Kellogg on Branding in a Hyper-Connected World

World-class branding for the interconnected modern marketplace

Kellogg on Branding in a Hyper-Connected World offers authoritative guidance on building new brands, revitalizing existing brands, and managing brand portfolios in the rapidly-evolving modern marketplace. Integrating academic theories with practical experience, this book covers fundamental branding concepts, strategies, and effective implementation techniques as applied to today’s consumer, today’s competition, and the wealth of media at your disposal. In-depth discussion highlights the field’s ever-increasing connectivity, with practical guidance on brand design and storytelling, social media marketing, branding in the service sector, monitoring brand health, and more. Authored by faculty at the world’s most respected school of management and marketing, this invaluable resourceincludes expert contributions on the financial value of brands, internal branding, building global brands, and other critical topics that play a central role in real-world branding and marketing scenarios.

Creating a brand—and steering it in the right direction—is a multi-layered process involving extensive research and inter-departmental cooperation. From finding the right brand name and developing a cohesive storyline to designing effective advertising, expanding reach, maintaining momentum, and beyond, Kellogg on Branding in a Hyper-Connected World arms you with the knowledge and skills to:

• Apply cutting-edge techniques for brand design, brand positioning, market-specific branding, and more
• Adopt successful strategies from development to launch to leveraging
• Build brand-driven organizations and reinforce brand culture both internally and throughout the global marketplace

• Increase brand value and use brand positioning to build a mega-brand

In today’s challenging and complex marketplace, effective branding has become a central component of success. Kellogg on Branding in a Hyper-Connected World is a dynamic, authoritative resource for practitioners looking to solve branding dilemmas and seize great opportunities.

Foreword ix
Jim Stengel

Preface xi
Alice M. Tybout and Tim Calkins

Acknowledgments xvii

Introduction: The Power and Challenge of Branding xix
Tim Calkins

Section One Thinking Strategically about Your Brand

Chapter 1 Brand Positioning: The Foundation for Building a Strong Brand 3
Alice M. Tybout

Chapter 2 Leveraging the Power of Brand Purpose 20
Jim Stengel, Matt Carcieri, and Renée Dunn

Chapter 3 Creating a Powerful Brand Portfolio 37
Tim Calkins

Chapter 4 Competitive Brand Strategies: Creating Pioneer, Fast-Follower, and Late-Mover Advantage 53
Gregory S. Carpenter and Kent Nakamoto

Chapter 5 Leading the Brand: Brand Strategy Orchestration and Implementation 67
Eric Leininger

Chapter 6 The Three Keys to Building Global Brands with Soul 78
Sanjay Khosla

Section Two Bringing Your Brand to Life

Chapter 7 Brand Design and Design Thinking 93
Bobby J. Calder

Chapter 8 Leveraging Touchpoints in Today’s Branding Environment 110
Kevin McTigue

Chapter 9 Building Strong Connections between Brands and the Self 129
Neal J. Roese and Wendi L. Gardner

Chapter 10 Building Strong Brands through Advertising Strategy in the Online Age 143
Brian Sternthal

Chapter 11 Digital Brand Storytelling 161
Mohanbir Sawhney

Chapter 12 Branding Services in the Digital Era 177
Tom O’Toole

Section Three Gaining Insight about Your Brand and Quantifying Its Stature

Chapter 13 Digital Transformation and the Evolution of Customer Insights in Brand Building 193
Bridgette Braig

Chapter 14 Using Neuroscience to Assess Brands 207
Moran Cerf

Chapter 15 Measuring Brand Relevance and Health 218
Julie Hennessy

Chapter 16 Connecting Marketing and Finance via Brand Value 234
Bobby J. Calder

Section Four Lessons from Brand Leaders

Chapter 17 Has Purpose Lost Its Purpose? McDonald’s Defines Its Style of Marketing 249
Silvia Lagnado and Colin Mitchell

Chapter 18 Ulta Beauty Gets a Branding Makeover 256
Mary Dillon and Dave Kimbell

Chapter 19 Transforming a Historic Brand for a Hyper-Connected World: The John Deere Story 263
Denny Docherty and Mike Porter

Chapter 20 Rebranding an Organization: The Novant Health Story 271
Scott Davis and David Duvall

Chapter 21 Repositioning a Country Brand: Changing the Conversation about Mexico 279
Gloria Guevara

Chapter 22 Managing Brand Communications in a Digital World 287
Cindy Halvorsen

Chapter 23 Customer Experience: The New Frontier of Branding 294
Sergio Pereira

Chapter 24 Brand New: Creating a Brand from Scratch 301
Paul Earle

Index 311

Alice M. Tybout is the Harold T. Martin Professor of Marketing at Northwestern University's Kellogg School of Management where she teaches courses on Marketing Management to MBA and EMBA students. She is a past chairperson of the Marketing Department and the academic director for Kellogg on Consumer Marketing Strategy and co-academic director (with Tim Calkins) for Kellogg on Branding, two executive education programs at Northwestern's Allen Center. In addition to this work, she has edited two other Wiley-published "Kellogg on…" volumes and has published more than forty articles in scholarly journals.

She is a former President and a Fellow of the Association for Consumer Research and serves on the board of directors of RHR International. She received her BS and MA from The Ohio State University and her PhD from Northwestern University.

Tim Calkins is Clinical Professor of Marketing at Northwestern University's Kellogg School of Management where he teaches courses including Marketing Strategy and Biomedical Marketing. Tim began his marketing career at Kraft Foods, where he spent almost 11 years building brands including Miracle Whip, Taco Bell, Parkay and DiGiorno.

He received his BA from Yale and his MBA from Harvard. His latest book is How to Wash a Chicken: Mastering the Business Presentation. He also wrote Defending Your Brand: How Smart Companies Use Defensive Strategy to Deal with Competitive Attacks and Breakthrough Marketing Plans.

Today's hyper-connected world has raised the stakes for those who create and manage brands. The brand choices and the information about them are all but limitless, making it difficult for a brand manager to find a sustainable basis for differentiation. Further, brands are now expected to not only offer performance features tailored to consumers' unique needs and preferences, but also to connect with consumers' goals and identities by serving a higher- order purpose. A tall order indeed!

Starting from this understanding, Kellogg on Branding in a Hyper-Connected World brings together cutting-edge theory and frameworks by Kellogg's world-renown marketing faculty and practical wisdom from seasoned branding experts who manage both established and emerging brands in contemporary markets. Following a foreword by Jim Stengel, former CMO of P&G, the book's 24 chapters are organized around four themes:

• Developing a strategic foundation for your brand and leading the brand
• Bringing your brand strategy to life through design thinking, touchpoint management, insight about fundamental consumer motivations and effective use of traditional and digital media
• Assessing how consumers are responding to your brand using qualitative and quantitative research methods
• Learning from the practical experience of those who lead established brands or are helping to launch new brands in today's hyper-connected marketplace

Together, these chapters provide executives and managers with the ideas, frameworks and tools they need to build strong brands as they face empowered consumers in today's dynamic and intensely competitive market.

The most valuable asset at many organizations is the brand. By creating trust, differentiating the product offering and building loyalty, brands are the foundation for long-term businesses.

This latest book from Northwestern University's Kellogg School of Management is a guide to creating and building powerful brands. The book combines insights from academic thought-leaders and learnings from successful global brand-builders.

The book includes:

• The latest thinking on how to define a brand and the role of positioning and purpose
• Insights on how to bring a brand to life in our hyper-connected world, from using customer journey analysis as a framework for touchpoint design to digital story-telling
• A review of cutting-edge brand building techniques, from identifying insight to using neuro-marketing to calculating brand value
• Learnings from brand leaders at organizations including McDonalds, John Deere, Google, and Ulta Beauty

Northwestern University's Kellogg School of Management is widely regarded as one of the world's top business schools, and without question the thought-leader in marketing theory and practice. This latest collection of insights will help managers build the strong brands of tomorrow.