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Silicon Beach Sept. Meeting
Wednesday, September 23, 2020, 11:30 AM - 1:00 PM PDT
Category: Silicon Beach

The Value of Brand Ideals 

Join us for our Silicon Beach Meeting as we welcome Sanjay Sood, UCLA Professor of Marketing. He’ll discuss brand ideals and what this means for your branding strategy. He’ll also go into detail about his work with Jim Stengel (former CMO at P&G) for his book Grow and best practice examples. 

About the Speaker 

Professor of Marketing Sanjay Sood, who holds both an MBA from Kellogg and a Ph.D. from Stanford, says that incorporating real-world experience can dramatically improve the classroom experience. That’s why for the last decade he has been teaching his classes with C-suite industry executives from MGM, P&G and Google, assigning live projects with real companies — like NBC, Universal Studios and the TED brand — and taking his students on field trips to startups, major corporations and ad agencies.

Sood’s academic research focuses on two areas, brand management and behavioral decision making. He helped develop what is now UCLA Anderson’s Center for Management of Enterprise in Media, Entertainment & Sports, at a time when Dean Judy Olian established entertainment and media as a strategic priority for the school. Currently, between 10 and 15 percent of Anderson classes enter media and entertainment careers. In his classes, Sood looks at movies as brands going in the same direction as other products: Whereas Hollywood used to launch a new brand weekly, the trend now is toward brand franchises.

Using psychological principles in his research, Sood examines how firms can best build, manage and leverage strong brand names. This includes investigating what brand names mean to consumers, how to manage brand portfolios, how to use brand naming strategies to launch new products and how to protect brand names from becoming diluted over time and across geographical boundaries.

Time will be set aside for attendee introductions, so using the video feature throughout the meeting is encouraged. The presentation will take place during the second half of the meeting. 

Please watch the training and read the documents on the BP ZOOM Resource Center, so you are prepared for the meeting. It is essential that you RSVP 24 hours in advance using the link below, so our Membership Coordinator can send you the meeting information promptly.

Cost: Free

RSVP Now!

Contact: Rod Ponce | [email protected]