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Nope, I don't have an MBA - though I began the process about six years back at Johns Hopkins (a good program, but the way) for a few semesters of night classes. A move to the left coast cancelled that endeavor, and the degree was overcome by events as I learned many of my most valuable skills on-the-job over the ensuing years.
So, why mention MBAs here? Because, as Grant McCracken over at This Blog Sits At The Intersection of Anthropology and Economics points out, MBAs don’t learn how to brand while in school. Sure, they can espouse numerous philosophies and methods for marketing or selling a product, but they often have few skills that allow them to take the step back and really define a brand before trying to market or advertise it. Grant correctly points out that business schools aren’t focusing on defining what branding is or how to do it. Heck, MBAs I’ve spoken with refer to logotypes and icons as brands, and never dive deeper than that. (Just look at how many design firms call themselves experts in branding...) Personally, I don’t blame the MBAs – they’re taught whatever the schools have in their curriculum. There’s no real option for learning more unless you go to a company with a strong understanding of branding or have an exceptional mentor that shows you the ropes. Anyhow, Grant wraps up his blog-o-the-day with a question – “When is the business school world going to snap out of it and get this right?” I don’t think that is necessarily the right way to end the conversation. As branding experts we have the expertise (by definition) and desire (as shown by our chosen profession) to make a difference in the way entities are perceived. Rather than ask when someone will get branding right, why not take the needed step and make it right? It seems wrong that we’re sitting here throwing stones at institutions that don’t know how to do for themselves what we want them to teach. The question shouldn’t be a question at all. This should be a challenge to the institutions, to us, and to maybe even to the MBAs to make the change. If the institutions won’t provide degrees in branding, then perhaps we should. Imagine a world in which the best branding minds in the business come together to create a curriculum that will truly teach what branding is, how it can be done, how to measure the value, why it is needed, why it is different than design, marketing, advertising, and every other specialty that claims their work product as “branding.” Wouldn’t this lend credence to the reality of branding? A first step might be to create a certificate program that is backed by respectable branding experts from across the country. Whether it is a one week intensive course or a quarter-long applied learning experience – either option would help to stop the bleeding. Ultimately I would love to see Masters of Business Branding degrees, or even an undergraduate degree in Brand Development and Management. So, screw the questions about “why?!” and let’s get down fixing it. You need a place to make it happen? My HQ (just outside DC) has a training room that can handle about 25 to 30 bodies. I’ll reserve it for as long as we need. If a certification in branding is successful then the MBA programs will follow suit, since they’re ultimately in the business of making money. Two closing thoughts. First, I’ve been told by a few branding experts that branding can’t be taught. My response: Hogwash! If branding can’t be taught then it doesn’t exist. Even if one must have an innate ability to be able to brand there are still ways of increasing ones skill – and that can be taught. Second, let us resolve that as branding professionals we will never again complain that people don’t understand branding. We brand ourselves as ineffective by saying it. If people don’t understand then it is our responsibility to remedy the situation. Does anyone else here see the hypocrisy of the situation? Any whining about branding (and lack of respect for the same) from here on out will result in a vigorous poking. And this isn’t the pleasant kind… Tate Linden Principal Consultant 703-778-9925 |
