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The 3C’s of Brand(ing) with Bruce Newman, The Intrepid Interview

Author and Professor Bruce Newman joins me to discuss his latest book, Brand. Learn more about Bruce, co-author Todd Newman, and the book by CLICKING HERE.


KEY TAKEAWAYS:

Bruce Newman1. Understanding the 3C’s: Customer, Channel, Competition; A strategic brand focus model.

2. How to truly develop a modern marketing strategy around sometimes disparate and complex ideas.

3. Understanding user-generated branding.

4. The corporate brand vs. a “portfolio” of brands within an organization.

5. How to frame an idea, and begin to move it forward…and a brand fails if it doesn’t lead to behavior change.

6. What does fake news have to do with brand?

7. Consistency, reinforcement, and feedback loops, and why those matter.

8. A discussion around branding strategy, and how to position the brand to all constituencies, and leverage that position in their marketplace.

9. The brand as lynchpin within an organization.


Find Brand here!


About the authors:

Bruce I. Newman (Ph.D.) is Professor of Marketing and Wicklander Fellow in Business Ethics in the Department of Marketing, Kellstadt Graduate School of Business at DePaul University. Dr. Newman is considered the leading scholar in the world on the subject of Political Marketing. He has held visiting scholar positions at several universities, including Stanford University, University of California-Berkeley, University of Otaga in New Zealand and Meiji University in Tokyo, Japan. His publications have appeared in top academic journals, in addition to chapters in several handbooks on the subjects of political marketing, political communication and persuasion and social marketing. Bruce has published 17 books, some of which have been translated into Chinese, Korean, Hungarian and Italian, including The Marketing of the President (Sage, 1994) and the Handbook of Political Marketing (Sage, 1999). His most recent book is The Marketing Revolution in Politics: What Recent U.S. Presidential Campaigns Can Teach Us About Effective Marketing (Rotman-UTP, 2016). He is the founding Editor-in-Chief of the Journal of Political Marketing (Taylor & Francis, UK) now in its seventeenth year. Dr. Newman is a recipient of the Ehrenring (Ring of Honor) from the Austrian Advertising Research Association, and advised senior aides in the Clinton White House in 1995-1996 on communication strategy. Dr. Newman is a frequent contributor to the media, appearing on both national and international talk shows. His Op-Ed articles have appeared in a broad range of publications, including the Chicago Tribune, The Christian Science Monitor and on CNN.com. Dr. Newman has been invited to give Keynote Addresses in over 25 countries.

Todd P. Newman (Ph.D.) is a Postdoctoral Associate at the Alan Alda Center for Communicating Science at Stony Brook University, USA. He holds a PhD in Communication from American University. Dr. Newman’s research focuses on the intersection of science, the media, and society. Specifically, he looks at how the media shape our views of science and environmental issues, as well as the public outreach and engagement efforts of scientists. He previously served as a Postdoctoral Fellow at the University of Connecticut where he worked on a National Science Foundation supported research grant to evaluate the training of scientists in public outreach and communication. His publications have appeared in a number of academic journals and edited volumes, and he works with scientists internationally on strategic communication and public engagement.


(iTunes)


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