The duo's upcoming book dives into the importance of brand believability and credibility
What is brand believability, and what makes consumers believe in a brand?
Hubbard School assistant professor Haseon Park and teaching assistant professor Allison Steinke have dedicated their research to answering these questions. In their forthcoming book, "Brand Thinking: Building Brands to Believe In" — set to publish in December — they dive into the importance of brand believability and credibility.
We had the opportunity to sit down with them to learn more about their research and what to look forward to in this book.
The path to Hubbard
When asked about her path to Hubbard, Park said she chose the school because of its credibility. “It’s one of the top schools in advertising,” she said. She also reflected on how she applied for a tenure-track opening and got the job.
Steinke's path, however, looked a little different. She described how she arrived at the University of Minnesota in 2017 to begin her Ph.D. From that point on, she became more involved at the school, which benefited her after graduation. “I was a Ph.D. student and candidate for five years and graduated in May 2022," she said. "I got a full-time job offer here on faculty as I graduated, so I kind of transitioned seamlessly from Ph.D. to faculty.”
What sparked collaboration
Park and Steinke were brought together on this project because of an alumnus of the Hubbard School who was passionate about branding. When faculty members were asked if anyone was interested in the topic of branding and creating a project around it, both Park and Steinke jumped at the opportunity.
Because of this, they started working together on designing a research project.
Steinke said, “We've been interviewing chief marketing officers, doing focus groups with consumers, and figuring out what 'brand thinking' is and what it means to believe in a brand.” This led them to create their new book, "Brand Thinking."
Brand thinking and what it can teach us
When asked what brand thinking means, Park said, “it’s a framework that shapes the communication and purpose of any given brand.” Park continued to explain that this was one part of the book that she was most excited to share with the public. She discussed the importance of making brands believable among their audience, saying, “Communicating purpose and value to consumers, that’s a big idea and core concept of brand believability that I’m very excited about.”
Steinke shared several aspects of "Brand Thinking" that she is most eager to present to the public. One aspect is the brand believability pyramid they crafted, which can help future brands build believability. She also expressed her enthusiasm for demonstrating what personal connections to brands can look like. She said, “Thinking about what it means to be emotionally attached to a brand that's also credible and authentic while being consistent in delivering high-quality products and services.”
Steinke also expressed her excitement about how this idea will manifest beyond the classroom. She said, “These brand thinking and brand believability pieces infuse undergraduate and graduate classes at Hubbard, and bring the student experience to the next level.” Additionally, this project will also be showcased through conference presentations, journal articles, and classroom applications, extending beyond the book itself.
Hubbard hot take
When asked for a Hubbard hot take, Park said, “I strongly believe that the Hubbard School has many high-quality resources, not just the quality of the faculty members here.” She discussed how these resources are available to students and can help further their knowledge in different areas. She said that these resources are a good advantage for Hubbard students because not many schools have these same tools.
For her Hubbard hot take, Steinke said, “We have a lot of fun at HSJMC – not only do we have a video gaming class and a world-class podcast studio, we are also located in the heart of the Twin Cities, which is one of the best cities and media markets in the country.”
She said there are many ways HSJMC celebrates students’ accomplishments in Murphy Hall and beyond, ranging from the Hubbard High Five to the Murphy Reporter to student recognition events and forums throughout the year. She also said she encourages all of her students to take full advantage of all HSJMC has to offer by attending career and networking events and joining student groups like PRSSA and Backpack to bring their student experience to the next level.
Learn more
Visit Haseon Park's and Allison Steinke's faculty pages to learn more about their work at Hubbard.
— By Kate Henning, Backpack student