Tag: branding

Alumni in the news

Branding yourself can be a useful tool for getting a first job. Olin alumna Casey Hochberg tells the Huffington Post blog how her self-branding helped her land a job at a New York-based creative agency that specializes in national and global brand development.

“It’s tough enough to be a 24-year old woman at a high-power boutique NYC branding agency, but BrandFire is even tougher, since the personalities are very alpha. The culture here is sink or swim so it was really about jumping into the deep end and swimming with these sharks. Apparently, according to them I have teeth of my own, so I think I’m doing okay (smile), but in all seriousness you really have to connect with your coworkers and learn their culture.”

Casey majored in Marketing and Communication Design at Olin, Class of 2014.

Link to Huffington Post blog.


To be an exceptional job candidate in today’s media-immersed world, personal branding is a must—especially in marketing. Why would a company hire you to develop a brand strategy if you can’t even brand yourself?

Last week, I attended the Midwest Digital Marketing Conference here in St. Louis, and fell into a session led by a panel of marketing experts, who confirmed the above. With graduation just around the corner, their discussion about the job search as a marketing pro especially grabbed my attention.

Check out the top insights from marketing experts at Daugherty, Perficient, and Mizzou’s Journalism School, among others.

1. Brand yourself through social media

Use LinkedIn, Twitter, and Facebook as an extension of your resume, demonstrating your passion in and knowledge of a particular area.

“LinkedIn is the first thing I look at as a recruiter,” said panelist Jerry Bernhart, of Bernhart Associates Executive Search, who added that a sloppy or neglected page is an immediate turn off for a recruiter. LinkedIn is a powerful networking tool—you wouldn’t, for example, attend a Weston Career Center networking event without copies of your resume or business cards (at least, I hope not). LinkedIn is your digital resume.

Each social platform caters to different audiences and conversations, and you can stand out from your peers by using them correctly.

2. Prove yourself as a strong writer and communicator

As a business student, you need to be able to effectively (and persuasively) communicate with clients and prospective employers. There is an art and subtlety to compelling marketing.

“It’s not about hiding the fact that it is advertising, it’s about being really great at it,” said panelist Brad Best, Assistant Professor of Strategic Communication at Mizzou. “Too often people go tactics first,” he said, when marketers should start by outlining goals, creating a strategy, and then work on the ‘how.’

If you’re interested in content marketing, for example, brand yourself as a knowledgeable source by blogging. Write about which metrics matter in Google’s algorithms for preferential search or how to get the most from a Facebook ad campaign. You’re providing tangible proof of your communication skills, knowledge, and experience, while creating a great digital footprint for yourself.

3. Cultivate technical know-how

As a marketing student, you’re not expected to code apps or build new websites. That said, fundamental knowledge of basics like semantic coding or even graphic design can go a long way for your marketing career. The “jack-of-all-trades” students are “unicorns” for recruiters, said panelist Stuart Draper, of Stukent.com.

The content part of your content marketing strategy may be great, but understanding the behind-the-scenes factors that influence search engine rankings can give your content a boost. “Google is your professor,” said panelist Musonda Kapatamoyo of SIUE. Take a few hours to learn more about HTML or Google Analytics. Proving you are hungry to improve, learn, and add value to a company is a highly attractive quality. Luckily, Olin has provided that resource for students, staff, and faculty for free: Lynda.com.

Obviously, this list focuses on digital marketing and doesn’t address every way a marketing student can get ahead of the competition, but it does highlight some great ways to stand out when applying for marketing positions. What do you think about the panel’s recommendations?

When St. Louis-based Rawlings Sporting Goods announced it will end production of its football helmets and football shoulder pads this year, The St. Louis Post-Dispatch called on Olin’s Joe Goodman, associate professor of marketing for comment.

rawlings-nrg-force-youth-football-helmet-with-unattached-so2reg-facemask-60“It’s important to be known for something specific in the minds of consumers,” Goodman said. “In marketing language, brands need a clear position in the minds of consumers. While Rawlings is strong in football, they are stronger in baseball and they probably decided to focus on what consumers know about them, which is baseball.”


Link to article: End of the line for Rawlings’ football helmets rawlings_baseball


The 137-year old Brown Shoe company is changing its name to Caleres* and Olin Professor Joe Goodman tells The St. Louis Post-Dispatch that consumers of the company’s various shoe brands may not even notice.

“Because Brown Shoe isn’t a consumer facing brand, the company shouldn’t expect much backlash, he said. “The brand equity for the consumer is in the Naturalizer brand or the Famous Footwear brand name, Goodman said. “I don’t think it’ll have any effect on the consumers’ decision making process because they’re unaware of the Brown Shoe Co. name.”

Goodman said it may take awhile for the new name to take hold, however. “We tend to underestimate the power of familiarity,” he said. ‘When you build a brand by scratch, it’s costly and it takes time.’ “

Read full article.

* The new corporate name Caleres comes from “calere,” a Latin word that means “passionate, to glow,” according to the company.

In honor of Shakespeare’s 450th birthday, Olin MBA ’13 Kevin Arkell helped create a re-envisioning of the famous Hamlet. While “Make Hamlet” includes most of the lines from the Shakespeare original, it is far from the same play.

This review is by Michael McLaughlin, MBA’14

Laertes and PoloniusOnly six actors are used, requiring the cast members to play a variety of roles.  At one point a man burst onto the stage dressed in a clown suit, when only moments before, he had delivered an impassioned speech about honor.

Props were either chosen for comedic or economic reasons, which became apparent when the regal king arrived on stage with a walking cane that upon closer inspection turned out to be a golf putter he was holding upside down.

The play was filled with surprises throughout, starting with the moment when the cast members got dressed in front of the audience and ending with a flurry of activity that included running around, impassioned pleading, and something very bad happening to the clown suit.

“Make Hamlet” is the brainchild of Kevin’s wife Lucy, an MFA from Columbia who is the creator of Equally Represented Arts.  The play is based on Lucy’s master’s thesis, and she recruited Kevin to be the Managing Director based on his marketing knowledge from his time at Olin.

Kevin is now an up-and-coming executive at Nestle Purina, and in the course of his job he has rubbed shoulders with the likes of Grumpy Cat. Kevin has discovered that the famous cat is actually quite happy, which might be due to the fact that the cat is a multimillionaire.  Apparently the “grumpy” image it projects is just another clever example of brand management.

If you would like to see “Make Hamlet”, the remaining shows will be taking place April 28 through May 3.  Showtime is 8 p.m. at The Chapel on 6238 Alexander Drive, near the Wash. U campus.
Tickets are available at www.artful.ly/era
The website for Lucy’s theater company is www.EquallyRepresentedArts.com
You can also follow the event page for “Make Hamlet” on Facebook or contact Kevin at k.c.arkell@gmail.com