Spotlight On: Brand Leadership

1. Spotlight On: Brand Leadership

2. 1 Welcome and Introductions Center on Brand Leadership Overview 2 3 Panel Discussion 4 Q&A

3. Welcome and Introductions Matthew Quint, Director, Center on Brand Leadership Carlos Villar, MBA’19 Nicole Shay, Admissions Emma Case, Admissions

4. Welcome and Introductions • Matthew Quint • Director, Center on Global Brand Leadership • Producer and host, BRITE conference • Researcher, writer, speaker, instructor around what it takes to build and maintain a strong brand

5. Welcome and Introductions Carlos Villar MBA ’19 • Pre-MBA: Consulting • Summer Internships: Brand Management at Johnson & Johnson; Digital Marketing at RISE Brewing Co. • Post-MBA: Marketing in Food & Beverage Industry

6. Center on Global Brand Leadership

7. “The Brand Center” Mission Statement The Center on Global Brand Leadership creates, gathers, and shares insights on how to build and manage strong brands. Combining the research and intellectual capital of academia's foremost thinkers on branding with real world business cases, we show how all elements of an organization – from marketing and communications to supply chain and operations – can affect brands and their relationships with stakeholders. The Center fosters a community of researchers, alumni, students, and business leaders from global corporations, agencies, and consulting firms to advance new knowledge, promote widespread learning, and serve as a forum to address the many challenges of brand building, brand management, and strategic marketing.. • Leadership • Bernd Schmitt, Faculty Director, • Robert D. Calkins Professor of Business • Michel Tuan Pham, Research Director, • Kravis Professor of Business • Matthew Quint, Director, • Evangeline Lew, Assistant Director • Program activities: • BRITE conference • Marketing Innovation Case Competition • Curriculum support • Research initiatives • Senior executive peer-to-peer networking groups

8. Sample of Chief Communications Officer (CCO) Council members

9. Brand Center: Coursework • Current Electives • Managing Brand, Experience, and Identities • Branding in the Arts (NY immersion course) • Smarter Worlds

10. Brand Center Mission • The Center on Global Brand Leadership creates, gathers, and shares insights on how to build and manage strong brands. • Combining the research and intellectual capital of academia's foremost thinkers on branding with real world business cases, we show how all elements of an organization – from marketing and communications to supply chain and operations – can affect brands and their relationships with stakeholders. • Founded in 1999, the Center now fosters a community of researchers, alumni, students, and business leaders from global corporations, agencies, and consulting firms to advance new knowledge, promote widespread learning, and serve as a forum to address the many challenges of brand building, brand management, and strategic marketing.

11. BRITE conference …… ……………………………………………………………… ……………………………………………………………………

12. Research and knowledge sharing …… ……………………………………………………………… ……………………………………………………………………

13. Marketing Innovation Case Competition Combining the seemingly incompatible Indie + Wearables + …… ……………………………………………………………… ……………………………………………………………………

14. Panel Discussion

15. Questions?

16. XXX @ColumbiaMBA apply@gsb.columbia.edu 212.854.1961