These days, it’s easy to build a brand. So easy, in fact, that the world is full of them. So if you want your brand to stand out, you will need to build an amazing brand. And that’s a lot harder to do.
Welcome to Insight Unpacked, where we delve into a complex business topic and emerge with insights from the esteemed faculty of the Kellogg School. For our first season, we learn all about how to build a new brand (or revive an old one), from naming and logo design to brand storytelling and measuring brand health. We’ll also take you behind the scenes as we build a brand of our own. Visit episode links for supplementary materials.
Insight Unpacked
9/25
2023
S1E7 | Why Canada Goose Soared and Shinola Sputtered 13:52
Luxury is dominated by older brands. So what happens when newer entrants try to break through? In the second of two bonus episodes, we show what can go right—and wrong.
9/15
2023
S1E6 | So You Want to Be a Luxury Brand 16:43
So opulent! So exclusive! In the first of two bonus episodes, we explore everything that helps brands like Ferrari and Manolo Blahnik scream luxury.
9/12
2022
S1E5 | Is Your Brand Working? 26:44
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.
9/5
2022
S1E4 | How Will You Tell Your Brand’s Story? 24:00
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.
8/29
2022
S1E3 | What Should Your Brand Look (and Sound and Smell) Like? 21:33
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.
8/19
2022
S1E2 | What Should You Name Your Brand? 26:55
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.
8/11
2022
S1E1 | Why Does Your Brand Need to Exist? 22:48
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.
8/4
2022
Introducing Insight Unpacked Season 1 1:34
Extraordinary Brands and How to Build Them
