S1E1 | Why Does Your Brand Need to Exist?
Aug 11 2022
Length: 23 mins
Podcast

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S1E1 | Why Does Your Brand Need to Exist?

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Summary
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.

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