After spending five weeks in the classroom and two weeks on the ground studying branding from a global perspective, I feel like I have finally achieved clarity surrounding what makes a brand a Brand.
“A brand is a promise – a promise of an experience”
Through our learning in four countries, I learned how brands craft their image, how brands shape the world, how you can destroy a brand, and the importance of national and political branding. I also learned about the brand authenticity and the importance of consistency in all facets of branding. I learned about how to write a tight creative brief and get out of the way so the creative folks can do their thing.
Most importantly, I learned that when it comes to branding, you have to leave your classroom, cubicle, couch or any stationary state of mind and get into the field. Push yourself to get into the mind of the consumer. Find a group of 26 friends and colleagues, grab your passport and go see the world through the lenses of Dan Draper, David Ogilvy and Renee Gosline. See firsthand what consumers need, want and how they act – then never look back.
I want to say thank you to my fellow classmates, professors and administrators who joined me on this seven week branding adventure that took us all over the world.
"Any damn fool can put on a deal, but it takes genius, faith and perseverance to create a brand." - David Ogilvy