What does a brand expert do after igniting consumer awareness of Nikon, Timberland and Snapple? Shares his knowledge at SPS.
At SPS, Steve...
- Teaches his "Communications Toolbox" course
- Puts his students at the center of the new digital marketplace
- Conducts courses on-site and off at PR firms, agencies, and top companies
- Gives his classes something unprecedented
You spent decades creating marketing strategies for some of the world's leading brands. How has the industry changed for students today?
Developments in technology have changed the industry dramatically. I designed a course, ‘The Communications Toolbox’, to give students an overview of what's going in communications—as brands take to social media outlets like Twitter, Facebook, Instagram and Pinterest.
Do these changes open up new opportunities?
Brands are especially looking to hire younger graduates who are digital natives. The feeling is that they may be able to understand innately what the best social media approach might be. Some of our students have been able to enter the field without being placed in junior positions.
Your class spends considerable time in the field, doesn't it?
Everyone gets hands on experience. In addition to meeting at Columbia, we visit communications firms, PR and ad agencies, as well as clients like the ASPCA, JetBlue, and Google. It's not a traditional lecture class; it's really interactive—an unprecedented peek inside the industry.
So, tell us, how did you get the facts under the Snapple cap?
Snapple was probably the most rewarding part of my career. The brand was dying. A new company bought it and was trying to resurrect it. Consumer insights said that when people drank a Snapple, they would shake it to break the vacuum seal. As they opened the top, they'd look under the seal for our summer promotions. I decided why not use that real estate to put real facts. I've been away from Snapple a long time, but they're still using it.
