Shaping Brands That People Can Believe In
In the face of a rapidly transforming communications landscape, traditional branding strategies struggle to keep pace. The University of Minnesota's Hubbard School of Journalism and Mass Communication has developed a new curriculum in its Strategic Communication Master's Program focused on the concept of Brand Thinking. This innovative approach redefines branding, aiming not just for commercial success but for creating brands that forge meaningful connections and contribute positively to society.
Brand Thinking is rooted in five core concepts: Believability, Belief Systems, Growth, Strategy and Societal Impact. It starts with Believability, encouraging brands to be more than just trustworthy—they must be entities consumers can believe in, consistently demonstrating genuine values. Belief Systems integrate these core values into every aspect of the brand, ensuring a coherent and authentic experience. Growth focuses on leveraging diverse media channels to stay competitive, while Strategy involves aligning brand values with consumer expectations through deep research and insightful positioning. Lastly, Societal Impact highlights the importance of brands in addressing societal challenges, emphasizing sustainability, social responsibility, diversity and inclusion.
The Brand Thinking framework comprises 11 key elements, from Brand Purpose to Brand Research & Assessment, guiding brands through the intricacies of consumer engagement and societal contribution. Several brands including Apple, Trader Joe’s, Nike and Starbucks have successfully adopted several elements of this framework, showcasing its effectiveness in establishing deep consumer connections.
Faculty members at the Hubbard School are currently conducting research to better understand the impact of Brand Thinking and those elements that make brands believable. One of the outcomes of this research will be the publication of the first textbook on Brand Thinking.
Utilizing tools like the Brand Thinking Framework, the course offers a comprehensive understanding of how to apply these principles across various sectors, highlighting its relevance and adaptability in today's global market.
Participants of this course emerge with skills essential for modern brand managers. They learn to create authentic brands, capable of genuine connections, adept at navigating the media landscape and aligned with consumer expectations. More so, they will be equipped to integrate ethical considerations into brand narratives, preparing them to build brands that make a significant societal impact.
Graduates are poised to become the next generation of brand visionaries, leading initiatives that achieve commercial success, resonate with consumers, and effect positive societal change. The Brand Thinking course offers a transformative educational experience, shaping strategic thinkers, innovative creators and socially responsible brand managers ready to face the challenges of the modern branding landscape.
In the shifting sands of branding, Brand Thinking emerges as a strategic blueprint for developing brands that matter to consumers and society. Engaging with the Brand Thinking course at the Hubbard School is a step toward becoming part of this exciting new era in branding.
The Professional Master's in Strategic Communication at the Hubbard School focuses on empowering the next generation of communication leaders. Students graduate with deep expertise in eight core competencies: strategic thinking and planning, theory and research, leadership and teamwork, media and technology proficiency, effective communication, brand management, business fundamentals and crisis management.
