The first Brandemonium conference and festival took over downtown Cincinnati, Ohio, from Oct. 11-14. The so-called “SXSW for Branding” sparked the imagination of attendees and locals with immersive events and activations, along with speakers including Drew Boyd, the executive director of the Master of Science in Marketing Program and associate professor of Marketing and Innovation at the University of Cincinnati.
brandchannel Editor-in-Chief Shirley Brady spoke with Boyd, who entered the world of academia after a successful business career. He spent 17 years with Johnson & Johnson in marketing, mergers & acquisitions and international development. Before J&J, Drew worked with United Airlines in sales, marketing and strategic planning, and was one of the early pioneers of strategic partnerships between airline carriers that led to the creation of the Star Alliance.
Boyd merges the theory taught in a traditional classroom setting with more than three decades of experience, providing a real world marketing and innovation experience. Below, he discusses the skills that students need in the competitive world of branding these days—and much more: