Special Collection: Insight Unpacked
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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.

Podcasts
two hands fold an origami bird
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.

hand folding origami paper crane
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.

hand folding origami crane
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.

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.

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.

Additional Articles
A clerk scans brand trademarks.
Marketing

Building Strong Brands: The Inside Scoop on Branding in the Real World

Tim Calkins’s blog draws lessons from brand missteps and triumphs.

Product packages await their brand names.
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.

Post-it notes on a design thinking whiteboard
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.

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.

Social media and decision-making
Marketing

Wondering How Customers Feel about Your Brand?

A new algorithm tracks people’s perception in real time via Twitter.