The New Challenges of Brand Management (Collins 2025) | MIT SMR FT50

Welcome to Revise and Resubmit—the podcast where we take groundbreaking research from the world’s most prestigious academic journals and make it both engaging and accessible.Today, we explore the fascinating world of brand management with The New Challenges of Brand Management, an article by Marcus Collins, published in the MIT Sloan Management Review—a distinguished FT50 journal.Once upon a time, brands were simple symbols of quality. Then, they became trust marks. Over time, they transformed into lovemarks—objects of deep consumer attachment. But today? Brands are identity marks, shaping how consumers see themselves and how they present themselves to the world. In the age of social media, brand managers are no longer just storytellers; they are meaning-makers, navigating a cultural landscape where consumers actively co-create brand identities.So, here’s the question: If customers define what a brand truly means, can a brand manager ever be fully in control?Stick around as we dive in. And before we begin, we’d like to thank Marcus Collins for his insightful research and the Massachusetts Institute of Technology for publishing this work in the MIT Sloan Management Review.If you enjoy the podcast, don’t forget to subscribe to Revise and Resubmit on Spotify, Apple Podcasts, and Amazon Prime. You can also watch more research breakdowns on our YouTube channel, Weekend Researcher. Now, let’s get started!ReferenceCollins, M. (2025). The new challenges of brand management. MIT Sloan Management Review, 66(3), 13-15. https://sloanreview.mit.edu/article/the-new-challenges-of-brand-management/Youtube Channel⁠https://www.youtube.com/@weekendresearcher⁠Support us on Patreonhttps://patreon.com/weekendresearcher