<p>In 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.</p> <p>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.</p>

S1E5 | Is Your Brand Working?

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.