 |
|
| 
Qualified institutions can sign up now for a 60-day free trial of CERO.
Learn more.
| |
|
| |
|
|
| | Brand Leadership—E-Seminar 1, Brand Identity and Strategy
| | Bernd H. Schmitt |
|
In this e-seminar, Professor Bernd Schmitt of Columbia Business School 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. Enter.
|
|
|
|
| | Brand Leadership—E-Seminar 2, Experiential Branding
| | Bernd H. Schmitt |
|
In this e-seminar, Professor Bernd Schmitt of Columbia Business School 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." Enter.
|
|
|
|
| | Brand Leadership—E-Seminar 3, Branding and the Creative Organization
| | Bernd H. Schmitt |
|
In this e-seminar, 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—a type of organization where work is fun. Using examples of cutting-edge advertising, he illustrates his perspective that in the new century, "there's no business that's not show business." Enter.
|
|
|
|
|
