Introducing Insight Unpacked Season 1: Extraordinary Brands and How to Build Them.

These days, it’s easy to build a brand. But if you want your brand to stand out, you will need to build an extraordinary brand.

Whether you need to build that special brand from scratch, or you’re hoping to reinvigorate an existing brand… on Insight Unpacked our faculty will help you figure out how to stand out from the crowd...

You’ll hear how to make sure your brand is hitting the right mark...

And you’ll learn how to use storytelling to bring your brand to life in the digital world.

We’ll also take you behind the scenes as we build a brand of our own. So subscribe to Insight Unpacked, or check your feed at The Insightful Leader. Episodes drop on Mondays starting August 15.

In 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.

In 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.