Informações:
Sinopse
Monthly audio reports from the Kellogg School of Management that provide ambitious business leaders the research and expertise needed to drive growth.
Episódios
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Insight Unpacked S1E5 | Is Your Brand Working?
12/09/2022 Duração: 26minIn 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 Cutler, Jim Lecinski, and Tim Calkins will explain how to use tools like Twitter to understand how customers feel about your brand, and what happened when Old Spice and Lego started to target surprising new audiences. Finally, we’ll learn how Kellogg professors feel about Insight’s new brand.
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Insight Unpacked S1E4 | How Will You Tell Your Brand’s Story?
05/09/2022 Duração: 24minIn 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 have so much time, energy, and attention. You will need to find a story that cuts through our collective “story fatigue” and find creative ways to deploy it.
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Insight Unpacked S1E3 | What Should Your Brand Look (and Sound and Smell) Like?
29/08/2022 Duração: 21minIn 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 looks at how great brands define themselves, how stale brands revitalize themselves, and why you should use all your senses when creating a brand image. Channel your inner artist, because it’s design time! We discuss clever multimedia campaigns and explore how soundmarks and audio branding can open the door to new brand associations.
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Insight Unpacked S1E2 | What Should You Name Your Brand?
22/08/2022 Duração: 26minIn 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 episode, Kellogg professors Paul Earle and Tim Calkins offer advice on where you might look for naming inspiration, what great names convey, and when you should go with something fun and funky versus simple and straightforward. Plus: an NFL franchise with a bad name, a podcast with a great name, and the single naming rule that trumps them all.
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Insight Unpacked S1E1 | Why Does Your Brand Need to Exist?
15/08/2022 Duração: 22minIn 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 stand a chance of convincing customers. On this episode, Kellogg professors Tim Calkins and Alice Tybout discuss brand purpose, point of difference, and the McDonald’s McLean burger. Visit the episode page for supplementary materials.
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Ask Insight | How Can Entrepreneurs Develop a Stellar Sales Pitch?
06/07/2022 Duração: 09minOn this episode of The Insightful Leader podcast, two seasoned entrepreneurs share wisdom from the trenches.
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Ask Insight | Managing Up, Managing Across, and Retaining Your Best Employees
29/06/2022 Duração: 15minOn this episode of The Insightful Leader podcast: you asked and our faculty answered. We dig into a mailbox of listener questions on leadership and management.
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What One School District’s Fiasco Says About the Strengths and Limits of AI
14/06/2022 Duração: 22minOn this episode of The Insightful Leader: When Boston Public Schools looked to algorithms to solve equity issues and save money, it ran into a roadblock—the complicated lives of parents and students.
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Executive Presence—Do You Have It?
23/05/2022 Duração: 18minThis week, an episode from the archives: It’s not enough to be good at your job. On this episode of The Insightful Leader, learn how to develop the gravitas that commands attention and respect.
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What People Get Wrong about Setting Goals
02/05/2022 Duração: 11minIn this episode of The Insightful Leader, we hear how leaders can help their teams—and themselves—turn ambitious goals into reality.
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Ask Insight | What Should DEI Work Actually Look Like?
12/04/2022 Duração: 14minOn our first episode of Ask Insight, we learn that changing the status quo will take self-reflection and time.
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How to Design Incentives That Motivate Employees
21/03/2022 Duração: 14minOn this episode of The Insightful Leader, we learn why it’s not always as simple as handing out a performance bonus.
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Podcast: Cybersecurity, Part 2 | How to Respond to a Breach
07/03/2022 Duração: 13minIn the second episode of our two-part series, former NSA director Mike Rogers discusses what to do if your defensive tactics have failed and your network is exposed.
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Cybersecurity, Part 1 | How to Avoid Becoming a Target
28/02/2022 Duração: 14minIn the first episode of our two-part series, former NSA director Mike Rogers shares strategies for protecting your organization from a cyberattack.
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PODCAST: How to Lead a Great Virtual Meeting
08/02/2022 Duração: 10minZoom doesn't have to be a drag. On this episode of The Insightful Leader, we discuss some rules of the road.
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Are You Promoting the Right People to Management?
17/01/2022 Duração: 15minOn this episode of The Insightful Leader: How to identify leadership talent—and how to advance the careers of employees who aren’t looking to manage others.
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How to Lead During Difficult Times
27/12/2021 Duração: 11minThe good news is you may already have the skills you need. On this episode of The Insightful Leader, we’ll learn about doubling down on that expertise to help your team through a crisis.
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Why You Need a Working Knowledge of AI
13/12/2021 Duração: 13minBusiness leaders can’t rely solely on data scientists to get the job done. Learn more on this episode of The Insightful Leader.
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Businesses Can Slow Climate Change. Here's How.
30/11/2021 Duração: 13minIndividual actions won’t be enough to slow global warming. On this episode of The Insightful Leader, learn how companies—and the people who lead them—need to get involved.
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The Art of Giving Good Feedback
08/11/2021 Duração: 16minOn this episode of The Insightful Leader: how to talk so that your team (and boss) will listen.