About Building Strong Brands

This blog is about marketing strategy and branding. My goal is to highlight interesting developments in the world of branding and help people develop their skills.

I spend most of my time teaching marketing at Northwestern University’s Kellogg School of Management. I teach courses including marketing strategy, biomedical marketing and strategic marketing decisions. Professor Alice Tybout and I head Kellogg’s branding program.

In addition to my teaching at Kellogg, I work with companies around the world on marketing issues. I give talks, lead seminars and facilitate strategy work-sessions. Some of my recent clients include Eli Lilly, HP, Novartis and AB InBev.

I’ve written two books. Breakthrough Marketing Plans is a guide to writing powerful plans. Defending Your Brand is an introduction to defensive strategy, an important but rarely discussed topic.

I began my career in consulting at Booz Allen and Hamilton. I then spent eleven years at Kraft Foods leading brands including Miracle Whip, Parkay, DiGiorno and Taco Bell. Along the way I started teaching and in 2002 I left Kraft and made Kellogg my primary base.

You can reach me via email at t-calkins@kellogg.northwestern.edu

Or visit my website at http://www.timcalkins.com


TC Photo 9 HR




*Header photo of Ginza Crossing courtesy of /\ltus.


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