed and strategic choices when it’s time to engage.

Liza Kirkpatrick

Senior Director Career Management Center

The Evolving Marketplace of MBA Hiring & the Data Behind the Disruption

Session 4 │ 4:00 p.m. - 5:00 p.m. │ Kellogg Global Hub, 2130

Kellogg has a long history of providing its students with the building blocks they need to advance their careers. More and more the types of roles, companies and industries students want to pursue are becoming increasingly diverse, and employers’ recruiting channels are evolving. Dive into the data with the CMC to understand what new MBA grads are looking for; learn about the innovative ways we’re supporting their efforts; and discuss ways alumni can partner with the CMC to support and engage with the Kellogg community in this ever-changing hiring landscape.


Maryam Kouchaki

Associate Professor of Management & Organizations

Taking Charge and Managing Your Ethical Career

Session 4 │ 4:00 p.m. - 5:00 p.m. │ Kellogg Global Hub, 2410

Most of us consider ourselves to be good, moral people. Yet, in reality, many well-intentioned employees end up behaving unethically. This session presents insights based on research to encourage leaders and professionals to exhibit moral humility, realizing that we are morally fallible, and help them to think more holistically about managing their own ethical careers and upholding their personal and professional moral values. Having an ethical career is not just about making singular ethical decisions; it involves preparing in advance for ethical challenges, instituting proper safeguards, making good decisions in the moment, and then reflecting on and learning from moral successes and failures in the aftermath.

Matthew Levatich '94

President & CEO of Harley-Davidson, Inc.

Leading with Curiosity

Keynote Session │11:30 a.m. - 12:30 p.m. │ Kellogg Global Hub, Gies Plaza

The keynote session will feature an interview with Matthew Levatich ’94, President & CEO of Harley-Davidson, Inc., facilitated by Linda Darragh, Clinical Professor of Entrepreneurial Practice and The Larry Levy Executive Director, Kellogg Innovation and Entrepreneurship Initiative. He will share his perspectives on how intense curiosity drives leadership and innovation.

Jose Liberti

Jose Liberti

Clinical Professor of Finance / Joseph Jr. and Carole Levy Chair in Entrepreneurship

Keeping it all in the Family: Control-Enhancing Mechanisms to Perpetuate Control

Session 5 │ 10:00 a.m. - 11:00 a.m. │ Kellogg Global Hub, 1110

Why are some entire industries dominated by family firms? What are the benefits and costs of family ownership — and of family control in excess of ownership — in some businesses? In order to answer these questions, one needs to keep in mind the perspectives of different stakeholders: the family, activist shareholders, other non-family shareholders and even society at large. The New York Times Co. case contrasts the long-term outlook of the Sulzbergers and other families in the newspaper industry with the short-term approach of widely held newspaper companies. This session will introduce some of the basic control-enhancing mechanisms that are available to family firms to perpetuate their control over multiple generations. These mechanisms include: simple majority, dual-stock structures, pyramidal ownership structures, disproportionate board representation and the use of trusts. In the case of The New York Times Co., we will explore how the combination of a series of trusts with a dual class structure gives the Sulzberger family control of the NYT far in excess of the family’s economic stake in the company. The structure also shields the company from potential changes in control — including hostile takeovers as well as activist shareholder attacks. The case features these mechanisms at work and their associated corporate governance problems.

Mike Mazzeo Portrait

Mike Mazzeo

Senior Associate Dean of Curriculum and Teaching / Associate Professor of Strategy

Demystifying Business School Rankings

Session 3 │ 2:30 p.m. - 3:30 p.m. │ Kellogg Global Hub, 2420

Session 5 │ 10:00 a.m. - 11:00 a.m. │ Kellogg Global Hub, 1130

It comes as no surprise that rankings are a key reputation driver for various audiences including prospective students, employers and, of course, alumni. In this session, Senior Associate Dean of Curriculum and Teaching Mike Mazzeo will give an overview of the various business school rankings, brief you on their different methodologies, and outline alumni’s important role in the process. You’ll leave with a clear understanding of how the business school rankings work.

Kevin McTigue

Kevin McTigue

Clinical Associate Professor of Marketing

Creating a Differentiating Experience

Session 1 │ 10:30 a.m. - 11:30 a.m. │ James L. Allen Center, McCormick Auditorium

Session 4 │ 4:00 p.m. - 5:00 p.m.│ Kellogg Global Hub, 2420

There is no shortage of headlines admonishing marketers to embrace “experience,” but they usually stop short of explaining what that actually means. In this session we’ll talk about how brands are differentiating by taking a more holistic view of the customer’s needs and finding new ways to intersect to create value. As customers' expectations for experience evolve in this digital environment, what are the things marketers need to consider? Key takeaways will be an understanding of customer journey mapping as a tool to identify and prioritize touchpoints, an understanding of the current trends in customer expectations, and a set of core principles for success in driving valuable experiences for the customer and the company.

Rachel Mersey

Rachel Davis Mersey

Associate Professor | Northwestern University / Medill School of Journalism, Media, Integrated Marketing Communications / Executive Director | Media Leadership Center / Fellow | Institute for Policy Research

HOW MEDIA ALGORITHMS CONTROL YOUR LIFE

Session 4 │ 4:00 p.m. - 5:00 p.m. │ Kellogg Global Hub, 1120

Whether your media diet is more business or more pleasure, more digital or more print, more socially-driven or more a product of your daily habits, often what you see is being controlled by data. Rachel Davis Mersey will discuss how what you see contributes to your worldview. She will discuss how people interact with and process information; how they judge its veracity, the role of technology in the presentation of information and concomitant public discourse; the consequences of the blurring between news and entertainment in such discourse; and how existing views informed by partisanship or prejudice resist change.

Thomas O'Toole

Tom O’Toole

Clinical Professor of Marketing / Senior Fellow

Customer Loyalty: Strategy and Latest Developments

Session 1 │ 10:30 a.m. - 11:30 a.m. │ Kellogg Global Hub, 2420

Customer strategy today is about customer value management at the individual customer level. Loyalty programs are a well-established marketing practice in travel, financial services, retail, restaurants and other sectors, and are expanding in a growing range of categories such as health care, energy and other new categories. Today, loyalty programs are shifting from being rewards programs to being customer value management systems. How should marketers take a strategic approach to managing customer value? Where are loyalty programs headed? What new business models and approaches are emerging? In this session, Professor O’Toole will address both the strategy and practice of customer value management and loyalty programs across categories.

Nicholas Pearce

Nicholas Pearce '12 (PhD)

Clinical Associate Professor of Management & Organizations

THE PURPOSE PATH: CONNECTING YOUR SOUL WITH YOUR ROLE

Session 4 │ 4:00 p.m. - 5:00 p.m. │ James L. Allen Center, McCormick Auditorium

How can we move beyond having just a job or career and identify a meaningful calling that allows us to connect our soul with our role? In this session, award-winning Kellogg professor, pastor and global executive adviser Nicholas Pearce will engage in conversation with Kellogg alumna Carmita Semaan '04, revealing insights from his new book, The Purpose Path. Drawing upon his years of experience at the intersection of business and faith, Professor Pearce will explore how we can find the inspiration to pursue more than just a paycheck and ultimately fulfill our authentic life’s work.

Luis Rayo

Luis Rayo

Erwin P. Nemmers Professor of Strategy

INCOME AND HAPPINESS

Session 3 │ 2:30 p.m. - 3:30 p.m. │ Kellogg Global Hub, 1120

Session 5 │ 10:00 a.m. - 11:00 a.m. │ James L. Allen Center, McCormick Auditorium

Our lives are driven by a desire to attain happiness; many of us are convinced that a higher income is key to attaining this goal. The link between income and happiness, however, is elusive: while higher income does raise happiness, its effect is extremely short lived. In this session, Professor Rayo will discuss groundbreaking research – co-authored with the late Nobel Laureate Gary S. Becker – that combines economics, neuroscience and psychology to get to the bottom of this paradox. This session will also discuss lessons for both business and life.

Derek Rucker

Derek Rucker

Sandy & Morton Goldman Professor of Entrepreneurial Studies in Marketing / Professor of Marketing / Co-Chair of Faculty Research

Emotionality in Language: Measurement, Theory Development and Findings

Session 2 │ 12:00 p.m. - 1:00 p.m. │ Kellogg Global Hub, 2420

Word-of-mouth communications are a central feature of both consumer and human behavior. Consumers recommend products, attempt to persuade one another and draw inferences from everyday communications. Past efforts have used sentiment analysis as a common quantification tool to understand consumer behavior in these domains. The current talk discusses the importance of moving beyond valence to explore the emotionality of people’s language. The talk begins with a discussion of recent advances in how to impute emotionality from textual analysis. Based on this tool — the evaluative lexicon — applications to theory tests are considered. First, Professor Rucker will share recent work on how the intent to persuade affects language. Second, he will discuss ongoing efforts to explore the predictive power of emotionality. Finally, future directions in text analysis are discussed.

Mohan Sawhney

Mohan Sawhney

McCormick Foundation Chair of Technology / Clinical Professor of Marketing / Director of the Center for Research in Technology & Innovation

AI for Business Executives: What, So What and Now What

Session 3 │ 2:30 p.m. - 3:30 p.m. │ Kellogg Global Hub, White Auditorium

The Artificial Intelligence revolution is sweeping across industries and functions. What is hype and what is real? What is AI and how can it help your business? Where should you look for opportunities to use AI to solve problems in your business? How do you get started with implementing an AI initiative? What are the risks and dangers of AI? In this session, we will answer these questions by understanding the landscape of AI, the applications of AI across the enterprise value chain and a step-by-step framework for putting AI to work in your organization.

David Schonthal

David Schonthal '09

Clinical Associate Professor of Innovation & Entrepreneurship / Faculty Director of Zell Fellows Program

AN INTRO TO DESIGN THINKING

Session 1 │ 10:30 a.m. - 11:30 a.m. │ Kellogg Global Hub, Kotler Innovation Lab

Design is not just a verb – it is a way of solving problems creatively. This session will highlight some of the fundamentals of design thinking and discuss how they can be applied to everything from products and services to business models. In this session, we will explore how these principles are used across a variety of industries, in small companies and large enterprises alike. You don’t need a background in design or engineering to benefit from this session – you just need a bit of curiosity and a desire to view the world through a more human-centered lens.

Matthew Temple Portrait

Matthew Temple '93

Director of Alumni Career & Professional Development

WORKSHOP: DESIGNING YOUR LIFE

Session 1 (extended) │ 10:30 a.m. - 12:30 p.m. │ Mudd Library, 2210

Session 3 (extended) │ 2:30 p.m. - 4:30 p.m. │ Mudd Library, 2210

Still trying to figure out how your career and life fit together? Ready to shake things up? Then join us for this two-hour workshop based on the New York Times bestselling book Designing Your Life by Bill Burnett and Dave Evans, who use a design mindset to help people build fulfilling careers and lives. During the workshop you will engage in several exercises, including:

• Mapping your energy to learn what energizes you and what drains you
• Practicing radical collaboration, learning how you can leverage people from different walks of life to help you generate new ideas and fresh perspectives
• Creating three different "odyssey plans" for the next five years

When will you start that company that you’ve been thinking about? When will you finally hike Mount Kilimanjaro? And what about that marathon?

To learn more, please contact Kellogg's Alumni Career & Professional Development office at cmc-alumni@kellogg.northwestern.edu.

Leigh Thompson

Leigh Thompson

J. Jay Gerber Professor of Dispute Resolution & Organizations / Professor of Management & Organizations / Director of Kellogg Team and Group Research Center / Professor of Psychology, Weinberg College of Arts & Sciences

HIGH PERFORMANCE NEGOTIATION SKILLS

Session 3 │ 2:30 p.m. - 3:30 p.m. │ Kellogg Global Hub, 2430

Session 4 │ 4:00 p.m. - 5:00 p.m. │ Kellogg Global Hub, 2430

In this session, you’ll have the opportunity to “audit” your negotiation skills and receive intensive feedback that will improve your ability to reach win-win outcomes. The goal is to improve your negotiation performance and build your confidence.


Alice Tybout

Alice Tybout '75 (PhD)

Harold T. Martin Professor of Marketing

Kellogg on Branding in a Hyper-Connected World

Session 3 │ 2:30 p.m. - 3:30 p.m. │ James L. Allen Center, McCormick Auditorium

Today’s hyper-connected world has raised the stakes for those who create and manage brands. The brand choices and the information about them are all but limitless, making it difficult for a brand manager to find a sustainable basis for differentiation. Further, brands are now expected not only to offer performance features tailored to consumers’ unique needs and preferences, but also to connect with consumers’ goals and identities by serving a higher-order purpose. A tall order indeed!

In this session, Tim Calkins and Alice M. Tybout, editors of the latest book in the Kellogg On series, Kellogg on Branding in a Hyper-Connected World, will be joined by chapter authors Kevin McTigue, Neal Roese and Brian Sternthal for a discussion of the latest thinking about how companies can build strong brands. Topics will include the role of brand purpose, how brands can connect to consumers’ fundamental motivations, effective touchpoint design, and choosing the right combination of traditional and digital media for a brand.

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