Seven Steps to Building a Best-Selling Brand

Building a brand is about more than spending money on marketing. It’s about how you think about your brand conceptually, and the strategies you employ at every level of your business. That was the message from brand architect and strategist Larry Gulko when he spoke at the Rady School of Business at UC San Diego recently.

Gulko laid out his recipe for success in seven simple steps. His first piece of advice: specialists win, generalist lose. He points to several examples of companies that lost sight of their core business and ended up failing. Gulko told the crowd, “be the Q-tip.” He says it’s a brand unmatched in specialization and name recognition. His next six steps touched on everything from connecting with your customer, to inspiring your employees to be brand ambassadors.

After his talk, Gulko sat down with two UC San Diego alumni-turned-entrepreneurs to learn their brand secrets. Pierre Sleiman is the CEO of Go Green Agriculture, and Suman Kanuganti co-founded Aira, a high-tech company improving the lives of people who are blind or visually impaired. Gulko, Sleiman, and Kanuganti have a lot of expertise to share about branding, including why you don’t remember your second kiss, and what that has to do with being a best-selling brand.

Watch Building and Growing Brands with Larry Gulko: Global Business Leadership Forum

Memories, Found and Lost

In his Conductor’s Note for La Jolla Symphony & Chorus’s Celebrating Tradition concert, Music Director Steven Schick observes that “memory flows down two related streams,” the personal and the communal. In this concert’s program communal memory is strongly evoked by Handel’s Messiah, Part 1, drawing as it does upon a story heard around the world for over two millennia. Since its Dublin premiere in 1742 Messiah has become such an integral and cherished part of Christmas tradition that virtually everyone who hears it anew may reflexively summon recollections of prior performances; those recollections are in turn echoes of past cultures that experienced Handel’s music.

Qingqing Wang’s new piece, Between Clouds and Streams (a world premiere), explores the sources and formation of memories in its evocation of the natural world set against the most modern of musical techniques. At times Wang’s observations are arranged as in a musical garden, serene and contemplative, while at other points in the composition she conveys the sense of memory struggling to the surface, as half-remembered and sometimes fragmentary images intrude on the composer’s (and listener’s) thoughts. The overall effect is one of connections drawn and new pathways forged from the old.

Memory can also be a fragile, capricious thing, as evidenced by the inexplicable and undeserved obscurity of Florence Price. Price’s Symphony No. 1 in E Minor, performed in 1932 by the Chicago Symphony Orchestra at the Chicago World’s Fair, was the first work by an African-American woman to be performed by a major American orchestra. The Chicago Symphony continued to champion Price’s music through the Forties and Fifties, and singer Marian Anderson recorded several of her songs. All together Price composed over 300 works in a variety of forms and was performed widely in America and Europe, yet shortly after her death in 1953 her work fell into obscurity, possibly as a result of changing musical tastes that were not hospitable towards her conservative style. It was only by accident that her vibrant Violin Concerto No. 2 was discovered in an abandoned house, and the La Jolla Symphony’s performance of this nearly-forgotten work serves as an excellent introduction to a remarkable and unjustly neglected composer.

Watch Celebrating Tradition – La Jolla Symphony & Chorus

Drug Wars: A New Hope

Why do some people develop addictions and others don’t? Does that provide insight in how to mediate addictive responses and behaviors? Join The Scripps Research Institutes’ Olivier George as he talks about his research and shares insights into how the brain responds to a variety of drugs, both illicit and prescription – as well as alcohol and nicotine – and new directions in developing novel therapies to reduce compulsive drug use and abuse.

Watch Drug Wars: Episode IV – A New Hope – Finding New Therapies to Fight Drug Addiction with Olivier George – Saturday Science at Scripps Research

Examining Neoliberalism’s Role in Modern Far-Right Politics

The world is seeing a rise in far-right politics, from Italy, to France, to Brexit, to President Trump. So, how did we get here? And, where exactly are we? Is this authoritarianism, fascism, populism, or something else? These are the questions political theorist Wendy Brown addresses in her talk, Neoliberalism’s Scorpion Tail: Markets and Morals Where Democracy Once Was.

Brown begins by outlining what she sees as the classical liberal thinking on the subject. The story goes like this: neoliberal economic policies devastated rural and suburban areas taking away decent jobs, pensions, schools, services and infrastructure as social spending dried up, and capital began to chase cheap labor and tax havens in the global south. At the same time, a cultural gap grew between those rural and suburban communities, and urban centers. Rural families were alienated, left behind, and felt like strangers in their own land. This feeling was coupled with enduring racism as immigrant communities transformed some suburban neighborhoods and the politics of equality appeared to the uneducated white male, to favor everyone but him.

Brown says that story is incomplete. She argues it fails to address a key component of neoliberalism: the idea that society and robust democracy disrupt the natural hierarchy of markets and traditional morals. Brown argues that classical neoliberalism seeks to disintegrate society and universal suffrage, leading to a world where those who were historically dominant – the white male in particular – feel that dominance fade. What is left, are feelings of rage and resentment. Brown imagines two possible futures for those feelings, one bleaker than the next. First, she describes world in which politics are based solely on spite and revenge. The second option? A reversal of values, where those who have lost the world they feel historically entitled to seek to destroy it. But, she leaves some room for hope if humanity can draw deeply from our imaginations, courage and grit.

Watch Neoliberalism’s Scorpion Tail: Markets and Morals Where Democracy Once Was

Working with Artificial Intelligence to Keep Americans Employed

We have all heard the dire warnings. Artificial intelligence is predicted to decimate job sectors already hit hard by outsourcing. Some studies suggest up to half of all work could be automated by 2030. That means factory workers, drivers, even some accountants may find themselves without a job.

Jennifer Granholm, the former governor of Michigan, knows the pain of job-loss all too well. She witnessed the closing of factories in towns like Greenville, where three thousand of the town’s eight thousand residents worked at the same plant. But, Granholm remains optimistic about the future of employment in the United States. She believes we can make artificial intelligence work for us, not against us.

Granholm uses the autonomous vehicle as one example. While the technology could put five million drivers out of work, it could also create millions of new jobs. We could see the rise of new industries such as mobile motels, or pop-up shops. Driverless cars could eliminate the need for massive parking lots, creating space for affordable housing. But, new industries require a workforce with new skills.

Granholm has five suggestions for creating that workforce. Three of those suggestions focus on investment in training, including apprenticeships and internships. She suggests diverting funds currently used to subsidize unemployment. She also says we need to come up with a way to create portable benefits for people with alternative jobs, such as Uber drivers and other app-based workers. The final suggestion: pay people for their data. Granholm says the tech sector is making billions off our personal information, and there may be a way to share that wealth.

Watch Shaping a 21st Century Workforce – Is AI Friend or Foe?