{"id":1574,"date":"2015-04-10T17:49:23","date_gmt":"2015-04-10T21:49:23","guid":{"rendered":"http:\/\/blogs.bu.edu\/comgrad\/?p=1574"},"modified":"2015-04-10T17:49:23","modified_gmt":"2015-04-10T21:49:23","slug":"strategic-brand-solutions","status":"publish","type":"post","link":"https:\/\/blogs.bu.edu\/comgrad\/2015\/04\/10\/strategic-brand-solutions\/","title":{"rendered":"Strategic Brand Solutions"},"content":{"rendered":"<p><a href=\"http:\/\/blogs.bu.edu\/comgrad\/ali-parisi\/\"><strong>By Ali Parisi<\/strong><\/a><br \/>\n<a href=\"http:\/\/blogs.bu.edu\/comgrad\/ali-parisi\/\"><em>MS Public Relations &#8217;16<\/em><\/a><br \/>\n<a href=\"http:\/\/www.bu.edu\/com\/admissions\/graduate\/\"><em>BU College of Communication<\/em><\/a><\/p>\n<p>If you\u2019re still looking to add another class to your fall schedule, CM 726 Strategic Brand Solutions, could\u00a0be something to consider.\u00a0 This advertising course takes a current look at marketing communications issues and the impact these issues have on brands and their audiences.<\/p>\n<p>\u201cIt used to be called problem solving,\u201d according to Professor John Verret, who has been teaching the course for the past 17 years.\u00a0 \u201cThat\u2019s what it is: looking at problems and then looking at the way brands have solved them and the way brands haven\u2019t solved them, and thinking about what they might do.\u201d\u00a0 The problems come from a wide range of areas, whether it is a distribution problem, quality problem, or new market problem.\u00a0 For the most part, the issues are usually about the way consumers react to brands and brand messaging.<\/p>\n<p>These problems are examined in case studies of various brands and organizations.\u00a0 Prof. Verret chooses mostly current examples, a lot coming from <em>The Wall Street Journal<\/em> (required reading for the course).\u00a0 Other case studies are classic examples and still very applicable today. \u00a0One such older case study is <em>Where the Suckers Moon: The Life and Death of an Advertising Campaign<\/em>.\u00a0 The book looks at Subaru and how advertising nearly killed this brand, which, according to Verret, is one of the greatest brands that has been around forever and isn\u2019t going anytime soon.\u00a0\u00a0 \u201cThe objective is to learn as much about strategies that work and strategies that don\u2019t work,\u201d says Verret.<\/p>\n<p>After 17 years of teaching this course, a lot has changed.\u00a0 However, Professor Verret claims that the most important things remain essentially the same.\u00a0 \u201cEverything has changed about advertising except human nature,\u201d says Verret.<\/p>\n<p>If this course doesn\u2019t already sound interesting, then consider the benefits.\u00a0 \u201cOne of the things people tell us they like about their kids is that they\u2019ve learned a little bit about critical thinking,\u201d adds Verret.\u00a0 \u201cThat\u2019s what I want: critical thinkers.\u201d\u00a0 Not only do students study concrete examples of the marketing communications industry, but they also develop skills that make them more attractive to employers.<\/p>\n<p>I immediately became interested in this class when I read the course description.\u00a0 Now I\u2019m registered to take it and excited to see what\u2019s in store this fall!<\/p>\n","protected":false},"excerpt":{"rendered":"<p>By Ali Parisi MS Public Relations &#8217;16 BU College of Communication If you\u2019re still looking to add another class to your fall schedule, CM 726 Strategic Brand Solutions, could\u00a0be something to consider.\u00a0 This advertising course takes a current look at marketing communications issues and the impact these issues have on brands and their audiences. \u201cIt &hellip; <a href=\"https:\/\/blogs.bu.edu\/comgrad\/2015\/04\/10\/strategic-brand-solutions\/\" class=\"more-link\">Continue reading <span class=\"screen-reader-text\">Strategic Brand Solutions<\/span> <span class=\"meta-nav\">&rarr;<\/span><\/a><\/p>\n","protected":false},"author":3725,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[1,37090],"tags":[37081,37017,37153,37155,37154,6613],"_links":{"self":[{"href":"https:\/\/blogs.bu.edu\/comgrad\/wp-json\/wp\/v2\/posts\/1574"}],"collection":[{"href":"https:\/\/blogs.bu.edu\/comgrad\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/blogs.bu.edu\/comgrad\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/blogs.bu.edu\/comgrad\/wp-json\/wp\/v2\/users\/3725"}],"replies":[{"embeddable":true,"href":"https:\/\/blogs.bu.edu\/comgrad\/wp-json\/wp\/v2\/comments?post=1574"}],"version-history":[{"count":2,"href":"https:\/\/blogs.bu.edu\/comgrad\/wp-json\/wp\/v2\/posts\/1574\/revisions"}],"predecessor-version":[{"id":1576,"href":"https:\/\/blogs.bu.edu\/comgrad\/wp-json\/wp\/v2\/posts\/1574\/revisions\/1576"}],"wp:attachment":[{"href":"https:\/\/blogs.bu.edu\/comgrad\/wp-json\/wp\/v2\/media?parent=1574"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/blogs.bu.edu\/comgrad\/wp-json\/wp\/v2\/categories?post=1574"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/blogs.bu.edu\/comgrad\/wp-json\/wp\/v2\/tags?post=1574"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}