Special Collection: Insight Unpacked
Kellogg Insight recently launched Insight Unpacked, Season 1, a podcast based on the book Kellogg on Branding in a Hyper-Connected World. Catch up on all five episodes, now available. Then dig deeper with curated insights that explore some of the podcast’s bigger themes—marketing, branding, storytelling, and more.
This collection is an exclusive for Kellogg Leadership Circle members.
Marketing
Podcast: Why Does Your Brand Need to Exist?
In episode 1 of our 5-episode series, “Insight Unpacked: Extraordinary Brands and How to Build Them,” we reveal the key questions you should answer before you start to craft your brand.
Timothy Calkins and Alice M. Tybout
August 11, 2022
Marketing
Podcast: What Should You Name Your Brand?
In episode 2 of our 5-episode series, “Insight Unpacked: Extraordinary Brands and How to Build Them,” we dig into the importance of finding the right name for your brand. With apologies to Shakespeare, a rose by any other name wouldn’t smell as sweet.
Timothy Calkins and Paul Earle Jr.
August 22, 2022
Marketing
Podcast: What Should Your Brand Look (and Sound and Smell) Like?
In episode 3 of our 5-episode series, “Insight Unpacked: Extraordinary Brands and How to Build Them,” we discuss the associations you want customers to make with your brand, and how to use design to make it happen.
Bobby J. Calder
August 29, 2022
Marketing
Podcast: How Will You Tell Your Brand’s Story?
In episode 4 of our 5-episode series, “Insight Unpacked: Extraordinary Brands and How to Build Them,” learn the importance of transmedia brand storytelling—and how to do it right.
Mohanbir S. Sawhney and Alice M. Tybout
September 5, 2022
Marketing
Podcast: Is Your Brand Working?
In the fifth and final episode of our series, “Insight Unpacked: Extraordinary Brands and How to Build Them,” we look at how to measure your brand’s health–and what you should do if you don’t like what you learn.
Timothy Calkins, Jennifer Cutler, Julie Hennessy and Jim Lecinski
September 12, 2022
Marketing
Building Strong Brands: The Inside Scoop on Branding in the Real World
Tim Calkins’s blog draws lessons from brand missteps and triumphs.
Timothy Calkins
August 15, 2018
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.
Paul Earle Jr.
June 3, 2019
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.
Bobby J. Calder
March 12, 2019
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.
Alice M. Tybout
May 7, 2019
Marketing
Wondering How Customers Feel about Your Brand?
A new algorithm tracks people’s perception in real time via Twitter.
Aron Culotta and Jennifer Cutler
May 2, 2018