EXECUTIVE EDUCATION

OVERVIEW Who is this program for?

In this hyper-connected world with so much noise
and competition, branding and marketing have
grown dramatically in influence and importance. In
fact, the world’s five most valuable brands are all
drivers of this hyper connectivity: Apple, Google,
Microsoft, Amazon, and Facebook.
Too many brands are still struggling to grow, as new
founder-led brands capture the momentum. As the
stakes keep getting higher for organizations and
leaders, where do you find growth and long-term
profitability? You build a brand that offers a distinct
customer advantage. That means customers value
the benefits you provide, they are willing to pay
more for them, and they see you as the best at
providing them. You design touchpoints along the
customer journey that convert them into loyal
customers. This is how you do it. And the brand
experts at Kellogg will show you how.
In this highly-interactive six-week online experience,
you will learn by doing. “Try-it” activities are part of
every module, allowing you to put the concepts into
practice right away. You’ll also join the faculty for
live webinars with time for Q&A to address your
questions. You’ll benefit from their real-world
experience with global brands and their proprietary
frameworks and case studies that you won’t find
elsewhere.
This program is for managers who are
responsible for traditional branding initiatives.
But it’s also geared towards any manager or
executive who contributes to the organization’s
growth initiatives. If you have a role in driving
growth, whether through customer experience
touchpoints, supply chain, distribution
channels, or general management, you can
benefit from learning about the critical role that
brands play in driving profitable, long-term
growth.
Representative roles include:
Brand managers and directors
Marketing, communication, and creative
leaders
Brand ambassadors such as Customer
Experience managers
Growth and strategy leaders, including
consultants
Branding agency executives and team
General managers
Founders/Entrepreneurs

“In today’s hyper-connected world, brands are becoming more important,

not less. To cut through the noise and intense competition, you need to offer
something different and distinctive. Otherwise all you have is price – a race
to the bottom. A strong brand affords you premium pricing.”
-Tim Calkins, Clinical Professor of Marketing, Kellogg School of Management

STRATEGIES THAT BUILD WINNING BRANDS // 1

KEY TAKEAWAYS
In this program, you will:

Learn to develop your brand's positioning, character, and purpose

Evaluate the health of your brand using different approaches

Make smart brand portfolio decisions and manage growth

Create a powerful marketing plan for a real-world scenario

Drive growth and defend against competitive attacks using a financial risk assessment

PROGRAM EXPERIENCE
4 Live Webinars with Real-World Application
Faculty and Program Leaders through ‘Try-It’ Activities

Kellogg’s Original Case

Study on Blue Apron Weekly Live Office Hours

Dedicated Program
Support Team Mobile Learning App

2 // STRATEGIES THAT BUILD WINNING BRANDS

LEARNING JOURNEY

FOUNDATIONS
OF BRANDING
Market segmentation,
targeting, positioning

UNDERSTANDING
CUSTOMERS
Customer journeys,
personas, different styles
of purchase behaviors

BRAND
PORTFOLIOS
Manage brands as a
system; new brand vs.
brand extension

MEASURE BRAND
HEALTH
Both classic and modern
methods of measuring brand
health; gaining internal
support for your plans

STRATEGIES
FOR GROWTH
Growth strategies and
defend your brand
against competitive
attacks

STRATEGIES THAT BUILD WINNING BRANDS // 3

PROGRAM MODULES
In this highly-interactive six-week online experience, you will learn by doing. “Try-it” activities are part of
every module, allowing you to put the branding concepts into practice right away.
Module 1
The Power and Challenge
of Branding
Describe what we mean by brands and how
they add value.
Distinguish how brands can help and hurt a
product proposition
Demonstrate the importance of building
customer advantage
Module 3
Bringing Your Brand to Life: Brand
Design and Touch Points
Start by defining the specific marketing
problem you are trying to address and then
develop the right tools to accomplish it.
Develop personas to gain clarity on who your
target customers are
Construct a meaningful customer journey for a
product category and identify crucial
touchpoints
Contrast Hedonic, Utilitarian, and Low
Involvement purchase types, and understand
the implications for market success
4 // STRATEGIES THAT BUILD WINNING BRANDS
Module 2
Defining Your Brand: Targeting,
Positioning, Character, and Purpose
Assess the risks and benefits of designing
products and services to appeal to a mass
market vs. a hyper-targeted one.
Apply the rules for picking a smart target
market
Construct a positioning statement which
captures a winning positioning for a brand
Assess whether a cause or purpose-driven
marketing approach could add a tailwind to the
positioning
Module 4
Building a Strong Brand Portfolio
Learn how to manage a brand portfolio
together as a system and best practices for
portfolio management.
Examine the different options available when
building a portfolio
Analyze whether you should launch a new
brand or do a brand extension
Module 5
Managing Your Brands
Learn different methods for measuring and
tracking the health of your brands.
Recognize the shortcomings of legacy brand
tracking measures
Apply the Awareness/Liking/Share model of
Brand Tracking to diagnose key brand
challenges and potential solutions
Create a powerful but concise 1-page
marketing plan that will garner support from
management
Module 6
Brand Strategy: Growth and Defense
Understand the growth imperative for most
firms and why it pays to have a great defense
strategy as well as offense.
Construct a strategically-designed brand or line
extension
Evaluate growth opportunities from two
perspectives: broaden a brand and tighten-up
its focus
Analyze competitive threats and determine
whether and how you need to defend your
brand

Create a strategic defense plan

APPLICATION EXERCISES
The program includes multiple opportunities to apply the concepts learned.

Determine whether you

would create a new brand or Calculate the financial risk of
Write a positioning statement use an existing one to create a competitive attack using
based on a Microsoft ad a new product P&L data

Drive innovative ideas for Devise a 1-page marketing

reaching new customers at plan with such clarity and
Blue Apron focus, that everyone gets
behind it

STRATEGIES THAT BUILD WINNING BRANDS // 5

FEATURED EXAMPLES

Hilton’s
Blue W. W.
Tru
Apron Grainger
Brand

Beyond
Bank of
Tiffany Dove / P&G Africa
America
Safaris

Southwest
Starbucks
Airlines

FEATURED BRAND RIVALRIES

Dyson BMW Apple FedEx

VS. VS. VS. VS.

Hoover Mercedes Microsoft Amazon

Note: All product and company names are trademarks or registered trademarks of their respective holders. Use of them does not imply any affiliation
with or endorsement by them.

6 // STRATEGIES THAT BUILD WINNING BRANDS

GUEST SPEAKERS
Gina Fong
Adjunct Lecturer of Marketing at
Kellogg School of Management and
Principal at Fong Insight
Gina integrates creative problem
solving, engaging storytelling, and
analytical moderating to help her
clients develop game-changing
strategies for their business
challenges. Gina brings the consumer
to life within an organization, helping
teams channel consumer insight to
surprise and delight their audience
across the entire consumer journey. In
our program, Gina shares how to
undertake and use ethnographic
research to grow your brand
Eben Gillette
Vice President of Marketing at the
Wine Group
Eben manages a portfolio of wine
brands that include Cupcake
Vineyards, the #1 premium wine
brand by volume for over five years,
and claims the title as #1 exporter of
California wine. In our program, Eben
shares his insights for managing a
portfolio of world-class brands.
STRATEGIES THAT BUILD WINNING BRANDS // 7
Kevin McTigue
Clinical Associate Professor of
Marketing at Kellogg School of
Management
Before his full-time academic
appointment, Kevin led the Strategy
and Consulting practice in the central
region for global digital agency
SapientRazorfish. From marketing
strategies to digital transformation
roadmaps to creation of entirely new
businesses, he advised senior Fortune
500 clients on how to best leverage
digital to create value. In our program,
Kevin shares his insights on how
companies use customer journeys to
build powerful brands.
PROGRAM FACULTY

Julie Hennessy
Clinical Professor of Marketing and Associate Chair
of the Marketing Department

Professor Hennessy's MBA and Executive teaching focuses on the development of Marketing Strategies to
enhance long-term competitive advantage and profitability. She works frequently with research and
technology-driven firms that desire to become more customer-centric, in both new product/services and
mature product/services categories.

Recent executive teaching assignments have included work with Facebook, Hyatt, SC Johnson, Abbvie,
Novartis, Nestle, McDonalds, Microsoft, ABInBev, John Deere, Kraft/Heinz, and Textron.

Professor Hennessy has been a regular recipient of teaching awards at the Kellogg School. In both 2017 and
2007, she received the Lawrence G. Lavengood Outstanding Professor of the Year Award, Kellogg's top
award for teaching quality and impact, as voted by the Kellogg graduating class making her one of just five
people in the award’s more than forty-year history to have won it twice. She had been a finalist (top 5 faculty
members) in consideration for the Lavengood Award in 2004, 2005, 2006, 2007, 2013, 2014, 2015, and 2016.
Professor Hennessy has also been recognized by her academic department, winning the Marketing
Department's Core Course Teaching award. She has also received seven special student impact awards.

Professor Hennessy's writing concentrates on cases for classroom use. Recent cases written include studies
of Stella Artois in South Africa, Teach for India, Northwestern Memorial Hospital Hispanic Organ Transplant
Program, Synthroid, TiVo, Apple iPod, Invisalign Orthodontics, and Biaxin and Zithromax in the
antibiotics market.

8 // STRATEGIES THAT BUILD WINNING BRANDS

 Timothy Calkins
Clinical Professor of Marketing, Kellogg School of Management

Tim Calkins helps people and organizations build strong brands. He is a marketing professor, author, speaker,
and consultant. He teaches courses including Marketing Strategy and Biomedical Marketing, and is
co-academic director of the Kellogg on Branding executive education program.

Tim has received numerous awards for his teaching. In 2018, he received the Top Professor Award from
Germany’s Kellogg-WHU Executive MBA Program. He won the Lawrence G. Lavengood Outstanding
Professor of the Year Award, the top teaching award at Kellogg, in 2013 and 2006, making him one of just five
people in the award’s more than forty-year history to have won it twice. He also received the Sidney J. Levy
Teaching Award, two Kellogg Faculty Impact Awards and the Kellogg Executive MBA Program’s Top Professor
Award four times. Poets & Quants included him on its list “Favorite MBA Professors of 2016.”

He has written four books, the latest of which is How to Wash a Chicken – Mastering the Business
Presentation (Page Two, 2018). He also wrote Defending Your Brand: How Smart Companies Use Defensive
Strategy to Deal with Competitive Attacks (Palgrave Macmillan, 2012). Expert Marketer Magazine named
Defending Your Brand the 2013 Marketing Book of the Year. Tim wrote Breakthrough Marketing Plans
(Palgrave Macmillan, 2012 and 2008) and was co-editor of Kellogg on Branding (John Wiley & Sons, 2005).

Tim manages Building Strong Brands, a blog on brand strategy. Inc. included the blog on its list of “Six Blogs
That Can Teach You More Than an MBA.” He has published more than a dozen Kellogg case studies and has
authored more than two dozen articles on marketing topics.

Tim is an expert on Super Bowl advertising. He created the Kellogg Super Bowl Advertising Review in 2005
and has led the event ever since. Over the past ten years, the program has generated more than five billion
media impressions. He has served as a judge for the Word of Mouth Marketing Association’s WOMMY
Awards, the Native Creatives Awards, and the EthicMark Awards.

In addition to teaching at Kellogg, Tim works with major corporations around the world on strategy and
branding issues. His recent clients include Pfizer, PepsiCo, Eli Lilly, and AbbVie. He is managing director of
Class 5 Consulting, a marketing strategy firm.

Tim is frequently cited by the media, having been quoted in publications including Business Week, The
Financial Times, The Wall Street Journal, and The New York Times. He has appeared on all of the major
television networks.

Tim began his career at the consulting firm Booz Allen and Hamilton, where he worked on strategy projects.
He joined the marketing team at Kraft Foods in 1991. During his almost 11 years at Kraft, he led brands
including Miracle Whip, Taco Bell, Parkay and DiGiorno. He was responsible for the launch of more than two
dozen new products.

STRATEGIES THAT BUILD WINNING BRANDS // 9

CERTIFICATE
Upon successful completion of the program, Kellogg Executive Education grants a verified digital certificate of
completion to participants. This program is graded as pass or fail; participants must receive 80% to pass and
obtain the certificate of completion.

EXECUTIVE EDUCATION

After successful completion of the program, your verified digital certificate will be emailed to you in the name you used when
registering for the program. All certificate images are for illustrative purposes only and may be subject to change at the
discretion of Kellogg Executive Education.

Note: This online certificate program does not grant academic credit or a degree from Kellogg School of Management.

10 // STRATEGIES THAT BUILD WINNING BRANDS

THE LEARNING EXPERIENCE

Our programs are designed to meet the needs of individual learning styles, while also leveraging the power of
peer learning. This is achieved through a user-friendly learning platform that enables participants to easily
navigate the program content to achieve learning objectives.

Keeping it Real
+ Modules

Our pedagogical approach is designed to bring

concepts to life, including:
• Byte-sized learning techniques
• Real-world application
• Peer learning discussions
• Live, interactive teaching

STRATEGIES THAT BUILD WINNING BRANDS // 11

Keeping it Convenient
Access to program content is flexible and available through multiple devices, allowing working professionals to
easily manage schedules and learn remotely—anytime, anywhere. Participants enrolled in the program obtain
access to learning materials in a modular approach, with new content released weekly. Program modules
include a variety of teaching instruments, such as:

• Video lectures
• Discussions
• Class materials: articles and case studies

To further personalize the program modules, live teaching sessions are scheduled during the program, often with
Q&A. For participants who are unable to attend these sessions live, a recording is made available so nothing is
missed. Our industry-leading learning platform allows participants to create a profile, connect and collaborate
with peers, and interact with academic/industry experts such as program leaders and teaching assistants.
Assignments are often linked to participants' real-world situations, making concepts inherently practical.

Keeping it Interesting
Our globally connected classrooms enable participants to seamlessly interact with their peers to complete
group assignments and stay on track toward program completion—having culturally enriching encounters along
the way.

Program Requirements
To access our programs, participants will need the following:

• Valid email address
• Computing device connected to the internet:
PC/laptop, tablet, or smartphone
• The latest version of their preferred browser to
access our learning platform
• Microsoft Office and PDF viewer to access content
such as documents, spreadsheets, presentations,
PDF files, and transcripts

Other Requirements
Programs may necessitate the use of various software, tools, and applications. Participants will be informed
about these additional requirements at the registration stage or when the program begins. Our program
advisors are also available to respond to any queries about these requirements.

STRATEGIES THAT BUILD WINNING BRANDS // 12

 ABOUT KELLOGG EXECUTIVE
EDUCATION
Kellogg Executive Education empowers business
leaders to foster growth in themselves, their teams
and their organizations. Our renowned faculty,
consisting of the world’s best researchers, educators
and practitioners, provide practical insight that
participants can apply as soon as they return to work.
Providing a collaborative, immersive environment for
our executive development programs, we serve a
variety of businesses and executives from a myriad of
industries and geographies.

ABOUT EMERITUS
Kellogg Executive Education is collaborating with
online education provider Emeritus to offer a
portfolio of high-impact online programs. By working
with Emeritus, we are able to broaden access
beyond our on-campus offerings in a collaborative
and engaging format that stays true to the quality of
Kellogg.

Emeritus’ approach to learning is based on a

cohort-based design to maximize peer-to-peer
sharing and includes live teaching with world-class
faculty and hands-on project-based learning. In the
last year, more than 100,000 students from over 80
countries have benefitted professionally from
Emeritus’ courses.

DURATION
6 weeks, online
4-6 hours per week

PROGRAM FEES
$2,600

13 // STRATEGIES THAT BUILD WINNING BRANDS

Easily schedule a call with a program advisor to
learn more

SCHEDULE A CALL

You can apply for the program here

APPLY

CONNECT WITH A PROGRAM ADVISOR

Email: kellogg@emeritus.org
Phone: +1 847-469-1711