Is The Culture Of Business Schools Bad For Brands?
- Topics:
- Brand Management
- Source:
- Fallon Brand consulting
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Overview: In this article, one explores an intriguing paradox: the disconnect between the process-driven culture of business schools and the entrepreneurial, innovative culture of American life. This disconnect is most apparent with brands. The business-school emphasis on process produces brand clones, when what brands really need are differentiated ideas. Today’s corporate managers simply do not reflect the entrepreneurial zest of their country or their predecessors, and they seem strangely impotent when it comes to innovation. Business schools must be credited for creating better, more productive businesses. But marketing – brand-building in particular – fails because the culture of business schools works against the most fundamental necessity in this field: originality. Perhaps branding, because of its unique nature, needs to become a unique area of study with different rules. Most US business schools do not even have a separate course on brand theory.
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Format: PDF | Size: 130KB | Date: Oct 2002 | Pages: 6
