BRITE Ideas Sat, 09 May 2026 19:57:24 -0400 https://www.briteideaspodcast.com en-us © 2026 BRITE Ideas yes 093d27b8-8cf1-5cfc-b2d6-a57730439a11 globalbrands@gsb.columbia.edu Columbia Business School Center on Global Brand Leadership episodic false Buzzsprout (https://www.buzzsprout.com) Columbia Business School Center on Global Brand Leadership globalbrands@gsb.columbia.edu https://storage.buzzsprout.com/l25b265pfptsilu1m1gpncvhbs1q?.jpg BRITE Ideas Fundamentals and the future of brand building with David Aaker Fundamentals and the future of brand building with David Aaker In this episode of the BRITE Ideas podcast, the Brand Center’s faculty director, Prof. Bernd Schmitt, interviews David Aaker (Vice-Chair of Prophet) one of the seminal thinkers on brand management within both academia and corporate strategy. The dialog is centered around an updated 2nd edition of David’s book Aaker on Branding: The Playbook to Build Strong Brands which was released this month. 

David discusses the historical shift of strategy from a focus purely on market share and price promotions in the 20th century to an understanding of the value of brand that began in the 1990s. He highlights the power of brand resonance in consumer’s minds, how it offers differentiation from competitors, and how he helped push to incorporate loyalty as a part of management strategy rather than thinking of it as merely an outcome. 

In today’s setting, David notes the deeper challenges of communicating brand stories and gaining public trust alongside the need to both manage the impacts of disruptive innovation and the necessity to harness it to drive growth. Amid rapid change it’s important to refresh oneself on the fundamentals. Enjoy!

]]> In this episode of the BRITE Ideas podcast, the Brand Center’s faculty director, Prof. Bernd Schmitt, interviews David Aaker (Vice-Chair of Prophet) one of the seminal thinkers on brand management within both academia and corporate strategy. The dialog is centered around an updated 2nd edition of David’s book Aaker on Branding: The Playbook to Build Strong Brands which was released this month. 

David discusses the historical shift of strategy from a focus purely on market share and price promotions in the 20th century to an understanding of the value of brand that began in the 1990s. He highlights the power of brand resonance in consumer’s minds, how it offers differentiation from competitors, and how he helped push to incorporate loyalty as a part of management strategy rather than thinking of it as merely an outcome. 

In today’s setting, David notes the deeper challenges of communicating brand stories and gaining public trust alongside the need to both manage the impacts of disruptive innovation and the necessity to harness it to drive growth. Amid rapid change it’s important to refresh oneself on the fundamentals. Enjoy!

]]> Columbia Business School Center on Global Brand Leadership Buzzsprout-17190811 Mon, 19 May 2025 14:00:00 -0400 2387 brand, resonance, equity, communications, disruptive innovation, David Aaker, Columbia Business School 1 22 full false Sonic branding: symbolism through music and sound with Joel Beckerman Sonic branding: symbolism through music and sound with Joel Beckerman On Episode 21 of BRITE Ideas, JP and Matt interview Joel Beckerman, Founder and Chief Creative Officer of Made Music Studio. As Joel notes early in the episode, humans are hard wired to connect to music and it “imparts emotion to all [our] other senses.” Joel shares his insights on how he works with his clients to create sonic elements that align with the brand and have the power to craft a distinctive connection – “sonic semiotics” -- so there is recognition of the brand, the story behind it, and it's vision. This is all fleshed out by Joel taking us through examples of successful branded sounds.  In addition, Joel touches on how music and sound can impact human behavior and shares some of his hopes and concerns of AI and its capacity to create content. Finally, he details his BRITE idea of “sonic humanism” in which the emotional power of sound, music, and silence, can be used in ways to aid society. Enjoy!

]]> On Episode 21 of BRITE Ideas, JP and Matt interview Joel Beckerman, Founder and Chief Creative Officer of Made Music Studio. As Joel notes early in the episode, humans are hard wired to connect to music and it “imparts emotion to all [our] other senses.” Joel shares his insights on how he works with his clients to create sonic elements that align with the brand and have the power to craft a distinctive connection – “sonic semiotics” -- so there is recognition of the brand, the story behind it, and it's vision. This is all fleshed out by Joel taking us through examples of successful branded sounds.  In addition, Joel touches on how music and sound can impact human behavior and shares some of his hopes and concerns of AI and its capacity to create content. Finally, he details his BRITE idea of “sonic humanism” in which the emotional power of sound, music, and silence, can be used in ways to aid society. Enjoy!

]]> Columbia Business School Center on Global Brand Leadership Buzzsprout-16639701 Wed, 19 Feb 2025 11:00:00 -0500 3550 Joel Beckerman, sonic branding, music, sound, AI, Made Music Studio, Columbia Business School 1 21 full false Brand leadership, C-suite priorities, AI impacts, and more with Kabir Ahuja '08BUS and Eric Sherman '20SPS Brand leadership, C-suite priorities, AI impacts, and more with Kabir Ahuja '08BUS and Eric Sherman '20SPS On Episode 20 of BRITE Ideas, JP and Matt interview Kabir Ahuja '03SEAS '08BUS (Senior Partner, McKinsey and Co.) and Eric Sherman '20SPS (Knowledge Expert, McKinsey and Co.). The conversation delved into a wide range of areas from the role and relationship of the CMO within the C-Suite, leading brand and growth strategies, how AI is affecting organizations and society, marketing's unique potential to harness genAI, and the talent management issues that come with a rapidly changing world landscape. Enjoy!

]]> On Episode 20 of BRITE Ideas, JP and Matt interview Kabir Ahuja '03SEAS '08BUS (Senior Partner, McKinsey and Co.) and Eric Sherman '20SPS (Knowledge Expert, McKinsey and Co.). The conversation delved into a wide range of areas from the role and relationship of the CMO within the C-Suite, leading brand and growth strategies, how AI is affecting organizations and society, marketing's unique potential to harness genAI, and the talent management issues that come with a rapidly changing world landscape. Enjoy!

]]> Columbia Business School Center on Global Brand Leadership Buzzsprout-15476011 Wed, 31 Jul 2024 11:00:00 -0400 2942 CMO, CEO, growth, AI, McKinsey 1 20 full false Don't lose the AI predictive forest for the genAI trees with Eric Siegel '98SEAS Don't lose the AI predictive forest for the genAI trees with Eric Siegel '98SEAS On Episode 19 of the BRITE Ideas podcast, Matt speaks with Eric Siegel '93SEAS '95GSAS '95SEAS '98GSAS '98SEAS (ah, the multiple degrees that accumulate during a custom-designed PhD effort), former faculty at Columbia University, and author of Predictive Analytics and, his latest, The AI Playbook. 

At the core of the conversation is Eric's reminder that traditional AI/ML efforts -- "predicting who will click, buy, lie or die," etc. -- are highly effective and still underutilized AI tools within organizations. The hype of generative AI is certainly warranted, but Eric is eager to help the data scientists and managers of organizations learn together a business framework and paradigm so more established predictive AI models move beyond testing and into production. Common misunderstandings about the true predictive accuracy of AI are discussed as well as the vital role of ethical reviews of model use. In particular, Eric highlights how important it is to avoid using models that create higher false positive rates and thus deny or penalize groups without just cause.

]]> On Episode 19 of the BRITE Ideas podcast, Matt speaks with Eric Siegel '93SEAS '95GSAS '95SEAS '98GSAS '98SEAS (ah, the multiple degrees that accumulate during a custom-designed PhD effort), former faculty at Columbia University, and author of Predictive Analytics and, his latest, The AI Playbook. 

At the core of the conversation is Eric's reminder that traditional AI/ML efforts -- "predicting who will click, buy, lie or die," etc. -- are highly effective and still underutilized AI tools within organizations. The hype of generative AI is certainly warranted, but Eric is eager to help the data scientists and managers of organizations learn together a business framework and paradigm so more established predictive AI models move beyond testing and into production. Common misunderstandings about the true predictive accuracy of AI are discussed as well as the vital role of ethical reviews of model use. In particular, Eric highlights how important it is to avoid using models that create higher false positive rates and thus deny or penalize groups without just cause.

]]> Columbia Business School Center on Global Brand Leadership Buzzsprout-15240530 Thu, 13 Jun 2024 10:00:00 -0400 3390 Eric Siegel, AI, artificial intelligence, machine learning, ethics, bias, genAI, generative, predictive, model, production, Columbia Business School 1 19 full false Chipping away the sustainability roadblocks of consumption and externalities with Andrew Winston '99 Chipping away the sustainability roadblocks of consumption and externalities with Andrew Winston '99 On Episode 18 of BRITE Ideas, JP and Matt speak with Andrew Winston '99 (author, "Net Positive" and "Green to Gold") about the challenges and opportunities for business and society to tackle climate change. Challenged by Andrew to reverse the "can business really be sustainable and profitable" conundrum, the episode dives right into the need to broaden what is valued by business and society and to price environmental effects into business decision-making. Details of the shared responsibilities for businesses, governments, and individuals are also outlined during the robust discussion.

]]> On Episode 18 of BRITE Ideas, JP and Matt speak with Andrew Winston '99 (author, "Net Positive" and "Green to Gold") about the challenges and opportunities for business and society to tackle climate change. Challenged by Andrew to reverse the "can business really be sustainable and profitable" conundrum, the episode dives right into the need to broaden what is valued by business and society and to price environmental effects into business decision-making. Details of the shared responsibilities for businesses, governments, and individuals are also outlined during the robust discussion.

]]> Columbia Business School Center on Global Brand Leadership Buzzsprout-15075199 Thu, 16 May 2024 11:00:00 -0400 3236 sustainability, climate change, net positive, Andrew Winston, responsibility, value, externalities, consumption 1 18 full false Brand You: strategies for career authenticity with Allen Adamson and Amy Fuller Brand You: strategies for career authenticity with Allen Adamson and Amy Fuller On episode 17 of the BRITE Ideas podcast, JP and Matt speak with Allen Adamson (Co-founder of Metaforce; author of Seeing the How) and Amy Fuller (board director and former Chief Marketing and Communications Officer of Accenture) about how to better define personal branding to advance you career.  The pair discuss the innate tensions around the need to be findable in a platform age, how to balance consistency and complexity, and how to build a reputation alongside a personal story.

]]> On episode 17 of the BRITE Ideas podcast, JP and Matt speak with Allen Adamson (Co-founder of Metaforce; author of Seeing the How) and Amy Fuller (board director and former Chief Marketing and Communications Officer of Accenture) about how to better define personal branding to advance you career.  The pair discuss the innate tensions around the need to be findable in a platform age, how to balance consistency and complexity, and how to build a reputation alongside a personal story.

]]> Columbia Business School Center on Global Brand Leadership Buzzsprout-14088026 Tue, 05 Dec 2023 09:00:00 -0500 3104 Allen Adamson, Amy Fuller, personal branding, career, multitudes 1 17 full false The chase for optimal customer experience with Kaaren Hanson The chase for optimal customer experience with Kaaren Hanson In this episode of the BRITE Ideas podcast, JP and Matt speak with Kaaren Hanson (Chief Design Officer, Consumer and Community Banking, JPMorgan Chase) who shares her insights and actions of a systems-thinking approach to design truly great customer experiences. Hanson notes that organizational silos are still a major hurdle to brands developing truly great customer experiences, and she shares some structural and motivational steps she has taken at Chase to better connect the data and creative executions on experience in the hopes these can inspire other organizations. 

]]> In this episode of the BRITE Ideas podcast, JP and Matt speak with Kaaren Hanson (Chief Design Officer, Consumer and Community Banking, JPMorgan Chase) who shares her insights and actions of a systems-thinking approach to design truly great customer experiences. Hanson notes that organizational silos are still a major hurdle to brands developing truly great customer experiences, and she shares some structural and motivational steps she has taken at Chase to better connect the data and creative executions on experience in the hopes these can inspire other organizations. 

]]> Columbia Business School Center on Global Brand Leadership Buzzsprout-13383371 Thu, 10 Aug 2023 11:00:00 -0400 2333 1 16 full false How business strategy through design becomes brand reality - thoughts from the founders of COLLINS How business strategy through design becomes brand reality - thoughts from the founders of COLLINS On Episode 15 of the BRITE Ideas podcast, Matt and JP spoke with Leland Maschmeyer and Brian Collins, co-founders (and CEO and CCO respectively) of COLLINS.  The pair dive deeply into the necessity of uniting business models, consumer behaviors and attitudes, and strategic foresight with design to effectively communicate the now and future vision of any brand. In particular, they highlight the value of building a great product from which all the value-based and brand identity considerations can then follow. They also highlight the need for global businesses to focus on regenerative practices to balance the inevitable tensions between growth and environmental and social sustainability.   

]]> On Episode 15 of the BRITE Ideas podcast, Matt and JP spoke with Leland Maschmeyer and Brian Collins, co-founders (and CEO and CCO respectively) of COLLINS.  The pair dive deeply into the necessity of uniting business models, consumer behaviors and attitudes, and strategic foresight with design to effectively communicate the now and future vision of any brand. In particular, they highlight the value of building a great product from which all the value-based and brand identity considerations can then follow. They also highlight the need for global businesses to focus on regenerative practices to balance the inevitable tensions between growth and environmental and social sustainability.   

]]> Columbia Business School Center on Global Brand Leadership Buzzsprout-12997634 Wed, 14 Jun 2023 10:00:00 -0400 3456 Brian Collins, Leland Maschmeyer, design, foresight, business strategy, purpose, product, BRITE Ideas, Columbia Business School 1 15 full false How tapping marginal behaviors can drive innovation with Helen Edwards How tapping marginal behaviors can drive innovation with Helen Edwards In Ep. 14 of BRITE Ideas, JP and Matt speak with Helen Edwards (Co-founder, Passionbrands) on her latest book From Marginal to Mainstream: Why Tomorrow's Brand Growth Will Come from the Fringes - and How to Get There First. Things kick off more broadly around the challenge to focus marketing around both reach and meaning which the assessment that most people do not really "love" brands. Then the episode dives into how to analyze marginal consumer behaviors with foresight techniques to get hints at what might become mainstream. This process can than create opportunities for brands and businesses to harness consumer-driven innovation. [NOTE: Helen's latest was published by Kogan Page, a supporter of the BRITE Ideas podcast.]

]]> In Ep. 14 of BRITE Ideas, JP and Matt speak with Helen Edwards (Co-founder, Passionbrands) on her latest book From Marginal to Mainstream: Why Tomorrow's Brand Growth Will Come from the Fringes - and How to Get There First. Things kick off more broadly around the challenge to focus marketing around both reach and meaning which the assessment that most people do not really "love" brands. Then the episode dives into how to analyze marginal consumer behaviors with foresight techniques to get hints at what might become mainstream. This process can than create opportunities for brands and businesses to harness consumer-driven innovation. [NOTE: Helen's latest was published by Kogan Page, a supporter of the BRITE Ideas podcast.]

]]> Columbia Business School Center on Global Brand Leadership Buzzsprout-12910647 Wed, 24 May 2023 11:00:00 -0400 2556 Helen Edwards, marketing, brands, consumer-driven, innovation, marginal, mainstream, foresight, strategy, Columbia Business School, BRITE Ideas 1 14 full false Everyone is in the hospitality business with Marissa Freeman (CMO, USHG) Everyone is in the hospitality business with Marissa Freeman (CMO, USHG) On this Episode of the BRITE Ideas podcast, JP and Matt interview Marissa Freeman (CMO, Union Square Hospitality Group) who discusses the unique customer experience Danny Meyer created first with Union Square Café and which now encompasses entertainment, hospitality, and entrepreneurial lessons as the brands within the USHG portfolio continue to grow. [NOTE: This episode was first recorded in 2021.]

]]> On this Episode of the BRITE Ideas podcast, JP and Matt interview Marissa Freeman (CMO, Union Square Hospitality Group) who discusses the unique customer experience Danny Meyer created first with Union Square Café and which now encompasses entertainment, hospitality, and entrepreneurial lessons as the brands within the USHG portfolio continue to grow. [NOTE: This episode was first recorded in 2021.]

]]> Columbia Business School Center on Global Brand Leadership Buzzsprout-11751327 Wed, 23 Nov 2022 11:00:00 -0500 1982 Marissa Freeman, Columbia, Brand, Leadership, hospitality, USHG, BRITE Ideas 1 13 full false Linking brand and business goals with Lynne Biggar '90 Linking brand and business goals with Lynne Biggar '90 In BRITE Ideas Ep. 12, JP and Matt speak with Lynne Biggar '90 (senior advisor, Boston Consulting Group; board member, Voya Financial) about the crucial need to link together marketing and business goals with both short- and medium-term metrics. In addition, Lynne also shares insights on using corporate purpose to drive stakeholder relationships at a time when trust it waning globally and how data-informed decision-making is critical, but is still not doing well at capturing brand investment impacts.

]]> In BRITE Ideas Ep. 12, JP and Matt speak with Lynne Biggar '90 (senior advisor, Boston Consulting Group; board member, Voya Financial) about the crucial need to link together marketing and business goals with both short- and medium-term metrics. In addition, Lynne also shares insights on using corporate purpose to drive stakeholder relationships at a time when trust it waning globally and how data-informed decision-making is critical, but is still not doing well at capturing brand investment impacts.

]]> Columbia Business School Center on Global Brand Leadership Buzzsprout-11586953 Fri, 28 Oct 2022 12:00:00 -0400 2869 Lynne Biggar, marketing, purpose, leadership, BRITE Ideas, Columbia Business School 1 12 full false Marketing journalistic integrity in the digital age with Kim Miller ’08 (former CMO, The Economist Group) Marketing journalistic integrity in the digital age with Kim Miller ’08 (former CMO, The Economist Group) On this Episode of the BRITE Ideas podcast, Matt and JP speak with Kim Miller ’08, Chief Marketing Officer of The Economist Group [NOTE: Kim left her role between recording this interview and posting it]. Kim talks about the unique charter of The Economist that is designed to protect its journalist independence – as an example, on marketing communications decisions Kim reports to the Editor in Chief who has authority over The Economist brand. As with many episodes, Kim also details the strong mission driven nature of the company – driving progress – and how that can help balance the commercial and brand needs facing any media company. In addition, Kim talks about leadership as a member of the LGBTQ+ community and her own BRITE Idea passion to combat the climate crisis – a pillar of the brand she works for.

]]> On this Episode of the BRITE Ideas podcast, Matt and JP speak with Kim Miller ’08, Chief Marketing Officer of The Economist Group [NOTE: Kim left her role between recording this interview and posting it]. Kim talks about the unique charter of The Economist that is designed to protect its journalist independence – as an example, on marketing communications decisions Kim reports to the Editor in Chief who has authority over The Economist brand. As with many episodes, Kim also details the strong mission driven nature of the company – driving progress – and how that can help balance the commercial and brand needs facing any media company. In addition, Kim talks about leadership as a member of the LGBTQ+ community and her own BRITE Idea passion to combat the climate crisis – a pillar of the brand she works for.

]]> Columbia Business School Center on Global Brand Leadership Buzzsprout-11114673 Thu, 22 Sep 2022 11:00:00 -0400 3422 Kim Miller, The Economist, media, LGBTQ+, DEI, inclusion, leadership, marketing, analytics, data, Columbia Business School 1 11 full false The changing world of news media with David Rubin (New York Times Co.) The changing world of news media with David Rubin (New York Times Co.) In this episode of BRITE Ideas, Matt and JP speak with David Rubin (Chief Marketing and Communications Officer, The New York Times Company) about his passion as a marketer to "turn the mundane into the magical." He acknowledges that world news is far from mundane, but in broad competitive marketplaces, like media, uncovering and then tapping into the emotional impact on your customers leads to success. David also talks about the challenges and opportunities of the digital subscription news model and the crucial need to maintain an independent free press. Enjoy!

]]> In this episode of BRITE Ideas, Matt and JP speak with David Rubin (Chief Marketing and Communications Officer, The New York Times Company) about his passion as a marketer to "turn the mundane into the magical." He acknowledges that world news is far from mundane, but in broad competitive marketplaces, like media, uncovering and then tapping into the emotional impact on your customers leads to success. David also talks about the challenges and opportunities of the digital subscription news model and the crucial need to maintain an independent free press. Enjoy!

]]> Columbia Business School Center on Global Brand Leadership Buzzsprout-10980875 Mon, 18 Jul 2022 14:00:00 -0400 2696 New York Times, David Rubin, BRITE, future of media, subscription media, purpose 1 10 full false These boots are made for walking with Connor Wilson '15 (Co-founder, Thursday Boot Company) These boots are made for walking with Connor Wilson '15 (Co-founder, Thursday Boot Company) In this episode of BRITE Ideas, Matt and JP speak with Connor Wilson '15 (co-founder and executive chairman, Thursday Boot Company) about his journey building a direct-to-consumer brand. From recognizing a personal need that was a white space in the marketplace -- high-quality, versatile, mid-priced boots -- Connor talks through the everything he feels is crucial to build a business from idea to design to supply chain development to culture to brand execution. Through these efforts, he also shares his "brite idea" around the need for many more modular manufacturing facilities in the US and around the world accepting redundancy to enable resilience.

]]> In this episode of BRITE Ideas, Matt and JP speak with Connor Wilson '15 (co-founder and executive chairman, Thursday Boot Company) about his journey building a direct-to-consumer brand. From recognizing a personal need that was a white space in the marketplace -- high-quality, versatile, mid-priced boots -- Connor talks through the everything he feels is crucial to build a business from idea to design to supply chain development to culture to brand execution. Through these efforts, he also shares his "brite idea" around the need for many more modular manufacturing facilities in the US and around the world accepting redundancy to enable resilience.

]]> Columbia Business School Center on Global Brand Leadership Buzzsprout-10837134 Wed, 29 Jun 2022 14:00:00 -0400 3361 Thursday Boot, brand, DTC, supply chain, manufacturing, authenticity 1 9 full false Using communications to solve business problems with Amy Binder '94 Using communications to solve business problems with Amy Binder '94 On this episode of BRITE Ideas, Matt and JP speak with Amy Binder '94 (Founder and CEO, R|F Binder) about the power of communications to solve business problems. Amy highlights the dire need to bridge the gap between the communications and business disciplines --- they are intricately linked, and yet neither side is effectively trained to understand the other. In addition, the discussion dips into the topics of company values and authenticity, a need for social impact metrics, and how leaders must adapt company culture out of the societal changes brought on by the COVID pandemic.

]]> On this episode of BRITE Ideas, Matt and JP speak with Amy Binder '94 (Founder and CEO, R|F Binder) about the power of communications to solve business problems. Amy highlights the dire need to bridge the gap between the communications and business disciplines --- they are intricately linked, and yet neither side is effectively trained to understand the other. In addition, the discussion dips into the topics of company values and authenticity, a need for social impact metrics, and how leaders must adapt company culture out of the societal changes brought on by the COVID pandemic.

]]> Columbia Business School Center on Global Brand Leadership Buzzsprout-10713612 Tue, 31 May 2022 15:00:00 -0400 2526 1 8 full false Created with Purpose: Dilmah Tea & Resplendent Ceylon with Dilhan and Malik Fernando Created with Purpose: Dilmah Tea & Resplendent Ceylon with Dilhan and Malik Fernando On this episode of BRITE Ideas, JP and Matt speak with Dilhan Fernando (CEO, Dilmah Tea) and Malik Fernando (Managing Director, Resplendent Ceylon) about the creation and growth of the first owned and operated tea company in Sri Lanka, Dilmah Tea.  The Fernando brothers talk about their father's purpose in launching the brand -- creating a locally-owned single-origin tea -- and how the family maintains its mission to share great tea with the world, while supporting the environment and the country of Sri Lanka.  [NOTE: This interview took place several months before the May 2022 crisis in Sri Lanka, and we offer our thanks and our support to Dilmah Tea and the citizens of the country as they work through these troubled times.]

]]> On this episode of BRITE Ideas, JP and Matt speak with Dilhan Fernando (CEO, Dilmah Tea) and Malik Fernando (Managing Director, Resplendent Ceylon) about the creation and growth of the first owned and operated tea company in Sri Lanka, Dilmah Tea.  The Fernando brothers talk about their father's purpose in launching the brand -- creating a locally-owned single-origin tea -- and how the family maintains its mission to share great tea with the world, while supporting the environment and the country of Sri Lanka.  [NOTE: This interview took place several months before the May 2022 crisis in Sri Lanka, and we offer our thanks and our support to Dilmah Tea and the citizens of the country as they work through these troubled times.]

]]> Columbia Business School Center on Global Brand Leadership Buzzsprout-10675009 Tue, 24 May 2022 15:00:00 -0400 2295 1 7 full false On brands, technology, and platforms with Maria Thomas (former CEO, Etsy) On brands, technology, and platforms with Maria Thomas (former CEO, Etsy) In this BRITE Ideas episode, JP and Matt speak with Maria Thomas who currently serves in a variety of senior advisory and board roles (Redesign Health, Duos, Pew Research Center). Her career spans stints in the early years of Amazon, building NPR's digital platform, leading Etsy as CEO, and heading marketing at SmartThings (through its acquisition by Samsung). Maria notes pattern recognition as a key to business innovation and she shares her insights on the power of platforms, the deep impact of understanding a brand's culture both internally and externally, the future of technology and healthcare, and some pathways the metaverse may take. 

]]> In this BRITE Ideas episode, JP and Matt speak with Maria Thomas who currently serves in a variety of senior advisory and board roles (Redesign Health, Duos, Pew Research Center). Her career spans stints in the early years of Amazon, building NPR's digital platform, leading Etsy as CEO, and heading marketing at SmartThings (through its acquisition by Samsung). Maria notes pattern recognition as a key to business innovation and she shares her insights on the power of platforms, the deep impact of understanding a brand's culture both internally and externally, the future of technology and healthcare, and some pathways the metaverse may take. 

]]> Columbia Business School Center on Global Brand Leadership Buzzsprout-10224859 Thu, 10 Mar 2022 14:00:00 -0500 2262 Maria Thomas, Etsy, Amazon, NPR, platforms, brand stories, healthtech, 1 6 full false Activate Brand Purpose with Scott Goodson and Chip Walker Activate Brand Purpose with Scott Goodson and Chip Walker In this BRITE Ideas episode, JP and Matt speak with Scott Goodson (Founder and CEO, Strawberry Frog) and Chip Walker (Chief Strategy Officer, Strawberry Frog) about their book Activate Brand Purpose: How to Harness the Power of Movements to Transform Your Company . The discussion tackles how best to define purpose, its growing impact on talent management and investor relations, and knowing when a company is truly following a purpose via what it stands against and what it is willing to sacrifice. Activate  Brand Purpose is published by Kogan Page, a gracious supporter of the BRITE Ideas podcast!

]]> In this BRITE Ideas episode, JP and Matt speak with Scott Goodson (Founder and CEO, Strawberry Frog) and Chip Walker (Chief Strategy Officer, Strawberry Frog) about their book Activate Brand Purpose: How to Harness the Power of Movements to Transform Your Company . The discussion tackles how best to define purpose, its growing impact on talent management and investor relations, and knowing when a company is truly following a purpose via what it stands against and what it is willing to sacrifice. Activate  Brand Purpose is published by Kogan Page, a gracious supporter of the BRITE Ideas podcast!

]]> Columbia Business School Center on Global Brand Leadership Buzzsprout-10036813 Thu, 10 Feb 2022 11:00:00 -0500 2031 brand, purpose, Strawberry Frog, Kogan Page, talent management, investor relations, leadership 1 5 full false What's in a name? with David Placek (Founder & President, Lexicon) What's in a name? with David Placek (Founder & President, Lexicon) Matt and JP speak with David Placek (Founder and President, Lexicon) about what goes into creating effective brand names. Drawn from the efforts to craft brand names like Sonos, Impossible Foods, Swiffer, and Blackberry, David talks about the importance of choosing a name that provides a platform for future product launches and innovations, the value of simplicity, the need to test names across cultures, and the importance of evaluating the equity of a name as brands, business, and society change over time.  We are thankful for Lexicon's support as a sponsor of the BRITE Ideas podcast, and believe David's tips and reflections on brand naming will be valuable to everyone building a brand.

]]> Matt and JP speak with David Placek (Founder and President, Lexicon) about what goes into creating effective brand names. Drawn from the efforts to craft brand names like Sonos, Impossible Foods, Swiffer, and Blackberry, David talks about the importance of choosing a name that provides a platform for future product launches and innovations, the value of simplicity, the need to test names across cultures, and the importance of evaluating the equity of a name as brands, business, and society change over time.  We are thankful for Lexicon's support as a sponsor of the BRITE Ideas podcast, and believe David's tips and reflections on brand naming will be valuable to everyone building a brand.

]]> Columbia Business School Center on Global Brand Leadership Buzzsprout-9920990 Mon, 24 Jan 2022 09:00:00 -0500 2397 brand names, naming, Lexicon, David Placek 1 4 full false Business and social impact lessons from the LEGO Foundation and Right to Play Business and social impact lessons from the LEGO Foundation and Right to Play On episode 3, JP and Matt interview John Goodwin (then-CEO, LEGO Foundation) and Kevin Frey (just-departed-CEO, Right to Play) about the relationships between brands, foundations, and social impact organizations.  They share insights on: how a company can effectively deliver social impact, tied to its business purpose, by supporting all elements of that ecosystem; how NGOs need to think strategically about their partnerships with brands and foundations; and how to build a brand idea -- in this case on "the impact of play" -- through educating all the stakeholders (governments, companies, and people) that must work together to drive lasting social change.

]]> On episode 3, JP and Matt interview John Goodwin (then-CEO, LEGO Foundation) and Kevin Frey (just-departed-CEO, Right to Play) about the relationships between brands, foundations, and social impact organizations.  They share insights on: how a company can effectively deliver social impact, tied to its business purpose, by supporting all elements of that ecosystem; how NGOs need to think strategically about their partnerships with brands and foundations; and how to build a brand idea -- in this case on "the impact of play" -- through educating all the stakeholders (governments, companies, and people) that must work together to drive lasting social change.

]]> Columbia Business School Center on Global Brand Leadership Buzzsprout-9370593 Thu, 14 Oct 2021 17:00:00 -0400 2282 LEGO Foundation, Right to Play, John Goodwin, Kevin Frey, BRITE Ideas, social impact, brand idea, brand purpose 1 3 full false Catherine Williams on assuring AI is not artificial (Head of IQ, Qualtrics) Catherine Williams on assuring AI is not artificial (Head of IQ, Qualtrics) Matt and JP speak with Catherine Williams (Head of IQ, Qualtrics) about artificial intelligence and machine learning. Catherine discusses the current 'single problem, single solution' AI models of today while noting that advances allowing AI to tackle multiple problems are on the horizon. Her firm belief is that the complexity of human behavior and human emotions will require people and machines to work in concert to deliver meaningful impacts for business and society. 

]]> Matt and JP speak with Catherine Williams (Head of IQ, Qualtrics) about artificial intelligence and machine learning. Catherine discusses the current 'single problem, single solution' AI models of today while noting that advances allowing AI to tackle multiple problems are on the horizon. Her firm belief is that the complexity of human behavior and human emotions will require people and machines to work in concert to deliver meaningful impacts for business and society. 

]]> Columbia Business School Center on Global Brand Leadership Buzzsprout-9092928 Thu, 09 Sep 2021 17:00:00 -0400 1745 Catherine Williams, BRITE Ideas, AI, machine learning, data science, brands, innovation, technology, Qualtrics 1 2 full false Musa Tariq on brands and fundamental human needs (CMO, GoFundMe) Musa Tariq on brands and fundamental human needs (CMO, GoFundMe) On this episode of BRITE Ideas, JP and Matt speak with Musa Tariq, Chief Marketing Officer of GoFundMe. Musa gives examples from Nike, AirBnB, and GoFundMe – all of which he has worked for -- that exemplify his belief that brand building is akin to how people build relationships with each other. He also details how brands, at their core, are most powerful when they meet a fundamental human need. The challenge is effectively communicating the ethos of a brand’s core target – especially brands that are bought by a wide range of people – within and outside the organization. As individuals increasingly look to reflect who they are in what they buy, Musa notes, “I think its brands that come out and say, ‘I am ok offending some people to stand for something’” that will win the future.
 
 

]]> On this episode of BRITE Ideas, JP and Matt speak with Musa Tariq, Chief Marketing Officer of GoFundMe. Musa gives examples from Nike, AirBnB, and GoFundMe – all of which he has worked for -- that exemplify his belief that brand building is akin to how people build relationships with each other. He also details how brands, at their core, are most powerful when they meet a fundamental human need. The challenge is effectively communicating the ethos of a brand’s core target – especially brands that are bought by a wide range of people – within and outside the organization. As individuals increasingly look to reflect who they are in what they buy, Musa notes, “I think its brands that come out and say, ‘I am ok offending some people to stand for something’” that will win the future.
 
 

]]> Columbia Business School Center on Global Brand Leadership Buzzsprout-8986937 Tue, 10 Aug 2021 11:00:00 -0400 2212 1 1 full false