From customer benefit to your benefit


Branding: “From customer benefit to your benefit”, was the topic of the guest lecture which was presented by Mr. Abe peck, Professor Emeritus and Director of Business-to-Business Communication at the Medill School of Journalism / North western University. He is the senior director for the Media Management Centre (MMC), the executive program affiliated with Medill and the Kellogg School of Management, with emphasis on B2B and Chinese media.

(Photo: Mr. Abe Peck Lecture at Great Lakes)

He has received the Lifetime Achievement Award of the American Society of Business Press Editors, the Educator of the Year Award from the Magazine Division of the Assn. for Education in Journalism and Mass Communication and is also honoured in the Chicago Journalism Hall of Fame.

Mr. Abe Peck started the presentation with the basics of branding and moved deeper into the power of the brand and steps involved in brand development. He gave us an insight about contact points and the role of a brand in reaching out to the customers to create reasons for them to believe in the product. While he was discussing brand equity and its correlation to the business strategy, a few examples that came up and helped in scrutinizing the relationship, were of the leading brands like Coca-cola and Apple.

He also brought into discussion the macro forces like demographics, psychographics and technology to explain how a customer’s mind is shaped and hence how a brand is developed in accordance to it. The case of Starbucks was discussed in order to show that while addressing the need of the time, in context with the economics of USA, how Starbucks became the ‘third place’ for people after their homes and offices. He also shared his acumen about the brand development process and how the brand assessment gives a map about the direction, target audience and the overall architecture of the brand.


(Photo: Mr. Abe Peck Lecture at Great Lakes)

Lastly, he opened the session for Q & A which took the discussion towards the e-commerce and the use of contact points in case of internet. The strategic differences between the text and display ads in online advertising and how they are utilized towards the brand building was the last question that was addressed by Mr. Peck’s son, who is an expert in the field of digital marketing. He explained to us that display ads are usually better for developing newer brands as they institute the image of the brand into the minds of customers whereas text ads are for the established brands which do not want to use costlier display ads in order to reduce the cost of advertising. To appreciate Mr. Peck’s effort and time that he took out of his schedule for this knowledge sharing session, which in his own words was a ‘great investment’ from his side, he and his son were presented with a memento on behalf of the Great lakes fraternity.

About Pras

Sensible. Tolerant. Human being. etc...
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3 Responses to From customer benefit to your benefit

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