Brand Talk | Center on Global Brand Leadership
Brand Talk: insights on how to build strong brands
March 17, 2010

BRITE '10 | March 31 - April 1 | New York, NY

Only two weeks left to register for the BRITE '10 Conference
Register Now. We look forward to seeing you there!


In This Issue:
Business Models Based on Sharing (read)
Culture Eats Strategy for Lunch (read)
How Brand Helps Predict the Future Value of a Business (read)
BRITE '10 Agenda Recap (read)
M.S. in Marketing: New Business School Degree Program (read)
More Reading (read)
For Your Amusement (read)
Business Models Based on Sharing

Robin Chase In 2009, Time Magazine named Robin Chase one of its 100 Most Influential People, thanks to her pioneering ideas on transportation, beginning with her successful founding of Zipcar.

Inspired by car-sharing models in Europe, Chase brought to life a "car rental by the hour" platform in the U.S. Through a simple usage proposition, word-of-mouth marketing, and great customer service, Zipcar has expanded enormously over its ten-year existence--eventually spurring similar offerings from the more established car rental companies.

In founding Zipcar, Chase was also driven by a desire to develop transportation business models that were more sustainable and ecologically balanced. So her next venture, GoLoco, is the first company to combine ridesharing, social networks, and easy payment to help reduce carbon emissions.  She explains the importance of the concept to BusinessWeek,

I see GoLoco as an immediate solution. It means I don't have to wait for the government to introduce carbon taxes or congestion charges, or put in smart development or light rail or transit. Today, with the infrastructure we have, we can do something which dramatically reduces costs and emissions.

To read more about this new idea and Chase's views on transportation, cooperative capitalism, and technology, visit her blog.

To hear Robin Chase speak at BRITE '10, register now.

Culture Eats Strategy for Lunch

Dwayne SpradlinIn talking with one of his clients about the barriers to open innovation within an organization, Dwayne Spradlin, CEO and President of InnoCentive, received a wonderfully inciteful quote: "Culture eats strategy for lunch."

As Spradlin told BusinessWeek (podcast), the right culture is essential to making open innovation work. When leadership supports it from the top, Spradlin believes that "people will be extraordinary." If middle-management receives the necessary permission to be creative and come up with new ideas, they will be the ones who drive open innovation.

Founded in 2001, InnoCentive works with a wide range of businesses to develop incentive-based innovation challenges. Solutions are found by a community of problem solvers spread all around the world. From running these challenges and working with clients, Spradlin offers the following advice for organizations looking to tap the power of an open innovation system:

  • Make sure that you create an innovation challenge only for tasks that you intend to move forward on.

  • Ask the right question--think of a specific "what if" question that might result in a business advancement, rather than just posing general business problems.

  • Harness a group of "problem facilitators" with the skills to develop the right questions and evaluate the solutions to your innovation challenges. This will improve the efficiency of the rest of your company when it moves forward with innovative ideas.

To hear Dwayne Spradlin speak at BRITE '10, register now.

How Brand Helps Predict the Future Value of a Business

How to Better Value Braded BusinessHow much is an organization's brand worth?  The question of how to value intangible assets, such as IP and brand equity, is certainly a pressing issue with no definitive answer as of yet.  However, Natalie Mizik, a professor at Columbia Business School, and her colleague Robert Jacobson, recently found evidence that incorporating brand equity into a financial analysis can better predict the total value of a firm.

Mizik and Jacobson found that by incorporating Young & Rubicam's BrandAssetValuator and its five brand metrics into a multiplier-based valuation, they made a 16% more accurate prediction of a firm's value than when using traditional accounting variables alone.  They did find, however, that the predictive power varied across different sectors, with much less impact on retail and apparel and the greatest impact on consumer durable goods.

The nitty gritty details of Mizik's and Jacobson's analysis (not for finance- or math-phobes!) are available here. And, in fact, they may come in useful for anyone making the argument that brand equity does deliver financial impact.

To request a copy of Mizik's (slightly less technical) BRITE Research Brief: How to Better Value Branded Business, contact: ColumbiaCaseWorks@gsb.columbia.edu

BRITE '10 Agenda Recap

BRITE '10 ConferenceThe first day of the BRITE '10 conference will feature keynotes, panels and creative elements that showcase leading companies and big ideas. On the second day, the conference will focus on interactive discussions, break-outs, and a BRITE tech demo featuring cutting edge entrepreneurs.

With nine breaks for peer networking, BRITE offers ample time to connect with a unique group of innovators, marketers, entrepreneurs, and champions of social enterprise.

BRITE '10 pesenters include: Dave Carroll (singer/songwriter, “United Breaks Guitars”);  Robin Chase (Founder and former CEO of Zipcar); Shay David (Co-founder, Kaltura);  Aliza Freud (Founder and CEO of SheSpeaks); Thomas Gensemer (Managing Partner, Blue State Digital);  John Gerzema (author of “The Brand Bubble”); Devon Harris (Grammy Award-winning producer and songwriter); Ryan Jacoby (Associate Partner, IDEO); Jeff Jarvis (author of “What Would Google Do?”); Miky Lee (Vice Chairman, CJ Entertainment); John Mayo-Smith (EVP and CTO, R/GA); Bre Pettis, (Founder, Makerbot Industries); David Rogers (Host of BRITE); Seth Schachner (Vice President, Sony Music); Vivian Schiller (President and CEO, NPR); Bernd Schmitt (Professor at Columbia Business School);  Ava Seave (Author of “The Curse of the Mogul”); Dwayne Spradlin (CEO, InnoCentive); Reid Sullivan (Senior Vice-President, Samsung); Chris Tolles (CEO, Topix); Duncan Watts (Principal Research Scientist, Yahoo! Research); Nate Westheimer (Co-Founder, AnyClip) and more... (See full agenda)

Register now. We look forward to seeing you in two weeks!

M.S. in Marketing: New Business School Degree Program

M.S. in Marketing - Columbia Business SchoolThe Marketing Division of Columbia Business School is pleased to announce the anticipated launch of a new one-year Master of Science in Marketing program for Fall 2010. 

The program will train marketing researchers to work in industry, consulting firms, nonprofits, government and other organizations where marketing analysis adds value. This degree is targeted to students who wish to pursue a more analytical course of study than that offered by Columbia Business School’s MBA program.

Candidates should have academic preparation equivalent to that of entering PhD students, but wish to pursue a shorter course of study in order to better prepare for their careers.  In a competitive job market, the technical skills and expertise gained through the coursework component of a PhD program become increasingly valuable. A Master of Science in Marketing provides academically distinguished students the opportunity to develop many of these skills in an intensive one-year program.

The Master of Science in Marketing program is anticipated to begin in fall 2010. Applications for admission are due by April 1.

More Reading
Too Many Choices: A Problem That Can Paralyze
(New York Times)
The State of the New York Technology Ecosystem *
(Nate Westheimer)
TV Ratings Rise, Maybe With Internet's Help
(New York Times)
The State of the News Media 2010: Online Economics and Consumer Attitudes
(Pew Research Center)
Web Econmics and Community: The Ars Technica Ad-Blocker Experiment
(Nieman Journalism Lab)
For Your Amusement
United Breaks Guitars Song 2 *
(Dave Carroll VIDEO)
Jazz Interlude from BRITE '09 *
(BRITE Conference VIDEO)
With the Right Attitude (and Suit) Anyone Can Love Their Job
(YouTube VIDEO)

*

Featuring a BRITE '10 presenter

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