Center on Global Brand Leadership Blog
- Investing in Unconventional Thinking
Nandita Ray
April 23, 2013
Some of the best brand stories emerge from unconventional thinking, especially in a market environment where pure financial wins are harder and harder to come by. Big blue-chip companies are increasingly turning to less traditional methods for expanding brand awareness and affinity by adding a more “human” touch to their marketing efforts. At the BRITE ’13 conference, PJA Advertising + Marketing’s President Mike O’Toole led a panel of marketers from Intel and PepsiCo who have invested in just this type of thinking. Panel members relayed some unique brand-building tactics and how they’re positioning themselves for stronger relationships with current…
Case Study: Woori’s OneDo Strategy to Become a Top Asian Bank
Matthew Quint
April 4, 2013
Much is now written on the rise of “brand South Korea,” but the country’s financial institutions are still lagging. Chairman and CEO Pal-Seung Lee of the Woori Financial Group wants to change that. “Woori must become one of the top 10 financial institutions in Asia over the next decade.” This is a place that no South Korean company has yet held. In a new case study released by the Columbia’s Center on Global Brand Leadership, Professors Hun-Joon Park, Dong-il Jung and Bernd Schmitt explore how South Korea’s Woori Finance Holdings Co. developed a strategy to cut costs, increase customer service quality and empower…
A Culture of Experimentation: More Innovation, Less Spend
Alison Abodeely
April 4, 2013
In the world of marketing, there’s not always one right answer. Kaaren Hanson, Vice President of Design Innovation for Intuit, has applied this thinking to product development at Intuit. At last month’s BRITE ’13 conference, Hanson discussed how rapid experimentation enhanced Intuit’s product innovation process enabling them to find better solutions, cut costs and drive employee engagement. The focus at Intuit is no longer weighted on finding the correct answer, as traditional thinking dictates. “Often you spend time in a room discussing and debating that answer… there are so many politics,” explains Hanson. Instead, the folks at Intuit have…
BRITE ’13 Will be Live Streamed!
Matthew Quint
February 27, 2013
For those of you who can’t be with us at the BRITE ’13 conference, we’re excited to announce that we will be live-streaming two of our event sessions this Monday, March 4. Anyone around the globe can watch and engage with the conference via our live coverage powered by Watchitoo, an interactive streaming platform used for live events, webinars, and distance learning initiatives. Through Watchitoo you can chat with fellow viewers and pose questions which may be included in the speaker Q&A. Plus, while you’re watching online you can participate on Twitter via #BRITEconf. Mark your calendar, tune in and…
Gamification and the Future of Mobile Payments
Nandita Ray
February 26, 2013
Geo-gaming platform SCVNGR launched LevelUp in 2010 in response to a dual opportunity to change the payment landscape for retail brands. For retail customers, LevelUp means unlocking discounts or freebies at cafes, restaurants, workout studios around the country — similar to how Groupon, Lifebooker, Scoutmob and other online deals companies work. However, it is LevelUp’s value-add for the merchant – i.e., small business owners – that sets them apart from the pack. Chief Operating Officer (or “Chief Rockstar” in the company’s terminology) Michael Hagan explains the concept of LevelUp as “the check-in, the challenge and the reward…in one bite”…
