<p>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.</p> <p>On this episode, Kellogg professors Tim Calkins and Alice Tybout discuss brand purpose, point of difference, and the McDonald’s McLean burger.</p>

S1E2 | What Should You Name Your Brand?

These days, it’s easy to build a brand. So easy, in fact, that the world is full of them. So if you want your brand to stand out, you will need to build an amazing brand. And that’s a lot harder to do.
 
Welcome to Insight Unpacked, where we delve into a complex business topic and emerge with insights from the esteemed faculty of the Kellogg School. For our first season, we learn all about how to build a new brand (or revive an old one), from naming and logo design to brand storytelling and measuring brand health. We’ll also take you behind the scenes as we build a brand of our own.