"Mr. Berger presented a series of questions...including whether a company can build a brand without advertising...case studies on Volvo, Apple, Google and Jay-Z, dissected each brands' elements, like the product sold, the brand's values, and tone of voice." - The New York Times
Everything is a brand today. From the obvious Apple and BMW to the less obvious Tiger Woods and Jay Z. Companies are brands, athletes are brands, entertainers are brands, venture capitalists are brands, even political parties are often referred to as brands.
This class will be especially helpful for people who work in any aspect of marketing and communications, college students majoring in marketing, as well as entrepreneurs who have founded companies.
This class will examine:
We will use case studies to learn and discuss what makes some brands so powerful that they can overcome mistakes that would ruin weaker brands.
The class will be based around a hands-on project that will utilize some of the initial tools you need to build a strong brand. You'll leave with the knowledge you need to convince others to eat, sleep, and breathe your brand.
"Ron Berger is one of the great masters of brands. An opportunity to spend two evenngs with him listening, watching, and working through case studies will be an invaluable investment in the careers of those who attend. it will also be enormously entertaining to hear such a seasoned storyteller and teacher discuss the architecture of some of today's most imporant brands." Michael Quinn, Co-founder, Creative Feed
My bio: Ron Berger's career in advertising sounds like something you only read about but never actually believe happens. Starting in the mailroom of an agency while in college, Ron rose to become one of the industry's most influential executives over the last three decades. In 1982, he created the "Time to make the donuts" campaign for Dunkin' Donuts, which was selected by The Museum of Broadcasting as one of the ten best campaigns of all-time. In 1984, he was selected to be on the Tuesday Team, the Madison Avenue All-Stars that helped reelect President Reagan. In 1986, he co-founded his own agency, Messner Vetere Berger McNamee Schmetterer, that as part of the Euro RSCG network, was the fastest growing agency in history to reach one billion dollars in billings. In addition to winning every major advertising award, Ron helped build some of the world's most valuable brands, including Intel (Intel Inside), Subway (Eat Fresh), Volvo (For Life), Charles Schwab (Talk to Chuck), NASDAQ (The Stock Market for the Next 100 Years), and ExxonMobil (Taking on the World's Toughest Energy Challenges). In 2011, after 25 years at his own company, Ron stepped down as Executive Chairman to pursue his personal passions, one of which is education. Ron co-founded The High School for Innovation in Advertising and Media. IAM, located in Brooklyn, is the first public high school in the country that prepares students for careers in advertising and media.
Oct 24 – Oct 29, 2012
2 Session Local Class