A DISCUSSION BETWEEN RESEARCH AND PRACTICE

Hansen and Skibsted argue that much of the usual thinking about brands and branding is dead wrong: Brands aren't merely stand-ins for often unavailable comparative information, to help customers decide between products and services. Instead, according to Hansen and Skibsted, brands are sources of meaning and emotional satisfaction. And they become more -- not less -- important when customers are deluged with comparative information from digital sources. In fact, the authors say, customers seek comfort and refuge in brands, from information overload. This view has big implications -- among other things, it suggests that the "4 Ps," a classic approach to teaching marketing, have become obsolete. Indeed, Hansen and Skibsted assert that in today's increasingly digital world there is really only one P left: The product.

Hansen and Skibsted use the Danish company, Vipp, as an example. For this event, Vipp CEO, Kasper Egelund, and Vipp Chief Designer, Morten Bo Jensen, will also be in attendence. Come to this highly participative event to discuss and debate these contrarian ideas with the authors, Vipp executives, and others. The event will be followed by a reception.

All the best, CBS Entrepreneurship Platform Team

Sign up by sending an e-mail to: Entrepreneurship@cbs.dk

DEADLINE for registration: 21th of March. 13.00.