Tim Maleeny, head of planning at Ogilvy North America, speaks at the BRITE '11 conference about how Ogilvy has designed a template (The Big Ideal) to help build brand platforms from a combination of a company's purpose and the relevant cultural tensions it's suited to address.
The BRITE '11 conference on brands, innovation, and technology was hosted by the Center on Global Brand Leadership at Columbia Business School.
Brands with a Higher Purpose
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Heilbrunn Center for Graham & Dodd Investing
May 16, 2013
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Jerome A. Chazen Institute of International Business
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Sanford C. Bernstein & Co. Center for Leadership and Ethics
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Alumni
May 7, 2013
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Center on Global Brand Leadership
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Center on Japanese Economy and Businesses (CJEB)
April 29, 2013
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Jerome A. Chazen Institute of International Business
April 29, 2013
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Jerome A. Chazen Institute of International Business
April 29, 2013
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Center on Global Brand Leadership
April 25, 2013
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