Columbia Business School | Center on Global Brand Leadership
In This Issue:
• EVENT: Asia Business Summit (Oct. 11, Singapore) (read)
• Warby Parker: A Purposeful Vision (read)
• EVENT: Brand Experience Symposium (Sep. 10-11, NYC) (read)
• From Intuition to Creation (read)
• Read More (read)
• For Your Amusement (read)
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EVENT: Asia Business Summit (Oct. 11, Singapore)

Asia Business SummitBenefitting from a booming middle-class demographic which has a hunger for products and the spending power to match, Asia's business potential is vast. As a result, global brands are racing to establish themselves there.

On October 11, 2013 in Singapore, the 2nd Annual Asia Business Summit, co-presented by the Center's Bernd Schmitt and the Financial Times, will address how businesses can build a sustainable growth strategy in Asia and the role Asia will play in this rapidly changing marketplace.

Featured speakers include:

  • Lee Pal Seung, ex Chairman, Woori Group
  • Teresa Ko, Chairman, Freshfields
  • Cesar Cernuda, President, Asia Pacific, Microsoft
  • Rohit Jawa, Senior VP of Global Marketing Operations, Unilever
  • Prof. Bernd Schmitt, Columbia Business School

Date: Friday, October 11, 2013
Location: InterContinental Hotel, Singapore
Cost: $999 USD through August 31; $1,399 USD thereafter

*30% off full price for CBS alumni with code: ACI2013_CBS

View the full agenda or register.

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Warby Parker: A Purposeful Vision

The Unconventionals Warby ParkerThe burgeoning e-commerce eyewear company, Warby Parker, takes pride in transforming those of us who wandered blindly through school hallways into trendsetters for the "in-crowd" without breaking bank.

But the student-founded start-up acted on a deeper vision and managed to hit its first-year sales goals in just three weeks… on a $120k budget.

When co-founder Neil Blumenthal heard that one billion people worldwide were without glasses, he and three Wharton classmates began selling stylish, affordable specs. For every pair sold, Warby Parker donates a set to those who have forgone proper vision thanks to the hefty price tag of prescription eyeglasses.

Warby Parker is more than a philanthropic endeaver. Blumenthal explains, "[We want] to build an example of a business that is scalable, profitable, but does good in the world and doesn't charge a premium for it.... Ultimately businesses can be and should be a catalyst for good."

Listen to PJA's "The Unconventionals" to hear how Warby Parker became one of the most talked about entrepreneurial ventures.

Read more and comment on our blog.

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EVENT: Brand Experience Symposium (Sep 10-11, NYC)

Brand Experience SymposiumOn September 10 and 11 at the Brand Experience Symposium in New York, meet the marketing chiefs from some of the world's most iconic brands.

See, touch and feel how they make the brand experience come alive for their customers: online, in-store, on-the-go and at every touch-point.

Featuring CMOs from:

  • L'Oreal USA
  • General Mills
  • Harley-Davidson
  • The Cheesecake Factory
  • E&J Gallo
  • Fender Musical Instruments
  • Caribou Coffee

Dates: September 10-11, 2013
Location: Helen Mills Theater, NYC
Cost: $1,595*

* Use promotion code Columbia for a 10% discount.

View the agenda and register.

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From Intuition to Creation

Creative StrategyIn the world of business, people often conduct brainstorming sessions in an effort to develop creative ideas. According to Columbia Business School's Bill Duggan, these types of traditional methods are more effective for problem-solving than idea generation.

Duggan explains, "You get conventional wisdom, not innovation." People tend to produce top-of-mind ideas drawn from personal experience. His latest book, Creative Strategy, bridges theory on how innovative ideas happen with the actual process of developing them.

Although Duggan recognizes that for most companies, employing a creative strategy prior to a particular planning cycle is difficult, he recommends shaking up the status quo. "[It] requires a firm to turn its whole cycle of procedures upside down."

Read an excerpt from Creative Strategy to learn more about effective approaches for tapping into your innovative self.

Read More
Why Big Data Is So Hard for Companies
(David Rogers, Center on Global Brand Leadership)
How Women Decide
(Harvard Business Review)
CMO Optimism at Four-Year High, But Proving Marketing's Value Remains Elusive
(Forbes)
Coach Fashions its Future
(Crain's)
Rolling out new advertising in the bathroom stall
(New York Times)
For Your Amusement
So Bad, It's Bad: Samsung Video Is the Cringeworthiest Thing (Adweek)
Man Critically Injured Trying to Rescue a Stolen David Hasselhoff Ad (Gawker)
Map Shows the Most Famous Brand from Each State in the US (Bored Panda)
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