Sarah Grenon is head of marketing in North America for Impax Asset Management, a global financial services company that specializes in the transition to a more sustainable economy. To help the company’s stakeholders understand why brand is such a key investment, Grenon began looking for an executive program that focuses on the specific attributes of how branding adds value. In the new HBS Executive Education program, Creating Brand Value, she made a significant mindset shift that enabled her to bring the brand to life and get more support from decision-makers.
Why did you choose to attend Creating Brand Value?
It was perfectly suited for my marketing role. My former boss and mentor, who had attended the General Management Program at HBS Executive Education, said it was such a transformative experience and encouraged me to keep an eye on upcoming programs. When I was perusing what was available last summer, I saw that there was going to be a new focused program on branding, and I applied immediately.
I've attended virtual webinars and in-person conferences, but there's something so unique about living on campus with the others in your cohort. Being in class all day felt like we packed in years of learning and networking into a couple of days. Everybody was so open, friendly, and willing to engage—they wanted to make the most of this opportunity.
Did you have any objectives that you were trying to meet in the program? Were they met?
I've had such a wide-ranging experience within marketing, and the part that I'm most passionate about is branding. When I think about why I chose the program, in addition to the personal satisfaction of being able to immerse myself in this topic, I wanted to be able to think "big picture," be creative, and remain open-minded, which was so appealing from a professional development standpoint.
I work at a global financial services company and wanted to learn how to communicate to our key stakeholders why investing in brand is so important to our firm’s success. Having the backing of the HBS faculty, the case studies, and discussions in class with international peers added richer points to bring back to those key decision-makers.
What key program takeaways are you applying in your professional life today?
The biggest takeaway for me was the significant mindset shift I made. On the first day, the professor asked us to describe what a brand is. My definition was focused on what I think about our firm, what my team thinks about the firm, and the values of our mission. But by the end of class, I realized that brands aren’t just owned or developed by internal stakeholders or a single visionary—it's co-creation. The brand is unleashed into the marketplace, and different stakeholders, clients, and prospects add their views, too.
The theme of co-creation was a big one, letting go of a bit of control and understanding that a brand isn't just the tightly edited mission statement or slick video that you put together. It's how your constituents are experiencing your brand out in the world through their own lens. And then thinking about a brand holistically as a living, breathing thing. When you put that out into the world and see how it’s received, the brand comes to life.
How would you describe the value of the program to somebody who is considering taking it?
To any busy executive who doesn’t know if they can squeeze in this program, I say: you can, and you should!
We all have career challenges and family demands, so it was a luxury to be in the HBS classroom all day, thinking and dialoguing with other executives about marketing and hearing about their real-world experience. It gave my brain time to breathe and think in a way that I don't get to do when I'm hopping from meeting to meeting and rushing to pick up my daughter at school.
I felt so reinvigorated and walked away with so many connections. The diversity of perspectives and ideas that were shared made the program an amazing, thought-provoking experience. Meeting people from all over the world and getting exposure to those different perspectives was invaluable. Knowing that I have a cohort of people who are supportive and creative, and want to continue collaborating, gave me a huge boost of confidence and a bounce in my step.
What advice would you share with prospective participants?
Read the cases beforehand and take the time to dive into the subject matter. The discussions will be much more meaningful if you've read the content in advance. Come in with an open mind, leave your day-to-day self behind, and be willing to share and participate.