In this hyper-connected world with so much noise and competition, branding and marketing have grown dramatically in influence and importance. Startups and mature businesses alike are seeking growth and long-term profitability—and it’s getting harder to come by amidst the clutter. Brands help people distill information, simplify choices, and make decisions.
Find growth and long-term profitability by offering a highly-differentiated product or service. If not, you’ll find yourself in a race to the bottom on price.
(Source: Kellogg on Branding in a Hyper-Connected World, John Wiley & Sons Publishing)
In this program, you will:
This program is for managers who are responsible for traditional branding initiatives. But it’s also geared towards any manager or executive who contributes to the organization’s growth initiatives. If you have a role in driving growth, whether through customer experience touchpoints, supply chain, distribution channels, or general management, you can benefit from learning about the critical role that brands play in driving profitable, long-term growth.
Representative roles include:
In this highly interactive six-week online experience, you will learn by doing. Interactive and hands-on activities are part of every module, which will allow you to put branding concepts that you've learned into practice right away.
Distinguish how a brand can help or hurt a product proposition, learn to strengthen brand touchpoints, and explore the importance of building customer advantage.
Assess the risks and benefits of designing hyper-targeted products and services, learn the rules for picking a target market, draft a positioning statement, and master segmentation.
Select the tools and technology to address your marketing challenge, create target personas, construct a meaningful customer journey with touchpoints, and compare purchase types.
Learn best practices for brand portfolio management, compare launching a new brand vs. creating a brand extension, and determine the best strategy for introducing a new product.
Measure and track the health of your brands, apply the Awareness/Liking/Market-Share model of brand tracking and create a powerful one-page marketing plan.
Construct a strategically designed brand or line extension, evaluate growth opportunities to broaden a brand or tighten its focus, and build a plan to combat competitive threats.
Tim Calkins helps people and organizations build strong brands. He is a marketing professor, author, speaker, and consultant. He teaches courses including Marketing Strategy and Biomedical Marketing, and is co-academic director of the Kellogg on Branding executive education program. More info
Professor Hennessy's MBA and Executive teaching focuses on the development of Marketing Strategies to enhance long-term competitive advantage and profitability. She works frequently with research and technology-driven firms that desire to become more customer-centric, in both new product/services and mature product/services categories. More info
Tim Calkins helps people and organizations build strong brands. He is a marketing professor, author, speaker, and consultant. He teaches courses including Marketing Strategy and Biomedical Marketing, and is co-academic director of the Kellogg on Branding executive education program.
Tim has received numerous awards for his teaching. In 2018, he received the Top Professor Award from Germany’s Kellogg-WHU Executive MBA Program. He won the Lawrence G. Lavengood Outstanding Professor of the Year Award, the top teaching award at Kellogg, in 2013 and 2006, making him one of just five people in the award’s more than forty-year history to have won it twice. He also received the Sidney J. Levy Teaching Award, two Kellogg Faculty Impact Awards and the Kellogg Executive MBA Program’s Top Professor Award four times. Poets & Quants included him on its list “Favorite MBA Professors of 2016.”
He has written four books, the latest of which is How to Wash a Chicken – Mastering the Business Presentation (Page Two, 2018). He also wrote Defending Your Brand: How Smart Companies Use Defensive Strategy to Deal with Competitive Attacks (Palgrave Macmillan, 2012). Expert Marketer Magazine named Defending Your Brand the 2013 Marketing Book of the Year. Tim wrote Breakthrough Marketing Plans (Palgrave Macmillan, 2012 and 2008) and was coeditor of Kellogg on Branding (John Wiley & Sons, 2005).
Tim manages Building Strong Brands, a blog on brand strategy. Inc. included the blog on its list of “Six Blogs That Can Teach You More Than an MBA.” He has published more than a dozen Kellogg case studies and has authored more than two dozen articles on marketing topics.
Tim is an expert on Super Bowl advertising. He created the Kellogg Super Bowl Advertising Review in 2005 and has led the event ever since. Over the past ten years, the program has generated more than five billion media impressions. He has served as a judge for the Word of Mouth Marketing Association’s WOMMY Awards, the Native Creatives Awards and the EthicMark Awards.
In addition to teaching at Kellogg, Tim works with major corporations around the world on strategy and branding issues. His recent clients include Pfizer, PepsiCo, Eli Lilly and AbbVie. He is managing director of Class 5 Consulting, a marketing strategy firm.
Tim is frequently cited by the media, having been quoted in publications including Business Week, The Financial Times, The Wall Street Journal, and The New York Times. He has appeared on all of the major television networks.
Tim began his career at the consulting firm Booz Allen and Hamilton, where he worked on strategy projects. He joined the marketing team at Kraft Foods in 1991. During his almost 11 years at Kraft, he led brands including Miracle Whip, Taco Bell, Parkay and DiGiorno. He was responsible for the launch of more than two dozen new products.
Professor Hennessy's MBA and Executive teaching focuses on the development of Marketing Strategies to enhance long-term competitive advantage and profitability. She works frequently with research and technology-driven firms that desire to become more customer-centric, in both new product/services and mature product/services categories. Recent executive teaching assignments have included work with Facebook, Hyatt, SC Johnson, Abbvie, Novartis, Nestle, McDonalds, Microsoft, ABInBev, John Deere, Kraft/Heinz, and Textron.
Professor Hennessy has been a regular recipient of teaching awards at the Kellogg School. In both 2017 and 2007, she received the Lawrence G. Lavengood Outstanding Professor of the Year Award, Kellogg's top award for teaching quality and impact, as voted by the Kellogg graduating class making her one of just five people in the award’s more than forty-year history to have won it twice. She had been a finalist (top 5 faculty members) in consideration for the Lavengood Award in 2004, 2005, 2006, 2007, 2013, 2014, 2015, and 2016. Professor Hennessy has also been recognized by her academic department, winning the Marketing Department's Core Course Teaching award. She has also received seven special student impact awards.
Professor Hennessy's writing concentrates on cases for classroom use. Recent cases written include studies of Stella Artois in South Africa, Teach for India, Northwestern Memorial Hospital Hispanic Organ Transplant Program, Synthroid, TiVo, Apple iPod, Invisalign Orthodontics, and Biaxin and Zithromax in the antibiotics market.
Gina integrates creative problem solving, engaging storytelling, and analytical moderating to help her clients develop game-changing strategies for their business challenges. Gina brings the consumer to life within an organization, helping teams channel consumer insight to surprise and delight their audience across the entire consumer journey. In our program, Gina shares how to undertake and use ethnographic research to grow your brand.
Before his full-time academic appointment, Kevin led the Strategy and Consulting practice in the central region for global digital agency SapientRazorfish. From marketing strategies to digital transformation roadmaps to creation of entirely new businesses, he advised senior Fortune 500 clients on how to best leverage digital to create value. In our program, Kevin shares his insights on how companies use customer journeys to build powerful brands.
As the Vice President of Marketing at the Wine Group, Eben manages a portfolio of wine brands that include Cupcake Vineyards, the #1 premium wine brand by volume for over five years, and claims the title as #1 exporter of California wine. In our program, Eben shares his insights for managing a portfolio of world-class brands.
Upon successful completion of the program, Kellogg Executive Education grants a verified digital certificate of completion to participants.This program is graded as a pass or fail; participants must receive 80% to pass and obtain the certificate of completion.Download Brochure
After successful completion of the program, your verified digital certificate will be emailed to you in the name you used when registering for the program. All certificate images are for illustrative purposes only and may be subject to change at the discretion of Kellogg Executive Education.
Note: This online certificate program does not grant academic credit or a degree from Kellogg School of Management.