Marketing
How to Create a Brand Name That Works
Tide. Peloton. I Can’t Believe It’s Not Butter. The best names share four traits, according to an excerpt from Kellogg on Branding in a Hyperconnected World.
Ideas
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Careers
Take 5: How to Kickstart a Successful Career
Young professionals, smart decisions now will open doors for you in the future.
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Careers
Podcast: Let Your Purpose Guide Your Career
How to “align your role with your soul.”
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Marketing
The Dos and Don’ts of Repositioning Your Brand
This “strategy of last resort” should not be undertaken lightly. An excerpt from Kellogg on Branding in a Hyper-Connected World.
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Careers
In the Hunt for Top Talent, Don’t Overlook Older Workers
A veteran recruiter shares tips on hiring this valuable, and growing, segment of the labor force.
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Careers
Worried You’re Not Saving Enough for Retirement? Here’s What You Can Do.
An economist offers suggestions for individuals and policymakers to help make retirement more secure.
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Careers
How Introverts Can Learn to Love Networking
Four tips for turning this trait into a “networking superpower.”
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Marketing
5 Ways to Know Your Customer Better Than Your Competitors Do
For starters, get out of the office and find your end users.
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Innovation
Podcast: Unleash Your Inner Designer
You—yes, you!—can use design thinking to find creative solutions to your customers’ problems.
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Organizations
Take 5: Cultivating Empathy in the Workplace
What to understand about this critical, but surprisingly complex, trait.
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Marketing
What You Need to Know about the Newest Frontier of Brand Storytelling
An excerpt from Kellogg on Branding in a Hyper-Connected World explores the power of a “transmedia” approach.
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Entrepreneurship
You Just Bought a Small Business. Now It’s Time to Lead.
Four tips for tackling the unique challenges of entrepreneurship through acquisition.
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Strategy
For Companies Worried About a Trade War, the Time to Act Is Now
A lot of companies are “holding tight and hoping it all just goes away.” Don’t be one of them.
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Data Analytics
To Improve Customer Experience, Embrace the Outliers in Your Data
Don’t ignore them. Let them highlight your biggest failures and juiciest opportunities.
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Leadership
Podcast: Great Leaders Ask, “What Really Matters?”
Former Fortune 500 CEO Harry Kraemer discusses how knowing and acting on your values can guide you through a crisis.
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Organizations
Climate Change Is Transforming the Economy. How Will Your Company Adapt?
“Until organizations learn to internalize the threat, they’re in danger of falling behind.”
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Marketing
Good Brand Design Appeals to Consumers on an Unconscious Level
An excerpt from “Kellogg on Branding in a Hyper-Connected World” uses an iconic brand—Coca-Cola—to illustrate the power of design thinking.
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Marketing
How Tech Giant SAP Built Its Brand with Help from Employee Stories
A conversation with CMO Alicia Tillman.
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Careers
Four Ways to Influence Your Bosses without Alienating Them
Here’s how to make your manager look good and become indispensable in the process.
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Artificial Intelligence
How to Build Artificial Intelligence that Everyone Can Trust
Experts from IBM Watson and Kellogg discuss how to remove bias and increase transparency in machine-learning algorithms.
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