About Building Strong Brands
Brands are incredibly important assets. Indeed, for many organizations, the brand creates more value than anything else.
This blog is focused on the world of branding. The goal is to highlight notable developments in the branding world and to evaluate branding initiatives, the good ones and the bad ones.
The blog is compiled by Tim Calkins, clinical professor of marketing at Northwestern University’s Kellogg School of Management. Tim is author of Breakthrough Marketing Plans and co-editor of Kellogg on Branding. He is the co-academic director for Kellogg School’s branding program. Prior to joining Kellogg he spent eleven years at Kraft Foods managing brands such as Taco Bell, DiGiorno, A.1. and Miracle Whip.
The primary audience for this blog is students in the Marketing Strategy course at Kellogg, but anyone interested in branding is welcome to follow along and comment.
***Header photo of Ginza Crossing courtesy of /\ltus.