Professor Jan-Benedict Steenkamp Provides A Master Class On Global Branding
“Any word that is being said about digital tactics is essentially already outdated at the moment you speak it,” says UNC Kenan-Flagler Business School’s area chair of marketing. That begs the question: What’s a marketer to do?
Jan-Benedict (J.B.) Steenkamp is the C. Knox Massey distinguished professor and area chair of marketing at the UNC Kenan-Flagler Business School. A highly regarded expert in his field, he specializes in global marketing, branding, and emerging markets and strategy. In addition, he is the author of three books, the latest of which is titled “Global Brand Strategy: World-wise Marketing in the Age of Branding.”
- The need for diverse leadership teams in managing a global brand.
- Clear accountability and quantifiable metrics.
- The need for local flexibility within a common framework.
- How Frank Zappa got it right—we’re only in it for the money.
When asked what drew him to marketing, he said, “Marketing is the interface between the company and the customers. And I’m interested in activities that span boundaries … and marketing is such a boundary-spanning activity.” He went on to add, “I’m really interested in the combination of managerial relevance and academic rigor.”
Highlights from this week’s “Marketing Today” podcast include:
- Living in the age of branding. (2:36)
- How we define a global brand. (5:41)
- “COMET”: Five ways global brands provide value to a company. (11:23)
- Five underlying trends: The impact of the digital age on brand strategy. (19:06)
- Whether to employ co-creation—and when. (26:37)
- Steenkamp discusses key takeaways from his latest book. (32:53)