BRITE Ideas

Linking brand and business goals with Lynne Biggar '90

October 28, 2022 Columbia Business School Center on Global Brand Leadership Season 1 Episode 12
Linking brand and business goals with Lynne Biggar '90
BRITE Ideas
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BRITE Ideas
Linking brand and business goals with Lynne Biggar '90
Oct 28, 2022 Season 1 Episode 12
Columbia Business School Center on Global Brand Leadership

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.

Show Notes Chapter Markers

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.

About Lynne
Lynne's principles for brand building
Measuring the impact of brand purpose
The shift from shareholder to stakeholder capitalism – view from the board level
Sacrifices when a brand takes a stance
Can financial brands be “loved”?
Thoughts on new technologies in the financial services world
BRITE Idea: Moving back to a world of compromise
Trends in data analytics
Lynne's favorite brand: Starbucks