The title above comes from a paper that I recently had published on brandchannel.com. Based upon the response, I thought I would go ahead and post it on the blog too. I have heard from people in Australia, Canada, Spain, Switzerland, United Kingdom and the United States agreeing with my assessment that it is time for more institutions of higher learning to embrace brand development as a significant part of the business school and communications school curriculum.
Of course I actually advocate that marketing programs evolve into brand management programs. After all isn't that what the marketing professional is expected to increasingly be responsible for? When this happens they turn to university or to professional associations to help them understand how to do so. To date very few resources exist. Develop brand programs and you will have champions coming out of the cracks. The alternative is to be a Mad Man.
If you are so inclined, click on the brandchannel.com link above, take a gander and let me know what you think.
Rex Whisman
Brand Champions Blog
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