BRITE Ideas
Welcome to the BRITE Ideas podcast, where we discuss how brands build relationships with consumers and society through innovation, technology, and marketing. BRITE Ideas is produced by the Center on Global Brand Leadership at Columbia Business School, and is led by co-hosts Matthew Quint and J.P. Kuehlwein. We want to thank our supporters Lexicon Branding and Kogan Page. For more information visit: http://briteideas.co
BRITE Ideas
Linking brand and business goals with Lynne Biggar '90
•
Columbia Business School Center on Global Brand Leadership
•
Season 1
•
Episode 12
Use Left/Right to seek, Home/End to jump to start or end. Hold shift to jump forward or backward.
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