Center On Global Brand Leadership Newsletter

May 2009

BRITE Conference
BRITE '09 Wrap-up and Summary
  • Media and blog coverage: Read the media and blog coverage of the BRITE '09 conference on our website. We encourage you to visit them for multiple perspectives on the ideas and discussion that took place at the event.

  • Agenda and Speakers: You can also look back at the agenda and speakers who presented at BRITE '09.

  • David's Day 1 Summary: For a short encapsulation of the first day of the event, BRITE Host David Rogers posted his "36 Ideas Gained from Day 1" on the BRITE Blog.

  • BRITE on Twitter: We are posting content and discussing "BRITE themes" through our @BRITEconf Twitter account and through the #brite hashtag. Feel free to follow us, and help stimulate further conversations about innovation and technology and their effects on brands.

Umair Haque at BRITE '09Umair Haque Video from BRITE '09

We have begun to host videos from BRITE '09!

First up is the full presentation from Umair Haque, director of the Havas Media Lab, who spoke about behavioral innovation and his ideas concerning the future of the world economy. (Because we suspect you might ask, the presentation software he is using is called Prezi.)

Each week, over the next few months, we will post additional video excerpts from the conference. So keep coming back to our Videos page or sign-up for the RSS feed of these videos. Coming up next, video of Jeff Jarvis....

BRITE Asia '09BRITE Asia '09: Wrap-up
  • Full Summary: David Rogers has posted a full summary of the BRITE Asia '09 conference on the BRITE blog, and we encourage you to read it if you are interested in these issues.

  • Agenda and Speakers: If you want to look at the BRITE Asia '09 agenda and speakers they are archived on our website.

  • Media and blog coverage: There are also links on our website to media and blog articles that provide more information about the event.
We would like to thank the speakers, volunteers and attendees who made our first BRITE Asia '09 conference a success.  In particular we would like to thank the Centre on Marketing Excellence at Singapore Management University, the co-host and organizer of the event.

Columbia Business SchoolFirst Ever Case Competition: Students Pitch Plans for Indian Cricket League

On April 7th, Columbia Business School completed its first ever Case Competition which challenged student teams to apply the concepts and theories they learned to a real world global business case. The event was sponsored by the Dean's Office, the Chazen Institute, the Samberg Institute and Columbia CaseWorks.

The case choosen for the competition, The Launch of the Indian Premier League, was one of the BRITE Case Studies commissioned by the Center and generously supported by the Jerome A. Chazen Institute for International Business.

The members of the winning student team, Ahmad Bakri, Francesco Braggiotti, Erica Brailey, Micael Calatrava and Alexandre Domange, were tasked with analyzing Lalit Modi's efforts to build a domestic cricket league in India.

"Almost no one gave the new cricket league a chance when it was first conceived," says case author Professor Rajeev Kohli. "But not only was it successful, it became a phenomenon around the world. The case centers around why that is so."

Titans of BrandingProf. Bernd Schmitt Contributes to the Titans of Branding

On March 31, the Hanken School of Economics, as part of it's BIG Project, released the Titans of Branding book that "reflects innovative strategic thinking in the field of global branding."

The book was written by conducting interviews with many global branding leaders, including the Center's faculty director, Professor Bernd Schmitt.  Other academics interviewed for the book include: David Aaker, Leonard Berry, Rod Brodie, Leslie de Cheratony, Kevin Keller, Don Schultz, Jagdish Sheth and Rajendra Srivastava.

Kirsti Lindberg-Repo, an assistant professor at Hanken, was the lead author for the book and worked with four students from the Delhi based Indian Institute of Foreign Trade, Nishant Gupta, Apramey Dube, Vividha Kaul and Esha Mehra.

The book is currently available online here and is expected to be available from later this month.

In the Blogs:

  • Lots of Creativity, Little Innovation: Carlo Fei, as he dropped me off with his Audi back at my hotel, after a dinner and ride through Milan, made a great off-the-cuff remark, "There's lots of creativity here, but little innovation."...
  • Luxury and Recession: The other day, in Hong Kong, I was wondering whether the old rule that luxury is recession proof still holds....
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