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Taught by: Bernd H. Schmitt
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The three-part Brand Leadership series is structured around three hot topics in the business world today:
What makes a strong brand, and how does it provide value?
How should we manage global brands and the experiences they provide?
How can we bring more creativity into business—for internal as well as external branding?
In Branding and the Creative Organization, Professor Bernd Schmitt of Columbia Business School discusses how to build a creative organization that will both foster and reinforce compelling branding campaigns. He introduces the concept of The Garage—an organization where work is fun—and presents a range of tools for balancing what he calls the "bizz" and the "buzz." Using examples of cutting-edge advertising by Altoid's, Victoria's Secret, M&Ms, and others, he illustrates his perspective that in the new century, "there's no business that's not show business."
This e-seminar features two narrated slide shows by guest speakers from the private sector exploring different facets of how employees experience the brand.
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| 3-5 hours |
| Anytime |
| Not-for-Credit |
| None |
| None |
| FREE
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Note: Columbia students, faculty, staff, and alumni will need to use their University Network ID (UNI) to access e-seminars.
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E-Seminar Objectives | Outline | Instructor's Background | Recommended Reading | Technical Requirements
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Discover what it means to align an organization around the brand promise.
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Understand the importance of continuous innovation and creating the right customer interface.
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Learn tools for working in the type of creative organization called "The Garage."
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Become inspired to put some show in your business.
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Analyze how different brands have delivered on the brand promise in their interaction with customers (optional assignment).
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1. Introduction to the Creative Organization
2. Aligning Around the Brand Promise
3. Working in the Garage
4. Putting the Show in Business
5. Conclusion and Assignment
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Bernd Schmitt (Ph.D., Cornell University) is Professor of Business at Columbia Business School in New York and the Executive Director of the Center on Global Brand Leadership with offices at Columbia Business School, the University of Munich, ESADE in Barcelona, and the University of Hong Kong.
Schmitt's best-selling books have been translated into fifteen languages. He is the author of Experiential Marketing: How to Get Customers to SENSE, FEEL, THINK, ACT and RELATE to Your Company and Brands (The Free Press, 1999). He is the coauthor of Marketing Aesthetics: The Strategic Management of Brands, Identity and Image (The Free Press, 1997) and most recently, Build Your Own Garage: Blueprints and Tools to Unleash Your Company's Hidden Creativity (The Free Press, 2001). In addition, he is the author and coauthor of more than fifty articles in marketing, management, and psychology journals.
Schmitt is a frequent keynote speaker at national and international conferences. He has worked with numerous clients around the world, including the Absolut Company, Ahold, American Home Products, Asatsu-DK, Avon, Cadbury-Schweppes, Cathay Pacific, Chandon Estates, Chubb Corporation, Clarica Life Insurance, Eli Lilly, Electronic Arts, Ericsson, Estee Lauder, Ferragamo, Ford, Gabelli Funds, Genesys, Glaxo Wellcome, Hearst Corporation, Henkel, Hilton Hotels, Kimberly-Clark, Landor, LVMH, McKinsey & Co., M&M Mars, Motorola, Ogilvy & Mather, Pacific Corp., Philip Morris, Pfizer, Porter Novelli, Procter and Gamble, R. R. Donnelly, SAP, Seagram, Sephora, Siemens, Sony, Sunstar, Tata Industries, Telefonica, 24/7 Media, Unilever, UNICEF, Vogue magazine, Volkswagen, Volvo and Wheelock (among others). He has appeared on CNN, CNNfn, BBC, CNBC, CNBC-Asia, NHK and other TV stations around the world and has contributed articles on business issues to the New York Times, the Financial Times, and the Asian Wall Street Journal.
For more information, please visit www.MeetSchmitt.com.
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Professor Schmitt recommends these books for more information on the topics discussed in Seminar 3, Branding and the Creative Organization.
Ridderstrale, Jonas, and Kjell A. Nordstrom. Funky Business. Stockholm, Sweden: BookHouse Publishing, 2000.
Schmitt, Bernd H., and Laura Brown. Build Your Own Garage: Blueprints and Tools to Unleash Your Company's Hidden Creativity. New York: Free Press, 2001.
Ayan, Jordan. Aha! Ten Ways to Fire Your Creative Spirit and Find Your Great Ideas. New York: Three Rivers Press, 1999.
Schmitt, Bernd H., and David L. Rogers. . Upper Saddle River, NJ: Prentice Hall, 2002 (forthcoming).
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You will need to use a computer with Internet access to complete this course. We recommend the following minimum
configurations:
IBM-COMPATIBLE PC
Windows 95, 98, 2000, XP, or NT
64 MB of RAM (128 recommended)
Monitor: 800x600 resolution recommended
Connection: Internet service and 56K modem minimum
Browser: Internet Explorer 4 or above (Internet Explorer 5 strongly recommended) or Netscape 4.7 or above
Sound Card (if you can hear audio you have a sound card)
Plug-ins: RealPlayer 7 or later; Flash Player 5 or later; Acrobat Reader 5 or later
(all plug-ins are free)
MACINTOSH
MAC OS 8.6 or higher
64 MB of RAM (128 recommended)
Monitor: 800x600 resolution recommended
Connection: Internet service and 56K modem minimum
Browser: Internet Explorer 5 or above or Netscape 4.7 or above
Sound Card (if you can hear audio you have a sound card)
Plug-ins: RealPlayer 7 or later; Flash Player 5 or later; Acrobat Reader 5 or later
(all plug-ins are free)
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