Early Bird – Expiring Offer – Brand With Soul

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Definitions of brands often seem as abundant as the brands themselves. In the solemn treatises on what attributes a brand should embody, soul has been absent… until Sanjay Khosla dove in.

Khosla is a senior fellow at Northwestern University Kellogg School of Management. He addressed brands with soul in a contribution to the book Kellogg on Branding in a Hyper-Connected World.

I recently asked Professor Khosla to share some his thoughts on the concept of brands with soul.

Paul Talbot: You’ve suggested that “marketing needs to be always on at both the global and local levels.” What’s a good litmus test to use to make sure this objective is being met?

Sanjay Khosla: In the end, what really matters is profitable growth and scale, a clear purpose and a strong reason “why.”

Take the case of Oreo, which was spectacularly unsuccessful outside the United States for more than 95 years.  It was clear that what worked in the United States was not necessarily relevant in other markets.

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