Ep. #09 - Lars E. Olsen om merkevarebygging

Lars E. Olsen, kanskje en av de få professorene i markedsføring med mange års erfaring som marked- og merkevaresjef blant annet hos Mills. I høst hadde han et kurs i merkevareledelse hos SRF til fullsatt sal. På kurset tok han for seg det grunnleggende innen merkevarebygging, mens han i denne episoden snakker om trender innen fagfeltet. Har markedsføring rotet seg litt bort i skogen i trenden rundt purpose og samfunnsansvar? "Purpose kan være posisjonering for noen, men ikke for alle". Og hva er egentlig Public Sector Branding? Og hvorfor synes han det er synd at så mange uteksaminerte studenter fra BI går rett inn i smale oppgaver som f.eks søkeordspesialist?Kjenner du på ubehaget i påstandene eller treffer dette deg midt i hjertet? Legg den på øret og ta del i samtalen.Produsert av Mainstream AS for SRFwww.srf.nowww.mainstream.as Hosted on Acast. See acast.com/privacy for more information.

What this episode covers

Lars E. Olsen, kanskje en av de få professorene i markedsføring med mange års erfaring som marked- og merkevaresjef blant annet hos Mills. I høst hadde han et kurs i merkevareledelse hos SRF til fullsatt sal. På kurset tok han for seg det grunnleggende innen merkevarebygging, mens han i denne episoden snakker om trender innen fagfeltet. Har markedsføring rotet seg litt bort i skogen i trenden rundt purpose og samfunnsansvar? "Purpose kan være posisjonering for noen, men ikke for alle". Og hva er egentlig Public Sector Branding? Og hvorfor synes han det er synd at så mange uteksaminerte studenter fra BI går rett inn i smale oppgaver som f.eks søkeordspesialist?Kjenner du på ubehaget i påstandene eller treffer dette deg midt i hjertet? Legg den på øret og ta del i samtalen.Produsert av Mainstream AS for SRFwww.srf.nowww.mainstream.as Hosted on Acast. See acast.com/privacy for more information.

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This episode was published on January 30, 2020.

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