32 | Developing Leaders Issue 32: 2019 Viewpoint Something Calkins sees with his business school students is that they confuse the idea of complexity with convincing. “I hear students saying ‘It seems too simple somehow’. As if they are wanting an equation that is so complicated, they can hardly understand it, and that would be the key to success.” “All of the decisions around brands are hard – how many brands do you have, and when do you kill a brand, and how far can you extend it – none of those are easy decisions. But we make better decisions when we simplify the facts and the arguments. So, we can really push and challenge the arguments. And it’s not going to come from a very fancy equation, it’s going to come from thinking it through, does the logic really hold?” Finally, another reason companies struggle is because building a brand is about investing for the future, for 10, 20, 30 years ahead, and yet the business world still tends to reward people based on short– term performance, and value companies based on their latest results. Building brands for the future requires a capability for rapid short-term response but also a long-term strategic mindset. Kellogg School of Management, Northwestrn University, is seen amongst business schools as the leading centre for marketing expertise. It was a pioneer in using applied psychology to establish some of the earliest advertising and marketing courses in the first decade of the twentieth century. More recently, Philip Kotler and Sidney J. Levy laid the foundations for a greatly expanded understanding of marketing and a deepening of marketing research and scholarship. REDPIXEL.PL /