A few things you should know before you enrol at Brand New
First of all, previous studies in economics and marketing are not essential.
Secondly, it is however better, if you’ve studied or had some work experience since high school. Andrea Guerra (a tutor at Brand New in 2016-2017) would say what this College needs is people with the spirit of travellers, who like to be around people from different cultures and are open to new, worldly experiences.
Thirdly, you’ll love Brand New College if you’re interested in the world of business and marketing and product communication, and if you’re good with numbers and data (you’ll see why shortly).
And fourthly, you’ll be working both on your own and in groups, but this is not a College for lone wolves – you and your classmates will be a team, and the first thing you’ll learn is that you need to understand the people around you and discover their strengths (and yours).
What you’ll be doing over the two years
You’ll learn that you need to find the identity of that which you’re trying to market. At Brand New we don’t just talk about corporate brands, we talk about cities, nations, political movements, and all the players involved too. You’ll start to understand market events by analysing numbers and data, but the skills you need won’t be those of an economics student, you’ll need the creative flair to recognise a brand’s untapped potential.
You’ll learn to treat a brand as if it were a character in a movie, or a story, or a TV series, advancing the message you’re trying to put across in every situation and every possible form. Finally, you’ll understand how your idea can be integrated with market requirements, and how it can be adapted to respond to what people need.
Remember that this is a Holden course you’re enrolling in, so you’ll also be studying modules on cinema and writing, and many of your classes will be taken jointly with other Colleges.
You will meet many professionals in your classes who are working in different areas of business: communications and marketing managers, executives who come to talk about their own experiences, etc. You will also go on exploratory missions with companies (this year we went to Ikea, Lavazza, publishers Add Editore and Aurora Pen, to name but a few).
You’ll study lots of case histories concerning both large and small companies. Many cases are taken directly from H Factory, the Holden department that handles relations with companies who want to share their stories with us (Holden Productions) or provide training (Corporate Storytelling).
What you will take away when you leave
- you will have the vision to understand the essence of a brand, a market or a product, and be able to convey that essence in any form, any place and any variation required;
- you will know how to lead a group and organise the workload according to everyone’s individual qualities;
- you will be able to introduce a product or service by studying the market and knowing which segment it will best be placed in; you’ll also learn how to draw up a launch plan;
- you will be able to analyse an existing brand and suggest a new marketing plan to re-position it or facilitate its expansion;
- you will have worked on a number of actual cases, either on your own or as part of a group, by attending or collaborating with H Factory.
One last thing: to be perfectly clear, our aim with this College is to produce the ideal Chief Storyteller. Many of the world’s major companies already have chief storytellers, but for others it’s still just a myth. It’s not a new idea though. Nike, for example, has had a “Chief Storyteller Officer” since the 1990s, and then there are people like Steve Clayton at Microsoft, and Dana Brooks Reinglass, a former producer for Oprah Winfrey who is now Chief Storyteller at United Airlines. The remit these people have is not just to convey the identity of the company, but to make it human.
They work to get the public engaged with the company, using all kinds of events and social platforms, building public loyalty to the brand with the oldest special effects tool in the world: stories. In the digital age we have developed a short attention span, but great stories go on and on. The stories that count are the memorable ones, and this is how it will always be – one thing any CEO would like to be able to say about their brand, product or company.
If we were granted just one wish then, it would be that every graduate of Brand New College could become a Chief Storyteller.
Who is he?
He is the son of a partisan that led the Matteotti brigade in the Langhe region. He is the founder of Eataly, whose purpose is to show that quality Italian eno-gastronomy is within everybody’s means. He has been one of most innovative Italian entrepreneurs in the last decade.
How did he begin?
His father Paolo founded a small local supermarket in 1967 and named it UniEuro: few years later Oscar became actively involved in the business.
A couple of things he has done
He has sailed with Giovanni Soldini from Genoa to New York, in the “7 moves for Italy” trip. He lived with Tonino Guerra for three years, who taught him how to put poetry into his work.
Actually, “Oscar” is a nickname. His real name is Natale.
Where to find out more about him
Read Coccodè. Il marketing pensiero di Oscar Farinetti, or his last book: Mangia con il pane. Storia di mio padre, il comandante Paolo.
The Master of Biennio 2016-2018 is Andrea Guerra, one of the best managers in Italy. He has been executive president of Eataly since 1 October 2015.