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July 21, 2016

ACI Author Spotlight:

Timothy Calkins

 

The quality of content in ACI is due to the rigor of our selection process and to the incredible scholarship and credentials of scholarly bloggers publishing in their fields. 
 
Due to this selectivity in content and academic contributions, ACI is proud to highlight exceptional blog authors in order to showcase their work and inspire other authors... and today's author spotlight is on Timothy Calkins.
 

Professor Calkins received his Bachelor of Arts degree in History from Yale University and his Master of Business Administration degree from the Harvard Business School at Harvard University. He is currently a Clinical Professor of marketing strategy and health enterprise management at the Kellogg School of Management at Northwestern University and the co-academic director of Kellog's branding program.

Prior to coming to Northwestern University, Professor Calkins had spent more than a decade at Kraft Foods, leading such brands as Miracle Whip, Taco Bell, Parkay, DiGiorno, and others. While he still works with several major corporations on strategy and branding, including Novartis, Eli Lilly, and Baxter, he has noticed some differences between the academic and corporate environments.

StrongBrands

 

"Corporate life is completely different from the academic world even though it is the same field, and many of the same concepts apply. The single biggest difference is that there is intense short-term pressure in a corporate setting," he explains. "In an academic setting, the focus is more long-term. It is much easier to talk about what a business should do, about the optimal way to build the brand. The short-term pressure is less pressing."

Co-editor of the book Kellogg on Branding and author of the books Breakthrough Marketing Plans and Defending Your Brand: How Smart Companies Use Defensive Strategy to Deal with Competitive Attacks, Professor Calkins also authors the StrongBrands blog. He has appeared on every major television network and has been quoted in several publications including Fortune, Forbes, The Wall Street Journal, Business Insider, and The New York Times.

His StrongBrands blog initially began as a way of continuing class discussions for his Kellogg students. "Since then the blog’s audience has grown," notes Professor Calkins. "I like the fact that it pushes me to write on a regular schedule and look for interesting issues in the marketing world."

Click here to read ACI's full interview with Professor Calkins.
"[S]tick with it. Blogs grow over time. At the start, a blog will probably have limited reach and impact. It is over time that its impact and audience will grow."


Timothy Calkins

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