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E-Seminars: E-Seminar Detail
 



E-Seminars in This Series

E-Seminar 1
Brand Identity and Strategy


E-Seminar 2
Experiential Branding


E-Seminar 3
Branding and the Creative Organization

 
Brand Leadership
A Series of Three E-Seminars

Taught by: Bernd H. Schmitt

Description
E-Seminar Description
The 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?


  • The series is taught by Professor Bernd Schmitt of Columbia Business School and features several guest speakers, including branding experts from Interbrand and Lippincott & Margulies and managers from the pharmaceuticals giant Lilly.

    In e-seminar 1, Brand Identity and Strategy, Professor Schmitt explains the five key steps that companies must take to successfully manage their brands: brandCORE, brandID, brandEXECUTION, brandLEVERAGE, and brandSCORE. Using examples from Godiva, Cathay Pacific, and W Hotels, he emphasizes the importance of visual aesthetics and meaningful "themes" in creating a strong identity. Professor Schmitt also analyzes one of the critical challenges facing business in the twenty-first century: when to maintain a single global identity vs. when to localize.

    In e-seminar 2, Experiential Branding, Professor Schmitt argues that it's not enough for marketers to promote the "features and benefits" of their brands. With so many products of similar purpose and quality on the market, managers need to provide customers with desirable "experiences." Using examples from successful marketing campaigns, he describes the five types of experiences—SENSE, FEEL, THINK, ACT, and RELATE—and the alternatives for providing them, including television and print advertising, retail environments, and Web sites.

    In e-seminar 3, Branding and the Creative Organization, Professor Schmitt 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 Altoids, 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."


    Series Length:9-15 hours
    Start Date:Anytime
    Credits:Not-for-Credit
    Prerequisites:None
    Moderator:None
    Columbia Students, Faculty, Staff, and Alumni:FREE
    Interested in this
    series?
    Go to the series now.



    Series Objectives | Outline | Instructor's Background | Recommended Reading | Technical Requirements

    Series Objectives
    •    Understand the five key factors common to strong brands.

    •    Consider some strategic issues related to managing identity.

    •    Learn how brand valuation works.

    •    Understand the types of campaigns marketers use to create desirable customer experiences.

    •    Learn the options for instantiating these experiences.

    •    Consider several strategic issues related to experiential marketing.

    •    Discover what it means to align an organization around the brand promise.

    •    Understand the importance of continuous innovation and creating the right customer interface.

    •    Learn tools for working in the type of creative organization called The Garage.

    •    Become inspired to put some show in your business.

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    Outline
    E-seminar 1
    1. Introduction to the Brand Leadership Model
    2. What Makes a Brand?
    3. Creating an Identity
    4. Managing a Brand
    5. Measuring Brand Value
    6. Conclusion and Assignment

    E-Seminar 2
    1. Features vs. Experience
    2. Types of Experience
    3. Experience Providers
    4. Strategic Issues
    5. People as Brands
    6. Conclusion and Assignment

    E-Seminar 3
    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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    Instructor's Background
    Instructor's Background
    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 50 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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    Recommended Reading
    Aaker, David. Managing Brand Equity: Capitalizing on the Value of a Brand Name. New York: Free Press, 1991.

    Ayan, Jordan. Aha! Ten Ways to Fire Your Creative Spirit and Find Your Great Ideas. New York: Three Rivers Press, 1999.

    Kapferer, Jean-Noel. Strategic Brand Management: Creating and Sustaining Brand Equity Long Term. 2d ed. London; Dover, NH, USA: Kogan Page, 1997.

    Keller, Kevin Lane. Strategic Brand Management: Building, Measuring and Managing Brand Equity. Upper Saddle River, NJ: Prentice Hall, 1998.

    Pine, B. Joseph, and James H. Gilmore. The Experience Economy: Work is Theatre & Every Business is a Stage. Boston: Harvard Business School Press, 1999.

    Ridderstrale, Jonas, and Kjell A. Nordstrom. Funky Business. Stockholm, Sweden: BookHouse Publishing, 2000.

    Rosen, Emanuel S. The Anatomy of Buzz: How to Create Word-of-Mouth Marketing. New York: Doubleday/Currency, 2000.

    Schmitt, Bernd H., and Alex Simonson. Marketing Aesthetics: The Strategic Management of Brands, Identity, and Image. New York: Free Press, 1997.

    Schmitt, Bernd H. Experiential Marketing: How to Get Customers to SENSE, FEEL, THINK, ACT, and RELATE to Your Company and Brands. New York: Free Press, 1999.

    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.

    Schmitt, Bernd H. Managing the Customer Experience. New York: Wiley, December 2002 (forthcoming).

    Schmitt, Bernd H., and David L. Rogers. There's No Business That's Not Show Business. Upper Saddle River, NJ: Prentice Hall, 2002 (forthcoming).

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    Technical Requirements
    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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