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The e-Newsletter of the Center on Global Brand Leadership

April 2008


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In This Issue

BRITE '08 Brings Together Big Thinker

Brand Challenges 2008: Inspiring Futures


Big Think Update


Schmitt in Korea


Marketing 2.0 Blog


Center Gossip


BRITE '08 Brings Together Big Thinkers, New York
BRITE '08 Panel
Big thinkers from business, technology, media, and marketing came together at the BRITE '08 conference and CMO summit in New York City on February 7th-8th to discuss how technology and innovation have been transforming the ways that companies build and sustain great brands. Taking place at Columbia University, the event featured 25 speakers from a range of companies, including Craig Newmark, founder of Craigslist Inc., Pamela Kaufman, Chief Marketing Officer at Nickelodeon/MTVN Kids and Family Group, and Patia McGrath, Global Director of Innovation at General Electric Co.

Two hundred attendees at the multi-day event had a chance to hear keynote speakers and panels, engage in CMO roundtable discussions, and participate in hands-on demonstrations by cutting edge technology companies including Massive Inc., LEGO System A/S, R/GA Media Group Ltd., and SpotMe.

The winner of the BRITE Jury Award was Marty Homlish, Global Chief Marketing Officer for SAP AG.  Homlish was chosen for the award in recognition of his sustained leadership in driving brand innovation within SAP. The first place BRITE Audience Award, selected via real-time audience voting at the event, went to Nintendo Wii, with Dove's Campaign for Real Beauty in a close second.

We are gearing up to announce the Fall 2008 and Spring 2009 lineup of BRITE conferences, workshops, and CMO summits-in the US and Asia. Stay tuned for those announcements to come!
Brand Challenges 2008: Inspiring Futures, Barcelona
Big Think StrategyOn May 22nd, our partner brand center at the ESADE Business School in Barcelona will host their annual conference. This year's event is on the topic of Brand Challenges in 2008, focusing on the future of branding. The all day conference will include speeches by leading thinkers in the fields of branding, innovation, and technology, including Columbia Business School's Center on Global Brand Leadership Director, David Rogers. The event will also feature research reports and several roundtable discussions.

Topics include:
* Present and future of brand management in Spain
* Perception of brand value from steering committees and boards of directors
* From media planning to managing touch points and brand experience
* The social dimension of branding
* The impact of new media and innovation on branding

For more information please contact Beatriz Soler Bigas at: beatriz.soler@esade.edu
Big Think Update 
Big Think StrategyProf. Bernd Schmitt's newest book Big Think Strategy continues to gain global attention and interest. Schmitt was recently featured on the cover of the Weekly Biz section of Korean newspaper Chosun Daily, Korea's largest newspaper, which boasts a daily circulation of about 2,380,000. In addition, a Taiwanese translation of the book, published by the Commonwealth Publishing Group, is scheduled to be released this June. Check out the latest Big Think Events and read excerpts from the book on Schmitt's newly redesigned website www.meetschmitt.com.
Schmitt in Korea
In January, Center Executive Director Bernd Schmitt was invited as a visiting professor to Yonsei University, home of the Center on Global Brand Leadership in South Korea. Schmitt taught a course on "Brand and Experience Management" to Yonsei students.  He also conducted research on a new Columbia Business School case study, looking at market innovation and a recent turnaround of the Seoul Philharmonic.  Columbia's new case study initiative was recently featured in Business Week.
Marketing 2.0 Blog

Marketing 2.0

Center on Global Brand Leadership Director David Rogers has recently joined Marketing 2.0, a new blog hosted by Beeline Labs. The blog brings together a community of passionate marketers sharing ideas, insights, advice, stories, and occasional rants and raves about how to operationalize Web 2.0. Focusing on topics such as social media, conversational marketing, and online communities, the blog features discussions of new strategies for traditional marketing approaches.
 
Check out the Blog, and David Rogers' first post, here: http://www.marketingtwo.com

Center Gossip
Revamped Schmitt videos now shorter and sweeter; ObamaMcCainClinton? - withholding endorsement, Center sticks to a brand analysis; BRITE speaker proclaims "fear, greed, and disruption" core to world domination, but depending on the order; ancient dilemma solved: theory is nothing.