Business people from every layer of an organization, not just the marketing department, stand to benefit from Dr. Fortini-Campbell’s insights into brand building
Washington, D.C. (PRWEB) May 2, 2008
The Human Capital Institute (HCI), a global professional association and educator that is advancing the science of strategic talent management, Northwestern University's Kellogg School of Management, and the University of Chicago Graduate School of Business today announced that branding specialist, published author and Kellogg Adjunct Professor of Management, Dr. Lisa Fortini-Campbell, will speak at a B-School Network and Learn event for the greater Chicago-area business community on Thursday, June 26.
The networking and breakfast event will be held from 7:30 a.m. to 9:30 a.m. CT, in the James L. Allen Center at the Kellogg School of Management at Northwestern University.
Dr. Fortini-Campbell's session will include discussions of how a company "lives its brand" by considering the communications implications of every aspect of the total customer experience. According to Dr. Fortini-Campbell, companies expend significant resources to build and protect powerful brands. While most attention on the subject of brand building is focused on advertising, brands are built with more than advertising or traditional marketing communications: They are also built through interactions between the company and consumer.
"Every time a customer or employee comes into contact with any aspect of an organization, from a product or service offering to an orientation meeting, there is the potential to create—or undermine—brand image, annual sales and the loyalty of your customers and employees," said Dr. Fortini-Campbell.
"Business people from every layer of an organization, not just the marketing department, stand to benefit from Dr. Fortini-Campbell’s insights into brand building," said HCI Executive Director and Senior Vice President-Research, Allan Schweyer. "It’s a privilege to host a professional of her caliber and experience, speaking on such a timely topic."
Dr. Fortini-Campbell's career has been focused on helping students and executives bring the customer to the center of their marketing and product development work. After receiving her Ph.D. in 1980, she worked in the advertising industry until 1991, when she joined the faculty of the Medill School of Journalism at Northwestern University as an Associate Professor teaching the core consumer behavior curriculum. Simultaneously, she opened her consulting practice, The Fortini-Campbell Company, to conduct customer insight and experience research for companies around the world. Also in that capacity, she developed a series of executive education programs on the application of consumer insight for multi-national companies such as Ford, Kraft, Hewlett-Packard and Motorola.
As Adjunct Professor of Management at the Kellogg School of Management, she continues her executive teaching work for the university's open-enrollment programs, such as The Market Focused Organization: Creating and Delivering the Customer Experience, as well as programs customized for companies in a wide variety of industries. She is the author of Hitting the Sweet Spot: How Consumer Insights Can Inspire Better Marketing and Advertising, and a contributor to Kellogg on Integrated Marketing and The Handbook of Strategic Public Relations and Integrated Communications.
Her presentation is recommended for director, vice president and C-level executives responsible for company growth and results. This B-School Network and Learn event is $25 with advance registration at humancapitalinstitute.org. HCI Professional Members, Kellogg alumni and University of Chicago alumni attend free of charge.
About The Kellogg School of Management at Northwestern University:
The Kellogg School of Management at Northwestern University was founded in 1908 and is widely recognized as a global leader in management education. The school, located just outside of Chicago, is home to a renowned, research-based faculty and MBA students from around the glove. The Kellogg School's academic portfolio includes the Full-time, Part-time and Executive MBA programs, and the nondegree Executive Education Program. The school offers three joint degree programs: the JD-MBA, MD-MBA and the Master of Management and Manufacturing (MBA-MEM). Additionally, the Kellogg School of Management ofers an Executive MBA program in Miami and has alliances with business schools in Europe, Asia, the Middle East and Canada. To learn more, visit http://www.kellogg.northwestern.edu/.
About The University of Chicago Graduate School of Business:
The University of Chicago Graduate School of Business is one of the world's leading business schools. Since its establishment in 1898, it has transformed the way business is done around the world, and the way business is taught. Chicago GSB was the first school to offer a Ph.D. in business; the first to create a scholarly business journal; the first to offer an executive MBA program; and the first to have a Nobel laureate on its faculty. The school offers full-time and part-time MBA programs; a Ph.D. program, open enrollment executive education and custom corporate education. Chicago GSB has campuses in London and Singapore in addition to two campuses in Chicago. For more information, please visit http://www.chicagogsb.edu/.
About The Human Capital Institute:
The Human Capital Institute is a global think tank, educator, researcher and professional association defining the agenda and setting the pace for the new business science of human capital management. With more than 110,000 members in over 40 countries, HCI offers a new association framework that cuts across the silos of recruitment, HR/OD, finance, sales and marketing, operations, manufacturing and IT. The organization provides key executives, line managers and human capital professionals with the newest education, most effective tools and best practices in talent strategy, acquisition, alignment, engagement, deployment, measurement and retention.
HCI believes that the future belongs to leaders with innovative ideas and strategic knowledge. The organization invites professionals to learn, share and grow their careers with HCI's comprehensive resources, and to join HCI's high-achieving, forward-looking membership community. For more information, visit http://www.humancapitalinstitute.org.
University of Chicago
Graduate School of Business
Allan Friedman, Executive Director of Communications
Kellogg School of Management
Human Capital Institute
press @ humancapitalinstitute.org
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