Sonic branding: symbolism through music and sound with Joel Beckerman
On Episode 21 of BRITE Ideas, JP and Matt interview Joel Beckerman, Founder and Chief Creative Officer of Made Music Studio. As Joel notes early in the episode, humans are hard wired to connect to music and it “imparts emotion to all [our] other senses.” Joel shares his insights on how he works with his clients to create sonic elements that align with the brand and have the power to craft a distinctive connection – “sonic semiotics” -- so there is recognition of the brand, the story behind it, and it's vision. This is all fleshed out by Joel taking us through examples of successful branded sounds. In addition, Joel touches on how music and sound can impact human behavior and shares some of his hopes and concerns of AI and its capacity to create content. Finally, he details his BRITE idea of “sonic humanism” in which the emotional power of sound, music, and silence, can be used in ways to aid society. Enjoy!
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59:10
Brand leadership, C-suite priorities, AI impacts, and more with Kabir Ahuja '08BUS and Eric Sherman '20SPS
On Episode 20 of BRITE Ideas, JP and Matt interview Kabir Ahuja '03SEAS '08BUS (Senior Partner, McKinsey and Co.) and Eric Sherman '20SPS (Knowledge Expert, McKinsey and Co.). The conversation delved into a wide range of areas from the role and relationship of the CMO within the C-Suite, leading brand and growth strategies, how AI is affecting organizations and society, marketing's unique potential to harness genAI, and the talent management issues that come with a rapidly changing world landscape. Enjoy!
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49:02
Don't lose the AI predictive forest for the genAI trees with Eric Siegel '98SEAS
On Episode 19 of the BRITE Ideas podcast, Matt speaks with Eric Siegel '93SEAS '95GSAS '95SEAS '98GSAS '98SEAS (ah, the multiple degrees that accumulate during a custom-designed PhD effort), former faculty at Columbia University, and author of Predictive Analytics and, his latest, The AI Playbook. At the core of the conversation is Eric's reminder that traditional AI/ML efforts -- "predicting who will click, buy, lie or die," etc. -- are highly effective and still underutilized AI tools within organizations. The hype of generative AI is certainly warranted, but Eric is eager to help the data scientists and managers of organizations learn together a business framework and paradigm so more established predictive AI models move beyond testing and into production. Common misunderstandings about the true predictive accuracy of AI are discussed as well as the vital role of ethical reviews of model use. In particular, Eric highlights how important it is to avoid using models that create higher false positive rates and thus deny or penalize groups without just cause.
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56:30
Chipping away the sustainability roadblocks of consumption and externalities with Andrew Winston '99
On Episode 18 of BRITE Ideas, JP and Matt speak with Andrew Winston '99 (author, "Net Positive" and "Green to Gold") about the challenges and opportunities for business and society to tackle climate change. Challenged by Andrew to reverse the "can business really be sustainable and profitable" conundrum, the episode dives right into the need to broaden what is valued by business and society and to price environmental effects into business decision-making. Details of the shared responsibilities for businesses, governments, and individuals are also outlined during the robust discussion.
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Brand You: strategies for career authenticity with Allen Adamson and Amy Fuller
On episode 17 of the BRITE Ideas podcast, JP and Matt speak with Allen Adamson (Co-founder of Metaforce; author of Seeing the How) and Amy Fuller (board director and former Chief Marketing and Communications Officer of Accenture) about how to better define personal branding to advance you career. The pair discuss the innate tensions around the need to be findable in a platform age, how to balance consistency and complexity, and how to build a reputation alongside a personal story.
Welcome to the BRITE Ideas podcast, where we discuss how brands build relationships with consumers and society through innovation, technology, and marketing. BRITE Ideas is produced by the Center on Global Brand Leadership at Columbia Business School, and is led by co-hosts Matthew Quint and J.P. Kuehlwein. We want to thank our supporters Lexicon Branding and Kogan Page. For more information visit: http://briteideas.co
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