Columbia Business School | Center on Global Brand Leadership
In This Issue:
• What Can You Learn from a Chief Big Ass? (read)
• The Paradox of Choice: 2012 MAC Conference (Nov 16) (read)
• JUMP New York: The Joined Up Marketing Conference (Nov 1) (read)
• Trust in Your Feelings to Predict the Future (read)
• Read More (read)
• For Your Amusement (read)
What Can You Learn from a Chief Big Ass?

The Unconventionals: Episode 1: Big Ass Fans' CEO Carey Smith"My first impression, when I heard of the company," notes a current Big Ass Fans employee, "is that I would never work for this company in my life." A bold name does hold some risks, even for a company that makes gigantic industrial fans. CEO Carey Smith found, however, that his decision to commit to the name yielded tremendous rewards.

Mike O'Toole, President of PJA Advertising + Marketing, talks with Smith in the first episode of PJA's new radio show, The Uncoventionals, which the Brand Center is proud to be sponsoring.

In a wonderful and frank conversation, CEO Smith talks about:

  • How the name was inspired by listening to the customer
  • How it differentiated the company's communications in a traditionally bland industry
  • How it created a purpose that drives his tribe of nearly 300 employees to live up to this moniker, with a focus on R&D to build the best fans possible
As Smith notes, "it peaks interest, but that isn't building a business... it has, though, given us an opportunity to build a company that is substantial." It starts with the name, but it can't stop there.

Listen to Carey Smith for insights that you can apply to your business.

Subscribe to The Unconventionals podcast on iTunes as we help support upcoming shows on IdeaPaint, Relay Rides, Dollar Shave Club, and Converse.

The Paradox of Choice: 2012 MAC Conference

The Paradox of Choice - 2012 MAC ConferenceChoice is precious, but choosing is a chore. 

The Marketing Association of Columbia presents:

The Paradox of Choice: 8th Annual MAC Conference
Friday, November 16, 2012, 11:45am - 7:30pm
Carolines on Broadway
1626 Broadway, New York, NY

The conference, produced by our MBA student community, will explore how marketers are deciding which channels to use, what content to share, which products to put on the shelf, and how to create the most relevant brand experience in order to engage and build loyalty among consumers in a way that is both meaningful and effective.

Speakers will include:

  • Kathryn Friedrich, Head of Video Strategy, YouTube
  • Barton Warner, VP of Innovation & Marketing, Bayer
  • Steven Rosenblatt, Chief Revenue Officer, FourSquare
  • Pat Connolly, VP of Marketing Services, Conde Nast

Register now and join a day of discussion on brands as publishers, the mobile economy, and cross-platform analytics.

JUMP New York: The Joined Up Marketing Conference

JUMP NY conference 2012 Join 40 experts, including the Center's own David Rogers, and 750 of the brightest senior online and offline marketers in the business for a one-day conference dedicated to driving change that will bring more intelligent, effective, and "joined up" marketing.

Econsultancy presents:

JUMP New York
November 1
Metropolitan Pavilion, New York

JUMP will focus on how we can make our marketing more effective by having a "joined up" approach. For example:

  • How search marketing can improve TV campaign awareness
  • Doubling catalogue sales using insights from web analytics
  • Driving call center improvements with web metrics
  • Generating media coverage via online buzz (and vice versa)
  • Leveraging customer insight from all channels
Register now and use code JPNY5C for a 50% discount.

Trust in Your Feelings to Predict the Future

George Lucas inspired us to imagine controlling a magical force by trusting in our feelings. Presto! New research from Columbia indicates that this kind of trust actually does make us more accurate predictors of the future.

Profs. Michel Pham and Leonard Lee, along with Andrew Stephen (PhD '11), conducted eight unique studies asking participants to make predictions in a wide range of areas, from political victors to box office hits to the weather.

The begin each study, the participants were either primed to trust their feelings, or they were asked to assess their own tendency to trust their feelings. The researchers then found that participants with higher trust levels were consistently and significantly more correct in predicting the outcomes of a variety of events, including the outcome of a presidential race, the success of various movies at the box office, or the eventual winner of American Idol.

Read further details and access the authors' paper Feeling the Future: The Emotional Oracle Effect.

Read More
Do-Not-Track Movement Is Drawing Advertisers' Fire (The New York Times)
Managing a World of Overwhelming Consumer Choice (Sheena Iyengar | BRITE video)
Hulu Struggles To Survive The Influence Of Its Parent Companies (Fast Company)
Elegance and The Art of Less (Frog Design) (ED: Make a list of things to stop doing!)
Great Design Is More Than Another Pretty Package (The Hub)
For Your Amusement
VIDEO: SNL Spoof of Brad Pitt's Chanel No. 5 Ad (AdWeek)
VIDEO: LG, So Real It's Scary (Creativity Online)
6 Awesome Brand Responses to Social Media Bullies (Digiday)
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