Executive Access: Branding on a Shoestring

Developed in response to intense client demand, our Executive Access series of short programs provides you with immediate, actionable insights in an accessible format. The next program in the series is Branding on a Shoestring, taught by Michel Pham, the Kravis Professor of Business at Columbia Business School.

Faculty Director Michel Tuan Pham

Date: January 29, 2021
Time: 12–3 p.m. ET
Fee: $450
Format: 3-hours, live online

This program earns 1/2 a certificate credit. Learn more.

Program Overview

What makes a brand strong and how do you get there? Branding on a Shoestring offers an overview of the key principles of strong branding, derived from the successes (and occasional failures) of megabrands and made applicable to smaller brands and organizations with limited marketing budgets.

Taught live online by Columbia Business School Professor Michel Tuan Pham, research director of the Center on Global Brand Leadership at Columbia Business School, this program provides the highlights and distilled wisdoms of Professor Pham’s many years of experience teaching and consulting on marketing and branding.

The format is designed to be lively, with a mix of lectures and short exercises in group breakouts. If you’re unsure how to build or evolve your brand, this time-efficient overview of key branding principles may be just the starting point you’re looking for.

Learning Outcomes

✓ Analyze and build your brand from a customer’s perspective

✓ Define strategically what the essence of your brand should be

✓ Avoid common branding mistakes


  • What Makes a Brand Strong? Lessons from the “Big Guys and Gals”
  • Defining the Essence of Your Brand
  • Turning Your Brand into Reality


» Download the program schedule here.


Michel Tuan Pham
Kravis Professor of Business
Columbia Business School

Professor Pham’s business expertise covers the areas of marketing strategy and management, branding, customer and consumer psychology, trademark psychology, marketing communication, and executive decision making. His most recent research focuses on the role of feelings, emotions, and motivation in consumers’ and managers’ judgments and decisions.


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