You're Invited: Special Presentation at Schulich
Dear clients, colleagues and friends:
Business schools, as much as any other source, have unwittingly taught executives to equate their Brand with their logo or advertising tactics. These executives believe, therefore, that the Brand isn't their responsibility – but that of the marketing department alone.
Unless they've read Ted Matthews' new book.
"Brand: It Ain't the Logo* should be required reading for anyone who sits around the 'big table' and for anyone who seeks to influence their decisions."
Ken Wong
Associate Professor, Business and Marketing Strategy
Queen's School of Business
You are cordially invited to see Ted Matthews give his famously entertaining presentation on the true meaning of "Brand" at the Schulich School of Business, York University:
Date: Monday, March 24, 2008
Time: 5:30pm
Place: Robert R. McEwen Auditorium
Schulich School of Business, York University
4700 Keele Street, Toronto
See Map
Excerpt from Chapter 1 of Brand: It Ain't the Logo*
One of my key early assumptions was that the highly-paid, business school-trained
executives at client companies knew, by virtue of their education and job position,
what a Brand really was. But eventually I realized they thought the Brand was basically the logo and the advertising. Even recently, during the writing of this book in fact, I met a top executive who asked: "How the hell is a new logo going to turn around our company?"
Don't get me wrong: I like professional managers. Some of my best friends are professional managers. It's not their fault that they've always equated the Brand with the logo and the advertising. They think this way because their business schools only talked about Brand in marketing class.
Because they only learned about Brand in marketing class, they relegate Brand management to their marketing department when they become CEOs. They don't realize that because a Brand is what people think of you, it's everything. It can't be delegated away, but must be owned by the CEO – the only person in the organization with the clout to make sure that employees are delivering the Brand at each and every point of contact.
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