Insight Unpacked
By Kellogg School of Management
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.
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.
Latest episode
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Insight Unpacked BONUS | Why Canada Goose Soared and Shinola Sputtered
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. -
Insight Unpacked BONUS | So You Want to Be a Luxury Brand
So opulent! So exclusive! In the first of two bonus episodes, we explore everything that helps brands like Ferrari and Manolo Blahnik scream luxury. -
S1E5 | Is Your Brand Working?
In the fifth and final episode of our series, “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. Kellogg professors Julie Hennessy, Jennifer... -
S1E4 | How Will You Tell Your Brand’s Story?
In episode 4 of our 5-episode series, “Extraordinary Brands and How to Build Them,” professor Mohan Sawhney discusses the importance of transmedia brand storytelling–and how to do it right. Every brand has a story to tell. But consumers only... -
S1E3 | What Should Your Brand Look (and Sound and Smell) Like?
In episode 3 of our 5-episode series, “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. On this episode, Kellogg professor Bobby Calder... -
S1E2 | What Should You Name Your Brand?
In episode 2 of our 5-episode series, “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. On this... -
S1E1 | Why Does Your Brand Need to Exist?
In episode 1 of our 5-episode series, “Extraordinary Brands and How to Build Them,” we reveal the key questions you should answer before you start to craft your brand. Because if you can’t articulate your brand’s value to yourself, you won’t... -
Introducing Insight Unpacked
Introducing Insight Unpacked Season 1: Extraordinary Brands and How to Build Them. These days, it’s easy to build a brand. But if you want your brand to stand out, you will need to build an extraordinary brand. Whether you need to build that...