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April 29, 2008

Brand Training, Direct-to-Consumer

Sephora_2McDonalds has a university — Hamburger U — to train its managers and employees. The Ritz Carlton has a leadership-training center to coach other people's managers and employees.

But what happens when you take your corporate know-how and extend it directly to consumers? That's what BMW is doing with its Performance Driving School, where professional BMW instructors will teach you how to drive safely and "maximize exhilaration behind the wheel." And Sephora, the cosmetics superstore, recently opened Sephora University, where consumers can learn beauty tips and techniques from the pros. As consultants, we hear a lot about the value of knowledge capital, and the importance of transferring that knowledge to the next generation of managers. But as BMW and Sephora are realizing, there's great value in transferring your knowledge directly to consumers, and delivering them a truly immersive way to interact with your brand.

Read the full Brandweek editorial here.


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About This Blog

Brand extensions are all around us — clothing from the Sierra Club, furniture polish from Steinway and, yes, even the kitchen sink from Jacuzzi. TippingSprung, a New York-based brand-extension consultancy, publishes an annual survey on brand extensions with Brandweek. If you spot a noteworthy extension for the blog or survey, email us.



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