Tuesday, March 15, 2011

A brand conversation and forum with MBAs

One hour to define the complex world of brand is hardly adequate but that's what I was allotted yesterday evening among a group of University of Ottawa MBA students. 

Providing insight within a learning institution is a great way to assert and crystallize your thoughts while contributing to knowledge and understanding. 

University of Ottawa has invited us on numerous occasions to share our professional views and practical theories with their students. In each occasion we've benefitted from meeting very engaging and thoughtful individuals. 

Unfortunately I could not get to all those who raised their hands for questions but the students enthusiasm to ask questions provided me comfort that another hour could easily have been spent.  

The time together with the students was used to present our model for brand leadership. This is useful because the thinking is applied to many circumstances relating to an organizations market position and their tactics in support of building brand.  Deconstructing brand and understanding the component parts perhaps for some is a defensive strategy in our present age of information overload and brand democracy for the masses.ie:Facebook, Twitter. For those wanting to understand more about the techniques and methods used on audiences to persuade or "convert" people to action, having a primer about how this is mapped out is useful. Those looking at brand structure will be informed about how to process the strategies corporate organizations implement to disseminate content and sell product or other things. The model discussed may apply to an individual, organization or nation. Breaking brand down into clear and accessible parts removes much of the mystery inherent in this loaded subject area. 

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