Academic Interview – MG201: Brand Strategy

We see brands speaking up in the World, with Dove championing real beauty and Patagonia speaking out against consumerism, even closing its stores on Black Friday. But how do you build a brand from the ground up? Or level up an existing brand? In this academic interview, we spoke with Senior Marketing Lecturer Guido van Garderen about what students will learn in MG201: Brand Strategy

What will students learn about brand strategy in this course?

It is an exciting time to learn about brand strategy, as brands are taking on more active roles in society. The science of branding has gone beyond picking the right logo and slogan. Today, brands need to ask themselves: What do I stand for, and when will I speak up? If you can’t answer that question, you might just be ‘bland’, instead of a brand. Nike understood this principle and chose to support quarterback Colin Kaepernick and the Black Lives Matter movement, even though some ‘fans’ burned their shoes in response. Taking a stance comes at a cost, but taking no stance might be worse. What would you have done if you were the CMO of Nike? We’ll discuss these kinds of topics in class.

What type of student would enjoy this course?

A course like brand strategy gives you a new way of looking at the world. You start to understand why you relate to some advertisements, and not to others. You will learn how to build a brand from the ground up or refine an existing one. Moreover, if you’re going into marketing or starting a business, you will learn practical models and frameworks that you can apply straightaway. Overall, the course is for curious people with an inquisitive mindset. Students come from all over the world, but with different motivations: young entrepreneurs with a start-up idea who want to get their brand ‘right’. Young professionals in MarCom, PR, or design who want to add branding to their skill set, as well as students who just want to learn something new. A background in marketing is helpful, but not necessary, as we’ll build your knowledge from the ground up. Just be curious, ready to engage, and have fun.

Can you share an example of a brand students explore in the course?

It is impressive how Dove has embraced the theme of ‘Real Beauty’ for more than a decade and continues to advance this conversation. They were at the forefront of body-positive campaigns with ‘real people’ – not just digitally enhanced models. Also, they were early to warn about the influence of social media on the self-image of children and teenagers. Meanwhile, when we analyse Dove's brand architecture, we see that this theme extends to product lines for babies, men, and professional hair care. Dove is a great example of getting your brand strategy right and then consistently applying it to generate business success.

How do students apply what they discover in class?

All lectures are followed by classes, which are essentially workshops. For example, after the lecture on visual identity (design), we’ll run a simulation in which you'll choose the best design proposal for a brand. It forces you to think about essential questions, such as: what is good design? Or, which design route will give my brand a competitive edge? This class is based on how the creative process is run at design and branding agencies. If you ever need to make a decision about a logo, the process will be very similar. In this class, we’ll teach you how to give a more strategic response and arrive at the best decision.

What resources would you recommend to anyone interested in taking this course?

If you are new to this topic, then you might enjoy Marty Neumeier’s book Brand Flip. It is a quick read and helps you understand why branding is important. Moreover, he applies all concepts to a fictional start-up, which helps you understand how to build your own brand. This book is my favourite gift for people who are interested in the topic. I also like the book Different by Harvard professor Youngme Moon, which identifies several strategies for brands to stand out from the competition. If you’re thinking about going into brand strategy, then start reading How brands grow - what marketers don’t know (volumes 1 and 2) from Byron Sharp. Especially in fast-moving consumer goods (FMCG) with companies such as Procter & Gamble and PepsiCo, it is a mandatory read.

Have you heard back from any Summer School students?

One student started working at the global brand consultancy Prophet straight after the summer course and mentioned MG201 had given her a strong foundation in brand strategy consulting. Subsequently, I invited her to speak at the LSE and share her experiences as a junior brand strategist. It was great to hear some of her ‘off the record’ war stories. Another student interviewed for a marketing position at LEGO and mentioned he was asked some questions raised in the course as well. Still, the feedback I hear the most is that it was an engaging course and a summer to remember.